The author nails it: empower employees to “own the relationship.” Customer ecology places special weight on customer-facing employees. They are literally brand ambassadors. As the author observes, hospitality enterprises have long served up this secret sauce of engagement and enrichment that leads to loyalty.
Customers, it seems, may not always want to think about loyalty. They want it handed to them on a golden platter of rewards, courtesy, and met aspirations.
That takes courage for any enterprise. Is your organization ready to take the leap? If it has, what’s been the outcome?
Please stop by Branded Relationships on Pinterest for a photo essay of the Ritz Carlton in fully branded elegance.
Images of Empowerment: Kasigau, Kenya by Cat Bovis
Empowerment has found its way into thought leadership circles as a somewhat elegant topic to describe the next level of branding, loyalty, and customer relationships.
Here’s a nitty gritty of where and how empowerment began – at the UN. And with whom – women in their buying, voting, and governing. The UN Women initiative, now in its second year, reasserts the need to continue empowering women in all their roles. At its core, it is the key to regaining a global healthy economy.
This powerful Forbes Magazine article describes the urgency of creative customer ecology. Rather than simply describing the triple win of empowerment, it describes the perfect storm of social media, social power, and transparency. The empowerment that began in the ’80s as an internal business management tool has come 360 with consumer empowerment. Is it a perfect storm or prime opportunity?
Many direct marketing traditionalists still don’t get it by claiming bragging rights to call to action and response. Then begins a diatribe about scientific method when the “blue ocean” of target audiences is no longer blue, given the influence of peer-to-peer, social media and let’s not forget the circles of Google and Facebook.
Here’s where the discussion got and held my attention — but not in the way the speaker intended. In their January 2011 HBR Magazine article, Michael E. Porter and Mark R. Kramer talk about the connectivity of all business enterprises. This, in turn, creates both a fiscal and a marketing responsibility (yes, responsibility when it comes to marketing) to develop and maintain value with through all aspects of a business enterprise.
The speaker was “on” to something when describing engagement and its historical value to direct marketing. Yet, he lagged behind in not bringing the message to the Web 3. level that reads clearly in the article. It’s no longer about engagement at all costs. That’s how direct marketing and sales promotion tarnished their image. Instead, the current Web 2.0 culture — and everything to come — seeks to empower a fully and pre-engaged agora of people ultimately shopping for an exchange of ideas in ways that connect aspirations, empowering each individually and collectively.
Which lead me to tweet my takeaway shown above.
What are your thoughts?
What circumstance, advance, or strategy has lead to the new empowered global consumer nation?
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Legislation in Missouri, USA restricts educators in their use of Social Media. The legislation (Senate Bill 54) was signed into law last month by Governor Jay Nixon and affects members of the Missouri State Teachers Association.
Here’s the irony: To fully comply with the law, educators find they require social media tools to connect with all the people to be “protected” by the law. The article goes on to describe how phone, mail, in-person are no longer sufficient to cover all the touchpoints of Web 2.1 living.
Borrow from William James here, agnosticism is a belief.
Web 2.0 agnosticism – personal, legislative, or procrastinated – is not an option. It’s a context that will be managed. The choice is actively managing the experience or letting others manage it for you. The costs and stakes are obvious. Click through to Empower Relationships (right).
Is marketing value hiding in family names—mine or yours? I’m not talking value by association, e.g., Rockefeller, but value linked to attributes or achievements. A recent article on feature/benefit naming conventions in the middle ages got me to wonder.
Bicycling in NYC? Never easy, the Citi Bike℠ bike sharing program brought its own tribulations and triumphs on launching just after Memorial Day. No customer service appeared in sight to get riders started. Just a docking station and what looked like a tall, narrow ATM. And, of course, an app for smart phone users. Quickly, Brooklynites were […]