Archives for November 2011

For social media success, businesses must learn to listen

Tweet Social media channels further shift the power away from companies to their customers. In its first incarnation the web provided customers with far greater choice than previously as new entrants bypassed traditional blocks such as access to traditional channels. Faced with poor service or monopolistic pricing, ambulance customers could more easily find an alternative. Social media compounds this by providing dissatisfied customers with not just a voice, but a microphone, amplification and bandwidth to boot. Not surprisingly, companies used to broadcasting brand propaganda are struggling to cope with inconvenient dissonance. For these businesses their online payday loans instant approval… Read more

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To listen effectively, avoid the qualiquantification trap

Tweet Measuring expenditure on listening to customers should be standard practice for any marketing team, health as answered in my previous post.  But not all listening is equally effective in improving customers’ experiences.  Listening is shaped by the questions we ask and the questions businesses want answered typically fall into three categories: How valuable is a customer or group of customers to us? How can we improve the service we provide to customers? How well are we doing with customers? All three are important, prostate so a balanced approach is required.  But frequently the distinctions are ignored and too much… Read more