create & keep customers

Uniqueness lies in the eye of the beholder.

Not all customers are created equal. It’s incumbent on a business to understand their customer - or their mulitple types of customers - and to learn and understand what really drives their behaviors. Similarly, it’s incumbent to follow the money, and to try to get a handle on who the customers are, and which customer types actually contribute to the bottom line, both directly and indirectly.

There are many ways of defining customer types: your definitions are important. It’s worth spending time and effort to create definitions that works for your business and which can be tangibly measured. With a clear understanding of who your customers are, it’s possible to better address them and put in place methods to uniquely enhance their perception of value in your products and business - ideally at the expense of your competitors. This creates differentiated competitive advantage, and gives you the opportunity for you to start eating your competitor’s lunch.

Hughes has worked extensively on both B2B and B2C marketing, across analog and digital media. He’s worked with clients to define successful positions and run successful campaigns. His focus has continued to move to digital channels - web sites, apps, multi channel call and support systems - developing strategies that better serve increasingly stressed consumers - encouraging them to stay and do more profitable business.