As the new year starts, every marketer should have on his/her agenda simple resolutions to grow its customer equity:
Mine are simple, and stick to what I strongly believe in :
- Think Strategically and Act Tactically : Vision without execution is hallucination. The quote often attributed to Thomas Edison is worth remembering at each step of your planning stage, planning is necessary, tactically implementations of strategic plans is the way to go. Some people might even add that execution without vision might be "masturbation", but too often, we are too involved in the day to day to deliver on execution and do not take the time to think before acting. Take a step back, think about the oevrall goal, evaluate, decide, act and control throughout to make sure you are on track strategically and timing wise. This specifcally applies to website management. For exempe, website measurement tends to be tactical, tracking clicks, counting traffic is tactical nature what really matters is to define a set of metrics to benchmark your strategic directions, some type of a balanced scored card for the website mixing both quantitaive and qualitative metrics. Easy to do? No, not really depends on your site overall objective and importance within the company.
- Learn as much as you can from your customers by Listening. Again probaly not a surprise, but in a customer driven world, the customer is king. As such, the growth of e-commerce will continue in 2008, the size of its growth year to year will mathematically slow down...the challenge is now more than ever a challenge of planning and acting for customer loyalty. Online, Loyalty rules. Again, quantitative website metrics are good but will fall short at understanding what really drives customer loyalty. The only way to know is to converse an listen to your online visitors continuously. Through our SiteCRM website continuous listening solution, we' ve seen that since 2001 the higher the value of site experience, the better is loyalty towards the site and the brand. So let's be humble and lets' listen to our online customers.
See you in 2008 and happy to Listen.