Big Data as a Customer Strategy

The aviation industry has withstood many challenges in recent decades arising from the pace and momentum of economic, technological, regulatory and Geo-political change. There is an even more daunting challenge: how to use big data as a customer strategy. What is clear is that the established model of customer engagement, Read More …

Extra Charges Damage Brands

We see headlines such as “Buyers see airline pricing biggest concern for 2015” and as highlighted in The New Yorker: “Why Airlines Want To Make You Suffer”. Consumers increasingly feel that they are getting less for their money, which means for an airline, it’s more difficult to generate increased revenues. Read More …

Connecting or Engaging?

Connecting or Engaging, Where’s The Dialogue? We have been watching the discussion on ‘connected’ travellers, which has the premise that if you’re connected, then you’re available for marketing messages. Much of this discussion is led by ‘social media advocates’. But having worked in the various industries for over 30 years, Read More …

Context is Customer Determined

In many cases, mobile app developers and retailers are using the term “context” inappropriately when merchandising to customers. Context is customer determined. And the customer is the buyer. What context should be taken as is “what is the customer’s meaning of context?” Messages to customers should really focus on relevancy, Read More …

The Need for Airport Innovation

IATA has suggested air traffic growth seems to be resuming after the economic decline of 2008-9. Future growth trends will be driven by the low-cost airlines (LCC), as they continue to increase their passenger loads. LCC’s have revitalized many regional airports, leading to competition between airports and the need for Read More …

The Future of Customer Loyalty (Part 1)

Guest Contributor: Peter Wray These comments are generic in scope, as they are based on our case history experience across a wide range of retail sectors, geographic regions and B2B applications. What is the future for customer loyalty management? What are the social and market forces driving this future? What Read More …

Customer Insight

As competition and customer fragmentation intensifies, companies are beginning to examine how to leverage information as a strategic marketing tool. The effect of this increasing focus on customer insight is to rebalance marketing investment away from exclusive above-the-line investment in brand and advertising to include a greater role for direct-to-consumer Read More …

CODB: The New CRM

Companies have spent a lot of time, effort and money on the development of their CRM (Customer Relationship Management) systems. The objective was to create an information database )which stores customer personal data and any available interactions and/or purchases. The CRM data captured is then used for merchandising and promotional Read More …