Comments for Ron Shevlin's Marketing Whims http://marketingroi.wordpress.com Whim: Idea, passing thought, fool notion. What It Means. Fri, 04 Jul 2008 14:22:23 +0000 http://wordpress.org/?v=MU Comment on Why We’re Not As Loyal As We Used To Be by Dan Dickinson http://marketingroi.wordpress.com/2008/06/30/why-were-not-as-loyal-as-we-used-to-be/#comment-26447 Dan Dickinson Thu, 03 Jul 2008 16:40:32 +0000 http://marketingroi.wordpress.com/?p=554#comment-26447 @Jeff Larche: The internet hasn't lessened customer loyalty. It's just helped to expose what we previously (and erroneously) GUESSED was loyalty. Like Jim said, people will stick with you for value; that's as true now as it was before Google. What the internet did was make it much easier for relatively ambivalent customers to discover WHY they should leave you. Now customers can price-search and gather reviews much easier than they ever could before, which makes them more likely to leave than in the (cough, cough) old days, when it was much harder to find a reason to leave, beyond basic price shopping. Customers who leave because of internet searches were probably never loyal in the first place, they were just lazy. @Jeff Larche: The internet hasn’t lessened customer loyalty. It’s just helped to expose what we previously (and erroneously) GUESSED was loyalty. Like Jim said, people will stick with you for value; that’s as true now as it was before Google. What the internet did was make it much easier for relatively ambivalent customers to discover WHY they should leave you. Now customers can price-search and gather reviews much easier than they ever could before, which makes them more likely to leave than in the (cough, cough) old days, when it was much harder to find a reason to leave, beyond basic price shopping.

Customers who leave because of internet searches were probably never loyal in the first place, they were just lazy.

]]> Comment on Why We’re Not As Loyal As We Used To Be by Using decision management to build loyalty and grow » Smart (Enough) Systems, the blog http://marketingroi.wordpress.com/2008/06/30/why-were-not-as-loyal-as-we-used-to-be/#comment-26445 Using decision management to build loyalty and grow » Smart (Enough) Systems, the blog Thu, 03 Jul 2008 16:16:23 +0000 http://marketingroi.wordpress.com/?p=554#comment-26445 [...] too. Could not agree more. Just as I was thinking about loyalty, I saw Ron Shevlin’s post on Why we’re not as loyal as we used to be. As usual, Ron makes some great points. In particular he makes the point that Successful firms [...] [...] too. Could not agree more. Just as I was thinking about loyalty, I saw Ron Shevlin’s post on Why we’re not as loyal as we used to be. As usual, Ron makes some great points. In particular he makes the point that Successful firms [...]

]]> Comment on Why We’re Not As Loyal As We Used To Be by Jim Marous http://marketingroi.wordpress.com/2008/06/30/why-were-not-as-loyal-as-we-used-to-be/#comment-26441 Jim Marous Thu, 03 Jul 2008 13:24:37 +0000 http://marketingroi.wordpress.com/?p=554#comment-26441 I actually think loyalty is more alive than ever . . . if it is earned. I find myself booking flights with Continental even at times when another airline may have better options. Why? Because they respect (and reward) my relationship, remember my preferences, and treat me as a valued customer. The same can be said about the dry cleaner, car wash, grocer and even the bank that I use. I don't want to change these providers, but I will if they stop treating me the way I have grown accustomed to being treated. Unfortunately, th bar is still not set very high when it comes to being better than the masses in any of these categories. I actually think loyalty is more alive than ever . . . if it is earned. I find myself booking flights with Continental even at times when another airline may have better options. Why? Because they respect (and reward) my relationship, remember my preferences, and treat me as a valued customer. The same can be said about the dry cleaner, car wash, grocer and even the bank that I use. I don’t want to change these providers, but I will if they stop treating me the way I have grown accustomed to being treated. Unfortunately, th bar is still not set very high when it comes to being better than the masses in any of these categories.

]]> Comment on The Three Most Overused Words In Marketing by Which Banks get the Web Lifestyle | RBC « The Bankwatch http://marketingroi.wordpress.com/2008/06/26/the-three-most-overused-words-in-marketing/#comment-26431 Which Banks get the Web Lifestyle | RBC « The Bankwatch Thu, 03 Jul 2008 03:16:08 +0000 http://marketingroi.wordpress.com/?p=552#comment-26431 [...] a B for a good effort on a few different fronts, and thats a great start. Experiment, learn, and (yes Ron) innovate by trying new things. To get higher for RBC, and not fall back, will require some [...] [...] a B for a good effort on a few different fronts, and thats a great start. Experiment, learn, and (yes Ron) innovate by trying new things. To get higher for RBC, and not fall back, will require some [...]

