Posts Tagged ‘Marketing Management’
Your “Industry Experience Only” Requirement Is Hurting Customers, Employees and Shareholders
“Industry only experience” is not a new requirement, of course, and exceptions have always been made for talented candidates. However, in a down economy, it seems industry experience becomes a highly enforced criterion used to close the door on marketing talent.
I am not in Human Resources (HR), so I cannot tell you why it happens (I have my suspicions though). However, I have been a hiring manager and will say industry experience is something I avoid like the plague when reviewing resumes. Why? Because industry experience has absolutely NOTHING to do with the level of experience, talent, drive, problem-solving skills, enthusiasm and passion a candidate has to offer, which should always be the benchmark when hiring. A smart employee can learn any industry. It isn’t rocket science—unless you are handling marketing and PR for NASA.
[Sidebar: Please do not use the ‘regulations excuse.’ Again, a smart employee can learn regulations. An exceptional employee, however, learns them and then figures out how to stay within mandatory regulations without allowing them to chokehold company goals and objectives (Read: Growth).]
According to Executive Staffing Solutions’ latest newsletter, there is good news and bad news when it comes to filling open positions. The good news is that there are many good positions opening up for candidates. The bad news is companies are not recognizing top talent when it comes through the door.
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Tags: communications, customer experience, Customer-Centric, Customer-Focused, Marketing, Marketing Management, PR | 
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Saturday Morning Reads (Late Edition): Is Social CRM Bringing Companies & Customers Together Yet?
“No company will tell you, ‘I don’t want to be customer centric,’ but do you know the difference between taking an inside-out versus an outside-in approach?” - Ranjay Gulati
An organization’s goal for being social with customers is, presumably, to gain a better understand of what customers want and need. Typically used to warehouse customer data, marketing campaigns, and customer service endeavors, CRM systems now must also capture the social interactions of customers and prospects as well. It is those social interactions— in a natural setting—that will provide organizations with untarnished insights.
More importantly, by drawing the customer closer, the organization will find a refreshing ‘outside-in’ view that leads to budget, resource, and time savings when it comes to new product or service development, customer service and marketing communications.
Keep Reading…
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The Marketing & PR Conundrum: Lying to Customers
In a recent BNET post “Lying to Your Customers? Come on, Everyone’s Doing It,” author and customer advocate Christopher Elliott shares six companies who have lied to their customers: Tavern on the Green, Ford, Microsoft, Office Depot, Cablevision, and Apple.
Lies or Business As Usual?
The chef at Tavern on the Green lied about gluten free pasta. What is the big deal, right? If a diner has food allergies, it is a huge deal. While Chef Damian Cardone may not have thought too much about the “white lie,” those with gluten allergies likely suffered the consequences of their meal. Tavern on the Green’s reputation is known far and wide—making it an iconic brand. Now, it’s doors are closed after filing for bankruptcy.
Keep Reading…
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Tags: Apple, Brand Reputation, Branding, Cablevision, Ford, Marketing, Marketing Management, Office Depot, Public Relations, social business, Tavern on the Green |
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There’s a Difference Between Listening to Customers & Giving Them a Voice
I just finished reading Ernan Roman’s latest book, Voice-of-the-Customer Marketing: A Revolutionary 5-Step Process to Create Customers Who Care, Spend, and Stay and I must say, this book is a gift to marketers, management and any business owners who truly cares about their customers.
I first learned about Ernan’s new book when Denise Lee Yohn interviewed him on her blog. (If you don’t read Denise’s blog, Brand as Business Bites, you should. It’s full of great branding insights!)
After reading the interview, I knew that I had to put this book on the top of my reading list because it not only embodies my beliefs on customer-centric business—it provides a process to bring the customer closer to the center of the organization.
While “voice of the customer ” research has been around for a while, Ernan shares his five-step process so that companies can put VOC research into practice. For those who might be speculative, the process is backed with solid case studies.
Listening Versus Understanding
The foundation to any well thought out social media strategy is listening. If you are familiar with social media, you know listening means using tools like Radian6, SM2 or Google Alerts to capture what people are saying about your brand on the Internet.
However, there is a lot of work that needs to take place between listening, understanding and implementing change. Listening online alone often leads to a misunderstanding of context and nuance.
Scott Rogers captures that best in his post, Listening Versus Understanding: There is a Difference.
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Tags: Customer-Centric, Ernan Roman, Marketing Management, Marketing Research, Organization Design, Relationships, Social Media, VOC, VOC Research, Voice of the Customer, Voice of the Customer Marketing |
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Saturday Morning Reads: What Is Your Lifetime Customer Value?
Yes, it is a double entendre if you didn’t catch it.
When was the last time you asked, “what is the lifetime value of our customers?” (also known as customer lifetime value ), or –more importantly— “what is the lifetime value we offer our customers?”
Is it smart to have one without the other? I don’t think so.
Is calculating CLV a normal event for your organization? I don’t know about you, but calculating ROI seems like child’s play compared to calculating CLV.
Let’s take a look, shall we?
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Tags: CLV, Customer Lifetime Value, Marketing, Marketing Management |
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The Harte of Marketing by Beth Harte is licensed under a Creative Commons Attribution-NonCommercial-NoDerivs 3.0 Unported License.
Based on a work at www.theharteofmarketing.com. [If you have a question about what you can use from this blog, click on the above Creative Commons link to learn more.]
