MARKETPLACE LESSONS
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I think I've inadvertently discovered a "new" effective technique that will positively differentiate your people and your organization from your competitors. It is showing awareness and empathy for your customers.
My wife had a trying experience last week that necessitated her making contact with a wide variety of organizations--actually necessitated her making contact with the "front faces" of a wide variety of organizations. She was confronted with everything from inaccurate information, abusive tone and indifference to empathy, kindness and helpfulness, oftentimes from staff within the same organization.
While not everyone has the patience and understanding of a Mother Teresa, the benefits accrued to the organization by those on the frontlines who demonstrate awareness and empathy for their customers are so huge, they are not to be discounted.
It behooves every organization to find the means to train, to hire, to motivate, to insist upon a differentiating degree of customer understanding. It can only pull customers back to you again and again.
LESSON LEARNED:"A sense of compassion endears, while of sense of indifference alienates--right down the line."
-Sam Geist
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THE STATS
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The most innovative companies by industry have just been compiled.
Take a look at the top ten retail companies.
- Walmart
- Apple
- Amazon
- GoodGuide
- Nike
- Toms Shoes
- Chipotle
- Hot Topic
- Lululemon
- Best Buy
--Fast Company
For the top ten companies in more than 20 other industries from advertising & marketing to the Web see second SITE SEEING link below.
---------------------------------------- Closely connected to innovation (see first STAT) is 'green marketing.' Recent research discovered some expected and some unexpected results.
- Marketers are engaging in green marketing because they perceive it has value.
- 33% of respondents said green marketing was more effective than their normal marketing efforts
- 7% of respondents felt it was less effective.
- Companies that view themselves as the most green, spend the most on green marketing.
- Companies that view themselves as least green, spend just a fraction of their budgets on green marketing.
- Most firms (in the 'somewhat' to 'very green' categories think themselves greener than their customers.
- 71% view themselves 'somewhat' to 'very green'
- 67% view their customers as 'somewhat' to 'very green.'
--Media Buyer Planner |
