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Poor customer support costs businesses $1.6 trillion in lost opportunities, according to an Accenture estimate. While most articles on customer support focus on companies that serve consumers directly, customer churn affects companies that serve other businesses too. Business people are also consumers. They develop expectations about customer service based on their experience as consumers, and …

It’s easy to forget that we are part of something much bigger than ourselves. That for all the freedom we have to shape our businesses, that freedom exists within the confines not just of our immediate world, but within the limits of our Solar System, which orders everything we do. Does this sound too “far …

Social media usage has been rapidly increasing every year. It has become a substantial medium for a lot of people to express and vent their feelings, and this trend does not look to be changing any time soon. Within any organization, 9 out of 10 people are likely to have a personal social media account. …

For organisations looking to withstand the test of time, being led by a purpose is critical to building the brand and ensuring that it delivers on its promises over time. Purpose is also important from an authenticity perspective, including a continuous internal evaluation on whether the brand’s positioning is aligned to purpose. In addition, results …

Online Review Culture

One of the most fantastic things about the internet is the opportunity for people to self-publish and share their experiences and opinions. For businesses this means online reviews about their products, Tweets about queues in their stores or even a blog dedicated to their bad service. This review culture and greater transparency has changed the …

Conversation Capital: As Vital As Cash Flow

When we start our business we are so focused on raising the capital to get it going and cash flow to keep it going, in the same vein we should be looking at creating and continually building on our “conversation capital”. What is that? Some call it public relations, some strategic communications and some just …

How-To-Make-Your-Business-Profitable-By-The-Very-Next-Deposit

The formula for profitability has been established for ages. Every business owner, CEO, freelancer and entrepreneur knows it. It is even required, in the US by Generally Accepted Accounting Principles (GAAP), which in turn is enforced by the SEC in the United States and the International Accounting Standards Board internationally. Using GAAP or not, the fundamental …

Shape Your Marketing Strategy With A Marketing Audit

A very important step in shaping marketing strategy is to audit the marketing function and related strategy. Such auditing practices are not common to many organisations that decide on a marketing plan and budget without measuring the performance of their previous and current activities. Marketing accountability demands from marketers to be able to effectively measure …

Real Brand 'Management'

Manage Your People To Manage Your Brand. In past articles, I have talked about giving meaning to your Brand through customer services, hiring the right people and using quality as the base. Perhaps the biggest step after this is to manage your greatest resource – your people. Remember a Brand isn’t just a logo. It …

Social-Media-Networking-for-Sales-Results

Social media is driving a wave of human interaction around the world and its use in the workplace has become an important topic of discussion among companies.  No one questions the rapid growth of social media and its potential impact on the customer experience, but many organizations still struggle with allowing employees to engage on …

How To Use Storytelling In Your Content Marketing Program

A few months ago, I wrote an article about storytelling’s newfound renaissance. It seems to me that the term “storytelling” gets thrown around in marketing departments without much thought to what it truly means. I worry that storytelling will become a hackneyed term and lose its impact. If storytelling is the new black, how can a marketer …

The Buck Stops Here

The Buck Stops Here. If you listen to most franchisors there’s a simple answer – the franchisee. It’s obvious that’s what they’re here to do. It’s the franchisee’s business so it’s up to them to drive it, grow it and make their fortune. But I wonder if this is just too easy an answer so …

Global-and-Local-Getting-it-right

While much of the customer experience is local, people and information easily cross borders. A billboard might be stationary, but a cellphone photo of it can travel the world. Read how Microsoft adapt their products and marketing to get it right on both the global and local level.

BQ-Talks-AmandaClay

Brand Quarterly talks with Amanda Clay-Jones, who leads on all things brand for O2 and Telefónica across Europe.  An expert on external and internal rebrand and cultural change projects, she recently led a 30,000 employee project that won four prestigious awards last year including; ‘The Best Change Communication Campaign’ at the European Excellence Awards.  Before …

It’s All About The Customer Experience

It’s All About The Customer Experience. With the advent of the digital age, today’s retail shoppers are informed, instrumented, interconnected and now in control of the path to purchase. Due to this, marketers around the world are trying to figure out the right strategies, marketing mix and approaches for the omnichannel shopper – a shopper …

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