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(Excerpt)
Livewires
What is Brand Experience Measurement?
It’s about keeping your customer satisfied
If you were running your business in a small village in another time, you’d have a personal relationship with each and every customer. You wouldn’t have to wait for sales to be affected – you’d find out straight away if a customer wasn’t happy with your business. You could call into his or her home, put things right and keep your customer's business (and protect your reputation).
In these less-connected times, you build a personal relationship with your customers through your brand. Your customer knows that when they order a product or service with your mark on it, they can expect certain levels of quality and service. But how will you know how your customers are feeling about your brand? These days people usually “vote with their feet.” Some days you might wish you were a mind reader.
Each and every customer interaction with your brand influences your brand’s reputation and your customer’s inclination to repeat purchase and refer your brand to others. Brand experience is built over time. It’s the product of a range of interactions – from email enquiries and onsite consultations, to promotional campaigns, prices and packaging, environments and support processes.
The way to gain control of these crucial customer relationships is to measure your customers’ interactions with your brand, then identify the areas that need improving or continued management.
Brand Experience Measurement shows you what you’re doing right, and allows you to pinpoint areas that need managing. It’s all about taking control. If you want to build your reputation and your customers’ rates of repeat and referral, you need to be in control of their total brand experience.
Supporter letter
(Excerpt)2006 will be another big year for Greenpeace as we focus on protecting our oceans and continue our recent campaign to stop the needless slaughter of thousand of whales.
Sadly, the next whale hunting season will soon begin. By season’s end, at least 2,137 whales will have been slaughtered for profit under the guise of ‘scientific research’. As you know, we receive no corporate or government funding for our work, so I’d like to ask if you could make an additional donation for this urgent appeal by completing and returning the coupon below.
Your donation will help fund a full-time oceans campaign manager, increase our campaigning capacity in Japan where whaling companies are based and help strengthen public opinion against whaling.
Once again, thank you for your continued support. Have a safe and happy end of year.
Doner letter
(Excerpt)Dear Mr C Sample,
Please take a moment to play the “Intellikeys” game enclosed. Imagine for a moment that this was your only means of connecting with the people in your life.
You’ve just gained an insight into the world of Jacob, one of my fourth grade students.
When Jacob first came here to the School for Deaf and Blind Children at the age of three he had no means of communication. Jacob is deaf and has severe cerebral palsy.
We couldn’t assess his intellectual ability because he simply could not speak or point.
Today, with the support of his mother Julia, Jacob is producing schoolwork at the same level as other children his age. He even attends a mainstream school once a week.
I never thought Jacob would be able to attend a regular school! Now when I look at his schoolwork I’m blown away – he’s doing maths, science, even writing stories. What can I say? He’s a superstar! – Julia
Your Intellikeys game is just a tiny window into the Jacob’s world. Given the challenges this bright, cheeky little boy faces every day, it’s incredible to see how far he has come.
We’re doing everything we can to give him the education and the full, happy childhood that every child deserves.
This tax season, you can us help a child like Jacob through the School for Deaf and Blind Children.
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I appreciate that you’ll have a lot of requests to made tax deductible donations to worthy causes this tax season.
If you want one of your donations to make a big difference in children’s lives straight away, we’re doing just that.
The School for Deaf and Blind Children relies on the generosity of people like you to make this happen.
As a teacher, I believe we provide children like Jacob with two of their basic rights. A proper education, and a full, happy childhood.
We hope you can help.
Yours sincerely,
Ellie Chase
Teacher,
School for Deaf and Blind Children
P.S. A donation of $25 this semester will help us buy special technology for learning, such as the Intellikeys system.�
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(Excerpt)
Looking Into A Well-Connected Future
THE UNSW FACULTY OF COMMERCE AND ECONOMICS HAS RECENTLY REACHED AN IMPORTANT MILESTONE – OUR FIFTIETH ANNIVERSARY… BUT WE ARE NOT LOOKING BACK INTO THE PAST. WE HAVE OUR SIGHTS SET FIRMLY ON THE FUTURE.
