The CMO: A Real 'Sense of Urgency'

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JohnVerity
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Re: Change in the air
JohnVerity   8/1/2012 4:41:36 PM
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That's a good point, that publicly addressing the problems brought up by disgruntled customers can make a company look better in the eyes of its audience. 

Ryck
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Re: Change in the air
Ryck   8/1/2012 4:10:38 PM
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John, there have been noted cases where unhappy customers leveraged social media to voice their complaint and companies have responded quickly and effectively.  In one case I recently read, the complainant further messaged on social media their satisfaction about the resolution to the issue.  It is an opportunity for corporations to support customers, but only if they are interested in doing so.

JohnVerity
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Re: Change in the air
JohnVerity   8/1/2012 3:44:30 PM
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Yes, and I suppose that it's more likely that customers with problems and negative things to say will be more likely to post comments, as payback for what they feel is a wrong, while those who feel they got their money's worth and are happy will not bother.

Ryck
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Re: Change in the air
Ryck   8/1/2012 3:33:15 PM
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John, the good companies are continually monitoring and looking for comments, positive and negative, and then responding accordingly.  The negative ones provide more of a challenge, as you may ignite a significant backlash by your approach or tone.

JohnVerity
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Re: Change in the air
JohnVerity   8/1/2012 2:30:34 PM
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It must be difficult for companies to surrender their branding and image to the masses, to risk seeing negative messages posted to a forum.

 

Apple scours its product support boards for negative comments, warning people that they're not supposed to do that. But no company can scour Twitter or Facebook.

Ryck
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Re: Change in the air
Ryck   8/1/2012 12:54:58 PM
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@John - I don't agree that experience is no longer relevant.  We are living in very dynamic and fluid times.  Analytics which focuses on the past can't always predict the future, so experience in dealing in previous unsettled times can play a positive role.

Ryck
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Re: Change in the air
Ryck   8/1/2012 12:52:14 PM
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@AliceAMM - the other problem with the numbers is that they are historical in nature.  Linear extrapolation is one of the fallacies that many organizations face.

Ryck
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Re: Change in the air
Ryck   8/1/2012 12:50:34 PM
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John, that is one of the things that I wrestle with.  How can a corporation be truly 'intimate' with a prospect or customer when they have thousands or millions to contend with?  Unless you throw a lot of bodies at this issue, it is difficult to scale that intimacy.

Ryck
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Re: Change in the air
Ryck   8/1/2012 12:47:10 PM
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@WaqasAltaf - social media has also moved control of branding away from corporations and to customers.  The social media tools offer consumers great powers in redefining a brand.  Gone are the days that corporate marketing could leverage one-way communications vehicles to overpower the market and define their brand.

JohnVerity
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Re: Change in the air
JohnVerity   7/31/2012 11:49:35 PM
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Puzzle, indeed. 

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