Jeanne Grunert is the president of Seven Oaks Consulting and a noted authority on direct and online marketing, writing for the web, and copywriting.
Far too often I hear company executive talk about “managing their customers.” Customers are people who pay your salary, not widgets to be managed. You can manage expectations, but managing people for profitability is just…wrong. Let’s talk instead about building trust, value, and long term relationships for enduring loyalty. And yes, profits. Profits come after …