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The ROI of Conversation A paper prepared by Phil OSBORNE and Robert AITKEN for  PERFORMANCE MANAGEMENT: PERSPECTIVES and AGENDAS.   An inter-disciplinary research colloquium 12 December 2007
markets are conversations ,[object Object],[object Object],[object Object]
overview ,[object Object],[object Object],[object Object],[object Object]
fundamental communication model more complex variations on this basic theme including the addition of feedback loops, though transmission models remain the dominant logic…
traditional metrics ,[object Object],[object Object],[object Object]
consequences of traditional approach Source: SRD Group, Customer Satisfaction Averages, New Zealand, 2006 44% of consumers say the majority of their Customer Experiences are “bland”  Customer Satisfaction Averages, New Zealand, 2006
marketings disconnect…
 
Case study source: Fortune, 2005
 
some signals… (or is it noise?) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
signals 2…   ,[object Object],[object Object],[object Object],[object Object],[object Object]
 
 
 
 
new picture , new roles
customers doing it for themselves…
marketing management implications ,[object Object],[object Object],[object Object],[object Object]
measurement implications ,[object Object],[object Object],[object Object],[object Object],[object Object]
inter-related messaging ,[object Object]
some positives…
one size fits no one… mass production doesn’t work for messages either, why would it work for metrics?
references and resources ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Full Details @  http://creativecommons.org/licenses/by-nc/3.0/nz/

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Roi Of Conversation