Biologize » Customer

Getting and keeping golden customers

Phil Richardson — Wed, 14 Apr 2010 11:01:05 +0000

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

Natural nationalism

Phil Richardson — Mon, 28 Sep 2009 21:21:43 +0000

The family is the basic unit of society acording to my good friend Guy. A collection of families are a village, town or city and a collection of these are a nation. Of course in nature there are examples of such systems in place and equally those that spread their subsequent generations far and wide. In comparing our own families it was easy to see how we had spread to the four winds UK wise.

What if we applied this thinking to customers? Have we considered a local bs spread customer base? I meet many ex-corporate types that have moved to the South West and want local clients. Can the way communities work in nature help us decide this aspect of customer strategy?

Here’s a head start. To be local everything needs to be a close copy. It needs to access plentiful resources and when preditprs strick to be of sufficient numbers to cope with a few losses. All are equal so theres no need for CRM.

Is this what you want?

Come to the next event on Thursday 28th August in Bath and listen to Phil Richardson talk about biomimetics

Phil Richardson — Thu, 21 Aug 2008 14:21:02 +0000

Increasingly businesses are learning from natural systems; or ‘biomimetics’. Major innovations such as cybernetics, swarm intelligence and artificial neural networks have been derived from biomimetic principles. Phil has worked with companies including DTI, MoD and Gillette looking at issues such as:

Imitating organizational principles from social behaviour of organisms like ants, bees, and micro-organism
Mimicking mechanisms found in nature (Velcro and “Gecko tape”)
Replicating natural manufacturing methods as in the production of chemical compounds by plants and animals
His work has generated some fascinating, thought provoking results which he will share on the night.

Our next event will again be at Browns Bar and Brasserie, Orange Grove, Bath BA1 1LP. Tel: 01225 461199. This is a 5 minute walk from the train station (straight ahead from the station along Manvers Street) and will be easier for those traveling by train.

The format will be the same as usual, drinks downstairs at the bar and then upstairs for the talk/discussion.

It was great to see you before; please do come again this month. The talk will contain many valuable insights and practical tips and there are many new faces still to meet.

Thursday 28th August
Starting at 5.30 ’til 8.30 - The talk will be at 6.30pm so don’t be late
In Browns Bar & Brasserie, Orange Grove, Bath BA1 1LP. Tel: 01225 461199.
Starting in the downstairs bar and moving up to the 1st floor from 6.30pm.
Of course the event, as always, is free.

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