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Customer Loyalty and Advocacy are Not Interchangeable Concepts - A loyal customer is not necessarily an advocate...
This wonderful piece was written by Sam Fiorella. As he states in the original title of this article "Customer Loyalty and Advocacy are not Interchangeable" Not understanding this can hurt your business.
Here are some highlights that caught my attention:
The Post-Purchase Customer Life Cycle
Each business will have its own post-purchase life cycle stages; however, the most common stages applicable to all businesses are satisfaction, loyalty, and advocacy.
1. Satisfaction. Customers experience a sense of worry or fear when a product is first purchased. “Did I make the right decision?” or “Did I pay too much?”
- Have a cross-over strategy that provides the account and customer service teams with the expectations that were set by the sales team.
A loyal customer ignores hiccups or interruptions in meeting their expectations and rarely seeks alternatives.
Advocacy. After loyalty has been firmly established, a customer may be moved into the advocacy stage; however this is the most difficult transition to make..
Advocates, on the other hand, will voluntarily offer their time and resources to share their love of your brand with their peers, without expectation of recognition or reward. but they don’t offer this up easily.
Too few businesses understand the value of building the customer relationship post-purchase, let alone the specific stages in that post-purchase path.
Breaking down these stages – and the touch points within each stage – is critical to growing a powerful advocate army.
Selected by Jan Gordon for Curatti covering "Curation, Social Business and Beyond"
Read full article here: [http://bit.ly/12LD316]
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Loyalty or advocacy
Good description of the scaffold required to grow initial loyalty into the ultimate celebration of the business/customer relationship - advocacy, unsought, and willingly given. My question - how do libraries get to that point with their communities, boards, learning communities? Is it about communication, service, telling the stories, or some mysterious alchemical combination of all of the above and/or much more? If you have the answer, we all need to know!
This article and infographic is from Social Media Explorer - Social Media is forcing companies to engage in a whole new way with their customers.
Here are some hightlights:
**Mass adoption of social tools and technology have created an information democracy.
**Stakeholders are beginning to expect open access to relevant content and the ability to participate in dialogue that will help them satisfy their information needs.
**All this for the purpose of building trust in a product, service or organization.
**Trust is the foundation of all relationships and relationships are what fuel business growth and long term success.
**Transparency across digital channels is a great way for organizations to start connecting with their audiences and slowly building trust.
Selected by Jan Gordon covering, "Curation, Social Business and Beyond"
See full article and infographic here: [http://bit.ly/UX1zfi]
Honesty, Openness, Diversity, Self-Awareness - great values to keep in mind as you engage in Social Media.
This article is from Brian Solis , and in collboration with Barnickel Design, they have created this infograph that clearly shows that there is a perception gap
what customers want and what executives think they want.based on research from Pivot referring "The Perception Gap"
Jan Gordon: My commentary
Hopefully this article and findings will help to provide some clarity so marketers can begin to engage with their customers, in a way that is meaningful to them. Word of mouth spreads like wildfire and you'll want to make sure your business is listening, engaging and responding to their needs before someone else does.
Here are some highlights:
** 76% of marketers feel they know what their customers want yet only 34% have asked customers
**59% of social customers wish to engge businesses for buying insights and customer service respectively, on the contrary only 37% of marketers believe that these services re in demand by their customers
**Take a look at Actual Consumer usage VS marketers' perceptions of consumer usage on the infograph, there is definitely a gap in perception here
mobile social apps
**15% of consumers use them on Linkedin, marketers think it's more like 36. 7%
**twitter 35% useage - marketers perceive this to be 82%
Daily deal & coupon sites
**Facebook usage is 35%
**Marketers perceive this to be 56%
Selected by Jan Gordon covering "Curation, Social Business and Beyond"
Read full article and see infographic here: [bit.ly/MMPPdI]
Whether you're selling a product or service, consumers have the platforms to express themselves and take on giant companies if they are dissatisfied. Businesses can't afford to turn away from social business.
**Advertising won't cut it anymore unless your brand demonstrates consistently through actions that it is there to serve consumers through its products and services and by engaging in conversation. Businesses must communicate with their customers where they are: on Twitter, Facebook, Google+ and the like.
**If there's a complaint, it should be handled immediately. It's possible to turn a negative into a positive by letting people know that you are there to serve them.
****It's not what you say about your business, it's what your customers are saying about you that counts
**The power of word of mouth is astounding as you can see demonstrated on this infographic and this is just the tip of the iceberg.
Commentary by Jan Gordon, covering "Content Curation, Social Business and Beyond"
See Infographic here: [mashable.com/2012/02/29/social-consumer-infographic/]
Jeff Bullas once again gives us a great plan on how to use Twitter for business effectively jeffbullas.com @jeffbullas
Curated by JanLGordon covering "Content Curation, Social Media and Beyond"
How Can You Use Twitter for Business?
In a previous post “How to Create Credibility and Trust on Twitter“, I highlighted the importance of combining the use of Twitter with blogging to create a social media content marketing “Synergy” with substance.
These Twitter tips and tactics for business should be read in that context.
**It's also important to keep in mind that creating a “Strategy for Twitter” is also valuable and essential.
Jeff gives you great strategy for leveraging twitter in these areas
The sheer proliferation of new online devices and digital consumer channels is pushing leading-edge companies to rethink how they connect with and engage their customers.
