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Stop Ignoring Your Customers in Social and Focus on Your Meat Dress

November 20, 2012
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In the quest to prove the worth of social media, particularly in a downturn, we still see a tendency to focus on the new. The latest platform or technology, the increase in community size, or preference for brand achieved. According to Jackie Huba, keynote at this week’s WOMMA Summit in Las Vegas, recent Forrester numbers do indeed show this. The top three objectives of CMOs in 2012 are new products, new customers and increased awareness. Yet, does this overlook one of the most important things for any company or brand? The happiness of its existing customers...

 

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Apathy kills more customers than bad service and poor quality products combined. Loyalty is inspired when people are interested, engaged and valued. The top priority of every business that wants long-term growth and profitability is acquiring customers and keeping them coming back. Focusing on one without the other is a recipe for disaster.
 
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As marketers, we spend a lot of time, money, energy and brain power designing and building programs that will drive inquiries, close sales or increase brand engagement. And once a sale is secured, we move into loyalty mode—lovingly nurturing that customer to buy more and buy more often in order to derive a long term revenue stream and ROI for the marketing investment. ... So what the hell is wrong with the customer service folks?

 

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