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The battle for mindshare

What’s the biggest initiative going on in your company right now?

If you are like most businesses there is no shortage of initiatives – cost cutting, quality, green initiatives and so on. It begs the question — where do your customer listening initiatives fit?

I picked up my dusty old copy of the book, Positioning. It is a marketing classic first published back in the 1980s that touts the importance of how companies and products are positioned to succeed. This paragraph jumped out at me:

“Like a memory bank of a computer, the mind has a slot or position for each bit of information it has chosen to retain. In operation, the mind is a lot like a computer. But there is one important difference. A computer has to accept what you put into it. The mind does not. In fact, it’s quite the opposite. The mind rejects new information that doesn’t ‘compute.’ It accepts only that new information which matches its current state of mind.”

 

So where do your customer centric initiatives fit? Is there a suitable "slot" that assures your employees are engaged in these programs? And how does it stack up against all the other initiatives going on in your company?

Unfortunately, it’s not enough just to manage a good customer listening program. For the company to really be customer focused it must be positioned in a manner that it captures its fair portion of your organization’s mindshare.
 

 

About the Author

Patrick Gibbons

Patrick Gibbons

As Principal and Senior Vice President of Marketing for Walker, Gibbons has global responsibility for definition, branding, and promotion of the company and its solutions. Gibbons has published and/or contributed to a number of articles, papers, and blogs on customer intelligence topics and has a regular column in CRM Magazine. He has been a featured speaker at a wide range of conferences, and has produced a series of educational events for customer experience leaders.

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