Buffer and its Founder/CEO Joel Gascoigne today referred disgruntled customers to their main competitor, Hootsuite. This post discusses this display of “lethal generosity.” For those who don’t know, Buffer is a social media productivity tool allowing users to stock up or fill up a buffer of content to share that will then be disseminated over time on various […]
Relationship Marketing
Staple Yourself to the Customer Experience
Today’s wakeup call was provided by Brian Solis with his new blog post “The 5 Pillars of New Media Strategy.” Brian argues convincingly that we all should stop looking for a magic formula or success recipe to guide us in our social media travails by simply arguing that it all depends on who we are […]
Voice of the B2B Customers’ Customers
In the early 1990’s, companies started to listen more systematically to the “voice of the customer” (VOC)* after the quality movement made it clear that companies had room for improvement in this regard. Companies could more precisely identify how to provide the most value by dissecting the customers’ voice so that they could hierarchically structure and prioritize their […]
3 Keys to Social Success
There are many guidelines out there when it comes to how one can achieve success through the use of social media. To me, three core perspectives stand out as being particularly critical. Long term perspective. Without the patience to develop long-term relationships and networks, one is likely to fail. To strive for short-terms results may […]
Social B2B Relationships
The fact that many business-to-business (B2B) relationships are characterized by long-term norms of trust and commitment should not be news to either academics or practitioners. The value of establishing loyal partnerships between buyers and sellers to ensure consistent delivery of customer satisfaction has become increasingly evident. Such partnerships typically involve multiple people in each company […]