This insightful piece about the new challenges for businesses and their customers was written by Don Hinchcliffe for Zdnet.
Here's the problem: This fragmentation of customer touchpoints cuts across marketing, sales, customer service, and even product development. In short, customers have moved to the digital world en masse, and companies have not kept up.
So this is the opportunity and the challenge combined: Engaged customers generate more revenue and stay more involved with the companies that respond in kind.
Defining clear objectives makes this exercise have the most value
*Solve a problem Make a pain point go away as seamlessy conveying the current status of orders in any desirec channel
*Make life simpler Remove the time, effort and/or friction the customer has in engaging with you.
*Engage the customer - It has been a problem for companies to engage through social media as an example. To be able to respond an participate in conversations immediately is one of the hardest things to do.
Solution: supply tools an proactive organizational policies to orchestrate advocates (employee, partner and customer) to do the work whenever possible
Read full article here: [http://zd.net/1cEc3Xp]
This content powerfully points out the massive shift that has happened in marketing today. Is your company adapting?
add your insight...
The purchase process is no longer linear, it is not even predictable. Chaos Theory, here we come...
This wonderful piece is from Ignite who has given us some excellent tips on how to develop a voice for your brand that is clear, unique and speaks to your clients, customers or audience in a way they understand.
Whether you're new to social media or have been around for a while, this article can help you polish and clarify who you are and why people should buy your products or services, read your blog and be part of your community.
Do a Self-Evaluation
Here are a few good starter questions:
*What are the qualities/attributes that I want to be associated with my brand?
*What are my goals for communicating with fans on social channels (forming favorable impressions, providing technical expertise, etc.)?
*What are some of the strengths of my business/why does my product appeal to consumers?
Compile Your Brand Lexicon - Terms or Phrases that you (the brand) use to talk about yourself.
The list should include:
*Current Advertising taglines & trademarked phrases
*Terms you use as a brand to describe your product
*Words you would like the consumer to asociate with your product
Listen to your fans & adapting your communication strategies will be key in the evolution of your brand voice over time.
A successful brand voice will be one that stays true to your core values & messaging while encoraging dialogue from your fan base
After engaging with your community, your brand voice should adapt based on feedback from them but always be a reflection of your brand identity.
Selected by Jan Gordon covering "Curation, Social Business & Beyond"
Read full article here: [http://bit.ly/RLOnGf]
This article and infographic is from PR Daily and there are some encouraging findings about the social customer and the shift in customer service from call centers to social media engagement
A recent U.K. study from Fishburn Hedges, found that 65 percent of consumers prefer social media for customer service concerns, while a mere 7 percent opt for call centers.
It would be interesting to see how this study compares with the customers in the US and what percentage of customers are using social media to engage with brands. Here's what caught my attention:
Don't let social media define you
**Your brand must define it. It mus be a continuation of a brand using the appropriate channels and not a kee-jerk reaction to following hows others are using it
**Customer data offers insight into behavior, but social media takes that to a different level, enabling brands to tap into emotions
Selected by Jan Gordon covering "Content Curation, Social Business and Beyond"
Read article infographic here: [http://bit.ly/MRplnd]
This post was written by Lilach Bullock on her Blog at Social-able : Lilach Bullock is one of the most respected entrepreneurs and business women in the UK and she really knows what she's talking about.
"The intensive use of social media is a reality of the 21st century. To ignore this fact is disastrous for any business."
Whilst people spend a lot of time thinking and talking about social media, they spend less time using it to actually generate profit. Why? They are not social media experts and do not know how to use it effectively.
There are some good tips in this article - what particularly caught my attention was:
**Quality should be prioritised over quantity –
**Ensure you are an active participant by joining relevant groups and contributing to discussions.
My input: Joining and participating in tweetchats are one way to find great people who are talking about relevant topics that effect your industry.
**Focus on building relationships and trust with your followers by sharing valuable information, contributing to discussions, replying to their messages, and responding to feedback.
**Be available online to your customers by regularly checking your pages and responding promptly.
****Also listen to your feedback/ complaints and adapt your offers accordingly.
Curated by Jan Gordon covering "Content Curation, Social Media and Beyond"
Read full article here: [http://bit.ly/vNskhX]
Brian Solis wrote the forward to this new book, by Becky Carroll, it's insightful and right on the money as always.
Here's what caught my attention:
Insight before engagement unless customer or community needs take immediate precedence.
With the emergence of social media, we are given not just a right to engage but a rite of passage to earn relevance.Social networks are much more than Twitter, Facebook, Foursquare, YouTube, et al. These networks represent a potential much more transformative: that is, the democratization of information and the equalization of influence within new digital societies.
Here, everyone begins at ground zero, including you, but it is how behavior evolves that introduces us to a new future of sales, service, and business. As everyday sales and service become commodities, experiences and relationships become paramount.
Peers, friends, family, and experts become trusted sources to steer and filter relationships within these new landscapes. Sharing becomes social. Decisions become social. Commerce, and ultimately service, becomes social. At the heart and soul of all of this is the very essence of your business—shared experiences connected through empathy and fortified by the desire and intention to shape them in ways that help people help you.