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Business Consulting For The 21st Century Via A Holistic & Intelligent Approach

I said it before (and I’ll say it again), be proactive!

Consumed => “Proactive: Take the Initiative” by Lauren McKay on Destination CRM.

http://www.destinationcrm.com/Articles/Editorial/Magazine-Features/Proactive-Take-the-Initiative-70828.aspx

Frankly, I’m not too hip to the buzzwordy “Proactive CRM”. However, as the record shows, it goes without saying I’m certainly in favor of preventing a crisis before it happens.

Left a comment…

Thank you Lauren. You’re speaking my language!

That said, I’m compelled to mention that I’m disappointed in the Domino’s example. My belief is, Domino’s is a perfect example of what happens when you are not proactive.

My point being, if Domino’s didn’t have such a marginal reputation to begin with that video wouldn’t have hurt them as bad as it did. Had at least some of Domino’s marketing emphisized their attention to quality that video would have been far less believable. As it was, I suspect the majority of people watched and were not suprised. Disgusted maybe, but ultimately not surprised. Why? Because the context of the brand made it believable, and the video confirmed it further. The video was a symptom.

If you’ve noticed, since then, Domino’s message has changed – a lot. For the most part the quick (and ditry?) message is gone. They now speak about how they’re trying to improve the taste (read: quality) of their product, and not rely so heavily on how quickly it arrives. Had they truly been proactive that video crisis might have never happened.

Other than that, great article. Thanks!

Finally, there are certainly going to be times when being reactive is necessary. Just be sure that once the storm passes you go back – be proactive – and fix what was broken. The objective should be to prevent problems, not just resolve them again and again.

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