Customer

Getting and keeping golden customers

How golden are your customers. This was the topic discussed when I met interim marketing director Nicki Holmes at the Royal Society of Arts yesterday. Her unique approach to marketing which has achieved fantastic results for a wide range of businesses from NatWest to Help the Aged has a secret ingredient. 

The secret is a simplification of the brand coupled with a thorough understanding of high value customer segmentation. The challenge is to get away from the mass traditional marketing techniques and to tailor your approach to those customers that are both high value and are likely to provide a high lifetime value.

Getting a change in approach often requires a firm challenge to the existing thinking and this is where business biomimetics can play a key role. To gain additional high value customers you need a combination of golden customer marketing, insightful strategic thinking and focused implementation all of which is available from Thoughtcrew.

You can find out moe about Nicki on her LinkedIn profile http://uk.linkedin.com/pub/nicki-holmes/0/ba/8ba
 and Phil Richardson here http://uk.linkedin.com/in/philrichardson

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