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03 The Conversation Company > Key conversation points - Pg. 64

64 Culture, People and Social Media Many of the stories in conversation companies are about offering customer experience. This element is easiest to integrate for com- panies that have a strategy where the needs of the customer are paramount, for example Zappos. 51 Organizations permeated with this ethos usually provide excellent service, thereby ensuring that this is their most important conversation starter. Staff and customers work together to build up a stronger company. Via social media they are able to collaborate closely and they use these same media to tell the rest of the world what they ­ and their favourite company ­ are doing. In short, there are routes enough and projects enough that will match the philosophy of your company to the philosophy of the Conversation Company. In the following three chapters, we will be looking at the key component elements of the Conversation Company ­ culture, people and social media ­ in greater depth.