Winning to some is about the transaction. It’s about being right. It’s about the mic drop. The sound byte. The power play. (more…)
Business who are 100% online have a nice list of advantages over off/online businesses – they have full control over the shopping experience. No part time employees to train. No brick and mortar rent to pay. No ability for an angry customer experience to negatively impact other people who happen to be in the same space at the same time. You don’t get off so easily, however. (more…)
Questions like Amber’s to the left started popping up left and right throughout 2009 when social media empowerment and corporate IT policies were so obviously misaligned. For many companies now, this specific issue has been resolved. However, this is just one of several areas of concern employees have when it comes to having the tools to deliver on an experience promise. Trusting employees with access and information is one of the biggest barriers to enabling your organization to deliver on the ideal customer experience. (more…)
I talk about “the story” so often that people must be sick of hearing about it by now. Or not. The idea of positioning an outcome in the form of a story is sort of old hat, but it’s been such an immensely useful management tool that I thought I’d do a quick blog post. (more…)
The last 20 years of MBA education has taught you that B2C marketing programs are more focused on product and brand, and that B2B marketing programs tend to be more focused on service and service delivery. Welcome to the new day, which consequently happened several years ago.
Remember those Choose Your Own Adventure novels? You start out on the same path as everyone else, but depending on some decisions you make about your situation, where you end up may be a little different from the other readers. However, the the core of the story – who you are as a character, who your partners are, why you’re there in the first place – those remain pretty much the same. (more…)