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Over at the IABC EuroComm 2005 blog Elizabeth Albrycht has reported the comments of a participant in a recent conference she attended.
The comment speaks volumes about the cost-reduction benefits of a blog:
Another speaker at the same event put enabling blog comments in terms of cost savings versus traditional focus groups. Asking the question, “How much money do you spend to talk to 15 or 20 people? $10,000? $15,000?” Compare that to the cost of a blog (low, comparatively). I can’t remember the exact numbers quoted, but think about it. Even 5-10 good comments a week (a month!), where the feedback is less filtered, less scripted, can give immediate ROI to your blogging efforts.
I would hazard a guess and say that ROI figure stands whether the blog is customer-focused or internally focused (although, of course, an HR or other internal blog would have employees as its customers).
As she also says:
A customer who has chosen to take valuable time out of his/her day to try to talk to you is an incredibly valuable resource for your organization. While it might be difficult to retool your legacy call center, CRM and other customer contact technology, it is relatively simple to set up a blog and invite your customers to join the conversation.
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