Comments on: A Framework for Engagement - Background http://blog.jimnovo.com/2008/02/03/engagement-framework-background/ Moving from a Low Accountability to a High Accountability Business Model Tue, 7 Oct 2008 20:01:34 +0000 http://wordpress.org/?v=2.5.1 By: Steve Jackson http://blog.jimnovo.com/2008/02/03/engagement-framework-background/#comment-19464 Steve Jackson Mon, 03 Mar 2008 21:00:42 +0000 http://blog.jimnovo.com/2008/02/03/engagement-framework-background/#comment-19464 It took a while but I get it now! :) See my other comment on your post about control groups. It took a while but I get it now! :) See my other comment on your post about control groups.

]]> By: Encouraging customer engagement or preventing customer disengagement? « Agora http://blog.jimnovo.com/2008/02/03/engagement-framework-background/#comment-19206 Encouraging customer engagement or preventing customer disengagement? « Agora Wed, 27 Feb 2008 18:38:11 +0000 http://blog.jimnovo.com/2008/02/03/engagement-framework-background/#comment-19206 [...] February 27, 2008 In online discussions of ‘customer engagement’ one sometimes reads about a distinction between preventing disengagement and encouraging engagement. Although most commentators focus exclusively on the latter there are some (Jim Novo, Erwin Ephron) that dare discuss the former. I think the distinction they bring to our attention is very useful in furthering the development of the concept and practice of customer engagement. [...] [...] February 27, 2008 In online discussions of ‘customer engagement’ one sometimes reads about a distinction between preventing disengagement and encouraging engagement. Although most commentators focus exclusively on the latter there are some (Jim Novo, Erwin Ephron) that dare discuss the former. I think the distinction they bring to our attention is very useful in furthering the development of the concept and practice of customer engagement. [...]

]]> By: Jim Novo http://blog.jimnovo.com/2008/02/03/engagement-framework-background/#comment-17687 Jim Novo Tue, 05 Feb 2008 14:53:13 +0000 http://blog.jimnovo.com/2008/02/03/engagement-framework-background/#comment-17687 I wouldn't exclude advertising, branding, packaging from being a part of the relationship, no. And some business models can't afford to have a relationship directly with customers, nor is it clear customers want such a relationship (most non-premium packaged goods). So advertising / branding / packaging is the only alternative these companies have. Apple is a good example of a company that views Marketing from a Strategic perspective, the "advertising campaign" starts way before any media is bought - it starts with the design of the product. If more companies involved skilled Marketers in product and service development, we'd have more companies like Apple. I wouldn’t exclude advertising, branding, packaging from being a part of the relationship, no. And some business models can’t afford to have a relationship directly with customers, nor is it clear customers want such a relationship (most non-premium packaged goods). So advertising / branding / packaging is the only alternative these companies have.

Apple is a good example of a company that views Marketing from a Strategic perspective, the “advertising campaign” starts way before any media is bought - it starts with the design of the product. If more companies involved skilled Marketers in product and service development, we’d have more companies like Apple.

]]> By: Theo Papadakis http://blog.jimnovo.com/2008/02/03/engagement-framework-background/#comment-17683 Theo Papadakis Tue, 05 Feb 2008 13:31:55 +0000 http://blog.jimnovo.com/2008/02/03/engagement-framework-background/#comment-17683 You seem to juxtapose advertising\branding vs relationships. Dont you believe that advertising\branding is one, in some cases a big one, element in the relationship customers have with the brand/company/product? I mean Apple may have excellent customer service, every contact with its employees might be a memorable experience, but would you disagree that the branding of Apple, Apple as a sign and as meaning (as created by branding, advertising, product packaging and design), has played a crucial role in the emotional bond (and hence relationship) its customers have with the company? I many of course be talking about the same thing as you are using different words. You seem to juxtapose advertising\branding vs relationships. Dont you believe that advertising\branding is one, in some cases a big one, element in the relationship customers have with the brand/company/product?

I mean Apple may have excellent customer service, every contact with its employees might be a memorable experience, but would you disagree that the branding of Apple, Apple as a sign and as meaning (as created by branding, advertising, product packaging and design), has played a crucial role in the emotional bond (and hence relationship) its customers have with the company?

I many of course be talking about the same thing as you are using different words.

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