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Expanding the customer funnel to increase conversions

In the first part of this column, I outlined how you can put in place an advanced infrastructure to track and report on the customer's journey across your organisation's digital touchpoints.

By Johan Walters 18 Apr 2014 07:39

Creating shopping centres for consumers

A shopping centre is more than just bricks and mortar; it is a reflection of the evolution of consumers. Therefore, how a shopping centre's design reflects the values of its consumers plays an important role in its success.

By Danette Breitenbach 17 Apr 2014 07:58

Own your industry: Top five tips from new book

Own Your Industry - How to Position Yourself as an Expert, by Douglas Kruger, is claimed to be the first book published on our continent on the topic of becoming an industry expert by design. It launched in SA this April, and will be available as an e-book by May. (video)

By Douglas Kruger 16 Apr 2014 08:28

Easy tips and tricks to supercharge your CRM efforts

As South African businesses create more personalised services, many do not realise that frontline staff, especially those addressing customer enquiries directly are some of the best ways to maintain great CRM.

By Jack Peterson 24 Mar 2014 09:51

Customer service - it really is your problem

Too many businesses are getting customer service wrong. Bureaucratic business processes are making it incredibly difficult for employees to be flexible and accommodate unique customer needs.

By Su-Mari Du Bruyn 17 Mar 2014 14:00

The future of marketing metrics: Customer equity

As the term goes, 'you cannot manage what you cannot measure', it is important for management to have a grasp on what and how they are measuring their marketing activities.

By Lisa Basson 10 Mar 2014 13:54

Client/agency relationships: go from rickety to unbreakable

Great relationships are like Russian Matryoshka Dolls. They are a series of partnerships within partnerships - between client and agency, between agencies, and even between departments within the client's own business.

By Jason Xenopoulos 3 Mar 2014 07:00

Tips for improving ecommerce customer service

Most people involved in ecommerce spend most of their time dealing with operations, inventory and policy. However, the most vital element of any business is the customer.

By Charles Mburugu 19 Feb 2014 09:49

Culture shift: Overcoming the barriers to innovation in Africa

The pace of technological change is accelerating and competition is rapidly increasing across Africa as global players scramble for a piece of African economic growth.

By Honore Gasa 17 Feb 2014 09:09

Turning crisis into opportunity

When soldiers prepare for battle, I would assume that one critical element of their training, apart from getting ready for the actual fighting, is a retreat drill. Their lives could depend on a successful retreat so this exercise has to be done right.

By Laura Chiweshe 13 Feb 2014 14:17

[2014 trends] The year of the social customer

How do you make your brand stand out from the clutter? How can you retain existing customers and acquire new ones in a world of rising consumer expectations?

By Gordon Geldenhuys 3 Feb 2014 12:00

Five ways CX CRMs revolutionise your sales machine

Any business looking to scale needs business processes. Good business processes take your company to the next level by automating functions that previously required management in the form of human capital.

By Aneesh Reddy 28 Jan 2014 14:35

Unlocking the power of processes and systems

South African enterprises that want to drive better operational performance from their investments into new IT systems and business processes, must focus heavily on providing their people with the context, insights, thinking and skills they need to make the most of the tools they have to do their jobs.

By Lyndsey Moorhouse 27 Jan 2014 14:30

Make the office work for you in 2014

Every January, we begin the working year with high hopes of making it our most successful 12 months to date. While it is often overlooked, a critical place to start is your working environment.

By Linda Trim 24 Jan 2014 11:54

Your database: A goldmine of repeat customers

Many businesses think that the only way they can grow their business and increase their revenue is by recruiting new customers.

By Jerome Hendricks 23 Jan 2014 14:09

Five kinds of customers and how to read their minds

Here's a question for all small business owners: Wouldn't it be nice to be a psychic, just for one day? To have the opportunity to peer inside the mind of employees, prospects and clients so you could exactly how to grow your customer base?

By Aneesh Reddy 21 Jan 2014 14:29

The future is personalised engagement

Given the pervasiveness of mobiles in South Africa, one would expect it to influence the retail sector greatly. However this is not the case says Jesse Green of Perk, a company that works with retailers to engage shoppers on their mobiles while in-store.

By Danette Breitenbach 16 Jan 2014 07:38

[2014 trends] It's time to get the public back in relations

"Next to doing the right thing, the most important thing is to let people know you are doing the right thing." - John D. Rockefeller

By Francois van Dyk 16 Jan 2014 07:15

Raising an empowered financial savvy consumer

Since the global recession, spending behaviour has gone through various transitions, the consumer has become more and more budget savvy. Could it be that desperate times do indeed call for desperate measures?

By Tralone Khoza 10 Dec 2013 11:40

CMS: should stand for Customer Management System

Many organisations in South Africa are still using legacy content management systems (CMSs) to run their digital properties, reasoning that the complexity and risk of migrating to a new platform outweighs the potential benefits.

By Richard Mullins 5 Dec 2013 10:42

Yuppiechef creams customer service with common sense

Many a retailer will sing to the tune of "The customer is always right", but not a lot actually live the phrase, much less invest any time or innovation in it. Luckily for you and I, this age of short-term vision is drawing to a close.

By Sindy Peters 5 Dec 2013 10:35

Big brother and big data

There is some good in this concept of analysing big data, but based on various experiences with large organisations, it is difficult to see much usefulness in this concept.

By Aki Kalliatakis 2 Dec 2013 10:13

Retail: A changing landscape

A dissatisfied customer will tell 50 people; while a satisfied customer will tell just 5 people. Loyal customers spend more: A business with 1,000 customers will make R105,820 per annual increase with compliant resolution.

By Danette Breitenbach 19 Nov 2013 07:52

Brands must find the "emotional" benefit to connect with consumers

Many international and local brands make the mistake of their marketing and promotional campaigns not being relevant to consumers. (video)

By Dina Myers 4 Nov 2013 14:41

How behavioural economics is turning traditional marketing inside out

To be truly successful in marketing and advertising, we need to understand human motivation and behaviour at a deep level so that we are more able to influence it.

By Diane Charton 30 Oct 2013 15:09

When more is not better

Today's consumer has more products and more access to products than at any other time in history. The reason for this is the unprecedented rate of technology. But this has not translated into an amazing retail experience.

By Danette Breitenbach 29 Oct 2013 11:31

Why website copywriting is changing

The realisation that web users are looking for insight and education - not just product catalogues - is changing the nature of website copywriting.

By Daryn Smith 29 Oct 2013 08:41

Humanness: The elephant in the service industry

We are not as happy as we were last year. This is the finding of the Ask Afrika Orange Index 2013/14 released recently in Johannesburg.

By Danette Breitenbach 15 Oct 2013 06:55

B2B vs B2C: The differences in CRM and loyalty

At Truth, we are proud to have the opportunity to work on B2C (business to consumer) and B2B (business to business) CRM and loyalty strategies. We are often asked how to explain the differences, and what makes a loyalty programme work in the B2B environment.

By Karen De Lorenzo 14 Oct 2013 08:08

Why CRM falls short with complaints, feedback management

Many organisations rely on CRM software as the tool for solving customer problems. What these organisations do not realise, is that a dedicated customer feedback management solution is far preferable to a general CRM customer support module.

By Colyn Dee 9 Oct 2013 07:06