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Teen Booted From Flight Over 1-Centimeter Tear in Passport


This article originally appeared on Business Insider.

Jake Burton, 19, was thrilled for his very first flight, his mother, Rachael Burton, told Business Insider.

Jake, Rachael, and Jake’s father, Chris, were scheduled to board a Ryanair flight on December 28 out of England’s East Midlands Airport to Alicante, Spain, for an eight-day New Year’s trip in nearby Benidorm.

The family arrived at the airport, checked in for their flight, went through security, and finally arrived at their gate.

Excitement — and nerves for the first-time flyer — set in, Rachael said.

The flight started boarding, and when the family reached the desk to scan their tickets and have their passports checked, a Ryanair worker told Jake that his passport was damaged, Rachael said. He wasn’t allowed to board the flight.

A small tear in the passport prevented the 19-year-old from flying

On the first page of the passport, above the page that displays Jake’s photo and information, was a tear near the binding of the passport.

Jake’s passport had been issued in October 2022, and the family said they hadn’t noticed the tear. They believe it happened when Jake used his passport recently as his main form of identification after his wallet and IDs were stolen.

BI couldn’t find anything on the airline’s website with information about damaged passports, but a Ryanair representative told BI the top corner of the passport was also missing and said in a statement that “this 19-year-old adult passenger was correctly refused travel on this flight from East Midlands to Alicante (28 Dec) by the gate agent at East Midlands Airport as his passport was damaged and therefore not valid for travel.”

But the UK government says a damaged passport is “one which the customer cannot use as proof of identity because of its condition.” This can include laminate peeling, detached pages, “where the front, back or personal details page has been cut,” or damage like tears, rips, or bite marks, the website states.

An image of Jake Burton and the tear in his passport.

Jake Burton and the tear in his passport. Rachael Burton via BI

Meanwhile, Jake’s parents were still able to board the flight. Rachael said their son encouraged them to go on their eight-day trip without him.

“There was no way on this planet. I just couldn’t do it,” she said. “I wouldn’t be able to enjoy myself.”

The family decided to look for other options. Rachael said the Ryanair worker told her other airlines might be willing to accept the passport. The family headed to another budget airline’s desk and were told the passport’s tear was small and fine to travel with, she said.

“They accepted the passport right away and said that they would try to get us on a different flight,” she said. “Unfortunately, there wasn’t any other flight available.”

Defeated, the family headed home. They first had to exit through border control. There, Rachael said, a border control agent also thought the passport looked fine.

“Her exact words were, ‘I’m so sorry for you because I think these passports are fine,'” Rachael said.

“For other people to say, ‘This passport is fine,’ that’s what’s frustrating,” Rachael said.

Instead of spending New Year’s Eve in Spain, they ended up having a quiet night at home in England.

Passengers in line at a Ryanair check-in desk.

Passengers in line at a Ryanair check-in desk. EyesWideOpen/Getty Images via BI

The family lost more than $1,500

Rachael said that altogether, the family lost £1,234, or about $1,560 USD, between flights and transportation to and from the airport.

This isn’t the first time a person has been denied boarding due to a damaged passport. In December, a couple had to cancel their honeymoon to Turkey after Turkish Airlines prohibited the husband from flying with a water-damaged passport, BI previously reported.

Ultimately, Rachael encourages others to double-check their passports before a trip and avoid using them as their everyday ID.

“With it being that small, I didn’t realize something like this could jeopardize you going,” she said.

For future trips, the family said they’d get covers for their passports.

“We’re getting him a new one now, and it’ll be under lock and key in a nice cupboard,” Rachael said.



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Moderna soars on analyst upgrade


Moderna stock outlook

Moderna (NASDAQ: MRNA) saw its stock surge 13% after Oppenheimer & Co. (NYSE: OPY) analyst Hartaj Singh upgraded the stock to “outperform” and predicted five product approvals by 2026. This comes despite a dismal 2023 for the company, marked by declining COVID-19 vaccine sales and investor concerns about pipeline progress.

Moderna Inc. is a pioneering biotechnology company founded in 2010 with its headquarters in Cambridge, Massachusetts. They specialize in developing mRNA-based therapeutics and vaccines, including their flagship Spikevax COVID-19 vaccine, the first mRNA COVID vaccine. CEO Stéphane Bancel leads the company, which boasts a market capitalization of $42.51 billion and employs over 3500 people worldwide.

