Don’t Fear the Sneezers


When you are a US$1.3 billon company with 6,800 employees like Revlon, what does it say about you when you launch a global product on the back of just 54 advocates?

What are we meant to perceive about this company? That they couldn’t afford a few extra dollars of investment to find a few hundred more women to try this product? That they know this product isn’t going to set the world alight and they’re doing it just to stay in the game?

Either the product isn’t that great, or the marketing team have not realised the potential of harnessing a few hundred advocates who could tell their friends and families about it. It’s that kind of low-cost/ high-effective marketing that could offset the investment made in recruiting these ladies. Otherwise known as Sneezers.

Customer satisfaction is key in our new world of commerce regardless of who you are and what you do. If your clients aren’t marking you nine or 10 out of 10, then you need to find out why not and what you can do to make them love you more. When they’re marking nines and tens, they will happily and without provocation promote you and your business. When it’s sixes, sevens, and eights, they love you; but only for your price.

Don’t fear the eights and belows, it’s an opportunity to improve and progress towards a nine + business for the future.

Susanne Dansey is the Managing Director of Purple Cow Ideas Management – an organisation that facilitates a paradigm shift in the collaborative nature of the ICT Industry. You can follow her on Twitter and join the conversation on Facebook.

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