Word-of-mouth has taken on a new dimension
Posted: Mon Feb 17, 2025 6:57 am
Companies will have to change if they want to remain successful in the future. Not only because the world has changed rapidly in recent years, but especially because the world will continue to change for the time being. Is The Conversation Company by Steven Van Belleghem yet another book about social media or not? A story about how you as a company can survive in the (r)evolution from communication to conversation.
The world has changed enormously in recent years. Consumers are becoming increasingly afghanistan phone number list assertive and are no longer easily fooled by beautiful promises alone. Consumers have become more demanding and are of course supported in this by the ever-increasing market share of social media and mobile internet. Consumers exchange experiences of products on Facebook, comparison websites or forums and view these while they are in the store of an entrepreneur. The old-fashioned word-of-mouth has acquired a completely new dimension in recent years; consumers let us know, often without nuance, 24 hours a day via Twitter what they think of your product.
The development towards a much more critical consumer requires a different marketing approach from companies. No beautiful promises but rather exceeding the expectations of consumers, according to Steven's vision. The vision he outlines in this book is clear. In order to remain relevant, valuable and therefore successful in the future, companies must get involved in the conversation with consumers. In fact, they must facilitate these conversations so that they can manage them better and then use them when making decisions.
The Conversation Company
Every interaction with a consumer is important for the image of your company. Almost every manager realizes this, but only a few managers make decisions based on this fact. Because every interaction can lead to a conversion, these conversations are so essential that a different marketing approach alone is not enough. The vision as described in this book goes beyond changing marketing and means a completely different business philosophy. Companies must be transformed into Conversation Companies, a change that must be implemented in all departments of the company.
To become a Conversation Company, Steven describes four important pillars in his vision. These are: customer experience , conversation , content and collaboration . These four C's are the basis for conversation-oriented thinking and decision-making. The book consists of four parts in which the vision is explained clearly and step-by-step. Of course, the previously mentioned pillars are discussed extensively, but the focus is also on the company culture and the available employees.
The world has changed enormously in recent years. Consumers are becoming increasingly afghanistan phone number list assertive and are no longer easily fooled by beautiful promises alone. Consumers have become more demanding and are of course supported in this by the ever-increasing market share of social media and mobile internet. Consumers exchange experiences of products on Facebook, comparison websites or forums and view these while they are in the store of an entrepreneur. The old-fashioned word-of-mouth has acquired a completely new dimension in recent years; consumers let us know, often without nuance, 24 hours a day via Twitter what they think of your product.
The development towards a much more critical consumer requires a different marketing approach from companies. No beautiful promises but rather exceeding the expectations of consumers, according to Steven's vision. The vision he outlines in this book is clear. In order to remain relevant, valuable and therefore successful in the future, companies must get involved in the conversation with consumers. In fact, they must facilitate these conversations so that they can manage them better and then use them when making decisions.
The Conversation Company
Every interaction with a consumer is important for the image of your company. Almost every manager realizes this, but only a few managers make decisions based on this fact. Because every interaction can lead to a conversion, these conversations are so essential that a different marketing approach alone is not enough. The vision as described in this book goes beyond changing marketing and means a completely different business philosophy. Companies must be transformed into Conversation Companies, a change that must be implemented in all departments of the company.
To become a Conversation Company, Steven describes four important pillars in his vision. These are: customer experience , conversation , content and collaboration . These four C's are the basis for conversation-oriented thinking and decision-making. The book consists of four parts in which the vision is explained clearly and step-by-step. Of course, the previously mentioned pillars are discussed extensively, but the focus is also on the company culture and the available employees.