Decoding Moderna’s post-pandemic playbook

Moderna’s core business revolves around its mRNA platform technology. This biotechnology breakthrough instructs cells to produce specific proteins for therapeutic or preventative purposes. This technology has been applied to develop personalized cancer vaccines and vaccines for infectious diseases like COVID-19 and RSV. Despite COVID-19 vaccine sales being their current revenue driver, the company’s future hinges on its diverse pipeline of new products.

More than just a shot in the arm

Moderna’s recent stock surge isn’t just a blip on the financial radar. It’s a resounding vote of confidence in the company’s future, fueled by a burgeoning pipeline with promising candidates. Oppenheimer & Co.’s bullish outlook is rooted in three game-changing possibilities:

The RSV savior

Respiratory syncytial virus (RSV) is a common respiratory infection that can be deadly for infants and older adults. While most children encounter it before age 2, some experience severe complications, leaving a significant unmet medical need. With a potential approval date as early as April 2024, this vaccine could be a lifesaver, protecting those most vulnerable from a potentially devastating illness.

The flu fighter

Seasonal flu strikes fear into the hearts of millions every year, disrupting lives and clogging healthcare systems. Current vaccines offer decent protection, but their effectiveness wanes over time, requiring annual booster shots. Moderna’s flu vaccine candidate takes a different approach, aiming for broader and more durable protection. The hope is that a single shot could shield you from multiple flu strains for extended periods, significantly reducing the burden of this annual battle. That’s the potential Moderna’s flu vaccine holds.

The cancer warriors

Cancer, in its many forms, remains a formidable foe. But personalized cancer vaccines, tailored to each patient’s unique tumor profile, could be a game-changer. Moderna is pushing the boundaries here, developing vaccines targeting melanoma and other cancers. Think of it as training your immune system to recognize and attack your specific cancer cells, turning your body into a powerful defense system. This is truly personalized medicine at its finest, and the potential to save lives is immense.

Why 2024 could be Moderna’s year

The Oppenheimer upgrade came following a challenging year for Moderna in 2023. COVID-19 vaccine sales peaked, and concerns about the company’s pipeline progress weighed on the stock. However, analysts expect a turnaround in 2024 and beyond as new products launch and COVID-19 booster education efforts increase vaccine distribution.

Moderna’s stock surge reflects renewed analyst and investor confidence in the company’s long-term potential. The potential approval of RSV and flu vaccines in the near future could inject significant revenue streams, while progress on cancer vaccines offers long-term growth prospects. Additionally, declining operating expenses and a potential rebound in COVID-19 booster sales in 2025 could further bolster the company’s financial health.

A rising tide lifts all boats

The far-reaching impact of Moderna’s recent surge goes beyond the numbers on a ticker. This positive news isn’t just a boon for the company itself, it is a splash of hope for the broader biotechnology industry and countless patients worldwide. Here’s how:

Moderna

The analyst upgrade and stock surge act as a powerful validation of the company’s pipeline strategy. Investors are voting with their wallets, expressing confidence in the game-changing potential of the RSV, flu and cancer vaccines in development. This newfound trust can unlock doors to further investment, fueling even more research and accelerating the path to bringing these innovations to market.

Biotech industry

Moderna’s success with mRNA technology isn’t just a win for one company, it is a beacon of light for the entire medical sector. Their pioneering work paves the way for broader adoption and exploration of this revolutionary technology by other research teams and companies. This could lead to a new wave of innovation, tackling previously untouchable diseases and pushing the boundaries of what’s possible in healthcare.

Customers

Ultimately, the true beneficiaries of Moderna’s pipeline lie in the potential health benefits for millions worldwide. Imagine infants and older adults protected from the dangers of RSV, thanks to a readily available vaccine. Picture a future where seasonal flu becomes a memory, thanks to a more durable and effective vaccine. And envision the hope offered by personalized cancer vaccines, empowering patients’ immune systems to fight their unique tumor profiles. These are just glimpses of the potential impact on individual lives and public health.

While challenges remain, including potential delays in product approvals and competition within the vaccine market, Moderna’s recent upgrade and pipeline progress signal a possible shift in its fortunes. If the company successfully executes its strategy, it could regain its place as the leader in the biotech industry and deliver life-changing therapies to patients worldwide.



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NFL Team Owner Throws Drink at Opposing Fan During Game Loss


Talk about bad sportsmanship!

