Step 3 in the assessment of your company from an external perspective deals with your company’s touchpoints. Touchpoints are the interface of a product, service or brand with customers, employees and stakeholders. They are any point of contact between your company and your market. These include voicemail, Web sites, emails, faxes, customer support, shipment inserts,… Read the rest

Step 2 in gaining an external perspective of your company is speaking directly with key influencers of your company. These people are outsiders that know your company well. They are not customers and they are not competitors – often these people are board members, reporters, consultants, company lawyers, etc. Interviewing these people about your company… Read the rest

The first step to gathering an external perspective of your company comes directly from your customers. Your customers have a relationship with your company, products and services. As a result, they are in a unique position to provide intimate feedback about your company. There are many ways to get this information from your customers, but… Read the rest

Last week I wrote about the two main perspectives for evaluating your company and your marketing efforts. This week I am looking at the external perspective and evaluating the top 5 steps to assess your company from an outside view. Marketing is about tapping into your market and conducting valuable outside research is crucial to… Read the rest

On Sunday I wrote about the importance of understanding your company from an internal and external perspective. I now want to further explain what the internal view is and how to understand it. The internal view of your company comes from within and best evaluated through reporting, analysis, and projections. A SWOT analysis is great… Read the rest