How to avoid a $32M flop: Inside the Hertz-Accenture Lawsuit
Last week, Hertz sued former marketing partner Accenture LLP for failing to deliver a promised redesign of their website and mobile apps. While the complaint is still in dispute, companies can learn from what we know about this alleged breach of contract. Where does a big project like this go so wrong it ends up in a […]
Getting to know your customers better
Let’s say your company is really good at sales. The team knows who the buyer is, how to reach them, what they care about and close the sale. What happens next? Who is using it? How? What value do they get from it? Are they being well-served? More and more the customer is charge, their […]
Do you know your customer?
If you get me as a ski instructor I look at your gear, how you stand and see what mood you’re in as I walk over to you. We chat and I ask where you are from, what you do for fun, what you want to do today and your sport experience. As we head […]
How do customers describe your service?
My brother and I have this thing called the concessionary hand gesture. One of us forces the other to put it up when we do something dumb. This is me putting up a concessionary hand gesture. I met with our marketing team a few days ago to talk about naming. We talked about the customer, value […]