"Don't sell things, help customers buy them."
"While it may be difficult to agree on overall priorities and strategies, it's much easier to agree on the best way to treat customers"
"Don't under-spend on training. You can't just change some business rules and processes and hope that customers will be treated better. Just about any change to customer experience requires some employees to change what they do and how they do it. So don't skimp on the training effort."
The power of 3:
"Don’t hide behind a 4th priority. While it’s possible to come up with a long list of priorities, there’s no way that many will get a great deal of attention. A good rule of thumb: Anything below your 3rd priority is not a priority at all. So make customer experience one of your top 3 priorities."
Why marketing is broken in todays transparent world:
"Advertise to reinforce, not create positioning. Since customers ultimately know how you treat them, the best you can do with marketing is to reinforce the truth. If you want to change how you are perceived, then start by treating customers better; and then use advertising to reinforce the new way that they’re being treated."
July 22nd, 2008/Trackback/Comments
"In the same way that monolithic, singularly-focused brand models are losing relevance, so too are homogeneous brand targeting models. I think that we desperately need some new thinking around targeting that doesn't try to separate people out into discrete groups who all think, act, behave and buy alike."
Link to articleJuly 22nd, 2008/Trackback/Comments