From the seminar on March 24:
Marketing has long been about convincing the company's excellence via megaphone marketing – we know for sure that this time is over. It's no news that customer churn is more expensive than ever and that bad customer experiences spread like wildfire on social media where they stay like a failed tattoo in Ibiza.
Today's consumers and customers are more informed and more connected than ever. You can't sweep the lack of delivery of the brand promise under the carpet - everything comes out. The power is shifted from the marketing manager to the customer, who creates the brand with their eyes and mouth in every given opportunity. More customers than ever look to customer reviews and recommendations. Creating strong customer relationships is more than ever about good delivery, transparency and authenticity.
"Modern branding is about focusing on the company's ability to deliver, which in turn means the collective ability and motivation of the organization and the employees to deliver what the brand promises". Thomas Gad, Fireflight. Thomas, who is an international brand consultant, author and the man behind Nokia's "Connecting people" and SAS's "its Scandinavian", began the seminar by giving a perspective to today's and tomorrow's brand development.
Next, Quicksearch went through the Net promoter score, a survey tool adapted for ongoing measurements in a host where reputation and customer experience are number one.
"Focusing on the Netpromoter score - how much wow is created in each customer meeting - is the best brand measurement I've ever come across. Thomas Gad
By continuously measure your Net Promoter Score can you a. Increase the percentage of returning customers, b. Increase the number of recommending customers and c. Reduce negative customer criticism (nWom). Sebastian Wettemark, Marketing Manager Quicksearch.
From seminar March 24
Marketing has for long been about convincing the company's excellence through megaphone marketing – that this time is over, we know with certainty. Customer churn is more expensive than ever, and bad customer experiences spread like wildfire in social media. Today's consumers and customers are more informed and more connected than ever. More customers than ever look to customer reviews and recommendations.
Building strong customer relationships, is more than ever a good delivery, transparency and authenticity. "Modern branding is about focusing on the company's supply which in turn means the organization and employees' overall ability and motivation to deliver the brand promise." Thomas Gad, Fire Flight.
Thomas, who is an international brand consultant, writer and the man behind Nokia's "Connecting people" and SAS "its Scandinavian" opened the seminar by giving a perspective of current and future brand development.
Then Quicksearch presents the Net promoter score, a research tool designed for continuous measurements where reputation and customer experience is key. "To focus on Netpromotor score - how much wow that is created in each client meeting - is the best brand measurement I've ever encountered. Thomas Gad
"By continuously measuring your Net Promoter Score, you can increase the share of return customers, recommendation and reduce the negative customer criticism (nWom)". Sebastian Wettemark, Marketing Quick Search.
