Comments on: Customer Stories Aren’t Created Equally http://marketingroi.wordpress.com/2008/05/11/customer-stories-arent-created-equally/ Whim: Idea, passing thought, fool notion. What It Means. Fri, 04 Jul 2008 14:22:13 +0000 http://wordpress.org/?v=MU By: Morriss Partee http://marketingroi.wordpress.com/2008/05/11/customer-stories-arent-created-equally/#comment-24497 Morriss Partee Mon, 12 May 2008 19:37:55 +0000 http://marketingroi.wordpress.com/?p=507#comment-24497 Deciding on what story you would like your customers telling themselves is more than a marketing decision, it's a full-on Board/CEO/Senior Management decision. If the marketing department wants customers to be telling themselves "wow, that F.I. really knows who I am and I love the personalized service I'm getting there", while the rest of the organization is pursuing an efficiency-at-all-costs strategy and does squat to personalize for each customer (ala WalMart), then marketing has to either get with the program, or get the rest of the org to change strategy. What strategy is followed is not something marketing gets to decide in a vacuum. Deciding on what story you would like your customers telling themselves is more than a marketing decision, it’s a full-on Board/CEO/Senior Management decision. If the marketing department wants customers to be telling themselves “wow, that F.I. really knows who I am and I love the personalized service I’m getting there”, while the rest of the organization is pursuing an efficiency-at-all-costs strategy and does squat to personalize for each customer (ala WalMart), then marketing has to either get with the program, or get the rest of the org to change strategy. What strategy is followed is not something marketing gets to decide in a vacuum.

]]> By: rshevlin http://marketingroi.wordpress.com/2008/05/11/customer-stories-arent-created-equally/#comment-24489 rshevlin Mon, 12 May 2008 14:47:44 +0000 http://marketingroi.wordpress.com/?p=507#comment-24489 @JP Good question. A: Hardly. What I am suggesting is that when firms think about the "customer experience" they think about what capabilities they need to develop that -- when executed on -- hold out a better chance of producing a "customer story" when the conditions are met. Using a testimonial is an advertising decision. Deciding what stories your customers should be telling themselves after interacting with your firm is a marketing decision. @JP Good question. A: Hardly. What I am suggesting is that when firms think about the “customer experience” they think about what capabilities they need to develop that — when executed on — hold out a better chance of producing a “customer story” when the conditions are met.

Using a testimonial is an advertising decision. Deciding what stories your customers should be telling themselves after interacting with your firm is a marketing decision.

]]> By: Jeffry Pilcher http://marketingroi.wordpress.com/2008/05/11/customer-stories-arent-created-equally/#comment-24486 Jeffry Pilcher Mon, 12 May 2008 14:19:06 +0000 http://marketingroi.wordpress.com/?p=507#comment-24486 You aren't suggesting everyone use testimonials are you? You aren’t suggesting everyone use testimonials are you?

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