News & Insights
Have you ever hit the send button on a customer communications campaign and then spotted a very obvious mistake? Yes, mistakes happen – but the majority of the time, they are totally preventable through effective QA and testing. So, what does your process look like?…
Australia’s largest group of independently-owned wholesale Food Service Distributors, Countrywide, sought to redefine the B2B loyalty landscape by relaunching their existing loyalty program ‘Countrywide Signature Rewards’. Countrywide partnered with Customology to support the strategy and implementation of their new program. Download the full case study…
In today’s digital age, there’s no excuse for brands not delivering personalised experiences to their customers. In fact, customer expectations continue to evolve, so those not keeping up are at risk of being left behind. Our research report, The Unspoken Customer revealed that almost half…
Acquiring new customers within the B2B world is much more complex and time consuming than B2C. So it’s no surprise that B2B marketers are investing a great deal of time and effort sourcing new ways to retain their customers and drive long term loyalty. We…
It’s a common fact that 80% of your future profits will come from just 20% of your customer base. This is true within the business to consumer space, but also business to business too. B2B loyalty, growth and retention is certainly at the top of…
Email marketing plays a vital role for every marketer. In fact, many solely rely on this channel to generate new sales, therefore ROI expectations are always high. Which is why marketers need to be doing everything they can to ensure their messages are even being…
(Left to right: Katie Kriedemann, Lulu Liu and Jacqueline Carynny) Australia’s leading customer growth and retention agency, Customology, has announced several leadership changes following a wave of internal promotions to support the ongoing growth and expansion of the business. Jacqueline Carynny and Lulu Liu have…
Improving the customer experience is high on the agenda for the majority of brands across the globe. Customer expectations are ever-evolving, and these expectations have inevitably spilled over into the B2B world. The path to loyalty may differ across B2C and B2B, but the goal…
Australia’s leading customer growth and retention agency, Customology, attended the Lord Mayor’s Adrian Schrinner’s strategy planning day last Thursday. Mark James, CEO & Chief Customologist was invited to present to administration councillors about customer insights. Adopting a customer-first mindset was high on the agenda for…
Over the last eighteen months, we’ve seen brands accelerate their digital strategies in order to keep up with their customer’s needs and demands. Digital now has a bigger audience than ever before, giving brands an incredible opportunity to build stronger relationships, through effective customer communications….
Customer experience design is the process design teams follow to optimise customer experiences at all touch points before, during and after conversion¹. Note the word after. This is where many brands become unstuck. They focus too much on the path to purchase and winning the…
Back in 2019, we shared an article, aptly named ‘the rise of the digital wallet and its impact on customer lifetime value. In this article, we highlighted the increasing demands for digitised customer personalisation solutions, and how brands can leverage digital wallets to increase engagement…
There’s been a lot of talk recently about the impending impact of Google removing third-party cookie tracking. Here’s our two cents worth…. Many marketers rely on third-party cookies for customer retargeting digital campaigns. However, Google announced back in January 2020 that Chrome will no longer…
The allied health sector has seen exponential growth over the last decade, becoming a market with a $6bn value. According to the Allied Health Professionals Australia (AHPA)¹, there are now over 35,000 registered businesses/practices across Australia. Over 195,000 allied health professionals represent more than a…
Today we’re talking about plans! Marketing plans to be precise. No doubt the last few months have been busy planning for the year (or so) ahead. As always, Marketers will be expected to deliver big results, on relatively small budgets so it’s really important to…
Soul Origin, one of Australia’s leading fresh and nutritious food franchise chains was operating a coffee reward program. The program rewarded customers with one free coffee, after previously purchasing four coffees via a stamp card. No customer data was being captured, meaning that Soul Origin had…
“Marketing is no longer about the stuff that you make, but about the stories you tell.” Seth Godin We couldn’t agree more with Mr Godin! Ninety-six percent of marketers recently stated that content marketing has helped them build trust and credibility with their audience¹. It’s…
How often are you measuring customer attrition? This metric is far more important than how many visits you had to your website, how many social media likes you achieved, even more important than how many new customers you acquired. Yes, really! Below is an example…
Loyalty programs are great initiatives – when done well. We see many that simply don’t add value to the customer, and certainly not the brand. In fact, 25% of customers have stopped buying from a brand due to their loyalty program being of little value….
