So the world is abuzz with all this iPhone 4 talk. Count me in as one of the brainwashed. I can’t wait to get my hands on one. I’m eager to find out when I can upgrade by iPhone 3G. I’m reading articles that I may already be eligible. So I go to AT&T to login to my account, and I’m greeted with this party pooper:

Seriously? On the day the phone is announced?

If you’re in business, the holy land is to get people to act impulsive and spontaneously when it comes to your brand. I was ready to do something crazy tonight to get this dang phone. I was about to pledge my allegiance to At&T for another two years. I was ready to throw caution to the wind and let the good times roll.

Instead, AT&T would rather schedule maintenance.

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Stumbled upon Altrec.com today, a web store for outdoor gear etc. 

Take a look at this page. Having the pictures of the service people, with a signature and outdoors, is such a nice touch. It makes you want to call, and it assures you you’re going to get something different when you do. 

Just another small thing that means a lot.

Similar Posts on MarketingInProgress.com

1. Making Connections vs. Making Impressions
2. The Name Game

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After reading through the book summary of Relentless in Marketing Gurus, something simply struck me:

When you consider marketing to your customers a privilege, everything changes. 

The book, as best I can tell, focuses on the differences between Western marketing and Japanese marketing, whereas Western marketing relies on research and testing, while Japanese marketing relies on intuition and customer need. In the mix, the writer explains that the Japanese marketer sees itself as a servant to the consumer, whereas the Western marketer often sees itself as equal. The book is outdated in its example (who’s looking to Japan these days?), but the principles are pretty interesting. 

What would happen if you considered your job a privilege? Better put, if you thought of serving your customer as an honor rather than a duty. Even better, if you thought of your product as a means to the customer’s better future rather than a means to your thicker wallet? 

When people are looking for ways to genuinely help, everyone wins. Build your business on helping, and remember it’s a privilege that your customers are letting you help them. 

Photo credit: Josephine Annika

Similar posts on MarketingInProgress.com

1. Shock & Awe
2. Is Customer Service Part of Marketing?

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It appears as though a new terror is on the loose.

There’s been a sighting of Company Policy Man in the foothills of Utah.

Raahhhhh!!!!

Let’s face it: policies are for companies, not people. Your customers are people. They hate policies. When you’re the customer, you hate them, too.

People like to think they are the exception.

I admit, there are times I feed the evil monster. It’s easier for me sometimes. Even fair, I could argue. But it’s rarely effective.

Bill is a stickler for principles over policies, and he’s right.

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I’ve been reading Starbucks Experience by Joseph Michelli, and he points out one of the five key components of Starbucks’ success: Surprise & Delight.

When is the last time you genuinely surprised your customers? When is the last time you exceed the expectations of your clients?

Meeting expectations is expected. What can you do to positively shock the socks off of your customers?

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I received an extremely pleasant surprise today at an Applebee’s in Phoenix.

As I entered, the hostess took my name and told me it would be about 10 minutes.  As predicted, I was seated within a few minutes, ate my meal, paid, and got up to leave. As I was walking toward the door, the hostess looked up and said, “Have a good day, Brett.”

I’ve never had a hostess remember my name like that. It made me feel a little special, and think a little higher of the place.

In other words, it was a simple thing that made a difference. I’m no master of remembering names, but when you do remember someone’s name, make sure you use it. Carnegie was right: it’s the sweetest sound we ever hear.

Similar Posts on Brett’s Blog:

1. Love Thy Customer
2. You Can Run . . . .

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Jim posts about the alarming fall of the Chief Marketing Officer and the rise of the Chief Customer Officer in today’s business. Which only prompts the question -is Customer Service a part of Marketing?

I guess it depends on your definition of Marketing (or, more importantly, your company’s). If Marketing is advertising and promotions and graphics, then Customer Service probably doesn’t belong there. They just need to be equipped and prepared by Marketing.

Of course, since the above definition is not what Marketing is, then I think Customer Service will always work best when it answers directly to Marketing from an organizational standpoint. Because Marketing is about facilitating evangelism. Helping other people spread the word. Making people feel good just when they brush against your brand. Exceeding expectations whenever possible and fessing up and making up for it when you don’t.

And Customer Service can accomplish all of that. It’s ultimately a Marketing Function.

The idea of having a Chief Customer Officer is pretty humorous, but it shows how today’s businesses are groping and reaching for a way to succeed in a market when, more than ever, the customer really is always right.

Similar posts on Brett’s Blog:

1. If You Can Think It . . . .
   
2. Love Thy Customer

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Robert Scoble has been kicked out of Facebook. Regardless of the reasons, is it really wise to treat the owner of one of the most popular blogs on the web like everybody else with a quick policy response of “disable the account now, ask questions later?” Especially if he’s firmly got his hand on the pulse of all things tech?

Better question: is it smart to treat anyone with a “disable now, ask questions later” attitude? I think you know the answer.

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Thanks to Roger Goodell and the NFL Network for making tonight’s Pats/Giants game available for us simpletons. It’s the right move.

It’s the right move because it’s right for the fan. The NFL could very well be sacrificing revenue, DISH network subscriptions, the likelihood of cable networks picking it up and mere validity in the future. But they’ve done right by me, even though I had this to say about them a couple weeks ago. Tonight could be historic, and its right for all of us to celebrate together.

Thanks, NFL.

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This isn’t a case of bad customer service, but rather, just lazy marketing.

About 3 weeks ago, I purchased this Thomas Kinkade “Glory to the Newborn King” tabletop item for my wife via Collectibles Today. We received it last Friday, December 14, and everything’s great. She loves it, I’m a good husband, and we have a cool Christmas decoration.

Like most e-tailers, Collectibles Today started sending me emails after my order (which I gave them permission to do). No problems with that, until I received their promo email on Saturday, December 15. The call to action?

This Christmas, wouldn’t it be special for you and your family to experience the miracle of the Nativity in a whole new way? Now you can, with the FIRST-EVER Thomas Kinkade “Glory To The Newborn King” Nativity Tabletop Christmas Tree!

They’re asking me to purchase something that I’ve already purchased and just received from them the day before. I’m already “experiencing the miracle of the Nativity in a whole new way.”

The good thing is that Collectibles Today is staying in touch with me. The bad thing is I’m obviously just one of many emails they have, and they’re going to sell me what they want to sell me, not what I want to buy. This was the item of the day. It’s clear they haven’t paid attention to my order history, or at the very least, there’s a disconnect between marketing and order placement.

Here’s the point: take a few simple measures to be just a little bit more specific with your customer communication. Especially when it comes to email marketing. Clean up your database, focus your message and don’t give your customers a reason to think you’re being lazy.

And by all means, don’t waste your time convincing them to buy something they’ve already bought.

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