Archive for category Unorganized Streams
Ran across this post and wished I would have wrote it. Lots of great Social Media Resource information provided.
Anytime we have a new ability to measure our effectiveness, it’s a good thing. When I read this post I was reminded of one of my favorite sayings:
“You are what you measure”
I just wanted to stop and post a special Merry Christmas to you all. I hope this year was good for you and your families. The ROI Hunters wish you all the best in the coming year!
How do you handle risk? Are you aggressive or passive with your campaigns? Do you think your job is to mitigate risk? Do you believe success is bred only when you instigate risk? Recently I read an article by Joseph Jaffe called Rewarding Risk and it made me contemplate how we think about risk, or rather how we should be thinking about risk.
Now I must be honest, Mr Jaffe is advocating risk in his article. He’s also writing for the United States Postal Service magazine and suggesting that companies be more aggressive with their direct marketing, and from this I assume their mailings. There is nothing wrong with that, but I want you to consider risk in a different light.
The Constant within Change
In times of change, risk is the only factor that remains constant. In today’s uncertain times, how you perform your role as marketer could be an important aspect to the success or failure or your organization. Doing nothing allows a competitor to act and take a position within your space. Taking aggressive marketing actions could cause you to dwindle your reserves and leave you weak when you may need to react to a competitor’s aggressive move.
So what is the answer? Do we focus on playing it safe? Do we become very selective in our approaches and try a minimalist approach until the economic times improve? Here is something I want you to consider.
The Mitigator Statues
OK, so how many are there? Someone point them out to me. Show me the place where we honor those fallen heroes of avoided risk. So how many statues, monuments, renamed schools or streets, plaques, or even little plastic trophies are out there for the following:
- kept their company safe from spending money that might not have been needed
- avoided a trip that may have been a disaster
- Kept a department happy and safe by avoiding the potential of failure due to a tough project
- never got fired because you refused to stick your neck out for something you thought was right
Let’s face it. We don’t honor the people who avoid risk. We like to keep them around so we have reminders of what not to be, but we don’t honor them.
I think Karl von Clausewitz stated this best:
“Some statesmen and generals try to avoid the decisive battle. History has destroyed this illusion.”
Practice Marketing Warfare – Darwin’s survival of the fittest living out right before our eyes. The customer wins when the strongest company, product, or service survives and walks off the battlefield.
Fail Often, Fail BIG – If the next project you work on isn’t making your stomach churn with acid reflux because you have it all hanging out there, then quit marketing and join a PR firm. I hear they love working on Risk Mitigation.
Continuously Improve Yourself – never think you know it all. Never stop reading. Never stop going to school. Never stop teaching. Never stop!
Narrow Your Focus – apply your strengths and talents with the greatest possible force on the target or objective at hand. Go into every assignment with a superiority that assumes you will succeed.
“Far better is it to dare mighty things, to win glorius triumphs, even though checkered by failure… than to rank with those poor spirits who neither enjoy nor suffer much, because they live in a gray twilight that knows not victory nor defeat.” – Theodore Roosevelt
Jaffe, J. (2008, November). Rewarding Risk. Deliver, 4, page 5
Catching up on my reading. I got tired of reading on the screen so I switch to print for a while. I get some of my best ‘what-if’ ideas reviewing the metrics posted in periodicals or polls. This number caught my eye:
Percentage of Online Adults Who Download Digital Media
43% Download digital media
57% Do not download digital media
This tells me there is an opportunity to flank a lot of business with an untapped user base. Not only would a company have the position of introducing something new to a large audience, they would have them as a captive audience for a little while.
Source: Metrics (2008, November). EContent, 8
My family took the typical last summer vacation before the beginning of school sports seasons and school. My wife planned a surprise two day trip that , which in theory, would keep our four boys, 14 year olds to 5 years old, entertained and exhausted. The location was Gurnee Illinois and the Six Flags Great America theme park with an overnight stay at KeyLime Cove, a new indoor water resort.
On this trip, three examples of customer service excellence surfaced.
Excellent Customer Service Example #1
Let me set the stage. It’s 9:45PM and the KeyLime Cove water park closes at 10PM. The tube slide lifeguard, a 6 foot something lean athletic looking young man, has been given the all clear that no other patrons will be coming down the tubes and he can begin his duties of stacking the double and single inner tubes that have just traversed hundreds of water park miles today. But first, he must deal with a small object, a third his size, our 5 year old son, Justin. The noise in the cavernous indoor water park is deafening and causes even people sitting next to each other to speak rather loudly so as to overcome the constant white noise of splashing and falling water.
Our Justin walked over and began a conversation with this end-of-day lifeguard. This young man spent 5 minutes (mind you that’s like 1 hour in adult time) face to face, sometimes only two inches apart, never losing eye contact, always smiling, asking for the occasional high-five when he thought it was appropriate. The young lifeguard probably couldn’t understand or hear the young boys declarations of how this day was just simply awesome and 5-year-old’s attempt to share it with someone. Somehow this young man knew (and maybe has seen this played out several times at KeyLime Cove) the significance of this little person’s desire to share, so he patiently waited while the little man continued expanding on his wonderful day.
We finally took pity on the young worker and asked Justin to return to our sides. I gave the young man a thumbs up and smiled. He also smiled and nodded his head, understanding fully that this was just as much of his job as making sure the patrons were safe while having fun.
Excellent Customer Service Example #2
No Shoes, No Shirt, No Service. We’ve all read this sign. It’s a typical health code requirement in all restaurants. In this case the “No Service” portion was replace with “Exceed your Customer’s Expectations” by the restaurant manager.
The above mentioned Justin had broken his cheap flip-flops during the day’s adventure. Our car was parked about a mile away from the front entrance of KeyLime Cove. I’m tired and I thought that since this was a water park that they would let us slide (no water park pun intended) on the rule. NOPE! They explained that we would have to come back with the correct attire. Something on our son’s face caused the manager to jump into action. She said we should go sit down and she would check if they had any extra flip-flops. EXTRAS?????? Well, I guess it was a water park.
A few minutes later, the manager returned after visiting the upstairs gift shop and placed on my son’s feet a new pair. We offered to pay but she refused, She explained that she noticed how disappointed my son was that we might not be able to eat at her establishment, so she couldn’t allow that to happen.
At the end of the long day, we still had one special event planned. Our traditional “Un-Birthday” celebration. This is simply a necessity because our families can not attend all the birthday parties of all the different families, so when we do get together, we celebrate one “Un-Birthday” to make up for it.
My sister-in-law brought a sheet of brownies and we wanted to eat it at the restaurant. You can image the typical response from most eateries. Not at this one. The same above mentioned restaurant manager focusing on customer satisfaction jumped in again and took the sheet over to the ice cream parlor area of the restaurant and had it decorated. Not just adding a word or two, but on the borders, and added fruit as well to give it some color. This was really over the top and just capped the end of this two day adventure with a sense of true customer service excellence.
In fact, on the 3 hour ride home, I began to form my thoughts for this post. This small family vacation trip, and the customer service examples forever etched in my mind. And I declared to my wife, “We will be going back there again!”
- How’s your social customer service? (socialfish.org)
- Customer Service Help (fullgamutworkshop.wordpress.com)
- Are customer service agents too rude? (eptica.wordpress.com)
- The Good and Bad of Customer Service (tinamwoodin.wordpress.com)
- Why Customer Service is So Important for Freelancers (businessns.tumblr.com)