The billionaire owner of the NFL’s Carolina Panthers, David Tepper, is under fire for allegedly throwing a drink on a Jacksonville Jaguars fan during Sunday’s game at EverBank Stadium in Jacksonville.

In a clip that’s now gone viral on social media, Tepper can be seen throwing the liquid in his cup out of the window of his box before slamming the cup down, causing a Jaguars fan below to look up in anger.

The incident appears to have occurred after Panthers’ quarterback Bryce Young threw an interception in the final moments of the game.

“We are aware of the video and have no further comment at this time,” NFL spokesperson Tim Schlittner said, acknowledging the clip without providing further information.

Related: NFL Player Lived In the Stadium for Two Years To Save Money

The Panthers lost the game 26-0 and currently have a record of 2-14.

This weekend’s incident marks Tepper’s second public display of disgust over the team.

In November, Tepper was seen exiting the Panther’s locker room and screamed an expletive after a 17-10 loss to the Tennessee Titans.

Tepper has owned the Panthers since 2018 after purchasing the team from disgraced former owner Jerry Richardson, who faced allegations of racism and harassment at the time. Richardson passed away in March 2023.

Related: Kelce Jersey Sales Spike After Taylor Swift Attends NFL Game

The Panthers are set to take on the Tampa Bay Buccaneers on Sunday at home.

Tepper is worth an estimated $17.5 billion, per Bloomberg.





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Forging Ahead: Understanding Influencer Partnerships in Brand Creation and Management


Opinions expressed by Entrepreneur contributors are their own.

In today’s digital-first world, brands are increasingly turning to social media influencers to amplify or be the face of their brands.

The decision to collaborate with influencers, however, is not one to be taken lightly. Compared to traditional marketing channels, influencer partnerships come with their own set of challenges and opportunities. There are several factors brand managers and marketers should consider in evaluating whether an influencer collaboration aligns with their brand strategy and goals, and it goes far past their follower count.

Related: Influencers Have Some Serious Power — Are They a Worthwhile Spend for Brands?

1. Authority and trust in the category

In the realm of influencer brands, authority and trust reign supreme.

Founders who have established themselves as authorities within their respective niches are poised for success. Influencers with extensive knowledge and expertise will earn the unwavering trust of their audience, regardless of the industry. When an influencer boasts such authoritative credentials, their recommendations carry a level of trust to their audience.

Related: 5 Things You Should Know Before Collaborating With An Influencer

2. Influence that sells

While a substantial following certainly helps an influencer brand reach a broad audience, it’s not just about the numbers. Some influencers amass followers for various reasons unrelated to their industry acumen — be it their dating lives, roles in movies or prowess in sports.

Others demonstrate the principle that true influence isn’t solely based on follower count. Micro-influencers may have smaller audiences, but they often boast higher engagement rates and a more targeted reach, making them increasingly popular among brands seeking authentic and effective partnerships. These influencers possess the unique ability to sell products earned through a history of reliable recommendations and endorsements. It’s this trust that underpins someone’s overall influence in the market.

True influence is about having the power to sway preferences and decisions through a genuine, proven connection with an audience.

3. An authentic brand story and aesthetic

Authenticity serves as the cornerstone of influencer-driven brands. It’s the authenticity that initially attracts followers, and transitioning that authenticity to a brand is a formidable challenge. In a market saturated with brands, a name alone is often insufficient to capture the attention and loyalty of consumers.

Today’s customers seek a deeper story, a genuine connection and an aesthetic that mirrors the founder’s identity. To truly resonate and sell effectively, influencers need to align closely with the brand’s values, story and ethos. This alignment ensures that their promotions and endorsements do not feel forced or superficial, but rather, they appear as a natural extension of the influencer’s own narrative and principles.

When an influencer shares a strong correlation with the brand — be it through shared values, lifestyle or aesthetics. It enhances the credibility and impact of their endorsements, leading to a more authentic and effective partnership.

Related: 5 Ways to Identify Influencers Worth Your Brand’s Time and Money

4. A product that serves a market need

Most consumer markets are saturated, making innovation and market relevance paramount. Standing out amid the sea of products and services necessitates identifying and addressing a genuine market need. If an innovation meets an unaddressed market need, then it can put itself in a position to be successful.

A product or service might be interesting thanks to the influencer’s marketing skills, but if the brand and its products don’t meet a need, it will have difficulty succeeding.

