Steve Patti
Influencing Buyers to Choose Your Brand
A trend is emerging across industries such as healthcare, banking and technology with regards to what influences buyers to choose a particular brand. A company’s website and references from peers overwhelmingly carry more influence/weight that professionally prepared collateral and email campaigns. Read why.
Credit Unions: Filene, Zig Ziglar and Southwest Airlines are on to Something
Credit unions can learn from what Southwest Airlines, Zig Ziglar and others already know — you hire for attitude, train for skills. The Filene Research Institute provides a blueprint for getting it right.
Is it the Size of the Gun or the Aim that Determines Sales Success?
In the financial world, it seems that branch and ATM locations have become an obsession — but is reach as important as aim? Distribution without focus is costly and we examine why customer mix is critical to profitable growth.
eBay Giveth and Paypal Taketh Away
eBay’s purchase of Paypal seemed like a no-brainer, until the two tried to integrate their systems. Making matters worse is two Customer Service organizations trying to sort through their disconnects. Read the transcript of a real eBay Chat dialogue where they admit customers who redeem only part of an eBay gift certificate lose the remaining balance unless they call Paypal to reactivate the funds.
New Endangered Species: The Brand Positioning Statement
Clearing up the confusion between brand positioning and mission, vision, values statements — particularly for financial institutions.
Customer Service — Easier Said Than Done
Outsourced call centers sound like a good deal until they accelerate customer attrition. How eBay (and others) are dropping the ball whereby Customer Support is code for customer avoidance.
Growth Through Focus
Last week we wrote a post that addressed a couple of key strategic planning questions that executives must ask themselves in the face of limited resources, an ailing global economy, and increasing pricing pressure. Booz & Co. suggests that rather than seek increased revenues and profits by expanding products and markets, companies should follow a [...]
Gaining Strategic Focus
Strategic planning in a poor economy requires focus — doing fewer things, but with excellence. Here are two key questions to ask yourself to ensure you are in focus.
Citi’s One-Size-Fits-All Approach to Buyer Personas
Citi card services lose another valued customer, but it could have been avoided if Buyer Personas were used.
A Lost Art: Putting a Face on Your Brand
Many people think branding is comprised of a logo and color scheme, but brand design is only one of three brand components — do you know the other two? Ensure your brand strategy is complete prior to sales engagement or you’ll be viewed as more background noise by prospects.
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