Are You Strategic? by Mark W. Schaefer

It's so true. Forming good relationships with your customers is key. Businesses and Companies around the world are trying to create competitive advantages, and fail to see that their greatest advantage is satisfying their customers. Statistics show that it costs less money to keep existing customers than it is to find new ones. If a business wants a leg up on competition, they need to form long-lasting relationships with their customers. They need to satisfy and keep the customers they already have as well as bring in new buyers. If businesses and companies can find a way to do this, they will be very successful!

I'm curious how this is going to scale, because I'm running out of cycles even in my own little almost-business.

I like the notion of customer experience, I think that's what I've been implementing over the last few months.
.-= David Doolin´s most recent blog post ...Writing About Money on Easter Sunday? Yes! And here’s why… =-.

Great article Mark.

And your point is brilliant. I am firm believer of the listening process. This is what I was thought working with the hospitality industry. Because there is a difference between getting your customers to arrive once vs coming back over and over again.

I see that Justin added an extra C to IMC = IMCC, and the additional C he defines as Customer Service. In away I agree, but I will instead define it as Customer Experience.

Using you listening strategy to create a Customer Experience builds the basis for long term relationships.

Cheers.. Are
.-= Are Morch´s most recent blog post ...Blogging killed by Social Media? =-.

Pure "common sense" is the winning strategy and you've got it Mark. Listening AND hearing what your customer needs (not necessarily wants) is still somewhat unique to most. Moving forward clients want a strategy based on current trends, what is important to their customers today, collaborative brainstorming, authenticity....not a Strategy developed with a standardized format that doesn't reflect what their clients' needs are at all. That comes with connecting authentically and "embracing them more tightly" as you said.

Very effective point in respect of current and probably future market. We have bunch of company for the same product which is good in consumers point of view but need special strategy if you think other way. However, same strategy not work in all country I think. For example NOKIA has a good success in India and in other Asian country but not have similar success rate in Europe. That mean a company have to adjust their strategy by reading consumer demography.
.-= Arafat Hossain Piyada´s most recent blog post ...Some Best Free Video Editing Software =-.

I agree that listening to those who control your destiny is the best way for long term gain. I will be the first to admit that I am guilty of many of the short term gain tactics.

I really like the message behind your post, Mark. Just the other day, I caught myself thinking too much in campaigns and not enough just about how my client could better connect with its customers. I'm a firm believer that IMC should be IMCC (last C for customer service) and that if a company takes care of customer service, most everything else will take care of itself.

Here's my problem. John, you say it's advice companies pay $300,000 for. In my experience, companies are less willing to pay for the "here's how you engage, respond to and build lasting relationships with your customers" social media counsel. They want a campaign -- something flashy.

So my question would be what's the best way to sell in the basics. Thoughts?

@jgoldsborough
.-= Justin Goldsborough´s most recent blog post ...My Pledge to Fight Corporate Blocking of Social Media Sites =-.

Brilliant, Mark! In less than 300 words, you gave away what some companies pay $300,000 for!

In my somewhat limited experience, I've noticed that businesses frequently jump on Facebook and Twitter and start pushing content without knowing why. The tools for understanding customers are free, but not used as often as they probably should be used.
.-= John Haydon´s most recent blog post ...Do People Really Need Your Online Community? =-.

Apple is a great example, Davina. Do you think they know their customers ... perhaps better than they know themselves?
.-= Mark W Schaefer´s most recent blog post ...Is your company built to blog? =-.

Mark, nice of you to guest post for Danny. Love the short, simple blog. It really is about doing it better. Apple has success, at higher price points, because they make the stuff people want to buy.

You're right about competitors trying the same tactics, so the best way to stand out is to listen to the customer. Make a better product, deliver better service, and give that to your customers.
.-= Davina K. Brewer´s most recent blog post ...Pimp Your Business, Atlanta =-.

It's so true. Forming good relationships with your customers is key. Businesses and Companies around the world are trying to create competitive advantages, and fail to see that their greatest advantage is satisfying their customers. Statistics show that it costs less money to keep existing customers than it is to find new ones. If a business wants a leg up on competition, they need to form long-lasting relationships with their customers. They need to satisfy and keep the customers they already have as well as bring in new buyers. If businesses and companies can find a way to do this, they will be very successful!

