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4 posts from November 2010

How to turn customer service into a marketing campaign

A growing trend among retailers is to have such fabulous customer service that it becomes a marketing campaign. The secret, I think, is to hire someone of extraordinary insight to run the customer service function. 

NY Times You're the Boss blog: Seven Steps to Managing your Online Reputation, 2010-Oct-19, Henry Posner, interviewed by David H. Freedman

“I try to give the overall impression that we’re not just a box house but an interesting place to do business with. I’ll let people know that the Met” — the Metropolitan Museum of Art — “is doing a photo contest, or Adobe is offering a free seminar. But I don’t try to fill Facebook pages with endless chatter or send something out on Twitter every 15 minutes — they’ll start seeing it as spam. The name of the game is quality of comment, not quantity. There’s a sweet spot, and if you hit it, the sales will come. I never forget that there’s a bottom line in this place, and everything I do has to eventually come back to it. If I’m going to ask for a raise here, I need to be able to say where it’s going to come from.”

Collaborating isn't easy

My own extremely amateur efforts in this area support this idea entirely. 

Less, But Better: How we collaborate is more important than who collaborates, 2010-Oct-17, by Ben Malbonnington

What the research team found is that the emotional intelligence of the group was as important as its raw cognitive power. And that the better group members perceived each other's emotions, the better the performance of the group (ceteris paribus). They also found that having women in the group made the group more effective as a group (again, ceteris paribus), because of what they suggest is the higher emotional sensitivity displayed by women, on average.


Twitter and I

Twitter is not a business investment for me, although it can be a valuable ally in business. I use Twitter because I enjoy it. The fact it has some benefits for my enterprises is nice, but not essential.

Recently, my joy in Twitter has been diminished by a lack of surprise and challenge in my twitter stream. I now can anticipate exactly what Monica Danna has playing on her music system. I know how Erica O'Grady feels about, well, everything. Mat Johnson will be sardonic, and sometimes I will get the joke. Marc Nathan will tell me how I'm supposed to do this entrepreneurship thing, but I miss the days when he used to narrate his day. His kids are so cute. Another guy who used to talk about his daughters all the time now focuses on his angst as a copywriter-would-be-novelist. I think he thinks that more original but it's NOT!

So this morning I started un-following people, starting with my friends that never post anyway. (If you decide to start posting in the future, let me know and I'll follow you again.) I also unfollowed businesses I thought looked interesting but turned out to be not-so-much.

And, for the record, I did not unfollow Monica, Erica, Mat or Marc. I just wish they would surpise me again.