Why are Cowboy Boots Intertwined with B2C?

Posted on 03.3.2017 by in Engagement Strategy

I’m not from Texas nor am I a big fan of country music, so I have never understood the plethora of purchase options or the extensive price range for cowboy boots. However, after reading an article about Paul Hedrick, a young man who took his cowboy boots business, Tecovas, direct-to-consumer, a lightbulb went off in my head — no, I still don’t understand the need for cowboy boots, but I understand why it made sense for Hedrick to have a B2C business.

Tips for Customer Retention

Posted on 12.23.2016 by in Engagement Strategy

Too often customer retention is not treated with the same level of focus and care as net new sales. Given the amount we spend on net new sales it is critical for companies to put the same energy and focus – or more into retention.

AI, Humor and Engaging in Likeable Dialogue

Posted on 12.8.2016 by in Engagement Strategy

It’s not surprising that companies are searching for ways to use Artificial Intelligence. At Farland Group, we hear from clients who are using AI within their own organizations — whether to cut down on manual tasks for employees or to create a better customer experience. We are seeing the use of AI on a consumer level too, so it makes sense that the people behind these capabilities are looking for ways to humanize them.

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