Mar 24, 2006
Earlier this week I wrote about my pal, DONOTREPLY @Verizonwireless.com, and how the company was missing a great “customer touchpoint” with me to create loyalty and sell me more.
Well, in my latest efforts to get the $50 “Loyal Customer Rebate” I should have received months ago, I spent about an hour on the phone with a customer service rep last night. Now, I’m not doing this just to be a crank (really); I strongly believe that if we’re ever going to improve the service in our so-called
Mar 21, 2006
Recently Al Ries and Jack Trout have been getting slammed for being out of it. The “old guys” just don’t get it, according to some, when it comes to the so-called new marketing (viral, WOM and so on.) Well, both of them have certainly made a few missteps lately (I won’t bore you with them here) but they’re also human and have been doing some great thinking for longer than many in the blogosphere have been out of diapers.
I pulled their Bottom-up Marketing from my shelf (They co-authored way
Mar 20, 2006
I just got another email from my friend DoNotReply @Verizonwireless.com. The subject line is “Important Information about your account” Hmmm. Well, if it’s so important, why are they sending me an email to which I can’t reply? What if I have a question? What if I want to spend more money with them?
Now, I know that this is an automated email system. And, yes, it costs money to add personalized service. But, this email is a critical “customer touch point.” With just a little work,
Mar 16, 2006
I just came from a meeting with a local executive and in the course of the conversation re next steps, meetings, etc. - he noted, “I just throw away business cards once I put you in Outlook.” My joking response was, “But, mine are so pretty!” That got me to thinking about marketing “fluff stuff.”
So, two sanity checkpoints:
1. The business card is just a little piece of paper - no matter how pretty. Simply passing it out isn’t going to get you very far - particularly these days when
Mar 10, 2006
Update: If you’re looking for the shop, I’ve closed it temporarily for some renovation. If you’d like to talk about your needs - drop me a line or call. I’m always happy to chat and offer special rates for “Mom & Pops.”
I just set up a little Mom & Pop Shop here in my virtual office. Why? I got tired of hearing, “I’d love to work with you, but we just can’t afford it.” Now, I can blather on all day about value and experience, but at the end of the day, folks only have so much money to
Mar 09, 2006
This seems to be my day for “simply” sending you along to links. But, this one, Negative word of mouth hurts retailers speaks to one of the blind spots I see with clients in discussing WOM (Word-of-Mouth) viral, grassroots, guerilla (pick your buzz word) marketing.
Here’s the scary number, quoted in the post, from a Wharton study: “out of 100 dissatisfied customers a retailer stands to lose between 32 and 36 current or potential customers.” Ack and Eek! Increase that by a factor of ten
Mar 08, 2006
Ah, here’s another one of those things that confuses the heck out of non-marketers (and we wonder why we get so little respect sometimes.) A bunch of the fellas in blogville are getting into a tussle over marketing expert Jack Trout’s column Is Word of Mouth All It’s Cracked Up to Be? in that hotbed of innovative, progressive thinking, Forbes magazine. (Full disclosure: I read Forbes, even enjoy/learn from many of the articles. But this is also the pub with columnists who make statements
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