Marketing Maven Test:

Q: Value of a Reputation on eBay - How much more do buyers bid on eBay for otherwise identical goods that are listed by repeat sellers with high reputations?

a. 2%

b. 5%

c. 7%

d. 10%

A: Click here for the answer

CONGRUITY's Work Published in Book by MIT Professor on Customer Advocacy

by Paul Schwartz

I'm proud to share with you that CONGRUITY had some recent client work published in a brand new book on Customer Advocacy by MIT Professor Glen Urban.  The book "Don't Just Relate - Advocate! : A Blueprint for Profit in the Era of Customer Power," focuses on how to move beyond relationship marketing and position your business for success and profitability in this digital age of ever-increasing customer power.  

CONGRUITY worked with Mission Federal Credit Union to help them craft their new member (customer) value proposition while Dr. Urban was writing his book and identifying best practices in advocacy across a variety of industries.  Dr. Urban felt Mission Federal's new value proposition (page 209 in the book) truly demonstrated their leadership position and a commitment to be a pioneer in the world of customer advocacy . He was so impressed with our work that he asked to have our work published in his book.  The value proposition that CONGRUITY helped create came out of a process that crystallized the critical elements that Mission Federal needs to build long term relationships with their members.  This process clarified the core components that build loyalty with their members while positioning the organization for long-term sustainability and success.

Neville Billimoria, Senior Vice President/Membership & Chief Advocacy Officer for Mission Federal Credit Union had this to say about the process of working with CONGRUITY. “The partnership of Mission Federal and CONGRUITY resulted in a compelling value proposition that will form the foundation of our member growth and retention strategy for the next several years.  Paul was critical in helping us develop not only the value proposition, but also the implementation plan and tools for educating our front-line staff and getting “buy-in” on the core principles of the value proposition as well as ways to make it come to life. Since CONGRUITY already collects feedback from our members at several touch points including at the branches and on the web, it was extremely valuable to integrate this member feedback into an actionable value proposition for our entire organization."

I highly recommend the entire book as it will help you know if advocacy is right for you - how to know if your customers trust you - how to create and implement a plan and tools for moving to customer advocacy - and how to get results. 

Need help designing and implementing a customer advocacy program?   Please contact us for an introductory discussion to see how CONGRUITY can help improve your business performance with an advocacy model tailored to your business.  Visit us on the web at www.congruity.biz.

Copyright © 2005  CONGRUITY.

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