Customer Engagement

Two Kinds of Loyalty Programs

There are two types loyalty programs thatĀ a brand can run: Bought Loyalty: All loyalty programs that rely on points and freebies against the points are trying buy loyalty through these freebies and lock-ins. For example, flight operators want to lock people in with their Frequent Flier Plans. This is the reason, that you find customers of these organizations complain about the service provided but at the same time continue to use their services. These kinds of programs are in reality not creating loyalty. All they are doing is dangling the carrot in front of the customer and thereby encouraging repeat […]

Business Model, Innovation, transformation

Going from Products to Services

One of the biggest challenges that most product organizations face is to constantly innovate and be a step ahead of their competitors. Most of us tend to continue to remain in the boundaries of more features/functions or newer products, etc. Most of these changes will work for you for sometime, but soon your competitors will catch up. Then the whole cycle starts again. One way to break this cycle is to package your product into a service. Though this may seem a very simple idea, it is very difficult to execute. And precisely for this reason, the pay-off for this […]

Ideas, Innovation

Rethinking the Role of a Bank

Can banks transform themselves to remain relevant both in the financial economy and for the network economy? Traditionally, the role of the banks have been to be collect money from people who have money, aggregate the same and loan out the money to people who needed it. The banks were needed as there was no way that people who had money could know about other people who needed the money. Also, banks could assess the risks associated with the loans and cover the risk by way of lower, but guaranteed returns on income for people who deposited cash with the […]

Innovation

Innovation Isn’t an Idea Problem, Nor is it a Recognition Problem

In a recent HBR article with the same title, David Burrus argued that Innovation is a recognition problem. He also went on to propose a solution to this problem, one that Rhode Island based Rite-Solutions is already using. The general idea is that people are given a certain fixed amount of virtual currencies (say 10000$) which they can invest in any of the idea that is proposed on their internal idea site. This could eliminate the bias of any one or a set of executives, who are usually responsible for deciding on the feasibility of any particular idea. In my […]

Marketing

Don’t Just Create Content, Create Curiosity

Nothing has had more impact on the amount of content being created than the adventĀ and growth of social media. There has been a growing consensus that every single brand is now a media by itself. Every brand is continuing to generate content at a speed at which their consumers are not even able to consume the content. The shelf life of any content is reducing drastically and for most of the content it is just a couple of hours from the time it was created or promoted. This has led to a slew of promotion of content, across media, which […]