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A successful brand assigns certain weight to manage defectives replacement strategies from its Marketing budgets. Its because they realize that this cost outweighs the  cost of acquiring new customers . Successful companies spend on improving customer ownership experience and reap the rewards that come through reference. Every customer has a LTV (Life Time Value) and successful companies harness this metric by focusing on customer delight. Along the customer lifecycle, his experiences with the brand determine whether he would be a terrorist, indifferent or a fan of the brand. In today’s world of digital connect, a dissatisfied customer’s voice is heard louder and can wreck a brand.  The dominant sound of that dissatisfaction stems from lack of or a tepid response to their problems and / or an ineffective solution provided by the brand. Today companies are investing in technology and solutions to proactively engage customers to gain insights and earn trust. Many CEO ar...

HIRING CURSE Good is the enemy of Great! Successful organizations are created when mediocrity is banned, average is shunned and above average is discouraged.  Successful organizations have iconic leaders  who are revered by the investors, employees and vendors , who mature into a brand internally.  In today’s world, companies need to hire for attitude and give them the skill than the other way. A good leader when hired doesn’t need an induction, handover, job description or process exposure.  He will discern and transcend them quickly to work on results. Unfortunately such successful people are already in great jobs and are taken. Hence spotting and attracting talent is paramount to building a fine institution. Many organizations  today suffer without proper leadership and languish in mediocrity. When the investor decides to hire the leadership team, he entrusts it to specialized hiring firms. Often hiring firms start without a proper brief about...