Peter Gillson presents to 65 companies at Victorian Government sponsored seminar
SFI International have an international presence that extends to many countries where clients are operating their CARE CRM software. SFI's vast experience in moving products overseas recently lead the Victorian Government to seek out SFI Director Global Relationships, Peter Gillson to deliver a case study on their global clients to 65 companies at a Victorian Government sponsored seminar, held on 12th November 2008 in Melbourne.
Clear messages from Peter's presentation were:
● The need to focus on your core beliefs
● Not taking your eye off the domestic market
● The importance of maintaining your brand position in today's tough economic climate
Longer term this will prove beneficial when economies improve and companies are looking to partner with strong organisational structures. Branding is critical, even though this is quite a challenge for a number of businesses.
Today's consumers are probably less aligned to brands than in the past. They are time poor and happy to brand-switch, resulting in higher churn rates. Consumer management must now, more than ever, be focussed on the bottom line results, consumer loyalty and retention driven by technology and consumer sophistication.
In reviewing consumer insights we looked at whether today's consumers are still brand loyal over the consumer lifecycle and how we can implement better systems that will allow us to GAIN, MAINTAIN and RETAIN our customers.
Their return on investment (ROI) stems from aligning the internal customer culture with business objectives and customer expectations and then adding the WOW factor to the delivery.
Brand reputation is also important and poor results in product quality, corporate compliance, safety and consumer market intelligence will impact market share.
We have seen with the recent spate of quality issues out of China that business may be too focussed on "Speed to Market" rather than Quality Assurance methods. But how does this impact your brand?
Peter went on to explain.......