Mark James, CEO of Customology and the GJI Group has officially joined the Brisbane Business Hub’s mentoring program. An initiative developed by the Brisbane Economic Development Agency, the Brisbane Business Hub (also known as BBH or The Hub) is a free support service to help…
As a data company, we understand the importance of keeping data secure. Customology is pleased to announce we have successfully achieved formal ISO 27001 security certification. ISO 27001 is the internationally recognised best practice framework for an Information Security Management System (ISMS). This is the…
We’ve referenced the stat ‘80% of your future profits will come from just 20% of your existing customers’ many times. Every brand has a group of high value customers, we refer to them as ‘superstars’. These customers spend the most, most often with your brand….
When you stop and think about it, there are countless ways we measure to prove ROI and the value of marketing. But at the end of the day, all the c-suite is really interested in is revenue growth! They don’t lose sleep at night over…
Winning new customers is such a rewarding feeling. It’s a metric that’s consistently tracked and measured across every campaign or marketing initiative. What doesn’t attract as much interest is the analysis of customer churn. Yes, the polar opposite to customer acquisition. It’s rare that you…
Over the last twelve months, we’ve seen a rapid shift in customer behaviour. Older generations have embraced digital channels and solutions, whilst the younger generations are demanding hyper-personalised customer experiences from the brands they shop with, especially via digital channels. Essentially, customers are looking for…
Do you remember when you were a child, how often you would hear the phrases ‘don’t forget your manners’, ‘where’s your manners’ or ‘what do you say?’ I heard them regularly, and now as a parent I find myself saying them constantly! At such a…
Customology’s Mark James was thrilled to join ‘Let’s Talk Loyalty‘ podcast host, Paula Thomas earlier this week. Mark and Paula discussed some of the key findings from our latest research report ‘The Unspoken Customer‘, revealing a very basic tactic which could help brands increase purchase frequency significantly. This is…
Hello 2021, good riddance 2020! If only it were that simple. The reality is that much will remain the same – market uncertainty, continuous changes in customer behaviour, highly competitive marketplaces (that are becoming even more agile and versatile) and importantly, not knowing what’s around…
Customology’s CEO and Co-founder, Mark James, was invited to join 3AW693 News Talk radio host Andrew McLaren, to discuss all things customer loyalty. Mark spoke for over 30 minutes about Customology’s recent research report ‘The Unspoken Customer’ revealing how Australian customers feel about the way…
We’re very excited to announce that Customology and Youfoodz won Gold at the recent Loyalty & Engagement Awards by Marketing Magazine Group. We attended a virtual ceremony and were thrilled to be recognised in the ‘Best use of direct marketing’ category. Youfoodz has implemented a…
New research commissioned by Customology has revealed disturbing, but perhaps not unsurprising, facts about customers, incentives, rewards, marketing communications, brand trust and customer recognition. A comprehensive survey among 2506 Australian consumers found that 74 per cent believe that brands lie in their marketing communications. “Brands…
We were absolutely thrilled to win two State awards at the recent Australian Marketing Institute Marketing Excellence Awards. Customology were recognised in two categories: Bridgestone Australia won the SA award for the Loyalty and Retention category, thanks to the success of their Bridgestone benefits program. …
As Marketers, we spend millions of dollars every year trying to engage our customers. Yet, in the rare moments the customer might actually want to talk back, we decide it’s not worth our time to have an inbox to listen to them. It’s literally the…
As the country looks towards economic recovery, many brands are looking to cut costs wherever they can. CFO’s are challenging marketing budgets like never before - ensuring that return is being delivered for every dollar spent. Martech will be at the top of that list....
Customer acquisition and the path to purchase is often the priority for many brands. But let’s remind ourselves of the implications a customer acquisition vs. customer retention strategy can have. Acquiring a new customer can cost anything between 5 to 25 times more than retaining…
Last week we heard from the treasurer who warned us of a recession worse than that of world war two’s great depression. This is startling to hear, particularly for brands who are trying to get back to normality and grow their business. What they do…
Australia’s leading Allied Health Group, Healthia Limited is an integration of health-based companies which includes My FootDr, Allsports Physiotherapy and Sports Medicine, Extend Rehabilitation, DBS Medical Supplies and iOrthotics. With such a broad network of brands and clinics, Healthia had a wealth of data to…
Competition is tough. With restrictions being lifted and more choices now available to your customers – the competition is only getting tougher. How do you stand out from the crowd? How do you ensure that your customers choose you? Let’s take it one step further…
Customer growth and loyalty agency, Customology, have been awarded the ‘Regional Loyalty Champion Award for Asia Pacific’ in the 2020 Global Loyalty Magazine Awards. The award was presented in London this week, in which almost 400 loyalty professionals from around the world were in attendance….
