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. High glamour isn't the only way to help customers build social capital.

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. Social capital also counts. But organizations hurt themselves by ignoring or devaluing those efforts that keep the office warm and sociable. Recognition of humanity goes a long way.

Bottom-up 8

Bottom-up Attrition Absenteeism Social Capital 8