This week’s top conversational marketing stories:
According to this MarketingProfs article with over 249 social shares, focuses on the consumer. “Among surveyed customers who had received a response from a brand about their public comment, 85% had a favorable impression toward receiving the response via a public or social channel. Among those 85%, more than one-quarter (27%) said they were "delighted" to receive a response to their public comment.” Have you ever made a public or private complaint? How do you feel when you receive a public or private response after making that complaint?
LeWeb Keynote 2012 Covering Altimeter Research Themes – Jeremiah Owyang on Web Strategist
This Jeremiah Owyang post with over 186 social likes incorporates a video on a dynamic customer journey, “Altimeter was able to play a minor role in suggesting the theme for the event “Faster Than Real Time” which stems off previous LeWebs that focused on the “Real time web”. In this radical state, companies are able to anticipate the needs of their customers by using data, technology, and devices and deliver meaningful experiences before customers even know they need it. I explore two of three of Altimeter’s research themes, the Dynamic Customer Journey, and the Sentient World in my speech, but due to time, did not focus on Adaptive Organization.” What are your thoughts on the themes presented on the dynamic customer journey?
This Jon Jantsch post which garnered over 504 social likes takes a ‘what not to do’ approach to making sales. “Often times we unknowingly create barriers to purchase simply because we don’t understand they exist as they aren’t insurmountable, just annoying. Or, we leave industry-accepted barriers in place because that’s just the way everyone does it. One of the surest routes to drive new sales is to look for ways to remove as many barriers as possible. Entire industries have be reconfigured by people (usually from outside the industry) that look to some combination of the following elements for clues to the keys to innovation.” Price, package, access, payment, quality, training, accountability, design, proof and assurance are the ten things that are possible hurdles in buying a product. Have any of these factors kept you from buying something and how does that affect your business model?
Let's keep the conversation moving forward! This week it’s all about the consumer. So tell us, how do you make complaints or negative comments to a company and how have they responded? Does their method and your feelings on it impact the way you handle customer service? How much focus do you put on the dynamic customer journey?And what about the hurdles that have stood between you and a purchase? Do any of Jantsch’s ten reasons apply to you? And have your own reactions ever molded your business plan?