Glen L. Urban
Autor(a) de Design and Marketing Of New Products
About the Author
Obras por Glen L. Urban
Don't Just Relate - Advocate!: A Blueprint for Profit in the Era of Customer Power (2005) 15 exemplares
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Business Blueprint for Life in a New Age
In this Internet Age, consumers know everything about your company and its products.
Glen Urban, a member of the MIT Sloan School of Management faculty since 1966, Deputy Dean at the school from 1987 to 1992, and Dean from 1993 to 1998 posits that the only way to earn their trust is to provide them with open, honest and complete information – even if that means finding the right competitor’s product to meet their needs.
In the face of this increasing consumer power, your company has three options:
1. Respond with the traditional marketing push and pull. In other words, increase pull by upping your advertising budget. Increase your push by employing price and promotional policies. These have been the mainstay of marketing for more than 50 years.
2. Strengthen your customer relationships. In recent years companies have refocused on their customers by emphasizing customer satisfaction metrics, staying on message, building better products using TQM and emphasizing more personal service.
3. The final option is to advocate for your customer. This means you give your customers and prospects complete, open and honest information so they can find the product which best serves their needs. This is a dialogue. The goal with this option is to have customers reciprocate with their trust, purchases and loyalty.
Although it may require a complete cultural marketing make-over, Urban says the benefits of advocacy are worth the investment:
1. Reduced customer acquisition costs. Trust lowers the number of new customers company must acquire to maintain its growth projection.
2. Higher Profit margins. Customers are willing to pay more for quality products from vendors they trust.
3. Growth. When a company becomes a trust vendor, customers look to that firm for more products and services in more categories.
4. Advocacy lays the foundation for long-term customer advantage.
Not only is Urban’s thesis persuasive, he also shows how to determine whether an advocacy-based strategy is right for your firm. He ten takes the strategy the next step and shows how to build the trust required. The MIT professor provides you with new tools and identifies the leadership skills and cross-functional requirements needed to develop a successful response to this rise of consumer power.… (mais)
In this Internet Age, consumers know everything about your company and its products.
Glen Urban, a member of the MIT Sloan School of Management faculty since 1966, Deputy Dean at the school from 1987 to 1992, and Dean from 1993 to 1998 posits that the only way to earn their trust is to provide them with open, honest and complete information – even if that means finding the right competitor’s product to meet their needs.
In the face of this increasing consumer power, your company has three options:
1. Respond with the traditional marketing push and pull. In other words, increase pull by upping your advertising budget. Increase your push by employing price and promotional policies. These have been the mainstay of marketing for more than 50 years.
2. Strengthen your customer relationships. In recent years companies have refocused on their customers by emphasizing customer satisfaction metrics, staying on message, building better products using TQM and emphasizing more personal service.
3. The final option is to advocate for your customer. This means you give your customers and prospects complete, open and honest information so they can find the product which best serves their needs. This is a dialogue. The goal with this option is to have customers reciprocate with their trust, purchases and loyalty.
Although it may require a complete cultural marketing make-over, Urban says the benefits of advocacy are worth the investment:
1. Reduced customer acquisition costs. Trust lowers the number of new customers company must acquire to maintain its growth projection.
2. Higher Profit margins. Customers are willing to pay more for quality products from vendors they trust.
3. Growth. When a company becomes a trust vendor, customers look to that firm for more products and services in more categories.
4. Advocacy lays the foundation for long-term customer advantage.
Not only is Urban’s thesis persuasive, he also shows how to determine whether an advocacy-based strategy is right for your firm. He ten takes the strategy the next step and shows how to build the trust required. The MIT professor provides you with new tools and identifies the leadership skills and cross-functional requirements needed to develop a successful response to this rise of consumer power.… (mais)
Estatísticas
- Obras
- 5
- Membros
- 60
- Popularidade
- #277,520
- Avaliação
- 3.1
- Críticas
- 2
- ISBN
- 10
Las personas interesadas en las siguientes temáticas lo encontrarán práctico y útil: marketing y ventas, atraer y retener a los clientes.
En el siguiente enlace tienes el resumen del libro Sea el mejor defensor de su cliente, Una nueva forma de relacionarse con los clientes basada en la confianza y la lealtad: rel="nofollow" target="_top">Sea el mejor defensor de su cliente… (mais)