Month: April 2014

April 29, 2014 / Book Reviews

Article Review | 2014: A Time to Revisit the Five C’s of Loyalty!

2014: A Time to Revisit the Five C’s of Loyalty

By: Mark Johnson, CEO and CMO of Loyalty 360

Head: (5 out of 5)
Heart: (2 out of 5)
Leadership Applicability: (3 out of 5)

In this article, written by our May Wise Talk guest, Mark Johnson, CEO and CMO of Loyalty 360, Mark reflects on the drivers of Loyalty that brands need to pay attention to. The “Five C’s of Loyalty” (content, community, collaboration, commitment, and commerce) are simple in concept, yet given the complexities in understanding today’s customer combined with an increasing complex marketing ecosphere, can be challenging to implement.

For each “C”, Mark lays out the associated challenges brands face and offers new thinking on each concept. For Content, readers learn many definitions exist thus muddying what used to be a clear path. Community implies a need to create unique messages for every potential customer, but Mark contends this is not always possible. For Collaboration, he foresees paradigm shifts that need to happen in order to strengthen relationships with customers. Commitment is about leadership, the tension inherent in long term vs. short term thinking and what really works to drive loyalty.

Leaders interested in new thinking on the discipline of customer loyalty should read this article. Read it now.

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April 29th, 2014|Categories: Book Reviews|

/ Articles We Like

How to Know When It's Time to Quit Your Job

Have you been craving a change in your professional life?

If so, sometimes the best way is to take a drastic step…and resign from your job.

But how do you know when it’s time?

The answer is different for everyone, certainly, and it depends on your personal situation. For financial or other reasons, you may need to secure a new position before tendering your resignation.

And, there are some common themes that can indicate that it is time to dust off that résumé, pack up, and move on.

A clue as to where to start: look at your top three to five values—are they being honored? Click here to read more.

About the author:

Merideth Mehlberg is a Strategic Partner with Mariposa Leadership, Inc. and the Principal at Merideth Mehlberg International LLC. For more posts by Merideth, visit her blog.

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April 29th, 2014|Categories: Articles We Like|

Ask Mariposa | Understanding Customers’ Needs

John asks: Recently there seems to be a widening gap between product development and our understanding of customers’ needs. The products aren’t hitting home like they used to. Obviously, there are many changes we need to make – where do we start?

Sue Bethanis, CEO of Mariposa, responds:

Well, there are many facets to the this question, and believe me, you’re not the only one feeling it; so many people we talk with are zeroing in on this dilemma. Here’s one idea that may hit home: START with customer empathy, and put on your anthropologist hat. GO see how your customers are using the products on their turf. You know, Steve Jobs was famous for not conducting Focus Groups, but he still knew Apple’s customers REALLY well. He was seen regularly hanging out at the Palo Alto Apple store, and checking out how customers were using Apple’s products.

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April 28th, 2014|Categories: Design Thinking / Creativity / Innovation, HR / Talent Management|Tags: answer, ask mariposa, HR Leadership, Mariposa Leadership, questions|

April 25, 2014 / Articles We Like

On: Beyond Customer Loyalty Programs – 7 Ways to Build Lasting Relationships

Are companies approaching customer loyalty in the wrong way? Article author, Mikkel Svane, founder and CEO of Zendesk, seems to think so. Programs – like buy ten, get one free – make it difficult to discern if a customer is drawn to the free item, or is truly loyal to your product. So what does it really take to drive loyalty?

In the Fast Company article, “Beyond Customer Loyalty Programs – 7 Ways to Build Lasting Relationships”, Mikkel contends establishing a human connection and developing empathy lies at the heart of customer loyalty. He outlines seven fundamental principles companies should adopt, which are based on how relationships work and are built.

Read it now.

How does your company build lasting relationships with customers?

Comment below! Or pose a question via Ask Mariposa.

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April 25th, 2014|Categories: Articles We Like|Tags: business, customer experience, customer loyalty, customer relationships, Fast Company, loyalty programs, Mariposa Leadership, zendesk|

April 1, 2014 / Press Releases

Mariposa Leadership Hosts Consumer Research Expert and Author, Steve Portigal

Consumer research expert, author, and Principal of Portigal Consulting, Steve Portigal, will be interviewed by Sue Bethanis, CEO/Founder of Mariposa Leadership, on the popular Wise Talk Leadership Forum for executives on April 17, 2014.

San Francisco, CA – April 1, 2014 – Mariposa Leadership, Inc. is pleased to announce consumer research expert and Principal of Portigal Consulting, Steve Portigal, will be a guest on Wise Talk, a popular monthly leadership forum for technology executives, on April 17, 2014 at 10am PT/1pm ET.

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April 1st, 2014|Categories: Press Releases|