]]> Comment on Why We’re Not As Loyal As We Used To Be by Morriss Partee http://marketingroi.wordpress.com/2008/06/30/why-were-not-as-loyal-as-we-used-to-be/#comment-26425 Morriss Partee Wed, 02 Jul 2008 20:29:56 +0000 http://marketingroi.wordpress.com/?p=554#comment-26425 @TheLarch Thinking about loyalty in terms of building fences is misguided. The last thing anyone wants to feel is that they are trapped in a pen or a cell. Having a history/personal past data tied to your company is indeed a strong bond... but not nearly as strong as having your friends also tied into the network, i.e. community. A place like eBay does both at the same time (my reputation increases the more I do business there, and the network of other buyers and sellers is enormous.) @TheLarch Thinking about loyalty in terms of building fences is misguided. The last thing anyone wants to feel is that they are trapped in a pen or a cell. Having a history/personal past data tied to your company is indeed a strong bond… but not nearly as strong as having your friends also tied into the network, i.e. community. A place like eBay does both at the same time (my reputation increases the more I do business there, and the network of other buyers and sellers is enormous.)

]]> Comment on Why We’re Not As Loyal As We Used To Be by Andy http://marketingroi.wordpress.com/2008/06/30/why-were-not-as-loyal-as-we-used-to-be/#comment-26421 Andy Wed, 02 Jul 2008 16:19:23 +0000 http://marketingroi.wordpress.com/?p=554#comment-26421 I also think that some organizations believe that being a member or customer for X number of years equals loyalty. My definition of loyalty is that when a company makes a mistake or doesn't have the the very best price, the member/customer still chooses you because of the lifetime value you have given them. It may be that loyalty is harder to earn than it used to be but it still exists. Consumers sometimes don't give firms enough time to earn their loyalty or show their value. Most lasting relationships, personal or business have to grow over time. I agree with you, it is all about the relationship. I also think that some organizations believe that being a member or customer for X number of years equals loyalty. My definition of loyalty is that when a company makes a mistake or doesn’t have the the very best price, the member/customer still chooses you because of the lifetime value you have given them. It may be that loyalty is harder to earn than it used to be but it still exists. Consumers sometimes don’t give firms enough time to earn their loyalty or show their value. Most lasting relationships, personal or business have to grow over time. I agree with you, it is all about the relationship.

]]> Comment on Why We’re Not As Loyal As We Used To Be by Jeff Larche http://marketingroi.wordpress.com/2008/06/30/why-were-not-as-loyal-as-we-used-to-be/#comment-26415 Jeff Larche Wed, 02 Jul 2008 12:12:49 +0000 http://marketingroi.wordpress.com/?p=554#comment-26415 I agree that the internet is a huge reason for a lessening in consumer loyalty. We have more choices and fewer incentives to remain loyal. I'm reminded of a client, from many years back. They managed a huge and highly successful travel site. But they had a policy of not linking off of the site to ANY other -- even if it was done using a "target=new" to open a daughter window. The misguided thinking was: Let's not give them any option to stray. That's like trying to stay dry when you dive into a pool by wearing a raincoat ! As quaint and hoary (No, not THAT meaning! Look it up!) as their advice seems today, I still agree with the authors of the 1-to-1 Future that your only recourse is to try to build a fence around your best customers. Tie superior customer service to the user's supplying personal information ("The more you tell us, the better we can help you.") Once you've hit a critical mass of customer knowledge, this customer will have a huge disincentive to switching. They'd have to teach a whole new provider. Financial institutions already rely on this to a great extent. But only their imagination limits them from taking it farther (and we all know how imaginative THIS industry tends to be!) I agree that the internet is a huge reason for a lessening in consumer loyalty. We have more choices and fewer incentives to remain loyal.

I’m reminded of a client, from many years back. They managed a huge and highly successful travel site. But they had a policy of not linking off of the site to ANY other — even if it was done using a “target=new” to open a daughter window. The misguided thinking was: Let’s not give them any option to stray. That’s like trying to stay dry when you dive into a pool by wearing a raincoat !

