Harvard Business Review

FEBRUARY 1, 2013

At Level 3, you engage the customer emotionally, which strengthens loyalty and retention. At Level 4, you're helping customers build their social capital — that is, helping them to build and expand valuable support groups and communities. Firms like Microsoft are taking this up a notch, with industry councils.

Social Capital 9

Social Capital Review Software Marketing 9

Harvard Business Review

FEBRUARY 13, 2013

The company is better off offering a discount today, because that will likely increase the customer's loyalty, and loyalty increases the CLV. This magic middle, about 9% of social media users, are trusted experts, bloggers and journalists who have built up influence and social capital in particular niche areas of interest.

Advertising 8

Advertising Discount Media Customer Loyalty 8

Harvard Business Review

SEPTEMBER 23, 2015

Corporations and LLCs are controlled by human beings with pulses, hearts, families, loyalties, and a preference for working with people they trust. Tending goes a long way in mitigating the “workers as machines” phenomenon common in industries requiring billable hours or sales quotas. Social capital also counts.

Bottom-up 8

Bottom-up Attrition Absenteeism Social Capital 8