Customer Strategy & Marketing Publications

  • What do customers really want?

    March 19, 2009 | Customer Strategy & Marketing | Bain audio slideshow

    Most preference-rating tools are flawed because customers have a hard time articulating their true desires. To remedy that problem, companies need a way to help their customers sharpen the distinction between what's "nice to have" and what they "gotta have.

  • Turbocharge your sales, margins

    March 18, 2009 | Customer Strategy & Marketing | Mint

    When business conditions are harsh, you need every rupee of revenue you can find. Unfortunately, so do your competitors-who seem willing to do almost anything. You don't want to win business indiscriminately. But you also aren't willing to sacrifice market share to aggressive competitors.

  • Protect and grow customer loyalty

    March 17, 2009 | Bain Net Promoter System®, Consumer Products | Harvard Business Review

    Economic downturns wreak havoc with customer relationships. Deep cost-cutting compromises service. Layoffs and pay freezes leave front-line employees demoralized.

  • Turbo-charge your sales

    February 02, 2009 | Customer Strategy & Marketing | CEO Forum

    When business conditions turn harsh, companies need every dollar of revenue they can find. But is there any way to rev up sales without giving away the store? One powerful method of boosting both revenue and margins is to raise the productivity of your salesforce.

  • Companies think their customers are satisfied, but they're wrong! - Bain Seoul

    October 13, 2006 | Customer Strategy & Marketing | Chosun Ilbo

    What is the Net Promoter Score? When it is difficult to predict consumer behavior based on customer satisfaction survey results, simply ask the question, "Would you recommend us to a friend?" Customers who recommend a product/service to others are considered loyal.

  • Pricing the cookies

    September 30, 2003 | Pricing | Benelux newsletter

    When Black and Scholes introduced their Nobel-winning option pricing theory in 1973, fair pricing of complex financial instruments became reality. Yet 30 years later, most of us are still struggling to price a box of cookies, said Bain's Philippe Thibaut.

  • More evolution than revolution

    May 31, 2001 | Pricing | Revolution

    Since the advent of the Asian financial crisis, commercial banks in the region have been increasingly reliant upon fee-generating trade finance products. Increasingly, leading banks have explored internet-enabled platforms to streamline a traditionally document-intensive process.