The Faculty of Commerce and Education is currently enjoying a period of extremely rapid growth. With an already enviable reputation in Australia, we now have the opportunity to consolidate and expand this reputation even further into the growing economies of Asia.
We are determined to take this opportunity as far as it can go. We believe we are uniquely qualified to become one of the most innovative, and important, educational centres in the business world. We want to produce students who go on to make a difference. We want to produce research that benefits the entire region.
With this in mind, we have developed a new vision statement:
To be the leading business Faculty in the region – a compelling place to work, to learn and to which to return.
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(Excerpt)
GIA
RE: AN INVITATION... AND A CAUTIONARY TALE.
Dear Mr Sample,
My name is Hugh Crawford, and I have a story to tell you. Like all good stories, the main character is someone you will really be able to relate to.
You might have guessed it – the main character is you. The story also stars Mark, a well-liked and respected colleague of yours.
THE TROUBLE WITH MARK...
Mark is bright and enthusiastic and is very good at his job. It was a real coup for HR when Mark joined the firm.
But over the last six months you’ve noticed that his performance is falling. He’s often late – late for work, late back from lunch, and late for meetings. He sometimes seems quite distracted and distant, and he’s called in sick three times on Monday mornings.
Jenny in Payroll comments that he’s constantly asking for advances, and you’ve noticed that the atmosphere in the office becomes thick with tension when Mark’s wife phones. Craig, who is a mate of Mark’s, suddenly stops going out for a drink with him after work on Thursday nights.
You figure that Mark is having some marital problems. Then one day, in passing, Craig mentions to you that Mark is “always at the casino.” You ask him straight out: “Do you think Mark’s got a gambling problem?”
“Well, yeah,” says Craig. “But what can you do? He’s a grown man.”
WHAT CAN YOU DO?
You decide to talk to Mark and gently raise the issue of his gambling. He’s obviously upset by the conversation, but admits that he’s been having some personal problems lately. “I’ll pull myself together,” he assures you.
After that things seem much better. Mark is more like his old self and the tense phone calls from home stop.
But a few months later Mark is served a summons at work from the Sheriff’s office. Then he loses his house, and his wife walks out on him. He doesn’t turn up at work for a week and when you call him, he bursts into tears on the phone.
Everyone at work is pretty shaken up.
Then the bank contacts you to tell you that Mark has embezzled thousands of dollars from your company checking account. You have no choice but to contact the police, and after a harrowing trial, Mark is sentenced to a jail term. The police tell you that they’ve had to put Mark on suicide watch.
It’s a terrible blow to the company’s reputation. Why? Because Mark is the Senior Corporate Account Manager of your company.
You become known as “that company whose top guy wound up in jail”. The company flounders for more than a year and it takes you nearly that long to get staff morale back on track. You lose some of your most valued employees due to the pressure...�
(Excerpt)
Most people who gamble enjoy it as a game: it’s exciting and fun. But some people get caught up in a “silent addiction” as powerful as drug addiction. Chances are, you won’t know if one of your workmates is suffering until he or she breaks down, often with devastating consequences.
At GIA’s Workplace Gambling Policy Development Seminar, you will learn how to develop a clear, easy-to-use Workplace Gambling Policy that WILL WORK.
Our one-day seminar covers:
- Impacts of problem gambling on business and the workforce
- The key tasks in recovery for businesses affected by problem gambling
- Why people gamble
- Different types of gamblers
- How to identify problem gambling behaviours
- How workplace culture can “create” problem gamblers
- Internet gambling
- Short and long-term intervention strategies for problem gambling
- Overview of available help and resources
- Relapse phenomena and warning signs
- Rehabilitation of problem gamblers
- Employee Assistance Programs
- Long-term recovery considerations
© 2007 Lynda De Lacey