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You are here: Home » Archives for customer engagement

customer engagement

Creating loyal customers

In marketing, there a million ways to reach your customers. You can go big with a billboard, or far with a Facebook post, targeting potential customers city-wide, nationwide and globally.

The internet has allowed us more reach than ever before, and while powerful, this means that we can easily lose the humanity of our marketing.

When it comes to retaining your customers, this humanity is crucial. Will your customers still be with you once serious product competition appears on the horizon, ready to snap up your valued buyers with slashed prices and easier delivery means?

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Artificial Intelliegence and human touch in customer contact

Customer service is accelerating towards ever greater automation. In some sectors we’re already seeing chatbots and virtual assistants transforming the customer experience.

But at what point do the cost efficiencies that technology provide become less compelling, and can the human touch ever be fully replicated or replaced?

We asked Chris Cullen, head of sales and marketing at outsourced customer contact specialist, Echo Managed Services, to assess the changing consumer communication landscape and to explain how businesses can incorporate new solutions alongside traditional methods of customer contact. Continue…

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marketing psychology - using emotion to connect with customers

The more people feel, the more people buy. That’s the clear conclusion from the last decade of work by two of Britain’s top marketing analysts, Les Binet and Peter Field.

They delved into the IPA DataMine – a huge database of ad effectiveness case studies – to find out how advertising really leads to meaningful business effects, going beyond short-term sales spikes to look at profit growth and market share gain.

So what is the key to effective marketing, and how can businesses apply this to their marketing techniques to boost sales and grow profits? We asked Tom Ewing to explain;

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how small business beat big businessIn its 50 years, business book publisher Kogan Page has remained buoyant in a sector that is dominated by much larger companies.

The fact that its business is still prospering is testament to a few basic concepts that are as true today as when the company started in 1967. We asked Managing Director, Helen Kogan to share her experiences of how a smaller business can gain competitive advantage over bigger, dominant competitors. Continue…

You don’t have to think back very far to remember the time when disruptive start-ups and forward thinking businesses were championing a “digital first” strategy. Digital technology had been adopted by mainstream consumers and companies that failed to recognise it were being left behind.

More recently, that slogan has been replaced for many businesses by a new one, “mobile first,” and is not difficult to understand why. Today’s consumers are constantly on their mobile. Continue…

Trusted selling

We live in incredible times of change; there’s no disputing that. Old business models are dying out, new business models and disrupting technologies are being born every day that are turning industries on their head.

At the same time, trust is at its lowest level ever. We no longer trust politicians, we no longer trust banks and bankers. We no longer trust the proven models and establishments that have supported us for years, never more proven than in recent times with Brexit and Donald Trump becoming US President. Continue…

When you are starting a business, you will need to answer many questions. However, one of the most fundamental questions any business owner will be asked is, what is the purpose of your business?

So what would your answer be?

How you answer the question, has a significant bearing on whether your business is likely to succeed, so we asked Jim McGrath, author of The Little Book of Big Management Wisdom to reveal what your answer should be; Continue…

One in three customers do not buy your complete range of products and services. Why? Well the answer is very simple! It’s because they don’t know you offer them!

So is your business unknowingly falling victim of this profit-crushing statistic?

A thought-provoking question, isn’t it? Continue…

When considering great customer experience (CX), it can be helpful to picture a shopkeeper.

The more we visit the shop, the better the shopkeeper gets to know us. After a few visits, the shopkeeper initially learns our name; then what products we like and have previously purchased; when we’re likely to need more of them; and finally to the stage where they can make recommendations of what we might like to try.

Such a role is now expected, and even demanded, of all the brands consumers interact with. The days of a one-size-fits-all approach to customer communications are long gone. Today, brands need to forge personal relationships, similar to that which people enjoy with their favourite local store. Continue…