Chatime is Australia’s most innovative Iced Bubble Tea franchise outlet, with over 125 T-Breweries located across the country. The brand has achieved exponential growth over the last few years. Whilst they were certainly attracting new customers and members of their ‘Loyal-Tea’ program, they did not…
The NAB Online Retail Sales Index recorded a large jump in online sales in March, up more than 20 per cent year-on-year¹. It’s likely we will see an increase as they release April and May figures. This comes as no surprise really, more customers have…
Why would your customers choose you over a competitor? Your customers are desperate to get their freedom back and return to some form of normality. With that freedom comes choices, and that means one thing – competition! Customers have never been so powerful. If you…
Leading Australian fresh food delivery brand, Youfoodz, has experienced phenomenal growth over the last eight years. Their ever-changing menu of fresh ready-made meals, protein-packed snacks and cold-pressed juices can be delivered directly to their customers or found at over 3,000+ stockists Australia-wide. However, Youfoodz had…
There isn’t a single person or brand across the globe who haven’t found themselves in unchartered territory thanks to COVID-19. Things are changing almost daily and we don’t know how long this is going to impact our lives for. This unpredictability makes marketing and sales…
Marketing planning is an ongoing task, however when brands prepare their strategy for the start of the calendar or financial year – the majority of activities will almost certainly take place, with a few exceptions in which the brand responds/reacts to market conditions and events. …
Customer lifecycle management specialists, Customology has launched a new offering for brands who are using the market leading eCommerce platform, Shopify. Customology has integrated Shopify into their Customer.AI Platform which leverages customer and transactional data from Shopify to activate, retain, and grow customers. The integration…
I don’t know about you, but I have received countless emails in the last week from brands announcing how they are responding to and preparing for Coronavirus COVID-19. They all pretty much repeat the same information, how they are keeping their premises clean, adhering to…
Australia’s most innovative Iced Bubble Tea franchise outlet, Chatime has engaged customer lifecycle management specialists Customology to help them increase customer retention, grow customer value, and ‘Loyal-Tea’. Chatime originated in Taiwan in 2003, and opened their first Australian T-Brewery in 2009. Since then, the brand…
I recently read an article in which former McDonald’s CMO, Mark Lollback admitted that investing $3m in Salesforce was the biggest regret of his career¹. What a brave admission, but it really got me thinking – how many others have had similar experiences with marketing…
It’s a known fact that it costs a lot less to keep an existing customer happy than it does to acquire a new customer. Customer retention is fundamental to growth and whilst it’s fantastic having a loyal customer base, it’s even more fantastic when they…
Australia’s first bank-agnostic bill payments app Sniip has engaged customer lifecycle management specialists Customology, to help them nurture and grow the value of their customers, whilst demonstrating the full benefits of using Sniip to their customers. Sniip is a free mobile app that lets customers…
Customer experience (CX) is at the top of every boardroom agenda. And rightly so, but equally (if not more) important is the employee experience (EX). It’s proven that CX and EX are inextricably aligned – engaged employees deliver far superior customer experiences. The world’s leading…
Remember that loyal customers spend more AND they bring their friends back with them. Therefore the true cost of an unsubscribe is not just future spend from that customer, but also potential spend from many others. Email marketing remains one of the most effective ways…
Acquiring a new customer is just the start. It’s how you respond to them post purchase that will determine their loyalty to your brand. When a customer purchases from you again and again, the data captured gives a powerful insight into the customers purchase and…
Uber Rewards is coming to Australia. The brand recently announced the launch of their inaugural loyalty program. Available from early 2020 (with some very loyal customers already having access). The multinational ride-hailing brand originally launched in 2009 and now operates out of 63 countries¹. This…
At the start of 2020 many brands will be reviewing their customer growth strategies. Customer expectations have changed dramatically in recent years with the competition continuing to up the game. 2020 will be no different. The challenge for many is keeping up with your customers…
The journey to great hair just got personal with Price Attack engaging customer lifecycle management specialists Customology, to help them grow customer lifetime value and retention. Operating for over 30 years, with over 65 stores nationwide, Price Attack is one of Australia’s largest and most…
Email marketing is one of (if not) the most effective ways to reach your customers, and often sits at the heart of marketing communications strategies. What does your comms strategy look like? Do you segment your customers and target them differently based on their position…
