A former Teach For America insights executive writes that a focus group at the University of Miami, where students failed to notice a large campus banner, illustrates how traditional brand visibility is losing effectiveness. The op-ed argues marketers should focus on building emotional connection and trust rather than simply maximizing impressions, and suggests tracking metrics like repeat purchases and voluntary recommendations instead of just reach.
entrepreneur.com
· 2026-10-27
A business consultant writing for Entrepreneur argues that companies often confine personalization to marketing efforts like birthday emails and loyalty tiers, while customer service reps remain blind to who they're speaking with. The author calls this approach 'Customer ME Experience' and recommends mapping customer journeys based on actual behavior rather than internal org charts, pointing to workarounds like screenshotted emails or shadow spreadsheets as signals of where systems fail customers and employees alike.
entrepreneur.com
· 2026-10-19
A business analysis argues that customer satisfaction metrics are a poor predictor of loyalty, since satisfied customers will still defect for a lower price or better feature. Instead, it proposes measuring 'life share'—the degree to which a product or service becomes embedded in a customer's daily habits and routines—as a better gauge of retention and revenue stability.
fastcompany.com
· 2026-10-06
An Entrepreneur contributor argues that small businesses should treat every customer touchpoint, from storefront cleanliness to website usability, as part of a cumulative experience that builds loyalty. The piece recommends auditing the full customer journey to find hidden friction points rather than assuming where problems lie, and highlights culturally relevant campaigns and consistent service as ways to earn trust.
entrepreneur.com
· 2026-10-03
A customer who recently bought several Eton dress shirts asked the company to honor a new promotional offer—a free tie with a $200 purchase—even though his order predated the promotion. Eton's customer service team agreed within 24 hours and sent the tie at no cost, despite the purchase having already been completed.
entrepreneur.com
· 2026-10-01
An account from Apple's early retail leadership describes how Steve Jobs discouraged staff from using the term 'customer,' pushing instead for language and service practices centered on building relationships rather than transactions. The approach, paired with the physical Apple Store experience, is credited with cultivating unusually strong brand loyalty over the years.
fastcompany.com
· 2026-09-22
An Entrepreneur contributor argues that most small businesses like restaurants and bars overprice branded merchandise, charging $25 to $80 for items that often cost only $5 to $15 to produce. The writer says this pricing discourages purchases and wastes an opportunity, since customers who love a product or experience are often willing but reluctant to pay high markups for logo gear.
entrepreneur.com
· 2026-09-18
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