Category: Uncategorized
-
How to Track Your Reputation
Communications can only take you so far. At some point the "user experience" of your product and service will catch up to your brand image. So how can you measure "customer satisfaction"? A few years ago, Harvard professor Fred Reichheld suggested a magic bullet, the Net Promoter Score. All you have to do is ask…
-
How to Ask Questions
Good conversationalists know how to ask questions that people enjoy answering. (Bill Cosby used to have a routine about what NOT to ask your children, "who made this mess?" being a prime example. In my inbox, "when do you plan to purchase?" makes me feel the same way.) Marketing Sherpa recently shared some tips for…
-
How to Get Serious about Customers
Jiffy Lube is the first Houston company I’ve seen get serious about managing customer experience. Here’s their pledge. They’ve also hired Craig Linington, who has 11 years experience in managing customer experience for McDonalds. PRNewswire: Jiffy Lube International Adds Seasoned Operations and Customer Experience Executives to Senior Management Team, 2007-Sep-5: [Craig] Linington is developing the…
-
How to Suck in the Fans
If you want a model loyalty program that will show you how to suck in the fans of your product, look no further than the Dairy Queen Blizzard Fan Club. At Promo Live, they shared the fact that nearly 1.4 million members have played their online games in the past 3 years, and the latest…
-
How to Have Fun with Customers
There is no doubt that the people at Moosejaw know how to have fun. Their web site is fun. Their monthly contests are fun. Even their terms and conditions are fun. Since the only way I’d be caught on a mountainside is dead, I had to find out about them from a marketing article in…
-
How to Improve the Odds in Word-of-Mouth Marketing
Okay, I learned about "weak ties," the people who we know more functionally or formally than our friends and family, several years ago. Connecting with your weak ties is the best way to keep up with what’s going on in the wider community, including business and job opportunities. Email, blogging and now social networking sites…
-
How to Brand with Annual Reports
Now here’s system synergy: connect your branding system with your accounting system. If you’ve got to send an annual report, it may as well communicate the brand. Origin Design has a new study on best practices for Annual Reports: The first in an annual series, this study analyzes a number of energy-related annual reports with…
-
How to Use Newspapers
A local newspaper is not just a place to put ads. It’s a networking vehicle. If you have potential customers reading a newspaper, then you should sit down with that newspaper and think about the information those people are taking from it. How can you become part of that newspaper’s information flow? Dropping in the…
-
How to Understand your Customer
When you have a clear system in place, you can update and evolve the system, but you don’t just keep changing with the times. Everyone expected the publishers of one of the most successful email newsletters, Daily Candy, to cross platform–to build a shopping portal, to go RSS, to send mobile alerts, but that’s not…
-
How to Socialize
Now that marketing is a conversation, many companies are surprised to realize they don’t know how to hold up their end. Over at ChasNote, Chas Edwards describes a program where WebEx offered free services and effectively "sponsored conversations" among their target audience. (Talk among yourselves…) In an August 2007 article in BusinessWeek about fashion marketers…
QVIews 