They do it by talking about and engaging with topics and content that will make their customers smarter. Or they share tidbits that are fun and engaging, and share the love. These are the secrets of successful corporate blogs - and ...READ»
Branding as a strategy means little if the customer experience is not there. If your story doesn’t align with what you do, all of the clever tactics you can come up with to follow your lofty goal will not make the cut.Unless you can ...READ»
AdAge writes an interesting article about going beyond online ads to eCommerce opportunities for CPG brands. Will it pay off? Services are easier to deliver online. A few product dot-bombs in the early 2000s made us keenly aware of ...READ»
Many marketers spend a considerable amount of time calculating the ROI of campaigns by looking at cost per lead (CPL) or Web conversion numbers. You are probably quite smart yourself to the ways of lead nurturing and its importance in ...READ»
There is a good relationship between innovation and failure. As Monica Harrington shares, Microsoft Bob gave plenty of very smart people a run for their money - and lessons to take to their next project. Those are familiar ...READ»
They’re at the opposite ends of the conversation spectrum. The show context is that of media and advertising, two areas that are undergoing rapid change - some would call it a decline. Mad Men captivated the public’s imagination ...READ»
There is a reason why this publication is called Fast Company. The US has an even shorter attention span than many places I’ve had the fortune of spending time in. I’ve been writing about customer conversation here for more than ...READ»
Usually it’s the customers who give you deadlines - and sometimes ultimatums - on service. Needing something done by, support within “x” time, service at “y” time and place. What would happen if you turned that concept on ...READ»
We spend so much time talking about how to improve customer service that I thought one post on how to improve customer attitude would be time well spent. If you think about it, we call a customer support line only when we have a ...READ»
You probably already know that Forrester’s social technographics profile can help you analyze the social profile of your customer base. As authors Josh Bernoff and Charlene Li explain in the book Groundswell, people increasingly use ...READ»
It seems that if there are many ways to listen in the social Web, there are also many reasons with the ways to answer. Tom Asacker puts it well, we define ourselves both according to what we identify with and what we reject, and given ...READ»
You could just ask, but that wouldn’t give you a product or service worth the money you might put into it - 50 to 90% of the product and service initiatives by US companies are failures. This costs in the magnitude of $100b per ...READ»
Sharing the data you collect about a customer with that customer may be your single most important gesture of transparency - not to mention that it may give you the ability to convert more of those conversations.I found the story ...READ»
Social media is rarely the work of only one person, especially when it comes to implementations done by organizations. Today however, I wanted to talk about the difference that one person made in each of three companies - even though ...READ»
Quite a few years ago, Jan Carlzon wrote a book titled Moments of Truth. At the time, Calzon was the CEO of Scandinavian Airlines Systems and had helped the company reorient itself to become customer-driven. In his own words, a ...READ»
TaxAlmanac is a free resource for tax professionals, a wiki created by Intuit to help them stay current. In return the company gets free tips and advice from a roster of tax specialists that help improve its products for customers. ...READ»
Smart companies have learned that often the best users of their products know as much or much more than their employees. Adobe is one such company. They are the creators of design and desktop publishing tools for communications and ...READ»
In an interview with Francois Gossieaux of BeeLine Labs, Barry Judge says "to the extent that we can basically be human with what we know, and share it as freely as we possibly can, I think we'll go a long way towards gaining a higher ...READ»
This is not the kind of library that just sits on the shelf. It’s a very active and dynamic way of offering information, tutorials, FAQs answering most asked questions, and special announcements for your customers.
Why does video ...READ»
Direct conversations with customers allow organizations to become public resources on areas of expertise. This happens in at least two ways: (1) through engagement, or social components, and (2) with valuable content, which is where I ...READ»
