The Chemistry of Enthusiasm

How is it that year after year, JetBlue Airways ranks first in J.D. Power and Associates North America Airline Satisfaction Study for the low-cost carrier category, with high levels of customer loyalty and advocacy? The key ingredient: JetBlue employees treat customers’ problems as their own.

Running late for a flight? You might be escorted by a JetBlue counter agent to an “employees only” security line, right through to the gate. Putting together a complicated multistop trip? The call center agent will work with you to arrive at a satisfactory solution, not rush you off the phone. JetBlue staff members focus intensely on making the customer’s life easier, and customers repay the courtesy by spreading the word to others.

Organizations have been trying for years to cultivate employee engagement. Like JetBlue, they persist in their efforts for good reason. One of the most powerful factors that spur customers to become advocates for a company is employees’ positive behavior and attitude.

But, how do you cultivate that culture in your organization?

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3 Good Reasons to Refresh Your Online Presence

Consider this: the online experiencenow encompasses mobile, cloud, big data, social networking, and gamification. You probably didn’t deal with any of that when you initially got online. Then consider the devices connecting today, 15 billion mobile devices alone expected by 2015, estimates Cisco, plus the usual array of laptops, netbooks, desktops, thin devices. And who is connecting: Hispanics spent 5.15 billion through mobile devices this past holiday shopping season, according to Zpryme, a research firm. Did you get much of that?

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The Voice of the Customer Lies Hidden In Your Unstructured Data

Why is the customer’s voice so important?

First of all, you want to keep them as your customer. Secondly the customer has become your unpaid sales staff. It is called word of mouth. Happy customers will recommend you to others, and consumers tend to listen to their friends (especially millennials).

Lastly the customer is a testing ground for your products and services by providing feedback on new offerings. You don’t want to believe that you are conducting tests on your customers but that is exactly what happens. Customer feedback is necessary for continual improvement, and continual improvement is necessary to keep pace with your competitors.

All the information we gather about our customer’s experiences is important when it comes to improvements, reputation and ultimately, the bottom line.

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Moving Social Media Analysis from the Platform to the Individual Level

Creating engaging content and encouraging your audience to engage with your brand are important pieces of a successful social media program. This is evident when you speak with many social marketers who tend to focus a great deal of effort on increasing engagement levels and expanding their audience.

Less attention seems to be paid to who is engaging, how often they engage, and what they are saying.

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