5. Product excellence beyond expectations

Product mediocrity will be swiftly dismissed. Influencer-owned brands face heightened scrutiny, with the burden of proving their products’ superior quality given that they are personalities rather than scientists or manufacturing experts. Their fame in the market presents a challenge — the need to exceed customer expectations. These brands must deliver products that not only meet industry standards but also surpass them.

The influencer’s reputation hinges on delivering the highest quality; this commitment is the brand’s greatest asset. Whilst an influencer may know what they want to create, working out where in the world to manufacture it, how to negotiate MOQs and pricing, adhering to regulations and making the product meet expectations should not be underestimated.

Bad decisions here can kill a young brand or business before it’s even started. Poor decisions can also set these brands up for failure as they grow.

Related: Why Consumers Care About Influencers, and Why You Should Too

6. Smart and effective operations

Ecommerce operations, from warehouse management to shipping logistics, fulfillment and customer service, are intricate and demanding. Customers anticipate a seamless shopping experience. Anything less than excellence can tarnish a brand’s image.

Influencer brands must master the art of efficient operations, ensuring that the customer journey is flawless, from browsing to delivery. Regardless of the industry or market, many sales take place online and making this as easy as possible for the customer is essential for success.

7. Continual community building

The community an influencer has built should never be neglected. It must always be the brand’s guiding principle. Deviating from this ethos risks alienating the most loyal followers, who may turn against the brand if they perceive a shift in priorities. Nurturing the community, engaging with followers and actively seeking their input and feedback ensures that the brand remains aligned with the expectations and values of its audience.

In the dynamic world of influencer brands, it’s not just about capitalizing on an influencer’s following. Success hinges on the fusion of trust, authenticity, innovation and exceptional operations. When harmoniously orchestrated, these key factors create a brand that not only reaches for the stars but firmly grasps them, delivering substantial returns and leaving an indelible mark in the field.

The magic isn’t in the follower count alone — it’s in the mastery of these crucial elements that distinguishes thriving influencer brands from the rest.



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This Tool Can Help You Make a Killing in the Stock Market


Disclosure: Our goal is to feature products and services that we think you’ll find interesting and useful. If you purchase them, Entrepreneur may get a small share of the revenue from the sale from our commerce partners.

Whether you’re investing for your business or for yourself, you want to make the smartest investments possible. Sure, the stock market is booming right now, but that won’t always be the case. You need to know how to navigate through lulls and downturns. Fortunately, Tykr Stock Screener is a tool you can always have at your disposal, and it’s on sale through the end of the year.

Tykr has earned a 4.9/5-star rating on Trustpilot and AppSumo and a 4.5/5-star rating on Capterra because it makes investing safer and more educational. The intuitive tool gives you instant access to information on more than 30,000 US and international stocks to help you decide what is or is not worth your money. In addition to screening individual stocks, it’s also an educational platform enabling you to manage market risk.

All of Tykr’s calculations and algorithms are open-source, and the result of its behind-the-scenes work is a series of stats on every individual stock. Each stock is categorized as On Sale (potential buy), Watch, or Overpriced (potential sell) and has a score to indicate its overall strength. With a lifetime Premium Plan, you’ll have abundant access to stock information as the market changes, giving you the confidence to invest more safely.

Treat yourself to better investing in 2024.

Now through 11:59 p.m. PT on January 1, you can get a lifetime Premium Plan to Tykr Stock Screener for an extra $20 off, making it the exclusive price of $99.97 when you use code STOCK at checkout.

Prices subject to change.



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How to Develop and Cultivate a Growth Mindset


Opinions expressed by Entrepreneur contributors are their own.

Unlike a static view of capability, a growth mindset flourishes when faced with challenges, viewing failure not as a sign of a lack of intelligence but as an encouraging platform for development and expanding current skills. At its core, a growth mindset is about the belief that one’s fundamental qualities are things that can be cultivated through effort, strategies and help from others.

Still, it isn’t uncommon for a lot of us to strive for success and avoid failure at all costs. We see it as a way of maintaining a sense of being smart or skilled. When we adopt a fixed mindset, challenges are avoided, effort is seen as fruitless, and persistence in the face of obstacles is minimal.

