Have you ever worked with an awesome product manager? If so, you know that she set the vision for the product and managed the day-to-day activities of the team. She was at the epicenter of every decision and knew all the cross-functional team members like they were family. She managed the "whole" product.
Recently, the annual list of companies with the worst customer service came out and it got me thinking. It's time that marketers seized the opportunity of "helpfulness" and use its value at every stage of the purchase journey, from prospect to long-term, raving fan. All too often, helpfulness is dismissed as a throwaway, when it can be transformed into your most valuable engagement strategy.