Subject: Five Costly Myths About Customer Satisfaction

From: Chief Marketer <[email-masked]>
Date: Tue, 12 Dec 2006 11:33:32 UT

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December 12, 2006 | A Prism Business Media Publication

TABLE OF CONTENTS

Five Costly Customer Satisfaction Myths and Misunderstandings
New Eye-Tracking Test Results: E-mail Campaign Click Patterns Surprise
Dialogue--the Coin of the Realm
Don't Be Shy About Making Conversational Marketing
Panic in Organics: What You Need to Know About the Organic Foods Market
Chiger Chooses

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This Week's Stories

Five Costly Customer Satisfaction Myths and Misunderstandings
You know the importance of assessing customer satisfaction--satisfied customers are more likely to make repeat purchases, shop more often, spend more money, and recommend your business to their friends. But you may not know how to go about measuring that satisfaction effectively, nor what to do with the information once you have it.

Sheri Teodori, a partner at CFI Group USA, looks at five common myths that surround measuring customer satisfaction. If you believe that customer satisfaction should be maximized or that customer complaints should be minimized, you should definitely check out her article at www.ChiefMarketer.com.

New Eye-Tracking Test Results: E-mail Campaign Click Patterns Surprise
If you send marketing e-mails, your goal is probably to get recipients to click through to your Website. In a recent series of eye-tracking tests, the team at MarketingSherpa found that people click on e-mails, all right--but not necessarily where you expect them to click. In her latest column for CHIEF MARKETER, MarketingSherpa president Anne Holland explains the research results and how they should affect your e-mail design.

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Dialogue--the Coin of the Realm
"The actual points and miles that members earn aren't the most valuable currency" of a loyalty marketing program, writes COLLOQUY editorial director Rick Ferguson in his most recent column for CHIEF MARKETER. "That honor belongs to the dialogue in which you engage members and the resulting customer intelligence that ends up in your database."

Ferguson gives examples of some inexpensive but highly effective ways to maintain profitable communications with customers as part of a loyalty program. Click here to see what they are.

Don't Be Shy About Making Conversational Marketing
Brooks Brothers does it with suits and shirts. American Girl does it with dolls. Lands' End does it with jeans. What are they doing? Offering customized products and personalized service as a point of differentiation.

But before you can personalize your offerings, explains Junction Solutions CEO Brian Carpizo, "you must know just enough about your customers to make friendly suggestions about what else they may like to buy without crossing the line where an interaction gets so personal that it makes shoppers uncomfortable." And the key to that, Carpizo adds, is conversational marketing. For his advice on how to get conversational marketing rolling, click here.

Panic in Organics: What You Need to Know About the Organic Foods Market
Not all buyers of organic foods are alike. Some are concerned about their health; others see organics as having some sort of cachet. Laurence Knight, president of marketing consultancy Fletcher Knight, delineates the "iconic profiles" of organic shoppers and explains how best to target each group. Even if you're not a manufacturer of whole foods, you might pick up some helpful advice in his article here.

Choice Links of the Week

Chiger Chooses
Digital technology + tourists = Times Square as a marketing medium, reports The New York Times.

Opposable thumbs set man apart from most other animals, enabling humans to use tools, create art, and as The Guardian notes, promote brands via "thumbvertising."

Lots of marketers dreamed of a white Christmas this year, according to the Chicago Tribune. Brands such as Target, Ann Taylor, and Pottery Barn are eschewing red and green for white in their holiday promotions.

What's that smell? If you're standing in a bus shelter in San Francisco, it may be the scent of fresh-baked cookies, says Reuters, part of an effort to sell not cookies but milk.

I'd rather smell cookies while waiting for a bus than buss someone wearing Cheetos-flavored lip balm. That product was one of the year's worst brand extensions, according to a survey cosponsored by Brandweek.

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