Some marketers still tend to believe that people take pure rational buying decisions. But let's face it, people and brands: it's all about emotions. Problem is that there is no real emotional brand value study in which brands can monitor their emotional evolution.
Read more »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.
Read more »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.
Read more »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.
Read more »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.
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