April
2001
It's rare to encounter a service marketer without some sort of service quality assessment program. But satisfied customers defect. Market satisfaction doesn't guarantee market retention. The key to brand loyalty is the emotional attachment of customers, which requires meaningful metrics, education and company-wide commitment.
Consumers care about the momentum of the brands that compete for their attention. Most companies, however, don't regularly monitor brand momentum. Companies that do may not notice momentum changes until they actually take place -- and then it may be too late to do much about it.
The title "sales representative" is disappearing from business cards. Brokers are "financial advisers." Equipment salespeople are "technical specialists." At the same time, competition is increasing. Product lines are more complicated. Do you need salespeople -- or do you need consultants?
Positive feedback from managers and co-workers is essential to most employees. Without it, even hardened stoics tend to lose heart and question their actions and goals. Managers can jump-start the discussion about what encourages their team members, and ways team members can encourage others.
The language of strengths is most powerful as the basis for insight and understanding shared across entire organizations. It can help individuals and teams become increasingly more effective. But at first, using a new language is awkward. How can managers and leaders facilitate the use of strengths talk?