Brand

Great Metrics Lie About Social Media

A Bain survey recently shared that 80 percent of company executives believed they delivered a “superior experience” to their customers. But when Bain asked the executive’s same customers about their own perceptions, only 8 percent of customers felt those companies were really delivering. That’s a huge disconnect. How can that be? Great social media metrics often disguise mediocre performance. That’s what happens when metrics are focused inwardly on company performance instead of customer experience. It happens everywhere but nowhere is…

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Jeff Bezos’ Secret to High Conversion Rates

If you do business, online or traditional business, I hope you took the time to read Amazon.com CEO Jeff Bezos’ 2013 shareholder letter. In it he shares this tidbit: “Our heavy investments in Prime, AWS, Kindle, digital media, and customer experience in general strike some as too generous, shareholder indifferent, or even at odds with being a for-profit company. ‘Amazon, as far as I can tell, is a charitable organization being run by elements of the investment community for the benefit…

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