Shows
C3Centricity PodcastsHow to measure customer centricity the right wayMeasuring Customer centricity when adopting a customer-first strategy is essential today but how to do it? This post shares some learnings from an analysis of Google searches around the customer.2021-04-1415 min
C3Centricity PodcastsThe 5 Essential Rules of Customer Observation for Greater Business SuccessThe best way to understand your customers is to watch & listen to them. Customer observation & listening are powerful but often underutilised marketing tools., and are often wrongly carried out. Here are the ffive rules to getting observation and listening right every time, so you get maximum benefit from every session.2021-03-2915 min
C3Centricity PodcastsThe Good, Bad and Downright Ugly Parts of a Head of Marketing JobA Head of Marketing (CMO) has a less than 4-year tenure on average, and far less in CPG. How can you keep your job when others are struggling? This podcast is filled with useful ideas and statistics, as well as a 5-step process to help you to answer the ever-increasing demands and risks of a head of marketing job.2021-03-1529 min
C3Centricity PodcastsHow to Take Local Brands Global: The 5 Rules to FortuneLocal brand successes do not automatically guarantee global success. Consider these 5 rules before rolling out your local brand regionally or globally2020-12-1522 min
C3Centricity PodcastsAre smart things really smart or is it just smart marketing?The world is filled with smart things, but are they really smart or is it just smart marketing? Smart things use big data but it is the smart people who analyse it that makes it smart.
This podcast shares ideas about what smart marketing is and what AI and ML can do to support it.
If you prefer to read the post then click the link: https://c3centricity.com/are-smart-things-really-smart/2020-12-0415 min
C3Centricity PodcastsYou're not competing in the category you think your areUnderstanding the category in which you are competing is as important as knowing your target customers. Your actual, real category may surprise you. This podcast shares the five most important steps so you can do it for yourself.
If you'd rather read the post then click the link: https://c3centricity.com/not-competing-in-category-you-think/2020-11-1617 min
From the HipThe Importance of Having a Customer First Strategy in BusinessListen as Shelley navigates the complicated world of business with expert Denyse Drummond-Dunn, President and Chief Catalyst for C3 Centricity. Together they will discuss how essential it is for businesses to adopt a customer first strategy. Denyse describes what that strategy looks like for most businesses and how it can mean the difference between success and failure in the business world.2020-05-1224 min
C3Centricity PodcastsA customer-first approach to successful innovationWhether it's 60% of new product launches fail, or it's 80% or 95%+, successful innovation is rare. Listen for ideas on the reasons & some simple solutions, as well as inspiring examples from around the world.2020-04-2919 min
C3Centricity Podcasts7 Essential steps to successful business projectsTo transform your business into a successful powerhouse, use these 7 Essential Steps to Successful Business Projects for greater profitability.2020-04-2913 min
Business Growth CafeTransform your business with a customer-first strategyDenyse Drummond-Dunn joined is in the Cafe to discuss the contents of her book Winning Customer Centricity, and the importance of developing a customer-centric brand.2018-10-2224 min
C3Centricity PodcastsHow to beat the competition next yearIf you're in the planning phase of your business, then you're looking for ways to beat the competition. Here are some useful tactics for profitable growth.2017-08-2114 min
C3Centricity PodcastsYou're missing out on A Free Communication Channel! (Any guesses what it is?)Are you as shocked as I am, to think that there is a free communication channel which most marketers are not using effectively today?
So what is this incredible channel? The Internet? No. Social Media? No. It's Packaging!2017-08-0716 min
C3Centricity PodcastsIs the future of retail in the stars?With the move of most major supermarket chains to offer online stores too, plus a few successful online only stores, such as Amazon in the US and Ocado in the U.K. manufacturers are now reconsidering just how big they could or should grow their online business.
Today, supermarkets are scrambling to catch up as start-ups in many developed countries are giving this new type of freedom to consumers.
The case for bricks & mortar stores
Customers will always need to see and try before they buy in numerous categories. Offering free returns may work for apparel but not for electronics.
...2017-07-2716 min
C3Centricity PodcastsA customer-first approach to successful innovationWhether you believe that 60% of new product launches fail, or the number is 80% or 95%+, the truth is that successful innovation is rare. Why is this? Here are some solutions.
Start with the Category rather than (just) the Customer
Every customer-centric organisation should start their processes with a review of the customers they are looking to please. However, in order to do this, the actual first step to both insight development and successful innovation is to identify the category in which you are, or want to compete.
Another practice I use is to zoom in or out when looking at a...2017-05-2919 min
C3Centricity PodcastsWhat a Customer First Strategy Means for Marketing’s 5PsAll marketers know their 5Ps, but do you know what a customer first strategy looks like in each of them?
People
In addition to knowing and describing your target customers in detail, the other tip I give my clients is to start and end every meeting by asking what your customers would think of the decision you are about to make/have just made. This one simple idea is incredibly powerful in identifying actions which are not customer centric.
A customer-centric approach to your customers is both thinking about them in every action you take, as well as knowing them...2017-05-1818 min
C3Centricity PodcastsWhat a customer first strategy means todayA customer first strategy is not hard. Just think customer first in everything you do. So how come most businesses get it spectacularly wrong? I think the reason is because they don't see the immediate return.
