The AMEX way of service

As services go, American Express has built a brand for itself in offering consistent customer delight. A while ago, I upgraded to the Platinum card for $450–not sure why I did, though. After a couple of months, their service desk called me to offer 4 nice benefits: A Premier Pass card that allows me access [...]

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Time to rethink the website?

Doctors get it. They have designed their websites to be all about you! What are you suffering from? What are your possible treatment plans? How do their facilities add to the care they will give you? And yes, finally, a page that show off their team credentials. In stark contrast, look at the top 200 [...]

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An interesting observation at NASSCOM

Amol Sharma’s blog post (http://blogs.wsj.com/india-chief-mentor/2010/02/12/the-cult-of-sloppy-marketing-bits-from-nasscom/?blog_id=134&post_id=159) validates a previous post I had made on IT Services brand positioning and marketing. I would be interested in hearing your thoughts.

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Social Media in the IT Services Marketing

Over the last two years, many of our clients have been rushing to create a Twitter handle, Facebook fan pages, Linked In profiles and so on. Specialist B2B social marketing firms have made grandiose pitches on traffice generation, monetization and so on. After having worked with some of the larger IT services firms in their [...]

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Presenting a Service: an Ad agency’s beautiful lesson

So four ad agencies were called in to pitch for a multi-million dollar account. The client gave each agency 2 hours. The first 3 agencies went in with big suitcases of slides (this was still when the LCD projector was not connected to the laptop or (shudder!) Microsoft PPT. They took the two-hour window to [...]

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