A goal of every organization is to increase its assets over time. These assets are typically defined in terms of revenue, customer accounts, properties, human resources, and capital.
But there are two hidden assets that every organisation can develop and that are critical for marketing success in the 21st century. These often overlooked and under valued assets are the brands and customers.
I was in Melbourne in mid August last year attending a major meeting of the Australian and New Zealand banks that issue MasterCard credit cards and Maestro debit cards. Mr. Nicholas Utton, Chief Marketing Officer of MasterCard International, had one key
message for this audience of senior bankers concerning customers: "if we don't take care of our customers, someone else will."
That's worth repeating and reflecting on: if we don't take care of our customers, someone else will.
Continue Reading Keeping Good Customers by Earning Customer Loyalty
