Customer advocacy: what’s stopping you?
In my first article on customer advocacy I outlined what I hope was a strong case for talking about your successes through the clients’ voice. In this second piece, I want to explore what’s preventing more firms from doing so. Some of the common reasons I’ve encountered are: 1. The firm has a long-standing (and unchallenged) policy not to talk about clients 2. Clients would never agree to it, for various reasons 3. There is no ... read the full post »
02 September 2011 | Posted by : Andy M Turner | Comment on this post »
Tagged : advocacy, communications strategy, customers, reputation.
‘Trustability’ and why negative reviews are good for business
The counter-intuitive headline ‘Negative reviews drive sales, claims marketing expert’ on Marketing magazine’s web site caught my eye. But as I finished reading I was left none the wiser about why. Normally I would have stopped there and thought no more about it but the man behind this claim is Don Peppers, a widely-acknowledged marketing expert. To get to the reasons for Peppers’ claim I had to spend an hour ... read the full post »
19 July 2011 | Posted by : Andy M Turner | Comment on this post »
Tagged : advocacy, B2B, reputation, selling, trust.