Monday, 19 November 2007

When There Were Brands...

Following up on my post on building constituents as opposed to customer bases - please read the post below from Modern Marketing. Follow the links just to see the damage that we can do to our brands if we do not create relationships that our constituents value.


I have been in the market for a new kitchen for sometime and as a result, quite randomly, found myself in a Moben salesroom and booked up for a consultation. The Moben rep duly arrived and was very good, explaining everything we needed. In short we were sold and even cancelled other consultations. However, I then mentioned our intended purchase to friends and family and got some concerned looks. Unusually for me I hadn't checked the company online but then did so. I found a series of horror stories - including this particularly graphic one. Order cancelled. Moben's tight marketing programme including a shop in a nice part of town, lovely website, super salesman and beautiful literature had been made entirely redundant by my 10 second search. Call it death by Google Index.

12 comments:

Trevor Attridge said...

Research from the London School of Economics ( Advocacy Drives Growth ) has shown companies with high Net Promoter scores ( NPS )and therefore higher word of mouth advocacy out perform their competitors.

More importantly the research found a 1% reduction in negative word of mouth, led to over £24 million in additional revenues.
Applying a NPS to the comments and feedback found from a Google search, Moben will continue with the poor financial performance of the past.

While it is difficult to correlate previous financial statements to this negative feedback, you can’t help think it must in someway be connected.

“Latest accounts filed at Companies House reveal that turnover at the group fell to £180m in the year to December 2005, down from £216m the year before. The group made a loss of £19.4m, compared with £8.7m.

In a statement to shareholders alongside the accounts, Homeform chairman Roger Burnell described trading as "difficult", the result, he said, of a "lack of consumer confidence coupled with weakness in the housing market".

In hindsight both of these comments at the time were incorrect.

Telegraph.co.uk ( Homeform Group – owner of Moben )

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