Make customer advocacy the pinnacle of your business (courtesy of MIT Sloan Management Review)
Anybody who has been in the field of marketing would be familiar with the term customer champion. However, few have truly understood what it means in the context of today’s organisation.
Being an advocate for customers doesn’t merely mean spending all your days (and nights) at your client’s offices, or conducting an endless round of surveys, focus groups and tea sessions. It isn’t just about understanding what customers want and desperately trying to fit one’s products and services into that itty bitty space called “consumer desire”.
Yesterday, my family and I decided to check out the Circle Line Open House at NHB Museums after hearing about it from my colleagues. Held in anticipation of the opening of the highly publicised Circle Line on 17 April, the Line includes the Bras Basah MRT Station which is smack in the middle of the National Museum of Singapore and the Singapore Art Museum!
Despite the dreary rain and drizzle that morning, the crowds still thronged the museums. I saw queues in front of the National Museum, and many families popping into the Singapore Art Museum with kids totting their Circle Line balloons. As I’ve been to both museums recently, we decided to make a bee-line for the Peranakan Museum and the Singapore Philatelic Museum.
Courtesy of cartoonstock.com
There is an age-old saying that you cannot make a leopard change its spots. Or teach an old dog new tricks.
Habits, especially deeply ingrained ones, die hard. Sometimes, they can be so addictive that they not only fail to perish, but linger on. Day after day. Week after week. Year after year.
Every now and then, you come across a nice marketing idea that not only catches the eye but changes conventional perception of how advertisements should look like. As I was flipping TODAY newspaper this morning, the following job advertisement caught my eye.
What I like about this ad is that it chooses not to adopt a conventional job advertisement format which lists down the various job requirements in bullet points, and is often written in a more straight forward manner.
The use of the visual provides a nice touch, and the use of colours is balanced in a harmonious manner while highlighting certain text which needs special attention. What’s more, the copy is beautifully written and pitched at the right level for the premium world-class restaurants that the Marina Bay Sands will be opening.
It would be great to see more organisations take the plunge by investing in creative and innovative job recruitment advertisements. People are the most important resource in any company, and it is absolutely critical to ensure that you hire only the best that your money can afford.
The art of curating and storytelling drew 8.5 million visitors to the Louvre in 2009 – many just to catch the Mona Lisa here!
We should all be curators. Every single one of us in the fields of marketing, public relations, and advertising. And not only in the digital realm, but all others too.
How should board directors carry out their duties as arbiters of public trust? What should companies do to boost performance while ensuring that sufficient safeguards are in place? In an age of increasing dissatisfaction over how companies and charities are governed, how does one balance the need for innovation with control?
To find out the answers to these questions (and more), I signed up for a talk organised by the Singapore Chinese Chamber of Commerce and Industry yesterday by Mr JY Pillay, Chairman of the Singapore Exchange, who spoke about corporate governance and its implications for both public-listed firms and Small Medium Enterprises (SMEs). Mr Pillay is one of the movers and shakers in Singapore, and has helmed various leading organisations as the former chairman of Singapore Airlines, Temasek Holdings and DBS Bank, amongst others.
At the kind invitation of Omy.sg, I had the privilege of catching “The Lovely Bones” directed by Lord of the Rings director Peter Jackson with movie mogul Stephen Spielberg as the executive producer. Screened at the Lido, it certainly won’t be forgotten in a hurry.
Based on the bestselling novel in 2002 by Alice Sebold, the movie centred around how 14 year old Susie Salmon (like the fish), played with much aplomb by Saoirse Ronan, was brutally murdered and raped on her way home from school in 1973 and the events which unfurled before and after the incident.