Back from a morning training at SDA Bocconi is full of incentives and new perspectives. The title of the conference (free) was: "New media, Social networking and Trust: Challenges and opportunities for marketing .
What I find most relevant is the focus on the concepts of loyalty and trust from the customer to the company. Concepts from which one can not ignore in business if you want to get a positive performance.
In a digital environment such as today, it becomes even more important to integrate business processes with a communication and an attitude designed to generate loyalty and to generate even more confidence.
As emphasized in the classroom, the fidelity is given by two components: cognitive and behavioral. The cognitive component is the trust . Trust means do not doubt for a client company's, fear not to be disappointed and the company means to stabilize the relationship with the client and isolated from competition.
The loyal customer, has high level of confidence in the company, is one who buys and who independently re-promotes the product or service.
E 'to this level of relationship which is facing the future of the company, however small.
's mission is to define a CUSTOMER ADVOCACY , a true "vocation" in relation to the goods of the customer.
Sometimes this can also lead to the council not to buy, to make a comparison of prices, make sure the product is most suited to their needs, etc.. But this virtuous behavior generates attitudes towards the company and behaviorists.
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