Reviews for Blwl Hbk Of Strtgc Mngt

The average rating for Blwl Hbk Of Strtgc Mngt based on 2 reviews is 3.5 stars.

Review # 1 was written on 2018-07-31 00:00:00 Lashandia Billingsley A decent book on customer relations, aimed at large brands. It's not very relevant to small businesses like mine. The principles of credibility apply, as well as some of the tactics, but many of the issues are ones that small businesses don't face. It was published in 2008, so some of the websites and technologies mentioned are dated. It talks about how consumers have gained power thanks to the Internet, and how that has made company credibility even more important. It tells how to manage consumer expectations and provide service that meets their needs. The author was a co-leader of the first interactive marketing team at Procter & Gamble. He created Planet Feedback. The book frequently mentions CGM, which is consumer generated media: the online word of mouth created by consumers. I was expecting a book that was more focused on customer service. This book has a much broader scope that includes marketing and reputation monitoring. I read this because I'm currently working on making customer service at my website maintenance company, OptimWise, even better. Notes Introduction Some of most viral and damaging complaints are about gap between brand promise and brand reality. Trigger issues such as billing, employee behavior, rebate policies win hearts or spark outrage. The Credibility Of The Commons And The Core Credibility Drivers Credibility is only valid currency in marketplace. Credibility is product of 6 core drivers: 1. Trust 2. Authenticity 3. Transparency 4. Listening 5. Responsiveness 6. Affirmation Trust Perhaps most critical driver. Confidence, dependability, faith in company or product. Achieved through honest, ethical, straightforward, consistent, predictable business practices. Consumers trust each other far more than companies and brands. They distrust marketing techniques used by brands. This is the driver most closely linked to performance (of product). Your products or services must deliver as promised. Communication must be honest, straightforward. Your website must contain trustworthy, useful info. Brand websites are 2nd most trusted source of info, after word of mouth. Authenticity Real, sincere, consistent, genuine. Especially important in digital age. Speak in a genuine voice. Don't be manipulative. Show that you truly care about customer. Transparency Willingly make disclosures in advertising and packaging. Make fine print larger, labels easier to read. Listening Be approachable, invite open conversation, encourage feedback, embrace 360° listening (absorb input from all directions - internal, external, CGM). Include URL of feedback form in all marketing materials and at point of purchase. Humanizes your company. Forms foundation of relationship- and loyalty-building. Consumers are far more favorable to brands that show interest in hearing what consumers have to say. When customers think you're not listening, they'll post thoughts elsewhere. Responsiveness How well you address, react to, and manage consumer feedback. Consumers are more motivated to give feedback on a customer service website when the company has been unresponsive. When the company responds to comments and complaints, consumers are overjoyed. CGM, credibility in marketing Billing stirs high levels of consumer emotion and word of mouth. It's most viral issue for some companies. It's not enough that products and services perform. Credible companies are ones that understand how emotions drive or kill business. They measure and manage consumers' emotional responses. Credibility And Your Website Communicate fine print messages in more open medium (e.g., video, podcast). Progressive Insurance shows competitors' rates on its website. This may cost them business in short term, but in long term it gives massive credibility. Allow negative reviews to be published. Acknowledging criticism lends more credibility to positive reviews. Content created by other consumers has an unusual, raw, creative twist, and seems more trustworthy and credible than content created by brand directly. Consider using consumer content in your marketing. Company websites are opt-in, nonintrusive, and informational, so they broker trust with consumers. Company websites are among most trusted advertising vehicles; more trusted than TV and radio ads, product placement, banner and search ads, customer testimonials, news stories, other ads. 55% of of consumers say the company website is 1st place they'd look for info about company brand and products. To get consumers to talk about your site, content must be useful, timely, sticky, inviting, engaging, deserving of being shared, easy to find, relevant, consistent with company positioning, actionable. Use video to counter negative CGM (crisis, rumors, etc.). It can drive or reinforce deeper emotional connections, and convey greater authenticity and sincerity than text. Video is highest-return vehicle if you have something important to say, clarify, defend. Credibility in product, consumer affairs, troubleshooting Consumers who exercise feedback channels (e.g., fill out feedback form or call customer service) are those who create media (online word of mouth). It may be worth shifting dollars from paid media and advertising to consumer affairs. Investing in customer service brings credibility, loyalty, business results. Loyalty isn't enough; you want advocacy. Judge yourself by what consumers say about you online. Companies are the ones being monitored for quality purposes.

Review # 2 was written on 2015-02-11 00:00:00 Daniel Kamen This was a difficult book to rate because while it contains some solid, timeless advice, much of the tactics are dated. It's a quick read (or in my case, listen), but 2008 is ages ago in online communications so there are newer books that are probably more worth the time.