The Commoditization of Satisfaction – Part 1

Posted on 17. Jun, 2012 by .

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I’m pleased that I and my consulting firm, Marketing Metrics participated in the very early development of customer satisfaction measurement.  I’m also pleased that my three books on the topic (Aftermarketing -1992 & 1995, Improving Your Measurement of Customer Satisfaction – 2001, and Customer Satisfaction Measurement Simplified – 2002) stayed relevant and in print for [...]

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Three Questions to Identify Your Best Advocates

Posted on 07. Jun, 2012 by .

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Do your current, satisfied customers recommend your brand to their friends, relatives and co-workers?  I’m not talking about a soft ‘Net Promoter style’, “would be willing to recommend” response.  I’m thinking about those of your customers who actually speak or write to others about their positive experiences with your brand and the value it provides [...]

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User Generated Content – Media Power Comes to the People

Posted on 30. May, 2012 by .

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No matter which side of the Facebook/General Motors controversy you stand on, we all recognize that with access to social media consumers are taking a larger part in establishing the image of most brands.  While what consumers say or write to one another has always been important, typically it could be ‘drowned out’ by the [...]

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How Much Should You Like Your Facebook Likes?

Posted on 16. May, 2012 by .

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Does your company have a corporate Facebook page?  Fifty-eight percent of the Fortune 500 do.  But of course having a page is not very meaningful until you also build some traffic. Consider what some have accomplished: Target has been liked on Facebook by 11 million people. Walmart by 15 million. McDonald’s by 19 Million. Starbuck’s [...]

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Bloomingdale’s Discovers Loyalty?

Posted on 07. May, 2012 by .

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Even after your corner pretzel vendor discovered the value of nurturing loyalty, venerable, blue chip retailer, Bloomingdale’s only recently announced a loyalty program: the Bloomingdale’s Loyallist!  The Program in Brief Let’s quickly review the “program”….  For every dollar a Loyallist spends (in-store, online or at an outlet) he or she receives one point.  But if [...]

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Curation: An Evolving Trend in Communications

Posted on 25. Apr, 2012 by .

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In his book, Curation Nation, Steve Rosenbaum makes some interesting speculations about the future of information exchange on the internet.  Rosenbaum has previously produced a television show for MTV (MTV Unfiltered) and hosts his own website, Magnify.net. While some pessimistically greet the remarkable explosion of information on the internet with despair, Rosenbaum believes users are [...]

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The ‘Dawn’ of Relationship Marketing – Really?

Posted on 18. Apr, 2012 by .

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Earlier this year, in its January 2, 2012 issue, Advertising Age, the venerable “voice” of Madison Avenue proclaimed that we are now at the “dawn of the relationship era”.     The magazine reports that while chief marketing officers have for the past five years ‘talked the talk’ of consumers taking control, that it is now truly [...]

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Public vs. Private Word of Mouth

Posted on 11. Apr, 2012 by .

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Customer centricity (a management philosophy growing in popularity and acceptance) means aligning one’s business and products/services with one’s customers’ desires and needs.  In the past, marketing research initiatives (including, but not limited to): customer satisfaction surveys; comment card programs; and shopper intercept interviews have been used to collect the required insights.  But, these processes are [...]

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How the Social Media ‘Betrayed’ The Hunger Games

Posted on 28. Mar, 2012 by .

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I’m always interested in predictions; especially those involving forecasts of consumer behavior. Mostly because the future is just that, the future, and therefore is unknowable. But, I’ve also devoted my career to attempting to anticipate customer actions. And so an Ad Age Daily article on Friday (3/23/2012), entitled “Why ‘The Hunger Games’ Won’t Make $100 [...]

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What You Hear Is All About Who You Are

Posted on 09. Feb, 2012 by .

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The surprising flap about Chrysler’s Clint Eastwood’s Super Bowl commercial “It’s Halftime America” should remind all of us that the messages we send out in all forms of media are always subject to selective perception (and interpretation).  Psychology and the real world furnish numerous surprising examples:  the “Mr. Bigott” cartoons of the World War II [...]

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