Are companies maximizing their ROA—Return on Attention? That’s what John Hagel is asking in an interesting blog post. Do companies actually know which 20% of all their consumers consume 50%, 60%, 70%, 80% of their services and products. And do they use that information to optimize their revenues and profits? Do they connect with them to co-create new products and services? Do they get them to create ads for the company? Do they engage them in an ongoing conversation?
As the role of consumers grows in the chain of capitalism, are companies identifying the most important ones and embracing them in a myriad of ways?
Food for thought.
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