As quaint and hoary (No, not THAT meaning! Look it up!) as their advice seems today, I still agree with the authors of the 1-to-1 Future that your only recourse is to try to build a fence around your best customers. Tie superior customer service to the user’s supplying personal information (”The more you tell us, the better we can help you.” ;)

Once you’ve hit a critical mass of customer knowledge, this customer will have a huge disincentive to switching. They’d have to teach a whole new provider.

Financial institutions already rely on this to a great extent. But only their imagination limits them from taking it farther (and we all know how imaginative THIS industry tends to be!)

]]> Comment on The Three Most Overused Words In Marketing by My del.icio.us bookmarks for June 30th through July 2nd | AccMan http://marketingroi.wordpress.com/2008/06/26/the-three-most-overused-words-in-marketing/#comment-26403 My del.icio.us bookmarks for June 30th through July 2nd | AccMan Wed, 02 Jul 2008 04:31:06 +0000 http://marketingroi.wordpress.com/?p=552#comment-26403 [...] The Three Most Overused Words In Marketing « Ron Shevlin’s Marketing Whims - Interesting take on the way marketing is evolving. [...] [...] The Three Most Overused Words In Marketing « Ron Shevlin’s Marketing Whims - Interesting take on the way marketing is evolving. [...]

]]> Comment on Why We’re Not As Loyal As We Used To Be by Guido Oswald http://marketingroi.wordpress.com/2008/06/30/why-were-not-as-loyal-as-we-used-to-be/#comment-26395 Guido Oswald Tue, 01 Jul 2008 23:46:08 +0000 http://marketingroi.wordpress.com/?p=554#comment-26395 Think the need for a personalized customer experience has always been there - just the platforms were missing during the recent times of ongoing globalization. That changed with the rise of Web 2.0 technology. See my blog post about that: http://crm2-0.blogspot.com/2008/06/presonalized-customer-experience.html Think the need for a personalized customer experience has always been there - just the platforms were missing during the recent times of ongoing globalization. That changed with the rise of Web 2.0 technology.

See my blog post about that:
http://crm2-0.blogspot.com/2008/06/presonalized-customer-experience.html

]]> Comment on The Three Most Overused Words In Marketing by Jeffry Pilcher http://marketingroi.wordpress.com/2008/06/26/the-three-most-overused-words-in-marketing/#comment-26386 Jeffry Pilcher Tue, 01 Jul 2008 17:55:39 +0000 http://marketingroi.wordpress.com/?p=552#comment-26386 People -- mostly industry insiders -- are overly obsessed with innovation. I think they're just bored and looking for something new to do/think about. People — mostly industry insiders — are overly obsessed with innovation. I think they’re just bored and looking for something new to do/think about.

]]> Comment on Why We’re Not As Loyal As We Used To Be by Debra Trautman http://marketingroi.wordpress.com/2008/06/30/why-were-not-as-loyal-as-we-used-to-be/#comment-26384 Debra Trautman Tue, 01 Jul 2008 16:26:49 +0000 http://marketingroi.wordpress.com/?p=554#comment-26384 I agree with you, Ron and Andy. I just spoke a Cooperative Communicators Conference -- people who are dedicated and loyal to cooperatives. However, what kept coming up...people have more choices today. It challenges loyal consumers. Can you purchase a food item cheaper at a chain grocery store or a food cooperative? Are you going to shop where you are going to getter a better price or pay more because you are a member-owner of a food coop? Choices... I agree with you, Ron and Andy. I just spoke a Cooperative Communicators Conference — people who are dedicated and loyal to cooperatives. However, what kept coming up…people have more choices today. It challenges loyal consumers. Can you purchase a food item cheaper at a chain grocery store or a food cooperative? Are you going to shop where you are going to getter a better price or pay more because you are a member-owner of a food coop? Choices…

]]> Comment on Why We’re Not As Loyal As We Used To Be by Andy LaFlamme http://marketingroi.wordpress.com/2008/06/30/why-were-not-as-loyal-as-we-used-to-be/#comment-26382 Andy LaFlamme Tue, 01 Jul 2008 15:36:25 +0000 http://marketingroi.wordpress.com/?p=554#comment-26382 I actually heard the term "loyalty is dead" used at a recent council meeting here and it blew me away. I don't think it is so much that loyalty is dead, but that people are more selective of the companies they are loyal to. If you are worth the people's loyalty they will give it to you, but like you said Ron, it isn't because "customized communication options". Maybe its not the options that gain the loyalty, but the communication itself, regardless of channel. I actually heard the term “loyalty is dead” used at a recent council meeting here and it blew me away. I don’t think it is so much that loyalty is dead, but that people are more selective of the companies they are loyal to. If you are worth the people’s loyalty they will give it to you, but like you said Ron, it isn’t because “customized communication options”. Maybe its not the options that gain the loyalty, but the communication itself, regardless of channel.

