The democratizing nature of social media enables customers and employees to interact directly with companies and voice their opinions in a public forum. This environment presents both opportunities and challenges for any organization. In this Executive Interview, Chris Malone, Chief Advisory Officer at Fidelum Partners and Co-author of The Human Brand, explains how organizations can learn to thrive in this environment by better understanding how their brands are perceived by employees and customers.
Key insights include:
- How human beings perceptions of warmth and competency drive their responses to people, products and companies.
- A discussion of the current trend toward more personalized, transparent interactions between people and brands.
- Practical advice for organizations and leaders on how to realign their actions to serve their customers and employees.
- How organizations like Zappos and Domino’s Pizza are driving customer loyalty by putting these theories into practice.