Eric Jacobson

MARCH 18, 2013

Here are his answers : Question : When you consider all the Business-To-Consumer (B2C) companies in the U.S., From awareness to interest to decision and action to advocacy and loyalty organizational structures hone in to optimize each step but are rarely unified in their approach or overall higher purpose. Develop meaningful metrics.

B2B 56

B2B B2C Technology CRM 56

Strategy Driven

JUNE 9, 2014

The internet and its immediate access to any information – including one’s reputation – the economy, Google and online searchability in general, social media, smart phones, one-click buying, Amazon feedback and other ratings sites, and smarter customers and consumers both B2B and B2C. Teach customer loyalty, not customer satisfaction.

Customer Loyalty 63

Customer Loyalty B2C Reputation CRM 63

Harvard Business Review

FEBRUARY 7, 2018

Survey respondents show more loyalty to usage brands. In many organizations, marketing comes after product development. But a usage mindset requires a closer relationship between marketing and product development because the brand and experience are increasingly one and the same.

Brand 8

Brand Succession B2B Advertising 8

Harvard Business Review

OCTOBER 30, 2014

Yet for all the shared responsibility, the marketing and sales relationship has often been a contentious and lopsided one, with sales dominating in B2B sectors while marketing leads in B2C ones. That starts with developing a deep understanding of how customers behave and make decisions. Collaborate around the customer decision journey.

Marketing 11

Marketing Guidelines B2C Analysis 11

Harvard Business Review

SEPTEMBER 21, 2011

Amazon, and eBay in B2C commerce and Covisint and GS1 in B2B. They're failing to take control and develop a plan. Four main factors go into developing and positioning an app strategy: Brand. Such service reinforces the brand and builds equity through increased loyalty. Think of Yahoo!,

Brand 11

Brand B2C Market Segmentation Travel 11

Harvard Business Review

OCTOBER 10, 2014

Loyalty and reward programs provide this type of context for B2C companies, while strategic account and relationship management programs do the same for B2B companies. The building blocks are Sephora’s Loyalty program, mobile app, BeautyTalk community, and ColorIQ service.

Media 8

Media B2B Disintermediation Content 8

Harvard Business Review

SEPTEMBER 22, 2011

TIAA-CREF, the big financial services company, includes customer loyalty score improvement in senior executive compensation. Bain research shows that leading companies can achieve 60% or better response rates in B2B companies and 30% or more in most B2C situations. More and more companies are tying incentive pay to customer metrics.

Incentives 10

Incentives Sample Customer Loyalty Metrics 10