I've been thinking a bit more about the Guardian's Amazon Article. In particular I'm wondering how this links in with the work that we've been doing around the Net Promoter metric. The Net Promoter metric is based on a single question can (supposedly) tell you everything you need to know about your customers - " would you recommend us to a colleague". The idea is that word of mouth marketing can make or break a company - even in a B2B environment. It's not necesarily the word of mouth marketing that is causing the success, but it definitely acts as a barometer for the level of customer focus.
However, if blogging becomes as all pervasive as some think then it will definitely be the word of mouth marketing that is causing the success or, as Scoble points out, if your company isn't blogging then it will be seen with a level of suspicion.
Of course, it's still not the blogging that makes a company client focused, it's what the you do with the information that you learn - just the same with Net Promoter.
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