Why the human factor is so important in the automated customer service process.
For all of the resources that companies are pouring into automating the customer’s journey, many are falling woefully behind in training their frontline personnel in the automated customer service process.
Automating back office customer service functions is nothing new. Companies are obsessed with efficiency, implementing automated customer service systems, and reducing head count as a way to increase efficiency and reduce cost.
Employee actions mirror your brand’s values and beliefs
This year, we have witnessed several prominent brands take a public media hit due to action of their employees. For all the time, treasure, and talent that’s invested in creating a trusted brand, it only takes one careless action to reveal a corporate culture that has lost its way. Continue reading →
Do customers want brand engagement or a moral cause to support?
Social marketing tactics are designed to engage the customer on different levels and extend the relationship. However some argue that engagement is not that important and that brand loyalty can be achieved by supporting causes or organizations that make the world a better place. Continue reading →
Customers no longer measure brands based on message, but on interactions they have with them.
Social marketing is changing the way customers interact with your brand
My theory on why the aviation industry has been slow to adopt and implement social marketing is because aviation manufacturers are stuck in the mindset of business-to-business instead of people-to-people marketing.
The business-to-business (B2B) mindset is based on selling products and services to accounts. Contrast that mindset with people-to-people (P2P) where the emphasis is focused on improving the customer experience. Customers no longer measure brands based on message, but on interactions they have with them.Continue reading →
Extending brand engagement through digital services
Technology can enhance and solidify the emotional connection to the brand.
Digital technology is affecting the 4 marketing P’s – Product, Price, Placement, and Promotion – by extending brand engagement. Adept aviation marketers are adding value to their brand by providing digital services that complement the user’s life style and the core product offering. Continue reading →
Differentiating your brand starts with making personal connections
Those involved with aviation services and product manufacturing pride themselves on providing flawless products that perform to the highest of specifications. In their eyes, the functionality and reliability of their products define their brand story. However, looking through the perspective of the purchaser reveals a different picture. Continue reading →
Insights are not shiny objects. Many times insights are buried in the customer’s emotional connection to the brand.
Good marketers believe that customer insights form the foundation for brand strategy. Being able to identify insights about product functionality, user preferences, and emotional connection to the brand help to formulate the brand promise and gives the brand its “reason for existence.” Continue reading →
Point-of-view marketing through social media can very effective when supported with proper brand positioning.
Successful aviation brands at their core hold a philosophy about how they will conduct their business, treat their employees and customers, and contribute to the betterment of the aviation industry. In social media terms, this is the brand’s point-of-view. Continue reading →