Wednesday, August 30, 2006

Creating Branding Opportunities

It is true that with so much effort going into "outside branding", companies often do not pay enough attention to the things (seemingly everyday things) within their business that could communicate elements of the overall brand message. I am not talking pens and clipboards here, but if your local gym gives you a white plastic membership card, with no photograph, and no additional information on it, is that gym likely to be giving you personal service? no. If that card told the front desk staff when you signed in that this person is not making enough progress, ask the customer if they would like 5 minutes with the trainer before todays session, then yes. But when that customer is outside the gym, you can bet that they are looking at the card in some manner or means three times a day, and showing it to three other people. The link in todays posting points out how not paying attention to the instruction manual could be another example of a lost opportunity.

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Saturday, August 26, 2006

Feature, Product and Platform Advantages

As a service proposition, when thinking about what your organisational capabilities could deliver in terms of "features, products" we are all advised to "pick the niche" and dominate. Its usually spoken about in terms of "we have higher quality screen resolution", or "we have a better rate of call delivery". When you see the advantages of being rated number one in your segment in terms of reputation effects, and company valuations, this may make some short term sence in terms of attracting initial customers.

But one of the things that you might want to consider is "how can investments made in the underlying platform enable us to outdistance our competitors over time". And for partnerships, or when making decisions about partner suitability, should we not also be asking about the evoltuion of the platform, and platform strategy? If your partners platform enables them to be more responsive to your requests for particular features "on your version of their service", might this be actually more valuable?

Tuesday, August 22, 2006

So, You've brought numbers, right?

So you are making decisions about marketing (yes pretty broad). How many times do you have actual data? Do you need 600 data points or would 10 do? Paul Kedrosky, a guy with a finance background gives a heads up.

Monday, August 21, 2006


Well, here we go. Just what the world wants. One more blog. I want to use this space to bring background information and reports to the notice of anyone interested in how to communicate better with their customers. Customer Interaction Management, can range from very simple interactions relating to letting a customer know that their product is being delivered late, to creating services whereby customers specify not only how they want that late message delivered to them, but the configuration of the actual service itself. As in all these kinds of blogs, please note that the opinions I offer here do not in any way reflect the official policies or opinions of the company I work for, VoiceSage.

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