In Erik Eliason’s recent blog for the Huffington Post, Why Your Business Needs Brand Advocates, he says, “the value of a "Like" [on Facebook] has become meaningless….your brand's most passionate fans are now mixed with passersby who simply liked your brand to get a $5 coupon.” He goes on to discuss the importance of creating conditions that allow people who have the tightest, most passionate bonds with a brand to easily communicate with others of like mind to reinforce those bonds. His examples of creating affinity networks for brands online is certainly interesting, and something brands have been doing for a long time.
It's the kind of fundamental misalignment of perspective that can place a serious strain on a marriage, both emotionally and financially. More often than not, such disagreements prevent couples from effectively planning for retirement at all. For Fidelity Investments, that represents an opportunity to help their clients at a critical time in their lives.
The importance of corporate customer-centricity and business outcome-focused customer analytics can't be overstated. My major presentation at Villanova University on February 24th will feature content from white papers, conferences, and my recent book, The Customer Advocate and The Customer Saboteur, and will offer outstanding examples of companies which have made customer advocacy an organizational goal, key performance metric, and basis for optimizing customer experiences.
It is no longer enough to ascertain if your customers are satisfied, and it is not sufficient to know whether or not your customers are loyal. In today’s hyperlinked world, the relationship between customers and the companies they do business with is a two-way street, with each mutually reinforcing the other.