I was listening to a great interview with Glen Urban at CMO Magazine last night
Urban is Glen L.Urban. Professor at the Sloan School of Management MIT and author of The Trust Imperative
I think Glen Urban’s work is significant for the world we live in today
Urban's viewpoint is: advocate for your customers and they will advocate for you.
You can no longer build trust, credibility and therefore advocacy through push marketing communications.
Its PUSH vs. ADVOCACY. which means please don't move all your ad dollars online for more interruptive pop ups etc. Use your brain instead and put yourself in the customers shoes.
THIS IS THE PARADIGM SHIFT. From the 1950’s broadcast TV pushed commercial messages into the world and we put our trust in “new and improved”
But you can no longer take one way broadcast or a monopoly approach into a consumer empowered world. Because the internet and increasingly the mobile phone has fundamentally changed this.
Urban describes the opportunity and challenge – as how can we make our customers successful? Win their trust and it is much harder for your competitors to win them back.
Urban cites work he has done with GM and also John Deere as good examples of building trust through a number of online and offline initiatives.
From Now is the time to advocate for your customers
General Motors created and experimentally tested a Dream CRM that converted their push/pull CRM into an advocacy tool by giving fair advice across all cars, providing comparative test drives across GM and competitive vehicles in a non-selling situation, building communities, and providing individualized product information customized to consumers’ preferences. The results of market experiments were statistically significant and implied the potential for large increases in market share for those exposed to all the Dream CRM components. A complementary analysis of the dialog between the advisor and customers yielded opportunities for new models with an estimated hundreds of millions of dollars of sales. Most recent experiments are based on extending the Dream CRM into a full auto advocacy system.
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