ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to the ISBM-Corporate website.
Much has been written about the importance of understanding the customer journey. B2B companies need to equip their employees with a solid understanding of the company’s purpose in order to be truly customer centric. This two part article in the Gallup Business Journal explores how changing the internal culture can deliver a better experience all around.
Brands represent a company’s most valuable intangible asset, and as such must be managed strategically. This requires developing a thoughtful brand portfolio strategy; one that defines the optimal number, scope and strategic role for each brand within the portfolio. Only then can more tactical brand architecture decisions be made, such as: 1) how brands should relate to one another, 2) when a corporate brand should endorse a product brand, and 3) whether and to what extent visual identity and other expression elements should be shared across brands. This webinar helps participants understand the key components that comprise a brand portfolio strategy, and how these components relate to and inform brand architecture decision-making. In doing so, it leverages best practices, guiding principles, and real-world examples.
The promises of the Net Promoter Score (NPS) have captured the attention of many senior executives for the past 15 years, and NPS has risen to almost religious stature in the minds of some senior executives. But are the assertions and promises of NPS true? Or is NSP simply a good story that appeals to business leaders searching for clarity in a sea of confusion. This webinar by Jerry Thomas, President and CEO of Decision Analyst, discusses how NPS is calculated, review the strengths and weaknesses of the NPS formula, and suggest some other statistical approaches that might add value to customer satisfaction tracking data.
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