In his book, Never Lose a Customer Again, Joey Coleman describes how focusing on providing delightful and pleasant customer experience makes customers and clients stick around longer. That’s what the title of his book is getting at: put in an effort to retain customers and they will stick around forever. The best way to keep your clients coming back is by providing an exceptional customer experience for your clients at all points of the relationships with you.

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Understanding what customer experience is, is key in delivering it well. So, what’s the definition? Customer experience refers to the perception of the experience a customer (or client!) has with the company at any given time during their relationship together. This refers to any touch point during their journey with you, from the initial inquiry on your website to attending the free webinar, all the way to them receiving the services they pay for.

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Be real with me, do you know what branding is? A proper definition of branding says that it’s “the marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products.” (Entrepreneur). The terms brand and branding come from Ancient Norse word “brand” meaning to burn, like with cattle.

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What’s up with the questions mentioned in the title? Why do they matter? What are they? The questions, which are listed towards the bottom of this article, are questions about company’s competitive strategy. They help you solidify how your company is different than the competition. By answering them, your company will be stronger and head in a firmer direction.

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