Feb 17, 2008
Memo
To: Smart corporate marketers who are including social media / Web 2.0 strategies
From: Your customers
Blogs, podcasts, videos, communities building, social networking, widgets and gidgets and digg and Twitter and the ten thousand other technologies are worth NOTHING if your internal processes are broken.
Forget about how to create, measure and analyze the buzz about your brand. It means NOTHING if your internal processes are broken.
My friend Marianne Richmond details a very frustrating story of how HP is playing games with the education of Sam - a high school freshman - whose HP laptop has been zonked (I think that's a technical word) since November 2007 .. with no resolution dispute hours with tech support, emails to bloggers, on and on. What adds insult to injury is that this is the company that boasts not 1 or 2 or 10 or 15 or 20 but over 50 HP blogs along with podcasts and other social media initiatives. There is even one about social media by Scott Berg. They all mean NOTHING because internal processes are broken.
HP, I'd like to introduce you to two of your customers Sam
and his mom Marianne, 
who are about to go MAC. Well, HP you might say, the loss of one high school student and his mom .. no big deal. It's not like they are a Fortune 100 company where you might have opportunity for an account with hundreds perhaps thousands of orders.
Oh, by the way, HP if you or one of your 50+ bloggers happen to be listening to this conversation, I forgot to mention one minor detail. Mom Marianne is a highly respected blogger. Her post - HP: Customer Experience Disconnect might influence as many potential customers as that one Fortune 100 account.
Some times life shows us some unexpected humor this cartoon 
from gapingvoid.com was next to Marianne's post.
Lessons Learned:
- Social media is more than a well written blog.
- Social media changes how we conduct business.
- In developing your social media strategy do not neglect a review of internal processes. How will information be disseminated?
- In the nano second world of the Internet, internal systems must be developed to ensure rapid responses to questions and problems.
- Excellent customer service is not a nice to have .. it's critical.
- Listening in on conversations means NOTHING if you can't take corrective action .. immediately.
Dec 25, 2007
Christmas 1947. Before blogs, micro blogging or building online communities.
The CEO of a major retail organization briefs the company's ad department.
"No high pressuring and forcing the customer to take something he
doesn't want. We'll be known as the helpful store. The friendly store.
The store with a heart. The store that places public service ahead of
profit. The plan sounds idiotic and impossible...consequently, we'll
make more profit than ever before."
With those words Macy's Department Store launched the most innovative sales program ever viewed...on the silver screen. It was a Miracle on 34th Street. 
Fast forward 57 years. The use of the internet is one of the most
exciting sales and marketing strategies we've seen in the last 60
years. However, in this model there is no room for high-pressure sales
techniques. The customer is in control of the brand experience.
Include a social media strategy to the marketing mix and another
dimension is added. The company steps out from behind the shadows of
traditional PR, customer service and research (all valid in their own
right) and declares it's ready to listen and learn from prospects and
customers...on the their terms.
It's not afraid (okay perhaps there are a few wobbles) to show the
world that there might be a few warts. That's a giant step from old
world marketing to open communication new world marketing.
The plan sounds idiotic and impossible... consequently, we'll make more profit than ever before.
As the year 2008 approaches, high-tech developments spin even faster
taking the possibilities of internet marketing into areas that were
impossible in '47 or '57 or even '07.
Imagine a site that holds current inventory and pricing, allows for on-line financing and results in better, faster cheaper processing.
Imagine a site that allows for product customization.
Imagine a site where you can start a conversation with a real person about what matters to you regarding a product or service.
Imagine a site where you can talk to a real person who doesn't respond with an FAQ list.
Imagine a site where you can actually help change the direction of a product or service before it's even launched.
Imagine a site where you can include your review of the product, service or customer care.
Imagine a site where you can talk to people about their experiences and learn from each other.
Imagine a company that doesn't close the door (or comment section) to you or your ideas.
The plan sounds idiotic and impossible...consequently, we'll make more profit than ever before.
It's interesting to compare a 1940's film, where finding solutions
to customers' problems was perceived as unique, to 2007 where finding
solutions to customers' problems is considered ingenious.
The techniques may have changed. New buzz words may be added to the
mix. Bells and whistles may be a little louder. However, after all is
said and done, the premise remains the the:
-Listen
-Understand
-Add value
-Do what it takes to go the extra mile to delight your customer
The plan sounds idiotic and impossible...consequently, we'll make more profit than ever before.
