Marketing

Why You Should Benchmark Internal Metrics

May 11, 2012

Benchmarking establishes a reference point so you can gauge the success or failure of marketing and service strategies even when there isn’t an obvious cause and effect. We naturally want to know how our results compare to our competition and try to benchmark against them. It’s impossible to create realistic and accurate comparisons to other [...]

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Are Happy Customers the Goal?

May 9, 2012

Serving customers well is the foundation of every successful business. Rarely will a company with sub-par service grow and prosper. People expect quality in customer care but is top-notch service enough to create loyalty and sustainable growth? If a study by the Corporate Execute Board is representative, the answer is probably not. The study was [...]

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Why Benchmarking against Competitors doesn’t Work

May 7, 2012

One statement in “The Numbers that Really Matter to Your Business” got a lot of attention because people didn’t agree with it. I wrote, “There is simply no way to compare metrics from different companies and deliver realistic results.” Responses varied from simply stating that the reader disagreed to explanations as to why I don’t [...]

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The Numbers that Really Matter for Your Business

May 4, 2012

Creating benchmarks that work to grow your business and improve profitability along the way requires an intimate knowledge of your company, customers, and team members. Your competitors’ metrics choice rarely matters except to provide fodder for bragging rights. If they have 10,000 Facebook followers and your company has 100,000, it may look good to your [...]

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Customer Acquisition: The Fourth Pillar of Social Media

April 30, 2012

Customer acquisition is the only pillar of social media that cannot stand alone. Brands can attract tens of thousands of fans and followers without ever acquiring a new customer or making a single sale attributable to the channel. Ouch! That’s scary to think about. Imagine all of the resources that have been invested in social [...]

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