As a franchisor, it’s your responsibility to drive and execute a sustainable marketing strategy across your franchisee network. There are many challenges and frustrations actually making this work in practice, such as getting the support and buy-in from your franchisee owners and unaligned marketing messages…
Business is tough and some franchise networks are at the crossroads, unsure which path will lead them to success. While a common franchisor mindset is to try and achieve revenue growth by encouraging franchisees to win more customers, a known fact is that 80% of…
It’s not acquiring data that is proving challenging for organisations, in fact the opposite is true. Businesses often feel overwhelmed with data and have so much of it that they just don’t know where to start, investing in technologies to help them – which often…
Many brands focus too much of their time and precious budget on customer acquisition, when the real growth opportunity is actually customer retention. The stats within this infographic highlight the importance of looking after your existing customers. Subscribe to receive our latest insights
Many retailers offer endless marketing offers and promotions to try and bring customers back in store or online. Every week, there appears to be some form of sale on, no matter where you go – big red sale signs plastered all over the shop windows,…
Gartner predicts that 80% of your future profits will come from 20% of your existing customer base. So basically – you need to look after your existing customers. Many brands are investing heavily in customer loyalty programs, designed to not only generate loyalty, but increase…
In retail, it’s not uncommon for in-store and digital revenues to be kept entirely separate. Often, these channels are managed by two separate teams and customers will also be on completely separate journeys. Brands today are faced with the challenge of offering a ‘seamless bricks…
By 2020, customer experience is expected to overtake both price and product as a key brand differentiator. Not all customers are equal, there is no ‘single experience’ that meets everyone’s needs. Every customer is different, and they respond in different ways. Personalisation is by no…
Most brands ask their customers for feedback, typically via email with a couple of basic questions, predominantly to capture an NPS score. We’ve already touched on how brands can use the Voice of the Customer to capture much more than just an NPS score. But…
Apps are part of our day-to-day lives, we use them to communicate, manage our banking, order our food and transport, order products and services. It’s no surprise that brands are integrating Apps into their existing loyalty program as a way to reach and target their…
Loyal customers – something every brand wants more of……especially in today’s competitive market. It takes a lot of time and effort to acquire a new customer, yet some brands become perplexed when it comes to customer retention strategies. Once the path to purchase journey is…
Each year, professional marketers undertake a marketing planning process, which involves a great deal of strategy in determining the best way to meet the brand’s overall business objectives. It’s quite common for marketing objectives to be aligned to acquisition growth, such as; win x% of…
Customer expectations are increasing day by day. Meeting these expectations is becoming challenging for today’s brands. They are struggling to keep pace with the increasing growth of innovation. How do they stay ahead of the customer? how often should they be re-evaluating their capabilities, value…
THE CHALLENGE: Bridgestone Australia wanted to grow customer retention and spend in their retail store network by redesigning their customer ‘Tyre Maintenance Program’. Their existing program contacted customers via direct mail, advising them to visit a store for a tyre check. Appointments were generally made…
Customology’s General Manager, Michael Barnard recently presented at the Australian Loyalty Association’s Customer Engagement and Loyalty Conference in Melbourne. Michael presented to hundreds of loyalty professionals at the ALA Loyalty Conference in Melbourne joining the likes of Flybuys, MasterCard, Total Tools and Metcash to name…
Recent reports state that in order to drive customer loyalty, brands must have a loyalty program in place. We disagree! Don’t get me wrong, we think some loyalty programs are fantastic. As long as they have a clear purpose, a strong strategy behind them and…
The customer decision making process has changed dramatically in recent years. There are now many more influential factors which brands need to be aware of. Customers have more power than ever before. They can now take time to fully research a product before purchasing. This…
Leading laser, skin care and cosmetic specialists, Laser Clinics Australia (LCA), have engaged customer lifecycle management specialists, Customology, to help them better understand, keep and grow their customers. Since launching in 2008, LCA have achieved significant growth, providing treatments to over a million customers across…
Customer experience (CX) is not a new concept, yet it’s quite a buzzword at the moment. There is a misunderstanding that lurks behind the meaning of CX, and how it differs from customer service. You’d be surprised at how many people are unclear on the…
The digital revolution, often referred to as the third industrial revolution, implies the change from analog mechanical technology to digital technology. At the heart of the digital revolution is the customer. Digital technologies are radically changing the way we live our day-to-day lives, especially the…
