Banks has co-authored two books that showcase his understanding of business
systems applied to today's global business challenges. Customer.Community
the collective potential within an interconnected customer base while
the need for more real time, honest communication within a networked organization.
the beginning of the Customer revolution, business has focused on customer
service and satisfaction. Individual service and individual satisfaction.
With all the attention on the individual customer, there has been a neglect
of the collective customer base. While it is true that most customers want
personalized service, many customers also select and are more loyal to companies
who have other customers with whom they can or have formed relationships.
With an Internet-connected customer base even large global companies can
create a fiercely loyal clientele that was before only possible for local
Customer.Community explores integrating virtual community practices within customer service strategies. Most e-community profitability analyses have focused on "monetizing communities" within affinity groups that have formed around shared, non-commerce interests. This has resulted in a perception that virtual communities are antithetical to business profit. Customer.Community instead espouses "communitizing commerce" by catalyzing a peer-to-peer network between customers who are already commerce-centric. This argument creates a far more compelling business case for virtual community.
|Before the Internet, business communications were carefully controlled. Organizations spent time "spinning" messages in order to created a desired perception. Sometimes this worked but often constituents suspected manipulation. Today, controlling communications is no longer an option. As we find ourselves in an increasingly fast-paced, global, networked world, and as information whirls from all angles, the most successful organizational communication is that which quickly equips employees, partners, and customers with accurate knowledge that builds trust and credibility with the organization. Applying journalistic principles (open, accurate, timely and strategically weighted and contexted information) to existing corporate communication models will help organizations move from untrustworthy "spin" to open, honest, communication that engenders trust and helps create alignment in today's business environment. In essence this simply means that today's organizations must tell their most important constituents the truth ...as fast as they possibly can. Beyond Spin examines this challenging transition underscoring the difficulty and complexity of switching from time-intensive controlled "spin" to instantaneous, unabridged honesty.|
Contact Drew Banks Partners
Copyright © 2002 Drew Banks Partners, Inc. All rights reserved.