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Would you like to know? It starts with using the information you have hidden in your database.

Do you really know your customers? Philosophically, do we ever REALLY know anyone? Human beings are such complex creatures that we spend millions of dollars and hours of counseling to try to learn about ourselves. So, how can a company improve their relationships with folks who don’t fully understand themselves?

We try to identify buying patterns by sorting out customers with similar history. We rank customers by recency, frequency, and monetary value (RFM). We expand into multiple regression and neural analysis. And, we celebrate minute increases in response rates and average order. [Read more →]

Books are my passion. I can spend hours browsing through a bookstore or library. When immersed in a good read, thoughts of food or creature comforts rarely break my concentration.

I own enough books to fill a community library and add to my collection on a regular basis. Gifts for friends and family always include books because I believe that you just can’t go wrong with a good book.

Now, if you own a bookstore, you really want customers like me. We are the ones who buy often and rarely return. You should welcome us with open arms.

So, why is Barnes & Noble discouraging me from shopping with them? [Read more →]

Hint: Doing nothing is not an option.

Crisis happens. It happens so often some people make a career out of crisis management. So what do you do when it appears the world is collapsing?

The first step is to access the damage. It may not be as bad as you think. (Of course, it may take years to realize that, but if you keep moving forward, you’ll get there!)

I know it is hard to be positive when your business is under water, or you can’t make your deliveries because there isn’t any gas available, or your best idea has just been released by your competition. The challenges of life may pull you down, but it is your attitude that keeps you there. [Read more →]