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Consumer Engagement

New models for customer engagement

Using a diverse approach in finding solutions then creating something new that works, is a good description of the model some companies are beginning to use to establish a market edge. There are many emerging problems that need to be dealt with in the current economic climate and a divese approach gives us more possible solutions.

Companies are working to develop expressions of social responsibility by creating approaches that motivate and allow people to shift to more sustainable behaviours. By identifying behaviours needing to be changed and alternative behaviours to be adopted, a company can create a lot of social goodwill that can be translated into brand loyalty.

In the case study; Unilever asks "what stops people from adopting the new behaviour?" "what can get them to start?" and then "what can get people to stick with the new behaviour?"

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Sustainable corporations: Case study Unilever CEO Paul Polman shares plans for global sustainability

The importance of corporations espousing social values as part of their business policy gives companies an opportunity to make a positive impact. Responsible behaviour today is more transparent than in previous times. Social media provides the opportunity for consumers to engage with a company. Single-minded profit-only motives for business are a thing of the past. Social and personal cohesive strategy can be put in place that minimise a company’s negative impact and instead provide a positive contribution to the world means that good will and sales are achieved as the result of adhering to higher social goals. Social media can then reinforce these goals and consumers can participate and see the progression of these goals.

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( Posted in: Ceo's Corner | 0 Responses )