With the takeover of one of the world’s largest confectionery companies complete, Kraft must now consider how to effectively blend its expanded house of global brands. To read what Siegel+Gale Non Executive Chairman, Tom Blackett, believes Kraft must do to ensure the Cadbury brand thrives within the Kraft family, read his comments in Marketing Week.
Author Archive
Jan 20th, 2010 by Tom Blackett
More than just a spoonful of sugar: What Kraft needs to preserve the Cadbury brand
Nov 20th, 2009 by Tom Blackett
The Evolution of the Customer Experience in Financial Services
This white paper is based on comments made by Tom Blackett, Non-Executive Chairman, Siegel+Gale UK, for the Financial Services Forum on October 13, 2009.
Blackett discussed how to make the customer experience count, opening with thoughts on the long road the financial services industry has taken toward competitiveness and the acknowledgement that customers really matter. Blackett later addressed the concept of ‘touch points’–specifically the experience customers have at these touch points and how they affect brand loyalty and customers’ willingness to recommend products or service to others. He concluded with an introduction to simplicity – arguing that the more accessible companies make things like statements, application forms, customer agreements and contracts, the more likely they’ll have happy and trusting customers.
Click here to view the white paper.