Reasons for having a customer-first strategy
There has been enough research done to prove that the return on a customer first strategy is significant:
• 86% of buyers will pay more for a better customer experience. But only 1% feel that vendors consistently meet their expectations.
• 89% of consumers have stopped doing business with a company after experiencing poor customer service.
• By 2020, customer experience will overtake price and produc...2017-05-0115 min
C3Centricity Podcasts13 Inspiring marketing quotesWhat habits have you become so comfortable with that you don’t even notice or question them? These 13 marketing quotes are amongst my all time favourites.
1. “There may be Customers without Brands, but there are no Brands without Customers.” Anon
Brands depend on customers and if companies remember this, then they can only succeed.
2. “Nothing can add more power to your life than concentrating all your energies on a limited set of targets.” Nido Qubein
One of the biggest mistakes marketing can make is to not appropriately define its target audience.
3. “The more you engage with customers the clearer things become and t...2017-04-1719 min
C3Centricity PodcastsWhy Customers are the answer to all your problemsHow can I innovate more successfully?
According to Harvard Professor Dr Srini Pillay, "Humans have a natural aversion to innovation because it involves a healthy dose of uncertainty and risk."
Unfortunately, we try to reduce this risk by referencing past events to help us to predict the probability of our future success.
This is why the customer is the answer! It is only by getting closer to our customers and remaining curious, that we have any chance of increasing our success in satisfying them.
Therefore, it makes sense that we involve our customers in helping us innovate. Not as a...2017-04-0318 min
C3Centricity PodcastsCustomers care about products & value, not employeesI've been a customer champion for most of my career. But with the likes of Richard Branson saying it's employees first, customers second, my confidence was beginning to slide a little.
Thank goodness, therefore, for some new research from Global RepTrak® that has finally confirmed what I have always believed. Customers care about themselves first and foremost!
It was a chart I first saw on MarketingCharts.com that alerted me to this work by RepTrak™. I wanted to take a look behind these numbers and try to understand why some influencers have been pushing employee centricity.
Products And Services Are Key...2017-03-2111 min
C3Centricity PodcastsYour Real Marketing Priorities for 2017Here at C3Centricity, we have been measuring marketing priorities with our blog followers for several years. So here are this year's top marketing needs.
Insight Development
Insight development has moved from fourth position last year to first place this year. Even though we’ve been talking about it for decades most marketers are still struggling to find insights in their information.
Insight development takes time & far more information than just market research. Major CPG companies spend weeks or months with a team of experts from different specialities including psychology. Don't leave it to just marketers and marketer researchers to wo...2017-03-0616 min
C3Centricity PodcastsHow do people recognise brands?Brand image is expressed in many ways, which can also help brand recognition.
Which of them have a face, a voice, an aroma, a unique packaging, a slogan or a sound that immediately identifies them? If they do, what does it bring in addition to the brand in terms of brand recognition?
Face
One of the first faces I think of for a brand is Flo from Progressive. She has won the hearts of Americans over the years, with her helpful but quirky discussions with potential customers.
George Clooney has been the face of Nespresso for many years now. He...2017-02-2118 min
C3Centricity PodcastsWhat a Short Stay in Hospital Taught Me about Customer ExperienceMy seven learnings about excellence in customer experience:
1. Introduce yourself
In business, we often forget to introduce people in meetings and when we do, we don't explain their responsibilities.
Perhaps if we did this, there would be far fewer people in meetings, as only those with a real reason to be there would attend!
Direct contacts with customers, whether by phone, email, chat, social media or in person, deserve the same detailed introduction. This moves the connection from a somewhat cold, professional exchange, to something far more friendly and personal, if not actually personalised.
2. Confirm that you know me
Most...2017-01-2319 min
C3Centricity PodcastsTop 2016 Marketing PostsReview of the top 2016 marketing posts on customer understanding, connection and engagement. These highly popular posts confirm their value & topic importance. A must-listen podcast for all marketers, brand builders and customer centricity champions. Filled with ideas, tips and cheak-lists to optimise your business in 2017.2017-01-0119 min
C3Centricity PodcastsGive customers what they really want todayWhat does a business need to do to increase their customers’ satisfaction? There are seven facts that become apparent from this podcast:
1. Businesses should always provide a positive customer experience and do whatever it takes to satisfy, but ideally delight.
2. Companies need to go beyond the mere process of customer centricity, to truly put their customers at the heart of the organisation.
3. Customer centricity adds demonstrated value to a company; it should be a no-brainer.
4. Customer centric improvements are happening too slowly in most industries, especially when customers are becoming increasingly demanding.
5. Providing customer service doesn’t guarantee customer satisfaction.
6. A po...2016-12-1314 min
C3Centricity PodcastsHow to sell more to less: the essentials of segmentationBusinesses often make the mistake of trying to sell more to everyone.
Why is this a mistake? Well, if you try to please everyone you end up delighting no-one. This is why best-in-class marketing works with best-practice segmentation.
