When dealing with a market as competitive as the current one, the bottom line can sometimes trump the the demands of your followers. However, as I learned in a webinar from Social Today, you can get excellent ROI by focusing on your customers.
The two main speakers were Executive Consultant for Marketing and Internet Services for Kaiser Permanente Tim Kieschnick and Senior Vice President of Customer Experience for Fidelity Personal and Workplace Investing Parrish Arturi. Both work within industries, finance and health insurance respectively, that are increasingly toeing the line between customer satisfaction and driving profits. What’s worse is due to the recent housing market and financial crisis, their industries are main targets for dissenters who have caught a raw end of the deal. To put it simply: empathy is essential to keeping a company in the black.
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