Kale Blog

In an increasingly broad, competitive and volatile environment, orienting business strategies and processes to meet the needs of our customers has become a priority. How can we provide customers with exactly what they need? We talk about the Voice of the Customer (VoC) method. 

Marketing is one of the most dynamic professional areas, as its strategies, approaches and professional routines are constantly being revised. In recent years, marketing automation (MA) has gained a lot of relevance in the industry. However, automating processes is not always the right answer, especially when automation is expected to solve everything without supporting it with an efficient[...]

Nowadays executives have more information than ever before. But so do customers, which adds to the need for competent and innovative marketing and business strategies. Thus, marketing intelligence can be the key to success in an increasingly competitive environment.

More and more organisations are moving towards customer-centricity or, in other words, embracing customer-centric business strategies. We explore the customer journey model, one of the most widely used and effective customer strategies. 

Customer experience is one of the most relevant trends of the moment. Numerous studies —such as the one by B2B International— rank it as the preferred strategy for companies' marketing teams. Like all booming systems, it is constantly evolving and organisations must start to consider what the customer experience of the future will be like and what they must do to avoid being late to CX's new era. 

In the last two years, the tightening of international data protection laws has changed the game for marketers. The GDPR in Europe, the CCPA in the US and Google's decision to end third-party cookies could shatter most existing digital marketing and data-driven marketing strategies.

2020 has been a period of intense transformation in the business world. Covid-19 has accelerated trends that were already emerging, especially regarding the customer experience. We take a look at the 5 most relevant customer experience trends for 2021. 

Many studies suggest that building customer loyalty is much more cost-effective than acquiring new customers. Not only is it cheaper, but it is also more profitable in the long term. Because of this, more andmore companies are relying on strategies that focus on expanding their customers' lifetime value (LTV), rather than focusing on acquiring new customers. 

In an increasingly competitive and digital market, creating meaningful customer relationships based on loyalty, prioritising the acquisition and retention of new customers and differentiating yourself from the competition through added value has become the key to success. We discuss customer engagement and why it is a fundamental strategy in today's business ecosystem. 

Customer scoring emerged as a technique in the banking sector used to establish which customers should be granted a loan. However, in recent years its application in marketing has proliferated, turning into the preferred form of customer segmentation to increase customers' economic value.