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Smart Customers, Stupid Companies: The New World of Customer Experience | MCorp Consulting Smart Customers, Stupid Companies: The New World of Customer Experience | MCorp Consulting Presentation Transcript

  • Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 Smart Customers, Stupid Companies. Why customers are getting smarter, and Presented at: how your company can avoid acting stupid. Visual Media 011 Presented by: Michael Hinshaw May 12, 2011 10:47:23 Watched video attached to Pizza Box 10:48:31 Redeemed coupon for Paper Towels 10:48:59 Checked prices for Dog Food 10:49:07 Ordered Dog Food from another store 10:54:12 Started car 10:54:42 Proceeded west on Main Street 10:55:12 Stopped at House for Sale 10:57:13 Requested Listing Details 10:57:18 Viewed Listing Details 10:57:45 Viewed Video Tour 11:02:42 Requested access to house 11:02:49 Security status verified 11:03:32 Entered House for Sale 11:18:29 Texted husband© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved 11:18:57 (Husband accessed online tour) 1 Page
  • Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 Today’s Presentation  Context  Introduction  Six Disruptive Forces  Act SMART  Q&A© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 2
  • Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 Context: Touchpoints  How do you touch your customers?  And how do they touch you? Products Promotion Static Direct Mail Collateral Contracts Sales Call Center Service Word-of-Mouth Brand Support Customer Experience Human Interactive Blogs Email Social Media Websites Products© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 3 View slide
  • Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 Context: Lifecycle When do you touch your customers? And what happens when you do? Awareness Knowledge Consideration Selection Satisfaction Loyalty Advocacy© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 4 View slide
  • Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 Today’s Presentation  Context  Introduction  Six Disruptive Forces  Act SMART  Q&A© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 5
  • Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 Customer’s are unhappier than ever. Customer’s are unhappier than ever. “Everyone knows that the contemporary customer is mad as hell...”1 After a single bad experience, 82 percent will simply… Leave. 1) http://www.newyorker.com/talk/financial/2010/09/06/100906ta_talk_surowiecki#ixzz1GmOMdLrr 2) 2010 Customer Experience Impact: North America 2010, RightNow Technologies and Harris Interactive;1) 2010 Customer Experience Impact: North America 2010, RightNow Technologies and Harris Interactive;© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 6
  • Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 But they – we all – are getting “smarter” Welcome to your (and your company, and your client’s) new world1) Time Magazine, December 2006© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 7
  • Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 No manuals. No keyboards. No limits.© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 8
  • Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 No manuals. No keyboards. No limits.© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 9
  • Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 Where’s this all going?© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 10
  • Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 “In most organizations, change only comes in two flavors: trivial and traumatic.” - Gary Hamel, Wall Street Journal, Sept. 29, 2009© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 11
  • Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 Today, we are not discussing trivial changes© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 12
  • Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 13
  • Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 No BS. Actual exponential growth 10,000 Devices/Users (MM in Log Scale) 1,000 100 10 1 1MM+ UnitsSource: Internet Trends 2010 by Morgan Stanley Research © Morgan Stanley http://www.slideshare.net/CMSummit/ms-internet-trends060710fina© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 14
  • Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 The balance is shifting... companies© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 15
  • Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 But most established companies just don’t get it. Six Industries with lowest-ranked customer experiences…. 6. 5. 4. Airlines Wireless PC Service Manufacturers Providers 3. 2. 1. Internet TV Service Health Service Providers Insurance Providers PlansForrester Research, The Customer Experience Index 2001; Bottom 6 CxPi Scores Across 13 Industries; January, 2011© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 16
  • Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 Stupid Company: “Fly the friendly skies…”?© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 17
  • Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 Smart Company: “This is how to fly…”© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 18
  • Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 Today’s Presentation  Context  Introduction  Six Disruptive Forces  Act SMART  Q&A© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 19
  • Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 Disruptive Forces and Customer Experience Cloud Services Customer 2. Pervasive Memory Experience 5. Shifting Time Advanced Analytics© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 20
  • Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 1. Social influence The ability to be credible and trustworthy in the midst of constant interactions between customers, friends and outside “experts.”© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 21
  • Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 Social Influence: More, and more often Global Time Spent: 11/06-12/09 Global Users: 11/06-12/09 250 900 Social Networking Users 800 Surpassed Email = 7/09 200 Global Minutes Per Month (B) Social Networking Usage 700 Global Users (MM) Surpassed Email = 11/07 150 600 100 500 50 Social Social 400 Networking Networking Email Email 0 300Source: Internet Trends 2010 by Morgan Stanley Research © Morgan Stanley http://www.slideshare.net/CMSummit/ms-internet-trends060710fina© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 22
  • Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 Social Influence: Impact  It’s going to get easier: for customers to share with others their experiences with your company.  It’s going to get harder: to interact with customers without the - often simultaneous - influence of others. “The networked market knows more than companies do about their own products. And whether the news is good or bad, they tell everyone.” - The Cluetrain Manifesto, 1999© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 23
  • Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 2. Pervasive Memory The ability to remember - and access instantly – individual customer needs, preferences, activities and interactions. (Hint: its MORE than just remembering transactions).© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 24
  • Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 Pervasive Memory: CRM could help. However… Today, companies can remember everything about their customers. But they usually don’t. Customer Satisfaction vs. CRM Investments Percent Millions of Dollars 8,000 7,000 6,000 5,000 4,000 3,000 2,000 1,000 0Source: ACSI and Gartner Group© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 25
  • Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 Pervasive Memory: Impact  Memory is the basis of intelligent behavior.  Memory of shared experiences… that’s what creates bonds between people.  What if companies could remember people as well as people remember people? ( )==$ Those companies will be the ones that grow and thrive.© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 26
  • Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 3. Remote Access The ability to support on-the-fly exchange of information between customer’s devices, corporate systems and others.© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 27
  • Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 Remote Access: Growing Faster Connected Devices Growth (US Only) ATT VZ TMO Sprint Others Subscriptions in 000sSource: Chetan Sharma Consulting, © Chetan Sharma Consulting, 2010© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 28
  • Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 Remote Access: Impact  Remote access makes “sense and respond” business processes possible.  With instant access to your databases and to what customers are doing this instant, you can provide services never before possible.  Said another way, it will be nearly impossible for firms that lack remote access to their customers to compete with those who have it.© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 29
  • Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 Cool or not? We propose to install microphones, motion detectors and language recognition software in your home. We can see you, hear you and identify who you are, and what you’re doing. But - we’ll use these devices to make your life easier, and to provide entertainment services. The cost to you? About $150.© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 30
  • Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 1 million people said yes in just 10 days.© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 31
  • Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 4. Digital Sensors The ability to drive innovation through the use of sensors embedded in nearly everything (On, around and even IN you…!) http://www.ece.uah.edu/~jovanov/whrms/figs/whrms_fig1.jpg© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 32
  • Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 Digital Sensors: Impact Just a few sensors make the iPhone cool. (Hard to imagine it didn’t exist three years ago). And its not just iPhones. 2009-2015 Market for MEMS & Sensors in Mobile Phones (M Units) By Product Category, June 2010 Other emerging sensors (?) Silicon microphones Motion sensors Market (M Unites) RF Devices Optical componentsSource: Yole Developpment, November 2010 - MEMS Executive Congress© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 33
  • Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 Digital Sensors: Impact  Sensors were once confined to factories and industrial equipment, but are now being embedded everywhere.  They can measure many things including light, motion, sound, temperature, position, magnetic fields, gravity, humidity, vibration, pressure, and even a wide range of biological states.  Sensors open up incredible opportunities for innovation (Like 366,554 Apps for Apple alone– and counting)© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 34
  • Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 5. Shifting Time The ability to let customers access content and services whenever (and from wherever ) they wish.© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 35
  • Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 Shifting Time: Impact  Remember when everyone watched the same TV show at the same time? Or when everyone did their banking between 9 am and 3 pm? No more.  This time-shifting trend will continue to spread, and will change the way both B2B and B2C customer service and sales operate. “I’m sorry, please call during normal office hours” will be a phrase no business dares utter.© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 36
  • Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 6. Physical Web The ability to help your customers remotely link to, browse and utilize the physical world like they do the Web.© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 37
  • Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 Physical Web: Impact  Add up all the points we’ve made so far, and it’s clear we’ll be browsing the real world like we do the Web.  Customers can “bookmark” their favorite picnic spot, parking garage, retailers and more.  Media firms are developing interactive games set in the real world. Keep track of real things (like your car) in the virtual world.© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 38
  • Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 Physical Web: Opportunities  Wiring the world is an exponentially larger opportunity than the Web was.  Opens up immense new service options, from education to entertainment to healthcare to…  Only limited by your imagination (and your speed…) blagger.files.wordpress.com/2008/07/kearney-capabilities.jpg© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 39
  • Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 Summary: The future gets here pretty fast… Active Users (Millions)Source: Facebook© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 40
  • Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 Disruption is, well, disruptive. But you’re not alone. Your competitors will gladly disrupt your business for you… Customization Think “sense The status Credibility Data will become and respond” quo will will be will drive routine; not “make change; challenged success; and sell”; incessantly; It will be Your company These Positive Lock it away, harder to must be much changes WOM is your forget it, or sell “mass more nimble, start at the lifeblood – ignore it at produced” fast and edges of but criticism your peril. products responsive. industries; will spread and services. be prepared! faster.© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 41
  • Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 Today’s Presentation  Context  Introduction  Six Disruptive Forces  Act SMART  Q&A© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 42
  • Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 Act SMART: Catch up to (and keep up with) your customers S M A R T Segment Modularize Anticipate Reward Tailor customers capabilities customer employees touchpoints needs …by needs, into the smallest possible groups.© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 43
  • Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 Act SMART: Catch up to (and keep up with) your customers S M A R T Segment Modularize Anticipate Reward Tailor customers capabilities customer employees touchpoints needs  Do you know what your customers really want and need?  Is their a shared understanding of who your most valuable customers are?  Do you understand customer buying behaviors, value potential, product affinities and lifestyle preferences?  Is your customer data integrated and easily accessible, or is it in silos?© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 44
  • Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 Act SMART: Catch up to (and keep up with) your customers S M A R T Segment Modularize Anticipate Reward Tailor customers capabilities customer employees touchpoints needs …to increase your flexibility and responsiveness.© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 45
  • Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 Act SMART: Catch up to (and keep up with) your customers S M A R T Segment Modularize Anticipate Reward Tailor customers capabilities customer employees touchpoints needs  Do you understand the common needs that all your customers have? And the unique needs each segment has?  Have you begun exploring “mass customization” as you design and deliver products, services and experiences?  Do you leverage customer feedback to design experiences?  Do your product development and customer service teams have “employee” or “entrepreneurial” mindsets?© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 46
  • Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 Act SMART: Catch up to (and keep up with) your customers S M A R T Segment Modularize Anticipate Reward Tailor customers capabilities customer employees touchpoints needs …by understanding the data surrounding your customers.© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 47
  • Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 Act SMART: Catch up to (and keep up with) your customers S M A R T Segment Modularize Anticipate Reward Tailor customers capabilities customer employees touchpoints needs  Do you encourage and act on customer feedback?  What do you need to know to respond intelligently to customer actions?  Do you look at interactions from a customer perspective?  Where can feedback (VoC, Sensors, CRM, CEM) help you better understand customer needs – and provide better customer experiences?© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 48
  • Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 Act SMART: Catch up to (and keep up with) your customers S M A R T Segment Modularize Anticipate Reward Tailor customers capabilities customer employees touchpoints needs …and give them tools to help your company act SMART. Hiring Onboarding Rewards Criteria Training Structured Alignment Values Unstructured Process Roles Recognition© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 49
  • Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 Act SMART: Catch up to (and keep up with) your customers S M A R T Segment Modularize Anticipate Reward Tailor customers capabilities customer employees touchpoints needs  Does your employee onboarding process help new hires understand their role in serving customers?  Are your reward structures in alignment with the needs and desired actions of your most valuable customers?  Have you (reasonably) empowered your employees to solve customer problems, to improve customer experiences?  Do you have a culture obsessed with finding and solving customer problems?© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 50
  • Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 Act SMART: Catch up to (and keep up with) your customers S M A R T Segment Modularize Anticipate Reward Tailor customers capabilities customer employees touchpoints needs …to meet customer needs, and exceed expectations.© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 51
  • Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 Act SMART: Catch up to (and keep up with) your customers S M A R T Segment Modularize Anticipate Reward Tailor customers capabilities customer employees touchpoints needs  Can your customers get what they need from you… whenever they want, and from wherever they are?  Do you leverage tools like “product configurators” that allow customers to customize your offerings?  Have you considered “co-creation?”  Do you have the right touchpoints, in the right places?  Do touchpoints address desired functionality, and take customer feelings (wants, needs, perceptions) into account?© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 52
  • Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 Year-One Action Plan: Act SMART  Next Week: Examine areas that these technologies are already impacting customer experience in your industry.  Next 30 Days: Inventory all your existing touchpoints – human, static and interactive. Which are most critical? Who “owns” them?  Next 90 Days: Assemble a team, and outline a plan for moving forward; Analyze opportunities for adding “intelligence” beyond marketing and service  Next 12 Months: Integrate “intelligent touchpoints” to your transformation roadmap; prioritize Quick-Wins to gain broader support.© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved 2009 MCorp Consulting, All Rights Reserved Page 53
  • Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 “The task is not so much to see what no one yet has seen, but to think what nobody yet has thought about that which everybody sees.” - Arthur Schopenhauer, 1788-1860© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 54
  • Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 Any questions?© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 55
  • Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 MCorp Consulting, Inc. 1-866-526-2655 www.mcorpconsulting.com© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 56