]]> Comment on Why We’re Not As Loyal As We Used To Be by Suzanne Obermire http://marketingroi.wordpress.com/2008/06/30/why-were-not-as-loyal-as-we-used-to-be/#comment-26359 Suzanne Obermire Mon, 30 Jun 2008 23:19:09 +0000 http://marketingroi.wordpress.com/?p=554#comment-26359 You're right, Ron. People switch because either they're not happy with the service they're receiving, or they find a better product/price. The Internet just facilitates research into alternatives--it doesn't change the ultimate dynamics of retention. You’re right, Ron. People switch because either they’re not happy with the service they’re receiving, or they find a better product/price. The Internet just facilitates research into alternatives–it doesn’t change the ultimate dynamics of retention.

]]> Comment on Who Are You Going To Vote For? by Ron Shevlin http://marketingroi.wordpress.com/2008/06/27/who-are-you-going-to-vote-for/#comment-26347 Ron Shevlin Mon, 30 Jun 2008 14:31:55 +0000 http://marketingroi.wordpress.com/?p=551#comment-26347 @Andy Don't fahget that theyah third left is at the tree that ol' Eafus Johnson plowed into back in '65 during that theyah bad storm that knocked the roof off Lem's barn. @Andy Don’t fahget that theyah third left is at the tree that ol’ Eafus Johnson plowed into back in ‘65 during that theyah bad storm that knocked the roof off Lem’s barn.

]]> Comment on Who Are You Going To Vote For? by Andy LaFlamme http://marketingroi.wordpress.com/2008/06/27/who-are-you-going-to-vote-for/#comment-26345 Andy LaFlamme Mon, 30 Jun 2008 14:23:09 +0000 http://marketingroi.wordpress.com/?p=551#comment-26345 Oh you can get theah from heah, you just gotta go up to sagadahock, take three left turns, head down to madawaska and pahk yah cah in the doah yahd. :-) Really looking forward to seeing the outcome of the voting. Good luck to everybody and hope to see you in Indiana! Oh you can get theah from heah, you just gotta go up to sagadahock, take three left turns, head down to madawaska and pahk yah cah in the doah yahd. :-)

Really looking forward to seeing the outcome of the voting. Good luck to everybody and hope to see you in Indiana!

]]> Comment on The Three Most Overused Words In Marketing by Ron Shevlin http://marketingroi.wordpress.com/2008/06/26/the-three-most-overused-words-in-marketing/#comment-26344 Ron Shevlin Mon, 30 Jun 2008 13:00:44 +0000 http://marketingroi.wordpress.com/?p=552#comment-26344 @David "Whatever" was #4 on the list. @David “Whatever” was #4 on the list.

]]> Comment on My Top Level Domain by David Gerbino http://marketingroi.wordpress.com/2008/06/29/my-top-level-domain/#comment-26330 David Gerbino Mon, 30 Jun 2008 03:31:23 +0000 http://marketingroi.wordpress.com/?p=553#comment-26330 Now that's what I am talking about. Capitalism at its best. I think I will register .doesnotbloworsuckorrippedmeofforstinksorisevil @dmgerbino Now that’s what I am talking about. Capitalism at its best.

I think I will register .doesnotbloworsuckorrippedmeofforstinksorisevil

@dmgerbino

]]> Comment on The Three Most Overused Words In Marketing by David Gerbino http://marketingroi.wordpress.com/2008/06/26/the-three-most-overused-words-in-marketing/#comment-26329 David Gerbino Mon, 30 Jun 2008 03:22:55 +0000 http://marketingroi.wordpress.com/?p=552#comment-26329 Ron, I read the post and the comments. All I am left with is "Whatever" - @dmgerbino Ron,

I read the post and the comments. All I am left with is “Whatever”

- @dmgerbino

]]> Comment on My Top Level Domain by Credit Union Warrior http://marketingroi.wordpress.com/2008/06/29/my-top-level-domain/#comment-26317 Credit Union Warrior Sun, 29 Jun 2008 18:28:47 +0000 http://marketingroi.wordpress.com/?p=553#comment-26317 I've got dibs on .blows and .rippedmeoff. I’ve got dibs on .blows and .rippedmeoff.

