19 March 2009
PODCAST

A Failure to Communicate

Amid a frenzy of recession-driven cost cutting, here’s one area where companies should increase budgets: creating dialogue with customers

by William J. McEwen
Author of Married to the Brand (Gallup Press, 2005) and coauthor of the Harvard Business Review article "Inside the Mind of the Chinese Consumer"
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Organizations worldwide are undergoing a frenzy of cost cutting as the global recession deepens, with seemingly no end in sight. But there’s actually an area where companies can, and should, increase budgets: creating dialogue with customers.
William J. McEwen, Ph.D., is Global Practice Leader for Gallup's Brand Management practice. He is the author of Married to the Brand (Gallup Press, 2005) and coauthor of the Harvard Business Review article "Inside the Mind of the Chinese Consumer."
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Reader Comments
Christian Washington Posted On 3/30/2009 10:34:23 AM

Great read William. My clients are faith-based organizations who are facing all of the challenges you outlined. Your work confirms one of my recommendations, the extensive use of online social networks, to denominational leaders and local churches.

I am intrigued by how the customer relationship in the business world correlates to the member/guest relationship in the church world. To that end, what are some proven "dialogue" questions that your business clients have used online?

Thanks in advance for sharing your expertise.

CW

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See also
Who’s Caring for the Customers?
Don’t Cut Corners With Your Customers
The Constant Customer

Customer Engagement: Going Beyond Satisfaction

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