Today’s post comes from Bridgz account managers Julie Bittner and Janell Lathauer.
It’s fair to say that this hasn’t been a dream year for Netflix. The online movie rental service reportedly lost 800,000 subscribers in the third quarter of 2011, and while this was undoubtedly attributable in large part to a significant price hike, the company didn’t help itself by implementing a confusing separation of services and name change around the same time.
There are a number of considerations to be taken into account when rebranding your company, and the customer should be top-of-mind throughout this process. Here are four important areas where Netflix went wrong:
Filed under: Cross-Media, Customer Rules | Tags: customers, organizational philosophy
Today’s post comes from Bridgz Director of Production Services Denise Maher-Gall.
Many of the articles that have been posted on this blog have talked about the customer experience from a consumer’s perspective. 
The customer experience is top of mind for most businesses, or at least it should be, and one would think it would be top of mind in the B2B sector as well. However, I find that isn’t always true.
Recently, I was invited to tour a local commercial printer. The sales rep was adamant that they were the perfect supplier for our business, boasting about being customer-centric and a leader as a marketing print supplier. They had an impressive list of capabilities: litho and digital printing, automated finishing and mailing expertise. In addition to their equipment list, their services included analytics, marketing and solutions for cross-media business.
This can be a hectic time of year when marketers are asked to evaluate and justify in-progress programs, with the high performers being carried into the coming year(s) and the underperformers being sent to the chopping block.
In today’s media-centric world, we tend to see a high number of plans and measures built around specific channels. That’s certainly understandable.
If you’re taking a customer-centric approach, though, you’re taking a step back from this popular channel focus where budgets are set for interactive, social, email and advertising. Instead, you’re planning for interactions with your customers across all of these channels.
Note: Today’s entry is a guest post from Kim Perila, Director of Strategy at Bridgz Marketing Group.
I recently viewed a webinar featuring Stephen M.R. Covey, author of The Speed of Trust. In his presentation, Mr. Covey highlighted trust as a critical competency for leadership within organizations. He went on to explain how trust extends beyond the walls of an organization and translates into economic results by speeding up engagements and therefore lowering the costs involved.
So how effective (and profitable) can marketing efforts be without trust from customers and prospective customers? Aside from its impact on organizational leaders, trust is also a critical factor in engaging with consumers and creating brand leaders, especially as control of those brands has shifted from companies to customers.
