A company can only control its intention, its action and its reaction. If you think about it, this is only about 1/4 of a brand’s value when it plays out in daily interactions between the customer and the company. The customer controls the remaining 3/4 of the brand’s value based on their perceptions of how the company delivers, whether it be product quality, service and fit with the customers needs, values and expectations.

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There is much talk in marketing circles about how to measure the impact of social media. Some measurements are hard, such as actual campaign response and conversion rate measures. Others are a bit softer, such as measuring campaign reaction frequency and tone (e.g., positive, neutral, negative). While both are valid measures, I do think we have been missing a broader, yet critical component of our measures—the overall financial impact of word-of-mouth (WOM) spread.

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“I don’t know whether I’m loyal, or lazy,” tweeted a friend of mine last week as his eye doctor ran more than 30 minutes behind. He seemed as frustrated with himself for not finding another provider, as he was with his doctor for wasting his time. Granted, there may have been a patient emergency or [...]

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Finding the edges

On January 27, 2009 By

There’s a lot of disruption in the world.

I read today that more than 200,000 job cuts have been announced this month. Most announcements have been by big companies; we never hear about the smaller firms. In fact, many businesses have likely closed all together. We will not hear about those for a while.

These [...]

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Change begins with you

On January 20, 2009 By

“Be the change
you wish to see in the world.”

- Mahatma Gandhi

America didn’t change today.

There is a new person in The White House, but most everything else is the same. The economy still struggles. The stock market continues to decline. Most people [...]

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December 15, 2008, over a million members of Facebook.com planned to stop using the website for a day.  It seemed many users were unhappy with the new layout, account deletions, and interaction limitations of the network. They believed that by staging a blackout, Facebook management would listen. It didn’t work.

There are more than 40 [...]

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The last thing you hear

On December 6, 2008 By

The automated phone system in the office has six option prompts. That’s not a big number, really. Yet, when we made a small change to the last prompt recently, we noticed a 100% increase in the number of misdirected callers who hit the last prompt–the one before, “If you need to hear these options again, [...]

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Growing up, I learned quickly how to determine when my dad wanted my attention. He could add a certain tonal quality, let’s say, to the delivery of a sentence that let me know I needed to focus on what he was saying. He never raised his voice, but I [...]

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