Customology’s Head of Growth, Michael Woodruff recently presented at the Franchise Advisory Centre’s Management Forum in Brisbane. Michael’s presentation included valuable insights on: The difference between a customer program and a loyalty program, and the value of each to a franchisor. How understanding customer behaviour…
Wikipedia’s definition of a loyalty program is: ‘Loyalty programs are structured marketing strategies designed by merchants to encourage customers to continue to shop at or use the services of businesses associated with each program.’ If you were a customer about to sign your details up…
Our co-founder Mark James recently joined the Network Brisbane panel, sharing his thoughts on customer journeys. Fellow panel members included Michael Joo, General Manager at Datarati and Suzanne Carr, Customer Strategy Director at Customer Frame. Mark focused on the retention stage of the journey, revealing…
Customology’s Co-founder Mark James presented to 80+ marketing professionals at the ADMA Breakfast Guru event on data-driven marketing techniques in Brisbane. The Iconic’s CMO, Alexander Meyer also presented at the event. During his presentation, Mark shared techniques on how to effectively measure behavioural trends and…
Many people make the assumption that a digital wallet is predominantly a solution for making transactional payments. Yes, they do have that capability…..but they also have many many more! A digital wallet is exactly what it says it is – a digital version of your…
As recently announced, Customology are 2019 Program Partners of the Franchise Relationships Institute. We were delighted to present at their recent Franchisor Excellence Masterclass in Melbourne. Attended by over 50 franchisor leaders, Customology shared our tips for success on how to create customers for life…
When we use the term Voice of the Customer (VoC), most people will automatically think of Net Promoter Score (NPS) or some form of customer satisfaction measurement tool. VoC actually refers to the way a brand captures customer feedback, and how they analyse and interpret…
Customology’s GM Michael Barnard presented to a room full of CX and marketing professionals at the recent Purposeful CX event on measuring the impact of customer centric practices. During his presentation, Michael shared techniques on how to effectively measure behavioural trends and insights from customer…
There are many purchases we put off. Let’s face it, there is nothing sexy or exciting about organising home insurance, booking a dentist appointment or getting your car serviced – I could go on with this list, but you understand my point. Let’s think about…
Customer spending in Australia increased to 261905 AUD million in the last quarter of 2018, and has actually continued to rise since 2016¹, and yet we continue to learn of another retailer closing its doors and entering into administration. Australian Consumer Spend source: tradingeconomics.com Last…
Surely every customer has the potential to become a customer for life? It depends on how you found them in the first place. Many brands are grappling with the evolution of customer behaviour and rising expectations, losing margin by being trapped in a price war...
Congratulations, your latest campaign was a success - you’ve attracted new customers. It’s a coup for the business, you receive a pat on the back, job well done….and then what? Probably onto the next sales campaign, yes? 82% of companies agree that retention is in...
We are extremely proud to announce that our client Bridgestone Australia have been recognised as finalists for two categories in the 2019 Loyalty Magazine Awards. This is with thanks to the continued success of their customer programme Bridgestone benefits. Winners will be announced at a London…
Customology’s GM Michael Barnard presented to 200+ marketers at Interactive Minds Brisbane and Melbourne events on Customer Experience and Brand Loyalty. Michael shared an insightful perspective on CX and loyalty, focusing on the customer journey from transaction to re-purchase. He also presented his top tips…
Losing customers costs a brand in more ways than direct revenue. Sunk costs spent on acquisition that will never be recovered. Overall profits decrease for every lost customer Without retention, sustaining a business is nearly impossible. Each of these costs is significant on its own,...
We’re drawn to the shiny new thing, the latest tech and software which promises to solve our current problems. We look to the success another brand has had in applying the innovation to their market and think ‘we just need one of those’. There’s a...
So, you’ve done all the heavy lifting and got your customer in the door. You've welcomed them in, and treated them to outstanding service and provided them with a fantastic products. But now the question that faces you is: How do you get them to...
Stating we live in the age of data is like saying water is wet – we all know this. Customers are increasingly providing brands with data about themselves without any hesitation but there is still a large problem with many brands not using this freely...
Our Co-Founder and Chief Customologist, Mark James took the stage to share his secrets on ‘creating customers for life’ at the 2017 Australian Pharmacy Conference held at the Gold Coast Convention and Exhibition Centre. Listen to…