We already know it – everything communicates. But, it is great to see that businesses probably soon will start realizing this for real. One step towards this might be the “death of the brand manager“, leaving room for a “conversation manager”. Just like Tim writes, I don’t think job titles mean much either. But, I think the focus is shifting now, and changing titles might be one of the signs of this. Businesses start to realize that they have to know what conversations are going on, follow them and take part.
And I believe a next step in this would be looking after what conversations the company is actually creating. It is not only the press officer or CEO who “communicates”. Businesses need to think about what their “welcome letters” to new customers communicate? What does the returns policy communicate? What do their contact page on the site communicate?
Everything communicates, and there are so many different touch points to work with. Touch points that can be made into conversations, customer satisfaction and positive word of mouth. And one of the most important touch points is every person that is in contact with customers. So, there is a very good reason to make sure they all have authority and can take own actions which communicate what you want the company to communicate. In addition, it gives the company a conscience.
If you want to learn more about Word of Mouth Marketing I can highly recommend this book.
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