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by Steven Van Belleghem
on
Jan 31,2010
in the categories:
Activation,
Branding
Find brand advocates to be successful, is an often heard phrase
in debating conversation management. It's clear that having a lot
of brand advocates is in most cases very positive for your
brand.
tags:
WOM, Brand fans, Tempur-PedicRead more »
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by Steven Van Belleghem
on
Jan 27,2010
in the categories:
Branding
Westvleteren is officially the best beer in the
world. It's pretty hard to buy this beer: you need to call
the brewer and you can only buy a limited amount of beer at the
same time.
The packaging of the beer is really unique: the bottles are dark
and completely old school. The bottles are stocked in dark wooden
boxes. People love the authentic part of this exclusive
drink. The combination of the packaging, being selected as
the best beer and the difficulty to buy it, makes this a very
popular product all over the world. On some days, people in New
York offer 10 times its value on eBay to buy the product.
tags:
WOM, Westvleteren, Brand identificationRead more »
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by Steven Van Belleghem
on
Jan 26,2010
in the categories:
Conversations
New Years Eve 2008, Rabobank.be makes a mistake in
calculating the interest fees for 50% of its clients. Half
of the clients receive less money than they were supposed to get.
You can image... that did not make people too happy.
tags:
Rabobank, Customer serviceRead more »
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by Steven Van Belleghem
on
Jan 25,2010
in the categories:
Branding,
Conversations
One of the strategies of the Conversation Manager is to
manage the experience and not the product. I
strongly belief that managing experiences is not just about high
level strategic thinking. It's also managing details to boost the
experience level. Detail management is a form of implicit
enforcement of your entire experience strategy.
I just read a great example about detail management in the book
'Be our guest'. A book that describes the customer
experience strategy of the Walt
Disney World resort.
tags:
customer experience, DisneyRead more »
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by Anke Moerdyck
on
Jan 19,2010
in the categories:
Conversations,
Social Web
We all know things are changing, we just don't know how to act
upon it.
no tags
Read more »
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by Steven Van Belleghem
on
Jan 13,2010
in the categories:
Branding
The philosophy of the Conversation Manager is clear: brand
identification is the key to positive word-of-mouth about his
brand. Once people feel there is a strong match between their
personal (aspirational) values and the values of a brand, they
start to talk more positive about that brand. Word-of-Mouth is the
consequence of good brand identification and not the other way
around.
So, the key challenge of the Conversation Manager is creating
brand identification between its brand and its consumers.
tags:
Zappos, NPS, WOM, Tony HsiehRead more »