Harvard Business Review
APRIL 2, 2015
B2C marketers have long known that the key to a customers’ hearts and minds is to make the connection between the brand and customers’ sense of self. Powerful brands (think Apple and Nike) reinforce customers’ positive self-image.
Harvard Business Review
SEPTEMBER 22, 2011
More and more companies are tying incentive pay to customer metrics. TIAA-CREF, the big financial services company, includes customer loyalty score improvement in senior executive compensation. In most larger companies, you'll need to generate roughly 200+ responses per operating unit per period.
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