This research paper focusing on the hotel industry indicates that although delighted customers have generally positively views of brands, a satisfied customer will more likely take action supportive of loyalty marketing constructs (i.e., actually book a return trip) because they have an emotional connection to the brand. Thus, the researchers suggest that marketers focus on [...]
This research paper focuses on the influence of word of mouth (WOM) on customers’ perception of service. It’s axiomatic that negative WOM can significantly impact brand reputation. Studying the effect of WOM on such perceptions, though, is another matter. And the research article delves into some interesting bits. First, customers’ perceived service value influences their [...]
This research paper on CRM strategies used by RBC Royal Bank of Canada (Bahamas), analyzes whether the bank successfully applied the four P’s of CRM (planning, people, process, and platform). It’s well established that financial success is tied to a well executed CRM strategy which drives customer loyalty and customer satisfaction. What this research paper [...]
This Harvard Business Review article (subscription necessary) makes a strong case for companies to create customer strategy departments and positions. One section of the article focuses on “Customer-facing functions” and makes some great recommendations:
Customer Relationship Management (CRM) responsibility should migrate away from corporate IT and into the customer strategy department since CRM helps companies assess [...]
This study (.pdf) delves into programmatic methodology that can be used to predict strong and weak ties between users of a social network. From a community manager’s perspective, this is important because predictive activities can alleviate some oversight tasks while intelligently satisfying the needs of community members. As an example of practical implications of their [...]
To what extent does corporate reputation affect customer loyalty? This study (.pdf, begin reading at page 28) found that corporate social responsibility (CSR) is the second most important factor influencing corporate reputation (with overall competency being first). In fact, CSR was found to have a higher impact on corporate reputation than product price. The authors [...]
What factors keep an online community happy, involved, and engaged? The authors of this study (.pdf) found four primary things influence these three factors:
Purpose: Clearly define the purpose and values of the community space with a well-articulated and succinct statement so people who join the community know what to expect, while internally defining your (i.e., [...]
To what extent does employee loyalty and commitment to a brand drive overall customer loyalty? This research paper (.pdf) tackles that question and concludes that employee attitudes toward their company have a high degree of impact on customer loyalty. What the authors essentially argue is that fostering a corporate environment that espouses a unique and [...]
Trust is a major driver of customer loyalty. How does a corporate brand secure this trust following a breakdown in service delivery? The authors of this study (.pdf) ponder this question and proffer some intriguing insights. The authors argue that negative emotions experienced by a customer following a negative service experience do not necessarily change [...]
Art can inform business decisionmaking and processes in so many ways. And choreography is one artform that does.
Choreography is designing a series of movements to convey an expression of an idea. The best choreographers apply a scientific approach to their dance notation. These choreographers carefully map movement through time and space–in essence navigate time and [...]
Real estate marketing professionals interested in farming, cultivating, or harvesting customers should consider something new. Livestock management perhaps? How about genetic engineering of new hybrid corn? Better yet how about driving a combine or cultivator? It’s time to shed these agri-centric terms that are so often used in conjunction with traditional Customer (Client) Relationship Management [...]
The comments in this post offer an “in the trenches” snapshot of many issues framing the current real estate crisis. The dialogue between Scott and the listing agent is particularly fascinating and elucidates the inherent challenges agents face in a market where traditional and foundational norms have been so acutely destabilized.
As a real estate brand, wouldn’t you like your customers to be this excited about their experience with you?
Powder Mountain Utah Best Day of Skiing
Powder Mountain Utah Skiing Fabulous Day
I shot these videos after an absolutely transcendent day of skiing at Powder Mountain, Utah. Yes, conditions have lots to do with having a good versus [...]
Digital Trends is a big topic and this post really goes through a substantive analysis of Edleman’s recent predictions.
The digital train is tearing down the tracks and has no signs of slowing. Every industry is being reshaped by the expectation that everything should be digitized. Add digital hungry consumers with web devices, NetPCs, Kindles and [...]
Real estate firms that are thinking about implementing social media marketing strategies should pay attention to Charlene Li’s predictions. Li’s series of five interviews paint a road map of the social media future firms ought to be considering today:
melded identities
social algorithms (see also my earlier post on trust indicators in social networks)
open platforms
privacy and permissions
organizational trust
Her [...]
What’s the value of a real estate firm’s or agent’s service? What actions justify a firm’s or agent’s fees? I’m contemplating these questions as I re-read “The Theatre and Its Double” written by Antonin Artaud, and some of what he says in his writing has a certain philosophical resonance with respect to the current state [...]