Nice coverage on this topic Mark-

One point I think we could all get to is that Social Media now allows companies to create net new opportunities to develop their businesses.

The strategy has to come from all opportunities presented- a new matrix which can redefine how they operate, compete, create value and innovate.

Any presentation to clients must be at this level of business development- as you alluded- it's not about presenting campaigns, tools, or tactical SM push. If you are talking about Facebook or Twitter in the first two meetings, you are not a valuable potential partner to them.

Thoughts?

I'm curious how this is going to scale, because I'm running out of cycles even in my own little almost-business.

I like the notion of customer experience, I think that's what I've been implementing over the last few months.
.-= David Doolinu00c2u00b4s most recent blog post ...Writing About Money on Easter Sunday? Yes! And hereu00e2u0080u0099s whyu00e2u0080u00a6 =-.

Great article Mark.

And your point is brilliant. I am firm believer of the listening process. This is what I was thought working with the hospitality industry. Because there is a difference between getting your customers to arrive once vs coming back over and over again.

I see that Justin added an extra C to IMC = IMCC, and the additional C he defines as Customer Service. In away I agree, but I will instead define it as Customer Experience.

Using you listening strategy to create a Customer Experience builds the basis for long term relationships.

Cheers.. Are
.-= Are Morchu00c2u00b4s most recent blog post ...Blogging killed by Social Media? =-.

Pure "common sense" is the winning strategy and you've got it Mark. Listening AND hearing what your customer needs (not necessarily wants) is still somewhat unique to most. Moving forward clients want a strategy based on current trends, what is important to their customers today, collaborative brainstorming, authenticity....not a Strategy developed with a standardized format that doesn't reflect what their clients' needs are at all. That comes with connecting authentically and "embracing them more tightly" as you said.

Very effective point in respect of current and probably future market. We have bunch of company for the same product which is good in consumers point of view but need special strategy if you think other way. However, same strategy not work in all country I think. For example NOKIA has a good success in India and in other Asian country but not have similar success rate in Europe. That mean a company have to adjust their strategy by reading consumer demography.
.-= Arafat Hossain Piyadau00c2u00b4s most recent blog post ...Some Best Free Video Editing Software =-.

I agree that listening to those who control your destiny is the best way for long term gain. I will be the first to admit that I am guilty of many of the short term gain tactics.

I really like the message behind your post, Mark. Just the other day, I caught myself thinking too much in campaigns and not enough just about how my client could better connect with its customers. I'm a firm believer that IMC should be IMCC (last C for customer service) and that if a company takes care of customer service, most everything else will take care of itself.

Here's my problem. John, you say it's advice companies pay $300,000 for. In my experience, companies are less willing to pay for the "here's how you engage, respond to and build lasting relationships with your customers" social media counsel. They want a campaign -- something flashy.

So my question would be what's the best way to sell in the basics. Thoughts?

@jgoldsborough
.-= Justin Goldsboroughu00c2u00b4s most recent blog post ...My Pledge to Fight Corporate Blocking of Social Media Sites =-.

Brilliant, Mark! In less than 300 words, you gave away what some companies pay $300,000 for!

In my somewhat limited experience, I've noticed that businesses frequently jump on Facebook and Twitter and start pushing content without knowing why. The tools for understanding customers are free, but not used as often as they probably should be used.
.-= John Haydonu00c2u00b4s most recent blog post ...Do People Really Need Your Online Community? =-.

Apple is a great example, Davina. Do you think they know their customers ... perhaps better than they know themselves?
.-= Mark W Schaeferu00c2u00b4s most recent blog post ...Is your company built to blog? =-.

Mark, nice of you to guest post for Danny. Love the short, simple blog. It really is about doing it better. Apple has success, at higher price points, because they make the stuff people want to buy.

You're right about competitors trying the same tactics, so the best way to stand out is to listen to the customer. Make a better product, deliver better service, and give that to your customers.
.-= Davina K. Breweru00c2u00b4s most recent blog post ...Pimp Your Business, Atlanta =-.