Thursday, 31 May 2012

Junk The Jargon

It is interesting to see the detrimental effect jargon has on recruitment communications, I would say these principles apply to all communications.

Wednesday, 23 May 2012

New Guide For Customers Using Momentum Hub

This is the new guide for customers to get the most out of using Momentum Hub, the first draft ready to amend and develop as we grow with our customers. 

Tuesday, 22 May 2012

The Importance Of Customer Reviews

I was looking at some research into customer reviews on econsultancy earlier today and I was not surprised by the results.

88% of people consulted reviews
52% said friend recommendations were important
48% said consumer reviews were important

But the one statistic that really stood out was 67% of people with concerns about trustworthiness of the reviews, believing positive ones were paid for and negative ones suppressed.

I think that a healthy question needs to be raised when look at reviews from customers and it is the responsibility of the publisher to check the source ... Trip Adviser don't do this and it has caused a lot of issues for businesses especially when your competitor has decided to attack your business.

We get reviews from all of our customers at Momentum Coach Hire (MCH) and try to respond as quickly as possible to service issues.  it is not always perfect but we are trying our best to improve our levels of customer service.

We request reviews from all of the customers using CoachCompare.Com and we make sure that all reviews come from customers who have actually booked the trip.  We do edit the reviews and we don't always publish the comment whilst including the score - this is to make sure the coach hire companies are not being unfairly treated.

Recently whilst working out how to deal with the Marketing warfare strategy our competitor was implementing against us we had to talk with Review Centre.  They have put checks in place to stop fraudulent reviews from both sides and even though we still found a few issues they did resolve the problems well.

Reviews are good and so is a healthy distrust because every customer must make their own mind up based on the complete experience they have with an organisation.

Monday, 14 May 2012

Apologies To Customers

Please accept our apologies for the issues we have had with the email system over the last few days, customers have had a number of multiple emails sent to them.

This was not on purpose and I am trying to apologies to you all directly.


Wednesday, 9 May 2012

Second Release Of Momentum Hub

The second release of Momentum Hub is due to go live tomorrow and it is an exciting step forward for the business.

Those clever people in IT have been working on the development of the new proposal system to help people to plan the marketing campaign effectively.

Hub now has a local targeting tool, new contextual planning variables and an exciting reporting interface to improve ROI tracking.

I am looking forward to spending the day planning and getting new proposals out to customers.

Tuesday, 8 May 2012

Marketing Warfare Strategies

I have been dealing with a competitor who has decided to adopt a marketing warfare strategy against a number of our products.

The campaign has been targeted at Momentum Coach Hire (MCH) using Review Centre as the main medium, generally because it is easy to post reviews on the site.

It is the competitor because he does not hide his login when commenting on the website and secondly because he has taken to copying reviews from our website to put them live with a low score attached.

We know they have not come from the customer because we get the original review and talk to our customers on a regular basis. I also post on the reviews to ask the customer to call me with their complaint, shock horror we don't get any calls.

As a marketing strategy it can only be described as pointless, attacking our brand is not building your own brand.  People can now see through the spam because the competitor constantly talks about our business model and does not even understand the model which is also open on all our websites.

The sad thing is that for real customers it can give them a skewed view of a company and is not reflective of the market place.  We ask all customers to review our service, publish the results, we have open scores for all suppliers and a robust customer complaint process.

We still get things wrong at times and we have to deal with a lot of awkward customers, that is the nature of the business.

The funny thing is that the strategy adopted by the competitor has helped us to improve our internal and external processes.

So thank you for attacking us, it has made us better at our job and is starting to help us transform our customer management process.

Interesting Article On The BBC Online Participation

Interesting article on research from the BBC about online participation.

Thursday, 3 May 2012

Quality Of Media Processes

We have been doing a lot of work on Momentum Hub to improve the quality of the processes, campaign creation, creative creation, campaign delivery, vouching and reporting.

This development work, combined with the day-to-day process of managing the marketing and media relationships has really got me thinking about the quality of the media processes.

A lack of quality control seems to have never been addressed; poor processes are perpetuated through indifference and the shrug of the shoulders.

It the current climate people should be looking to improve the return on investment but the focus is on cutting budgets and not improving the return by eliminating errors.