Because the first interactions a customer has with your company come through exposure to branded content (in print publications, advertisements, websites, or emailed offers/articles), this is often a great place to focus budgets to provide value early on in your relationship and in an ongoing basis as your relationship continues to develop. Recently I came across an article on the correlation between content and Net Promoter Scores that I found interesting. The article drew conclusions by focusing on the behaviors of market leaders like Aon Corporation, Virgin, Microsoft, Career Builder, USAA, IBM, Accenture and more. Here are some of the highlights:
The article can be boiled down to this message: the more value you can provide through sharing content with customers, the more likely they are to become your promoter. So create great, highly-relevant content to your customers and watch the number of promoters (as well as your market share) increase.
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