In 2008, top performing companies will be inviting input and facilitating regular online discussions with employees to enhance communications and increase engagement. In terms of expected results, Watson Wyatt confirms that: "companies that deployed effective employee communications practices delivered nearly 50% higher total return to shareholders." So, how does a company start a meaningful, relevant, and engaging online dialogue with its employees?

MeadWestvaco, a global leader in packaging solutions, made the strategic decision to leverage PollStream's Poll and Comment Engine solutions. "MeadWestvaco, now MWV, is transforming into a company that will require innovation and engagement far beyond what was expected from our employees in the past," says David Wright, Director of Employee Communications. "The polls are beginning the transformation of employee communications from a one-way, top-down monologue to a shared conversation that increases participation and understanding and facilitates connections across business units and international borders."

MeadWestvaco employees have already embraced the conversation philosophy: "I like this poll — it reinforces the stories you've shared on the intranet portal — and reminds me that I need to read those stories more closely." Start the conversation with your own audience — contact PollStream today!

One hundred years ago business was an art form built on conversations and relationships. Despite the proliferation of countless media channels and communication tools, today's path to business success is still marked by the milestones of individual relationships.

In this and upcoming issues of the PollStream e-newsletter we will look at five cornerstones of successful Relationship Marketing: Relevance, Uniqueness, Customer Behavior, Exchange of Values, and Trust.

Think about any meaningful conversation that you've had — somewhere beneath the flow of words there was a deep connection, a point of relevance. If your aim is to build strong relationships with your customers, based on trust and loyalty, then it is essential that you find key points of relevance in your marketing conversations.

Customer dialogue, more than demographics, will tell you if a customer is interested in your products. For instance, Apple Inc's professional level Server application is designed for IT managers, yet a significant segment of active users are freelancers, sole proprietors and enthusiastic amateurs — all of these fall outside the initial target demographic.

Getting to know customers and their position in the relationship lifecycle is vital to success. A customer who is in the first year of refinancing a house is not likely to find much meaning in a conversation about new loan options. However, a customer who is facing an expiration date and rate increase will be very interested in having just that conversation.

PollStream's interactive polls have segmenting features that make it simple to engage customers in a compelling dialogue tailored to their profiles and current needs. Ask the right question, get the right response — and provoke your customers to take the right action.

Next month: Every Relationship is Different

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