Our Insights

Why is Encompass Marketing instrumental for the success of Customer Centricity?

In the 1980s, Marketing Guru Professor Philip Kotler came up with ultimate definition of marketing: "fulfilling your target customer needs and wishes more effectively and efficiently than the competition".


Learn More...

Why is a well-articulated Value Proposition essential for a successful delivery of new products and services?

As a best practice, Customer Centric design of new products and/or customer journeys begins with the articulation of an unambiguous Customer Value Proposition (CVP).


Learn More...

How come that worldwide less than 20% of all product and service launches are successful?

New product development comes at a high financial risk, especially when you know that multiple global studies demonstrate that about 80% of all new product launches fail within 12 months of introduction. This in spite of huge budgets for innovation, product development, and marketing.


Learn More...

Why is Omni-channel CRM such a critical aspect of the Customer Experience Journey?

Although it is believed that 'customer journey mapping' is a new phenomena, actually it is not.


Learn More...

Why is natural loyalty is the best loyalty?

While this is an old saying which you most likely will have heard before, it is still very true. The alternative, which is paid loyalty, can be strategically interesting to either leverage the brand or from a competitive perspective necessary depending on the served customer segments and competitive context.


Learn More...

What makes Digital Marketing different from Traditional Marketing?

Actually, digital marketing is a subset of generic marketing management based on the same principles. However, due to its increasing dominance - driven by continuously evolving technology - it's looking like a new discipline all by itself.


Learn More...

Why does a sustainable E-Commerce business start with Customer Centricity?

Many people think that selling online is more profitable than the traditional way. And this is true, but not most of the time and only when you are fulfilling a number of commercial criteria on an ongoing basis.


Learn More...

How to obtain a positive ROI from your digital solutions?

Although many research studies substantiate the claim that over 60% of digital projects disappoint and that the vast majority of purchased software is not being used to its full potential, most studies do not reveal the main root cause: a major gap between on one hand the user's abilities, interest, and needs, and on the other hand the application's functionality and user interface.


Learn More...

Why mind mapping is such a powerful exercise to start the brand positioning process?

When entering the extensive and possibly costly process of brand strategy development, the creation of a visualized holistic view of the brand environment and each of the brand touch points mirroring the customer experience journey, is an worthwhile first step to take.


Learn More...

Why is a carefully-chosen and well-defined brand positioning a "must-have" asset for any company?

A strong brand position is a "must-have" asset for any organization. Your brand position encapsulates what distinct you from the competition and it is the starting point of the development of product and service propositions, the service concept, and all customer journey touch points.


Learn More...

What to do when your brand extensions start confusing your target customers and own staff?

Then the time has come to evaluate your product lines, brands, or strategic business lines, and start managing them as a portfolio.


Learn More...

What is the risk of conducting strategic planning without substantiated contextual assessments?

Most business leaders will agree that the contextual assessment is an essential aspect of the strategic planning process which should be conducted periodically ensuring that the latest trends are identified and their implications understood for the upcoming strategic planning cycle.


Learn More...

Why are Customer Centric companies placing much emphasis on strategic planning?

Following the 360° Situational Analysis, the time has come to consider possible strategic options, and to (re)articulate a number of Strategic Initiatives the organization is going to work on during the upcoming business cycle.


Learn More...

How often do you ask yourself whether your current business concept is sustainable in the long run?

Or do you know whether alternative value chains might take over your business, simply because they create a higher value to your customers? Or maybe they are able to offer the same at a lower price! The value chain analysis is a strategic exercise providing you the answers to these and other business relevant questions.


Learn More...

What's the secret of launching New Business Ventures successfully?

Startups and New Business Ventures have in common that the unknown factors outweigh the known ones Secondly, since past experience cannot be applied in the new context it requires transformation thinking to Succeed.


Learn More...