12 April 2007

Show Them Some Love

Too many marketers fail to recognize that relationships are reciprocal. If you don't give, you won't get.

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"
Post A Comment
Just about all marketers agree that making an emotional connection with customers is essential. The problem is that too many companies forget what's implied -- and required -- by a "relationship." Relationships are reciprocal. That seems obvious, but evidently, it's not.
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."
Learn More >>
The content you are attempting to access is for subscribers to the Gallup Management Journal. You can subscribe by choosing the GMJ as one of your subscription selections under My Account. If you are already a subscriber,please log in.
Log In
Subscribe
Reader Comments
Mohammed Mamoun Posted On 4/30/2007 4:24:13 AM

Gallup should think global rather than local (not everyone outside USA know about Dr. Phil or watch it). Also the Engagement mountain (climbing mountains maybe a great sport in USA but not all countries have mountains so they may miss the meaning of such phrases as base camp and other related)
What Gallup is preching is great and I am convinced 100% about it but I need gallup to think of global examples to clarify the meaning rather than local.

Report This Comment as Offensive
Please Login to Comment
Register or Login to add comment
Comments Usage Policy
Subscribe to GMJ
See also
Can Your Company Handle Change?
Married to the Brand: Why Consumers Bond With Some Brands for Life
Customer Satisfaction Doesn't Count
The Engagement Imperative
The Constant Customer

Customer Engagement: Going Beyond Satisfaction

How do world-class organizations rise to the top in today's intensely competitive, turbulent global marketplace? High-performance organizations recognize the emotional drivers of human nature and leverage them to drive performance, one customer at a time.

This event will take place from 08:30 to 11:45 at the Gallup London office (The Adelphi, 1-11 John Adam Street, London WC2N 6HS). There is cost to register. To learn more or to register, visit the Customer Engagement: Going Beyond Satisfaction page on the Gallup Consulting Web site or contact James Rapinac on +44 (0)20 7950 4433.

For a complete schedule of learning opportunities, visit the Gallup Learning Events page.

Popular Topics Brand Engagement Business Consumers Customer Engagement Employee Engagement Innovation Leadership Performance Management Strengths-Based Development Workplace
Copyright ©2009 Gallup, Inc. All rights reserved.

Copyright © 2009 Gallup, Inc. All rights reserved.
Gallup®, A8™, Business Impact Analysis™, CE11®, Clifton StrengthsFinder®, the 34 Clifton StrengthsFinder theme names, Customer Engagement Index™, Drop Club®, Emotional Economy™, Employee Engagement Index™, Employee Outlook Index™, Follow This Path™, Gallup Brain®, Gallup Consulting®, Gallup Management Journal®, GMJ®, Gallup Press®, Gallup Publishing™, Gallup Tuesday Briefing®, Gallup University®, HumanSigma®, I10™, L3™, PrincipalInsight™, Q12®, SE25™, SF34®, SRI®, Strengths Spotlight™, Strengths-Based Selling™, StrengthsCoach™, StrengthsFinder®, StrengthsQuest™, TeacherInsight™, The Gallup Path®, and The Gallup Poll® are trademarks of Gallup, Inc. All other trademarks are the property of their respective owners. These materials are provided for noncommercial, personal use only. Reproduction prohibited without the express permission of Gallup, Inc.