{"id":77234,"date":"2008-05-15T05:23:00","date_gmt":"2008-05-15T12:23:00","guid":{"rendered":"http:\/\/customerthink.com\/are_you_conversation\/"},"modified":"2008-05-15T05:23:00","modified_gmt":"2008-05-15T12:23:00","slug":"are_you_conversation","status":"publish","type":"post","link":"https:\/\/customerthink.com\/are_you_conversation\/","title":{"rendered":"Are You in on the Conversation?"},"content":{"rendered":"<p>I have just completed my chapter for Gavin Heaton and Drew McLellan&#8217;s new edition of <a href=\"http:\/\/stores.lulu.com\/ageofconversation\">The Age of Conversation.<\/a><br \/>\nLast year&#8217;s edition had 103 co-authors. This year there are 275 co-authors and the theme is <i>Why Don&#8217;t People Get It.<\/i> The sub-themes are:<\/p>\n<ul>\n<li>Manifestos\n<\/li>\n<li>Keeping Secrets in the Age of Conversation\n<\/li>\n<li>Moving from Conversation to Action\n<\/li>\n<li>The Accidental Marketer\n<\/li>\n<li>A New Brand of Creative\n<\/li>\n<li>My Marketing Tragedy\n<\/li>\n<li>Business Model Evolution\n<\/li>\n<li>Life in the Conversation Lane<\/li>\n<\/ul>\n<p>The title of my chapter (one page) is <i>Businesses Sell Things, Customers Buy Experiences.<\/i><br \/>\nI can&#8217;t share it with you until the book comes out but here&#8217;s some material that will give you the thrust.<br \/>\nFirst, check out this video by Greet Desager. In a few minutes it illustrates the problems facing traditional advertising and marketing. And it does so it a humorous way.<br \/>\n<a href=\"http:\/\/bringtheloveback.com\/2007\/05\/16\/mdas_europe\/\">Bring the Love Back<\/a><br \/>\nNow have a look at the results of recent research on the relationship between businesses and customers.<br \/>\n80% of executives believe they are doing a good job in serving customers. Only 8% of their customers agree. Bain &#038; Co.,  2006.<br \/>\nOver 80% of people stop buying products from companies when their trustworthiness comes into question. People spread distrust to friends and associates. Over 33% who lose trust in a company openly campaign against that company on the Internet. Edelman Trust Barometer, 2006.<br \/>\nOne in five retail customers leave the store unserved or under-served. Customer Management, 2006.<br \/>\nConsumers put peers near the top of trust scales. They put companies, CEO&#8217;s, marketing, employees and products in the bottom third. Edelman Trust Barometer, 2006.<br \/>\n54% of people said they would avoid buying products that overwhelm them with advertising and marketing. 69% said they are interested in products and services that would help them skip or block advertising. Yankelovich Partners, 2004. <br \/>\nOnly 17% of executives consider customer emotional factors when making decisions. 74% say they focus on efficiency rather than trying to understand what customers&#8217; value. IBM Research 2006.<br \/>\n76% of customers don&#8217;t believe companies tell the truth in advertising. Yet, 78% rate the credibility of word-of-mouth as 7 or higher on a 10 point scale. Keller Fay group, 2006.<br \/>\nConsumers in the USA and Europe are 86% less trusting of companies than they were five years ago. Bain &#038; Co., 2006.<br \/>\nConsumers are close to a saturation point for things. Yet, most companies take a short-term, price, efficiency approach to marketing. Customers have a hunger for intangible desires for meaningful and valued experiences. Henley Centre Research, 2003. <br \/>\nLet&#8217;s be fair. It is not that most business leaders are dumb or ignorant, they just keep doing what go them to a leadership position. Now they must face serious disruptive change or step aside.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>I have just completed my chapter for Gavin Heaton and Drew McLellan&#8217;s new edition of The Age of Conversation. Last year&#8217;s edition had 103 co-authors. This year there are 275 co-authors and the theme is Why Don&#8217;t People Get It. The sub-themes are: Manifestos Keeping Secrets in the Age of Conversation Moving from Conversation to [&hellip;]<\/p>\n","protected":false},"author":6668,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[128,98,84,36,83,101,115],"tags":[],"_links":{"self":[{"href":"https:\/\/customerthink.com\/wp-json\/wp\/v2\/posts\/77234"}],"collection":[{"href":"https:\/\/customerthink.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/customerthink.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/customerthink.com\/wp-json\/wp\/v2\/users\/6668"}],"replies":[{"embeddable":true,"href":"https:\/\/customerthink.com\/wp-json\/wp\/v2\/comments?post=77234"}],"version-history":[{"count":0,"href":"https:\/\/customerthink.com\/wp-json\/wp\/v2\/posts\/77234\/revisions"}],"wp:attachment":[{"href":"https:\/\/customerthink.com\/wp-json\/wp\/v2\/media?parent=77234"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/customerthink.com\/wp-json\/wp\/v2\/categories?post=77234"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/customerthink.com\/wp-json\/wp\/v2\/tags?post=77234"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}