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E-commerce: What do your customers want to hear?

By Lightwell | Wed, Sep 17, 2014

As the reliably hilarious comedian Steve Martin once said: "Some people have a way with words, and other people...oh, uh, not have way." Point being, there's a right way to say something - and a whole lot of wrong ways. This is especially true in the business world, and particularly pertinent for customer interactions. A deft description or articulate message can sway a customer toward your product or presentation, while even one word out of place can lead to head-scratching - or worse, irritation. It's important to understand how the words we use have a profound effect on the way customers perceive brand strategies, and that there needs to be real meaning communicated in everything - from an email subject line to product descriptions and the fine print. 

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Don't be a bad Yelp review: How to improve your customer relationship management

By Lightwell | Thu, Sep 11, 2014

The Internet was abuzz recently with the curious tale of the Union Street Guest House, a small, vintage hotel in upstate New York that generated a firestorm of negative consumer attention with a policy that allegedly charged guests $500 for posting a negative review. The spot, a popular destination for wedding participants, reportedly sent a statement to guests reading, in part, that "every negative review placed on any internet site by anyone in your party," according to The Independent. Needless to say, people were upset, and responded by driving down the hotel's Yelp rating and leaving comments encouraging future guests to look elsewhere.

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