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Digg it UP - Marketing: The Value of Your Own Experience
In watching the Enron trial it appears to me that these gentlemen are going to get office Scott Free. Why is it that our government is spending $200 million of taxpayers money all of this trial? Why not just give that $200 million back to those who lost all their pension when Enron closed their doors?It seems as if the government lawyers are more concerned with the public relations problem on their hands if they fail to convict rather than the shear amount of money they are spending that is taxpayers money. If the government doesn't care abo
I should have heard something like this, "Hi! Thanks for calling "AAAA Company". Your call is very important to us and although we strive to answer each and every call personally, occasionally all of our consultants are busy assisting other customers. However, please leave your name and number after the tone and we return your call today. We understand that you have lots of choices, so we’re thrilled that you called us!"
Bottom line?
The "AAAA Company" wasted money.
The "AAAA Company" lost a sale.
The "AAAA Company" lost a referral.
The "AAAA Company" gained a detractor.
The "AAAA Company" lost profits.
The "AAAA Company" missed the opportunity to get a new customer.
The "AAAA Company" missed a chance for a repeat purchase
Looking online for a job is a great way to start off on your new career. With the advances in the internet, many retail chains no longer require you to come into the store to fill out a job application in person. Applying for a job via the internet, like with the Home Depot Online Job Application, now allow you to apply for several jobs in one sitting, rather than having to spend hours going from venue to venue. Still, there are some things you should know before you apply online that are relevant to most internet based job applications, includin
Years ago, when I was in graduate school, I enrolled in a course titled, "Services Marketing." Among other things, my professor required that we document three positive and/or negative customer experiences we had each week to share with the class.
We were asked to include the following:
1. Describe what happened.
2. How did this make you feel?
3a. What should they have done to make your experience better?
or
3b. What did they do that exceeded your expectations?
At first, I viewed this as just another task on my "to-do" list, but soon discovered what a valuable learning exercise it turned out to be! I continue documenting my experiences in a log book (it’s a lifesaver when I want to provide concrete example that help illustrate a point) and recommend this activity to all my clients.
As part of my preparation for this article I decided to randomly select an entry I’d included. So, I pulled out my log binder, shut my eyes, opened it up and pointed my index finger anywhere on the page.
Here’s the one I selected:
1. Description: My company is getting ready to participate in a trade show so I decided to but some "trash and trinkets" (giveaways) personalized with our company’s logo. Remembering that I had recently received a direct mail piece from a local company I decided to give them a try. I located the letter and was immediately impressed with their ad copy. It contained all of the "right stuff" such as:
* Great features translated into wonderful benefits
* Powerful headlines
* Plausible testimonials
* Strong offers
* "Customer First" Platitudes
* Promises of quick turnaround times
Thrilled to have such a seemingly awesome company so close by, I hauled out my corporate credit card, ready to buy.
The first two times I dialed their number I got a busy signal. Since that’s a rarity these days, I figured I had entered the number incorrectly. After double-checking, I redialed. This time my call was answered by "robot man", or so it seemed, who said, "Hi, you’ve reach Company X. We’re not here now but you know the drill. Leave a message and we’ll call you back."
Question: How Did That Make You Feel? Answer: Not Warm and Fuzzy…
1. Annoyed - I had to dial their number three times before I even got through to their voice mail system.
2. Disappointed – Their advertisement had created a picture in my mind of a professional company dedicated to delivering quality products and superior customer service. Apparently they hadn’t made the connection between customer care and answering their phones!
3. Confused – Why on earth would any business owner spend the time and effort involved in creating a first rate marketing piece only to "blow it" when a potential customer shows interest? It boggles the mind.
4. Surprised – I completely understand that many small businesses do not have the sophisticated phone systems like the big guys. No problem. I am more than happy to leave a message if all of the phone lines are busy (but I will say that if this is a regular occurrence, they should consider adding more because there are still folks who will hang up if they don’t reach a live person. Something to consider…)
Question: What should they have done to make the experience better? Answer: Change their greeting, at a minimum!
I should have heard something like this, "Hi! Thanks for calling "AAAA Company". Your call is very important to us and although we strive to answer each and every call personally, occasionally all of our consultants are busy assisting other customers. However, please leave your name and number after the tone and we return your call today. We understand that you have lots of choices, so we’re thrilled that you called us!"
