How Brands Can Build a Cult Following

By Ron Welty, Founder & Chief Client Officer From the “Trekkies” of the 1960s to the “BeyHive” of today, consumers crave a sense of belonging. But these tribal connections aren’t limited to just books, bands, and shows. A sense of belonging can also be a powerful emotion in a brand’s customer experience. Considering nearly half of Americans feel lonely, giving customers the opportunity to be a part of something...

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How to Reduce Your Customer Churn Rate

by Ron Welty, Founder & Chief Client Officer Customer come and go, but eventually, the losses add up. According to Gartner, 80 percent of a company’s future revenue will come from just 20 percent of its existing customers. When measuring the success of your business, make sure to look at your failures, too. In order to improve customer retention, brands must focus on customer churn. What is Customer Churn? ...

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That’s Just The Way It Is

Bruce Hornsby famously sang, “That’s just the way it is. Some things will never change.” A younger generation of readers will recall those lyrics as they were sampled by 2pac some years ago, and the words are no less relevant now. Dr. Chip Bell, an expert consultant on customer loyalty, has said that after a person is employed for about ninety days, he becomes blind to the details that his customers see. This accurately defines one primary function of mystery shoppers, but it also points out a risk that even mystery shoppers face. When we become...

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