Influencing the Relationship from All Angles
The customer relationship has become one of the most critical assets a brand can have. It's difficult to gain, and easy to lose. But it's also fickle, one that comes and goes as a consumer pleases. The promise of social media was the ability to have a more consistent relationship with consumers in Facebook news feeds and Twitter timelines, but even that has become a challenge as overly-promotional messages caused consumers to ignore us and algorithm updates made it harder for us to get their attention.
This environment means thinking about our relationship with customers from all angles. Our focus is too often focused on what we control: the content we're creating, the look/feel of our platforms, the promotions we're running and so on. Those are all critical aspects to have buttoned-up, but there is greater opportunity when you expand the lens through which you view customer relationships.
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