Bottom line?
The "AAAA Company" wasted money.
The "AAAA Company" lost a sale.
The "AAAA Company" lost a referral.
The "AAAA Company" gained a detractor.
The "AAAA Company" lost profits.
The "AAAA Company" missed the opportunity to get a new customer.
The "AAAA Company" missed a chance for a repeat purchase.
When the tide comes in, all boats in the harbor go up... the tough part is figuring out how to bring the tide in. Booming economies come and go and bring surges of profit increases, then ebb to leave behind shortages and tough times. Regardless, there are some business that just seem to weather the tough times with grace, not really affected by recessions. It's almost as though they have a secret source... maybe they do... customers.Hey, customers always buy... in the good times and in the bad times. They still have needs and still make purch
As part of my preparation for this article I decided to randomly select an entry I’d included. So, I pulled out my log binder, shut my eyes, opened it up and pointed my index finger anywhere on the page.
Here’s the one I selected:
1. Description: My company is getting ready to participate in a trade show so I decided to but some "trash and trinkets" (giveaways) personalized with our company’s logo. Remembering that I had recently received a direct mail piece from a local company I decided to give them a try. I located the letter and was immediately impressed with their ad copy. It contained all of the "right stuff" such as:
* Great features translated into wonderful benefits
* Powerful headlines
* Plausible testimonials
* Strong offers
* "Customer First" Platitudes
* Promises of quick turnaround times
Thrilled to have such a seemingly awesome company so close by, I hauled out my corporate credit card, ready to buy.
The first two times I dialed their number I got a busy signal. Since that’s a rarity these days, I figured I had entered the number incorrectly. After double-checking, I redialed. This time my call was answered by "robot man", or so it seemed, who said, "Hi, you’ve reach Company X. We’re not here now but you know the drill. Leave a message and we’ll call you back."
Question: How Did That Make You Feel? Answer: Not Warm and Fuzzy…
1. Annoyed - I had to dial their number three times before I even got through to their voice mail system.
2. Disappointed – Their advertisement had created a picture in my mind of a professional company dedicated to delivering quality products and superior customer service. Apparently they hadn’t made the connection between customer care and answering their phones!
3. Confused – Why on earth would any business owner spend the time and effort involved in creating a first rate marketing piece only to "blow it" when a potential customer shows interest? It boggles the mind.
4. Surprised – I completely understand that many small businesses do not have the sophisticated phone systems like the big guys. No problem. I am more than happy to leave a message if all of the phone lines are busy (but I will say that if this is a regular occurrence, they should consider adding more because there are still folks who will hang up if they don’t reach a live person. Something to consider…)
Question: What should they have done to make the experience better? Answer: Change their greeting, at a minimum!
I should have heard something like this, "Hi! Thanks for calling "AAAA Company". Your call is very important to us and although we strive to answer each and every call personally, occasionally all of our consultants are busy assisting other customers. However, please leave your name and number after the tone and we return your call today. We understand that you have lots of choices, so we’re thrilled that you called us!"
Bottom line?
The "AAAA Company" wasted money.
The "AAAA Company" lost a sale.
The "AAAA Company" lost a referral.
The "AAAA Company" gained a detractor.
The "AAAA Company" lost profits.
The "AAAA Company" missed the opportunity to get a new customer.
The "AAAA Company" missed a chance for a repeat purchase
Conference calling is probably the most efficient way to setup a meeting between businesspeople following a hectic schedule. Not everyone could spare the time to drive up to this place just to meet everybody he needs to talk to. A conference call is maybe what you need if you want to speak with different people in different places.More and more businesses are going global and setting up a conference call among the major players in the business is the most cost and time efficient mode of communication. Even ordinary individuals could also take
* "Customer First" Platitudes
* Promises of quick turnaround times
Thrilled to have such a seemingly awesome company so close by, I hauled out my corporate credit card, ready to buy.
The first two times I dialed their number I got a busy signal. Since that’s a rarity these days, I figured I had entered the number incorrectly. After double-checking, I redialed. This time my call was answered by "robot man", or so it seemed, who said, "Hi, you’ve reach Company X. We’re not here now but you know the drill. Leave a message and we’ll call you back."
