I have visited the largest copper mine in Chile and I can tell you that the Atacama Desert is one of the most fascinating places in South America.  Today, the mining community is facing a perilous and unique problem in this region.   With minors trapped for weeks and facing many more weeks until rescue, mining officials are consulting with a team of healthcare professionals not only to monitor physical health but also mental wellbeing.  Psychologists are very careful to craft messages to the minors that will bolster spirit and lessen any type of negative thoughts.  Messages in and out of the mine are scrutinized and deciphered.  These trapped minors must be able to trust the team that will carry out their rescue.

How much time do we spend on the messages sent out to customers and prospects?  Do messages create a positive impression of your company?  Do the communications foster familiarity, awareness and most importantly: trust?  How do you know?  Your customers will not do business with you unless there is trust.  Do you regularly capture and analyze company and customer data to know if you are obtaining the desired result?  Most companies do gather huge amounts of data on customer behavior.   It is making sense of that data in the context of your industry, location, marketing campaign, and unique business characteristics that is the challenge.