Whatever method you use for segmenting and choosing your target customers, the results of your exercise of customer grouping needs to meet the following five conditions, known collectively as the MIDAS touch.
Measurable: The individual groups need to be clearly defined and quantifiable using KPI’s such as size, market share, value share.
Identifiable: Each segment must have a distinct profile and ea...2016-12-1213 min
C3Centricity PodcastsForgotten facts & fantasies of customer delightPeru is a remarkable country whose image is dominated by Machu Picchu. But it deserves so much more.
This post uses examples experienced by Denyse Drummond-Dunn during her visit, to show how Peruvians are experts in customer delight!
It includes how Peruvians welcome and truly value the business of its guests. From travelling in the luxurious coaches between cities to the excellent, if sadly old-fashioned service on the Andean Explorer, Denyse shares the inspiring customer centricity she witnessed everywhere.
The examples will inspire every listener to improve how they treat their customers with examples to steal with pride.2016-12-0218 min
C3Centricity PodcastsIncreasing impact & engagement through advertising testingThere are many articles on advertising testing, but this one answers IF you should be testing at all! It covers the when, what & how of ad testing.
In summary when it comes to testing your advertising:
1. Know with whom you want to communicate.
2. Know what your target audience wants to hear.
3. Know why you are communicating, what the message is that you want to send.
4. Know which concept(s) or ideas have the most resonance with both your target audience and objectives, and why.
5. Know how the concept(s) will develop into a campaign across media.
6. Know how you are...2016-11-2017 min
C3Centricity PodcastsWhat makes a great website?Checking a website is often the first step a customer makes when they are interested in a brand or manufacturer.
Therefore we should ensure ours responds to their needs, whatever the reason for their visit.
This podcast shares the nine essential elements of a customer centric website.2016-11-1312 min
C3Centricity PodcastsImproving Ideation, Insight & InnovationMany companies create great new products and services – from their perspective – but they fail! In such a situation, it is almost always due to an outdated innovation process, in which the customer has not been involved.
I know it can be difficult to innovate in this new age of technology, but it remains vital for growth. This podcast shares some of the latest ways to improve your innovation success rate.2016-11-1320 min
C3Centricity PodcastsAre You Still Using The Marketing 5Ps? Move To The Improved 7Qs.Have you been working with the marketing 5Ps but still don't seem to know your customers any better?
Try these 7Qs and see a real difference!
This post gives you the questions to ask yourself and the actions to take to build your brand.2016-10-0112 min
The Tech Cat ShowDenyse Drummond-DunnDay 2 of The future of insights is at IIeX. New ideas, new approaches, new faces - IIeX is all about the innovation and bold thinkers changing the face of our industry.
This June 13-15, we're returning to Atlanta for our biggest, boldest and most disruptive IIeX yet. You’ll learn about the most exciting innovations disrupting the world of insights, be challenged and inspired, and meet future business partners.
Join us for three unforgettable days of the best thought leadership, networking and inspiration our industry has to offer.2016-06-1400 min
The Tech Cat ShowDenyse Drummond-DunnDay 2 of The future of insights is at IIeX. New ideas, new approaches, new faces - IIeX is all about the innovation and bold thinkers changing the face of our industry.
This June 13-15, we're returning to Atlanta for our biggest, boldest and most disruptive IIeX yet. You’ll learn about the most exciting innovations disrupting the world of insights, be challenged and inspired, and meet future business partners.
Join us for three unforgettable days of the best thought leadership, networking and inspiration our industry has to offer.2016-06-1415 min
IIeX North AmericaDenyse Drummond-DunnDay 2 of The future of insights is at IIeX. New ideas, new approaches, new faces - IIeX is all about the innovation and bold thinkers changing the face of our industry.
This June 13-15, we're returning to Atlanta for our biggest, boldest and most disruptive IIeX yet. You’ll learn about the most exciting innovations disrupting the world of insights, be challenged and inspired, and meet future business partners.
Join us for three unforgettable days of the best thought leadership, networking and inspiration our industry has to offer.2016-06-1415 min
VoiceAmerica Live EventsDenyse Drummond-DunnDay 2 of The future of insights is at IIeX. New ideas, new approaches, new faces - IIeX is all about the innovation and bold thinkers changing the face of our industry.
This June 13-15, we're returning to Atlanta for our biggest, boldest and most disruptive IIeX yet. You’ll learn about the most exciting innovations disrupting the world of insights, be challenged and inspired, and meet future business partners.
Join us for three unforgettable days of the best thought leadership, networking and inspiration our industry has to offer.2016-06-1400 min
Indie Book PublishingEve Shvidler MD, Helena Lettau, Denyse Drummond-DunnIndie Book Publishing order of interviews for the 4/12/15 show: 5:00-6:00 PM EST
1. “Burning the Short White Coat: A Story of Becoming a Woman Doctor”; by Eve Shvidler MD
2. "The Visible and The Invisible Reality: Expanscious Consciousness”; by Helena Lettau
3. “Winning Customer Centricity: Putting Customers at the Heart of your Business – One Day at a Time”; by Denyse Drummond-Dunn2015-04-1248 min