The number one mistake a company makes is not being open to new things. Not innovating.
As Peter Drucker said, "Business has only two functions – marketing and innovation."
You know that the Internet is beginning to rival shops for the amount of goods it shifts. So if your business hasn’t got a web site beware.
You’re in danger of dropping off the radar for prospects who are trying to find more about you on your site.
And now it’s going to get worse if you’re not aware of and using Web 2.0 or new social media techniques.
And the reason?
Remember the old saying,
people tell good experiences to 1 or 2 people but tell bad experiences to 7 to 10.
The exact number tends to vary according to which marketer you hear it from.
This is based on customer research conducted under the banner of the Technical Assistance Research Programmes, and noted in “Thriving on Chaos” by Tom Peters.
Now the problem is that a bad customer experience can be propagated on the web by passing through social media sites, including blogs and Twitter.
And it doesn’t stop there. Because blog posts and comments tend to remain a very long time. That means two years later a prospect could come along and be put off by a poor posting or comment.
So now we have a much more difficult effect. The person giving the bad press has moved on. The issue remains,
The question for companies becomes what to do about it. The answer?
Strong reputation management to make sure that you pick up company and personnel mentions in Google and Twitter and decide whether to respond to them.