For entrepreneurs, adopting a growth mindset is not just beneficial but essential. The entrepreneurial journey is replete with challenges, uncertainties and setbacks. A growth mindset empowers entrepreneurs to embrace these challenges, learn from failures and persistently innovate and adapt. It transforms the way entrepreneurs approach their business — seeing opportunities where others see obstacles and continually evolving to meet the ever-changing demands of the market.



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Apply for Jobs Easier with This Lifetime Subscription, on Sale for $59.97


Disclosure: Our goal is to feature products and services that we think you’ll find interesting and useful. If you purchase them, Entrepreneur may get a small share of the revenue from the sale from our commerce partners.

New Year’s is a holiday that’s solely focused on celebrating the passage of time. For many of us, that makes it feel like as appropriate a time as any to rally our inner spirits to commit to positive change. Those of you who are tired of dealing with the same issues at work and those who have been gearing themselves up to join the job-hunting market — you can get this LazyApply Job Application Basic Lifetime License, which is just $59.97 (reg. $149) through January 7 only.

Rated 4.5/5 stars on the Chrome Web Store, LazyApply equips you to apply for tons of jobs with a single click. It can apply to jobs for you on LinkedIn, Indeed, and other widely used platforms. Using an AI known as JobGPT, LazyApply automatically fills out applications with your information. It uses advanced algorithms so potential employers’ filtering systems won’t block your application.

This subscription comes with unlimited LinkedIn profile emails, up to 150 job applications each day, plus specialized analytics on your progress so that you can adjust and adapt. The LazyApply Job Application team offers a weekly consultation call to discuss your progress.

Give yourself the power to accomplish your New Year’s job resolution easier.

You can get this LazyApply Job Application Basic: Lifetime License, which is on sale for just $59.97 (reg. $149) through January 7 at 11:59 p.m. PT.

Prices subject to change.



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Get a Lifetime of Jillian Michaels: The Fitness App for $149.97


Disclosure: Our goal is to feature products and services that we think you’ll find interesting and useful. If you purchase them, Entrepreneur may get a small share of the revenue from the sale from our commerce partners.

The new year is fast approaching, and many of us are figuring out what resolutions we will impart on ourselves beginning in January. One of the most common ones is getting in shape physically, which is noble and great. If you or someone you know could use a boost in the workout department this coming year and beyond, then make sure you don’t sleep on this deal. Through January 1st only, you can get this lifetime subscription to Jillian Michaels: the Fitness App on sale for just $149.97 (reg. $449).

Available to new users only, this lifetime subscription features the entire Jillian Michaels workout program. For those unfamiliar with our award-winning fitness expert and renowned life coach, Jillian Michaels has been making waves and influencing people around the world to lead healthier lives for years.

The subscription features more than 1,000 workout exercise videos with a range of focuses, intensity levels, and goal settings. You can swap certain exercises for other ones, ban some from your account, transition and adjust the length of time one lasts, and even play your own music through the platform.

Don’t miss this chance to grab a subscription for a platform that’s been a Best of Award Winner on both the Google Play Store and the App Store.

Through January 1st at 11:59 p.m. PT, get this lifetime subscription to Jillian Michaels: the Fitness App on sale for the exclusive price of $149.97 (reg. $449).

Prices subject to change.



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I Tested AI Tools So You Don’t Have To. Here’s What Worked — and What Didn’t.


Opinions expressed by Entrepreneur contributors are their own.

In the fast-paced world of scaling service-based businesses, the dilemma of delivery versus marketing efforts is a constant challenge, especially for those who are at the point of maxing out on their client capacity.

The need for brand relevance, consistency and awareness can feel overwhelming when a lot of your time is dedicated to delivering a transformational experience for your clients. That sparked the idea for my team and me to dive in on testing relevant artificial intelligence tools to help free up time spent on our marketing strategies.

Here’s everything that worked — and what didn’t — in the last 12 months, using my coaching business as a guinea pig.

Related: Yes, You Can Use AI for Marketing. But Don’t Forget About the Benefit of Human Touch.

Does AI diminish the human touch or authenticity of our message?

One common fear is that AI will replace authenticity in marketing. A helpful reframe here may be to see this tool as an additional instrument in the “orchestration” of your brand.

Picture this: Just as a conductor directs the musical performance or symphony, AI can enhance your song without overshadowing your unique voice and the intention of what you want to convey in the song.

The song I’m referring to is your brand message. AI is just another instrument that can be added to your marketing to spread awareness for your brand. As long as you are clear on your ideal clients, offer and core message — then the playground is yours to integrate AI creatively into your marketing.