]]> Comment on My Top Level Domain by Morriss Partee http://marketingroi.wordpress.com/2008/06/29/my-top-level-domain/#comment-26314 Morriss Partee Sun, 29 Jun 2008 17:02:10 +0000 http://marketingroi.wordpress.com/?p=553#comment-26314 Damn, you're going to be a quintzillionaire in about 6 months. Damn, you’re going to be a quintzillionaire in about 6 months.

]]> Comment on The Three Most Overused Words In Marketing by Colin http://marketingroi.wordpress.com/2008/06/26/the-three-most-overused-words-in-marketing/#comment-26295 Colin Sun, 29 Jun 2008 02:43:39 +0000 http://marketingroi.wordpress.com/?p=552#comment-26295 RE: "It’s figuring out how to incorporate these new tools, approaches, technologies into the myriad other things that they do, and — most importantly — figure out the optimal mix of the marketing tools/techniques that they have at their disposal." We might be saying similar things, yet coming at it from different angles. I, personally, tend to take the view that change requires a kick in the pants, and without that kick, the change won't occur. The quote above from your post, sounds like a good case for innovation. The problem I have is that the going assumption is that the existing capabilities can be adapted to support marketing in the new environment. Obviously at any given time, some of marketing mix will be traditional, but the new stuff needs to be new, and that can only occur with innovation. RE: “It’s figuring out how to incorporate these new tools, approaches, technologies into the myriad other things that they do, and — most importantly — figure out the optimal mix of the marketing tools/techniques that they have at their disposal.”

We might be saying similar things, yet coming at it from different angles. I, personally, tend to take the view that change requires a kick in the pants, and without that kick, the change won’t occur.

The quote above from your post, sounds like a good case for innovation. The problem I have is that the going assumption is that the existing capabilities can be adapted to support marketing in the new environment. Obviously at any given time, some of marketing mix will be traditional, but the new stuff needs to be new, and that can only occur with innovation.

]]> Comment on Twittiquette by Pajamas Media » Social Networking: All Me, All the Time http://marketingroi.wordpress.com/2008/05/27/twittiquette/#comment-26276 Pajamas Media » Social Networking: All Me, All the Time Sat, 28 Jun 2008 08:30:39 +0000 http://marketingroi.wordpress.com/?p=515#comment-26276 [...] of the people I follow on Twitter will expect me to have read their updates and will consider it a breach of Twittiquette if I have [...] [...] of the people I follow on Twitter will expect me to have read their updates and will consider it a breach of Twittiquette if I have [...]

]]> Comment on The Three Most Overused Words In Marketing by Colin http://marketingroi.wordpress.com/2008/06/26/the-three-most-overused-words-in-marketing/#comment-26275 Colin Sat, 28 Jun 2008 08:11:29 +0000 http://marketingroi.wordpress.com/?p=552#comment-26275 @Ron ... ok now i am hooked, and can't answer without some thought. @Ron … ok now i am hooked, and can’t answer without some thought.

]]> Comment on Who Are You Going To Vote For? by Ginny Brady http://marketingroi.wordpress.com/2008/06/27/who-are-you-going-to-vote-for/#comment-26271 Ginny Brady Sat, 28 Jun 2008 01:46:31 +0000 http://marketingroi.wordpress.com/?p=551#comment-26271 Ron, leave it to you to orchestrate a nail biting finish. Ron, leave it to you to orchestrate a nail biting finish.

]]> Comment on Who Are You Going To Vote For? by Credit Union Warrior http://marketingroi.wordpress.com/2008/06/27/who-are-you-going-to-vote-for/#comment-26270 Credit Union Warrior Sat, 28 Jun 2008 00:47:00 +0000 http://marketingroi.wordpress.com/?p=551#comment-26270 Hopefully this isn't like presidential elections, where the losers' electability never recovers. My speaking career could be over before it began! :) Hopefully this isn’t like presidential elections, where the losers’ electability never recovers. My speaking career could be over before it began! :)

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