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Wall Street Journal, March 23, 2009 — An airline loses your bag or cancels your flight because of a mechanical problem. The next time you show up at the airport, an agent personally apologizes and offers a free pass to an airport lounge for your troubles.
Don't laugh. Someday it may happen at U.S. airlines.
Hub, December 8, 2008 — Research indicates that during the last two recessions (1990-91 and 2000-01), growth in every retail sector slowed. According to the McKinsey Quarterly, 93 percent of retailers surveyed experienced slowing revenue growth in one of the recessions and 59 percent found it true in both.
Unfortunately, it also takes retailers longer to benefit from the turnaround when it does happen. The average retail growth rate in the year of recovery in both 1991 and 2001 was just 0.3 percent.
Most of us start to hunker down and take a defensive approach to a recession. Obviously cutting costs where possible is common sense. But when it comes to marketing at retail, cutting back is a self-fulfilling prophecy to 0.3 growth.
During previous recessions, advertising,... continue reading
Advertising Age, December 1, 2008 — Roger Frizzell knows why you fly. He also knows you're frustrated by it. Not long after joining American Airlines as VP-corporate communications and advertising in late 2003 — a period of time he describes as the beginning of American's "turnaround plan" from its near bankruptcy earlier that year — he and his team came up with the "We know why you fly" campaign. In an interview with Advertising Age, Mr. Frizzell describes his outlook for the airline with a phrase every marketing executive seems to be using with great frequency: cautiously optimistic.
Brandweek, October 7, 2008 — When it comes to Customer Relationship Management, Hewlett-Packard has its hands full. The company gets 600 million calls a year from its customers and ships about 500 million products. The task is complicated by new forms of customer interactions, such as blogs and social networking applications. At the helm of all this data management is Prasanna Dhore, HP's vp of customer intelligence. Dhore joined HP last year from Dreyfus, where he focused on reducing churn. At HP, Dhore has more tools at his disposal, but also a lot more data. Last week he discussed HP's CRM program with Brandweek's editor Todd Wasserman. This article highlights excerpts from that conversation.
Advertising Age, August 25, 2008 — The days of putting millions of dollars against something without being able to track its effectiveness are soon to be over. Enter CRM. As the U.S. economy worsens and consumers rein in discretionary spending, brands are ramping up their customer-relationship-management efforts, aiming to grab some of that money by building one-to-one relationships with consumers.
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