The biggest lesson I learned in the last 12 months is that the machine output will only be as good as the user’s input. You are still the storyteller, the architect and the soul of the intellectual message.

The 3 biggest benefits of AI

1. The client-driven brand message

One key benefit is streamlining note-taking and not having to solely rely on our brains to do all the recalls, especially for client calls, events, workshops, etc.

Tools like Fathom on Zoom have allowed me to take detailed notes during calls without compromising my presence and focus as a coach. The ability to condense and generate information, summaries and insights at lightning speed is a game-changer.

From a marketing perspective, all the AI-streamlined notes can help enhance the clarity and specificity of our message because now we can use real-time data (a.k.a words sourced from our existing or potential clients) to create the most effective message to attract even more of our people. For streamlining call notes and summarizing data, consider trying Fathom AI or Otter AI.

Related: How to Incorporate AI into Your Marketing Strategies (and Why You Should)

2. Making your content more dynamic and attention-grabbing

In today’s social media landscape, capturing the attention of our potential clients is more challenging than ever as you may be already aware. Now it is more crucial than ever to have compelling sales content, email headlines and hooks that stand out.

That’s exactly what I loved using AI for in my business. AI can work around the clock (unlike most of us who need eight to nine hours of sleep) to help you craft different versions of attention-grabbing copy that resonate with your audience.

Recently, I needed help writing the landing page copy for my new workshop event, so I went to ChatGPT. I provided the context of this event, what I was trying to teach, ideal clients that I wanted to reach and allowed AI to do the rest of the magic.

The entire process took less than 30 minutes from start to finish and resulted in a 40% conversion rate for sign-ups. This would have taken me at least two hours in the past.

This type of workflow works best if you are clear on the idea and just want support in putting the structure around it. Do always trust your intuition to decide on what feels right and edit as you go to ensure it still fits with your brand voice. Your intuition (human touch) is the starter and the finisher, AI can just speed up the process in between. For this use case, check out ChatGPT or Google Bard.

3. Being everywhere at the same time (omnichannel efficiency)

As consumer’s content preferences evolve — from listening, watching or reading content, AI’s repurposing functionality offers endless possibilities for us business owners to streamline this process to reach more people on various platforms.

If you are someone who prefers to create content by “saying it out loud,” you can use a tool called Oasis AI to help you bring the audio into various formats of social content.

If you are someone who prefers to film content in a video setting, you can use a tool called Descript AI to help you add text-to-captions and cut into short-form videos to distribute to channels such as YouTube Shorts, Instagram Reels or TikTok.

No longer do we need to spend countless hours editing or repurposing manually to be everywhere at once. All you need is one core content, and let the machine do the heavy lifting to help you generate 10x more out of that original piece.

Related: How to Use AI to Drive Growth and Improve Customer Interactions

The future of AI in marketing

A helpful reminder here is that artificial intelligence can not aggregate information that doesn’t exist online yet. We are still the creators and innovators.

Humans live, humans experience and humans connect — robots cannot do that. Humans will be the facilitators and the conductors of the machine. The question comes down to this: Are you willing to learn to become the best facilitator to help your business expand forward?

In the hands of someone curious, open-minded and creative, AI makes the marketing output significantly easier and faster. Welcome to the next era of marketing.



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How to Navigate the Pitfalls of Trust in Business Relationships


Opinions expressed by Entrepreneur contributors are their own.

Across all industries, from new startups to companies listed on the New York Exchange, companies now fly their flags as being committed to building lasting relationships with their customers. They claim that their business is centered around building authentic relationships, which places high value on building customer relationships. Indeed, one of their most prominent selling points is that they claim to prioritize long-term connections with the hope of encouraging customer engagement, building trust and sparking feelings of loyalty.

Sadly, these claims couldn’t be farther from the reality. Many businesses’ practical behavior shows that they decidedly remain transactional or, worse, predatory. This begs why companies pretend to be relationship-focused when their behaviour suggests otherwise.

The promise of relationship business

Perhaps the first thing we should discuss is why businesses try to paint themselves as a relationship business even though they’re mostly all about transactions. Companies understand that the concept of existing as a relationship business entices potential customers. By giving this impression, companies appear to care about their customers genuinely. It paints them as a body willing to go the extra mile not just to understand the needs of their customers but that they are also intentional about fostering long-term connections with their customers. By presenting this image, customers are enticed by the promise of a sense of belonging and personalized recommendations.

