White Papers
Across almost all industries, differentiation using traditional marketing elements is becoming more and more difficult. Rapid product commoditization, price parity, and diffusion of media channels mean that perceptible differences among brands are quickly evaporating. This erosion is forcing companies to look deeper to create differential value – and many are turning to their overall "customer experience" as the way to gain that advantage. Download this white paper to learn how dynamic people issues play a pivotal role is improving that experience.
Marketing literature is rife with methodologies and theories on increasing a company’s return-on-investment. Norbert Schumacher, Ph.D., director of loyalty research, Maritz Loyalty Marketing, suggests using Customer Lifetime Value (CLV), a measurement of customers’ time-discounted cash flow over the customer lifetime.
Loyalty to a product or loyalty to the company that makes and sells the product is an issue for marketers. They’re beginning to see the value of the latter - Enterprise Loyalty, wherein the entire customer experience and the full breadth of a customer’s value are considered, regardless of product lines or internal marketing silos.
Vendors and their customers have specific goals for their businesses and expectations for each other. Unfortunately, they don't always align. In this paper, Michael T. Spellecy of Maritz shares insights and strategies designed to better integrate these goals and expectations by creating lasting partnerships that drive sales. Utilizing real world examples, Spellecy constructs a framework that begins by validating the brand with customers and employees and concludes by examining several best practices for hiring, training, coaching and motivating vendor sales representatives.