Question: How Did That Make You Feel? Answer: Not Warm and Fuzzy…
1. Annoyed - I had to dial their number three times before I even got through to their voice mail system.
2. Disappointed – Their advertisement had created a picture in my mind of a professional company dedicated to delivering quality products and superior customer service. Apparently they hadn’t made the connection between customer care and answering their phones!
3. Confused – Why on earth would any business owner spend the time and effort involved in creating a first rate marketing piece only to "blow it" when a potential customer shows interest? It boggles the mind.
4. Surprised – I completely understand that many small businesses do not have the sophisticated phone systems like the big guys. No problem. I am more than happy to leave a message if all of the phone lines are busy (but I will say that if this is a regular occurrence, they should consider adding more because there are still folks who will hang up if they don’t reach a live person. Something to consider…)
Question: What should they have done to make the experience better? Answer: Change their greeting, at a minimum!
I should have heard something like this, "Hi! Thanks for calling "AAAA Company". Your call is very important to us and although we strive to answer each and every call personally, occasionally all of our consultants are busy assisting other customers. However, please leave your name and number after the tone and we return your call today. We understand that you have lots of choices, so we’re thrilled that you called us!"
Bottom line?
The "AAAA Company" wasted money.
The "AAAA Company" lost a sale.
The "AAAA Company" lost a referral.
The "AAAA Company" gained a detractor.
The "AAAA Company" lost profits.
The "AAAA Company" missed the opportunity to get a new customer.
The "AAAA Company" missed a chance for a repeat purchase
Whistleblowing as we know it is not a development of the late 20th century. The council of the city-state of Venice instituted a form of whistleblowing to help fight corruption and to give citizens a more meaningful voice in their government.Employees or franchisees do come across acts of dishonesty, fraud, corruption, theft, and transactions in prohibited goods, violence, and damage to property or plain unethical behaviour. If such activity is reported, undesirable repercussions can be avoided.Illegal, Immoral or illegitimate practice
3. Confused – Why on earth would any business owner spend the time and effort involved in creating a first rate marketing piece only to "blow it" when a potential customer shows interest? It boggles the mind.
4. Surprised – I completely understand that many small businesses do not have the sophisticated phone systems like the big guys. No problem. I am more than happy to leave a message if all of the phone lines are busy (but I will say that if this is a regular occurrence, they should consider adding more because there are still folks who will hang up if they don’t reach a live person. Something to consider…)
Question: What should they have done to make the experience better? Answer: Change their greeting, at a minimum!
I should have heard something like this, "Hi! Thanks for calling "AAAA Company". Your call is very important to us and although we strive to answer each and every call personally, occasionally all of our consultants are busy assisting other customers. However, please leave your name and number after the tone and we return your call today. We understand that you have lots of choices, so we’re thrilled that you called us!"
Bottom line?
The "AAAA Company" wasted money.
The "AAAA Company" lost a sale.
The "AAAA Company" lost a referral.
The "AAAA Company" gained a detractor.
The "AAAA Company" lost profits.
The "AAAA Company" missed the opportunity to get a new customer.
The "AAAA Company" missed a chance for a repeat purchase
People advertise in many different ways to attract specific audience. Some of them use TV and radio broadcasts, some- newspapers, others- billboards and neon lights. But advertising inflatables are gaining up speed in the business world. Advertising using inflatables can be cheaper than any other way to show to the world. Many small firms with thin advertising budget prefer using advertising inflatables, as they are inexpensive and quite affordable…and, what is more, they WORK!The basic advantage of using advertising inflatables is that ALL P
I should have heard something like this, "Hi! Thanks for calling "AAAA Company". Your call is very important to us and although we strive to answer each and every call personally, occasionally all of our consultants are busy assisting other customers. However, please leave your name and number after the tone and we return your call today. We understand that you have lots of choices, so we’re thrilled that you called us!"
Bottom line?
The "AAAA Company" wasted money.
The "AAAA Company" lost a sale.
The "AAAA Company" lost a referral.
The "AAAA Company" gained a detractor.
The "AAAA Company" lost profits.
The "AAAA Company" missed the opportunity to get a new customer.
The "AAAA Company" missed a chance for a repeat purchase.
Moral of the Story? Every single time you communicate with a prospect or customer, it counts. Small things may be worth a fortune!
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