Related: How Entrepreneurs Can Fuel Innovation and Push Societal Limits

The reality of transactional behavior

In an ideal business world, building and maintaining business relationships can be a deciding factor in determining the long-term success of a business. Yet many businesses turn a blind eye to business relationships and instead focus on the short-term benefits of transactional behavior. In many instances, businesses’ efforts end the moment they collect customer data or a sale. While one would imagine that such data would be used to personalize and deliver relevant experiences, many businesses simply fall short.

A common real-life example many consumers have experienced in their relationship with businesses is getting generic responses to their inquiries. Another transactional behavior common with businesses is outsourcing support to reduce their costs. Although there’s nothing wrong with them trying to reduce costs, this move cannot come at the expense of the consumers. How? Outsourcing support often means consumers relate with people who are not very familiar with the business processes. The support offered then shifts focus from attending to consumer issues to just closing case tickets raised by the consumers. Actions like these point to one truth: the business prioritizes short-term gains over long-term customer satisfaction.

Why the discrepancy?

Naturally, businesses vary in their approach when delivering customer experience. Some companies emphasize personalizing interactions and invest in customer service training, while others employ cost-cutting measures; here, business is strictly transactional.

Typically, in businesses, there’s usually a discrepancy because of the following reasons:

  1. Neglecting relationships means transactions are straightforward to manage because they don’t involve human feelings. The summarised process is simply a buyer getting what they need from a seller, made available through a quick exchange and rarely any human interaction. This business model can be successful depending on the industry and business goals. However, it’s a limited model if relationships are key to your existence.
  2. Pressure to deliver immediate results due to the fast-paced business environment is another reason businesses focus on transactional efficiency. Thus, they focus on quick transactions rather than building relationships that pay off over time because they’re in a race to meet target earnings and satisfy investors.
  3. Strictly transactional businesses tend to generate more profit in the short term. This makes it a more enticing approach as companies prefer to focus on individual transactions and thus accommodate more customers in a shorter time frame.
  4. Companies that put up a front as a relationship business sometimes stop at just collecting customer data because of a lack of understanding of what the data says. Although they have the data, translating the data into actionable insights is something they don’t understand and thus neglect.
  5. Businesses sometimes lack the understanding to justify allocating resources to building relationships. They don’t understand the long-term benefits of customer relationships, such as customer loyalty, brand advocacy, and sustainable long-term repeat business.

Related: How Your Entrepreneurial Spirit Can Lead The Way in Crisis

The impact of transactional behavior

A transactional behavior model might seem appealing and like a fast route for businesses, but it comes with risks. Relationships are important to customers, and they quickly notice when the company’s actions don’t align with the initial promise. It’s only a matter of time before they switch to alternatives that offer more genuine engagement. Other risks associated with adopting transactional behavior include:

  • Limited growth potential because of failure to cultivate customer loyalty. Such businesses miss out on repeat business and referrals, thus limiting their growth.
  • Creation of a negative perception among customers
  • Reduced job satisfaction and morale for team members in the business as they are just focused on pushing sales.

Embracing authentic relationship-building

All said and done, to bridge the gap between promise and disappointing reality, it is clear that businesses need to adopt the habit of authentic relationship building.

Here are some tips on how to become a relationship business:

  1. Foster a culture where customers’ interest is ingrained in every decision.
  2. Train, coach, and equip your employees with the tools to build customer relationships. The goal should be to prioritize long-term values instead of quick wins.
  3. Invest in data analytics to better understand customer preferences and behaviors. This knowledge should be used to deliver personalized customer experience.
  4. Implement metrics that show customer satisfaction and retention indicators to inform your staff about the importance of genuine relationships, not only for the business’s good but also for every team member’s personal benefit.

Businesses must stop selling themselves as relationship-focused when reality tells a transactional tale. Companies should be ready and willing to commit to understanding customers intimately to achieve a shift towards authentic relationship building. Only with a dedication to delivering value over time can companies claim to be relationship businesses, and they’ll be rewarded with their customers’ trust and loyalty; your customers know when you are faking it.

Take the decisive next step: Forge, a culture brand that embodies authenticity and galvanizes a workforce dedicated to fulfilling its core promise unwaveringly. Act now to intentionally transform your vision and reap the benefits in the ever-changing marketplace.



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