And with that Max and I wish you a very merry holiday!
Sidebar: Based on an article written for Marketing News
Oct 17, 2007
Memo
To: Atlanta Hartsfield-Jackson Airport (and many other airports)
From: A Frequent Customer
Date: October 17, 2007
Subject: Customer Service
Please take a lesson from Phoenix Sky Harbor International Airport: friendly volunteers greet customers entering the main concourse area, interesting shops and great fast food burritos. However, the very best is "For your convenience, Phoenix Sky Harbor International Airport proudly provides Wireless Access to the Intern, without charge."
In fact, the airport has a customer service policy that puts customers first with a vision to create "Americans friendliest airport."
At Sky Harbor, customer service is second only to security. Ensuring a positive experience for all who visit and/or interact with the Airport in any way is a top priority for all aviation staff.
Now if they would add some social media .. would be very cool!
Off to find that burrito before I take to the friendly skies!
Apr 27, 2007
Friday Fun is Diva Marketing's virtual happy hour from cosmos to
Jack to lemonade. A waiting for the weekend 'playground' time to be
sophisticated-silly. Or sometimes just plain silly.
"A little piece of history in the making" is what Lois Kelly, one of the newest story tellers calls Blogger Stories.
Blogger Stories is a special blog that I launched to tell the stories of how people have been touched by blogs, podcasts, vlogs and other online interactions. The virtual library is almost at 90 "chapters" that have been contributed by bloggers from all over the world.
The little website with the odd name is influencing lives more than one might imagine. For the three new blogger story tellers blogs renewed interest and gave new meaning to their career directions.
Sherry Heyl, What a Concept! Sherry's Blogger Story
Mark Goren, Transmission Content + Creative Mark's Blogger Story
Lois Kelly, The Foghound Bloghound Lois' Blogger Story
The next time you're on a boring conference call .. don't doodle. Read a Blogger Story! Want to tell your Blogger Story? Drop a comment and I'll send you the details.
In keeping with stories, it's been a media kinda day for me. I was quoted about blogs and social media in articles about two different industries, financial and food/restaurants, that are stepping into the world of people talking to people communication.
Restaurant News, Restaurants wade into social media to hook virtual customers written by Liza Berger. Unfortunately a subscription is need to access content on the site. Thanks to BBF Stephan Spencer for the introduction to Liza.
Growing up in Boston made my interview with Jesse Noyes, of the Boston Herald, a special treat. Jess wanted to understand why and how organizations are tapping into bloggers for his story - Wainwright Bank plans a meeting with liberal bloggers. Very interesting that a financial institution is developing a program that solicits bloggers' feedback. However, in more "banking culture" than "bloggy culture" the bank is not revealing much about its strategy.
Jesse reported that Wainwright Bank "wouldn’t divulge many details about the planned meeting with liberal bloggers." "This is all exploratory,” said Steve Young, senior vice president at Wainwright Bank. “There are certain people who are invited to meet us.”
Josh Ourisman, who writes the On The Other Hand blog, was asked to the party. He was also asked to extend the invitation to join Wainwright Bank's bloggy talk to Boston/Cambridge/Somerville progressive bloggers. I'm not sure what progressive blogger means. However, I can't help but wonder if Wainwright Bank is also developing relationships with bloggers in their target market which might include business owners, homeowners (there is a village in the blogosphere that focuses on home ownership not to mention a lively real estate community) and non profits.
Since Wainwright Bank is monitoring the social media buzz I'd like to extend an invitation to Steve Young, or any of the bank's folks to drop by and give us a few lessons learned about their blogger relations program and if they launch a social media initiative I'd love to know that too. 
In the meantime toss of a
pink boa to an innovative financial instituion.
One more thought to ponder. This post is an example of how a story can go from a traditional main stream media source, a la the Boston Herald or Restaurant News, to a blog where the information is further extended and virally pass along. Hmmm, girlfriend, can't help but wonder how many of MSM (main stream media) are building blogger relations programs. Perhaps they should take their cue from a traditional industry like banking (wink). And so dear divas and divos the media lines continue to blur.
Feb 27, 2007
Where oh where is the heart and soul of Starbucks? How can Starbucks get its groove back?
johnmoore, Brand Autopsy, wants to help out his pals at Starbucks. He sent a few bloggy pals the following email this afternoon -
- I’m sure you’ve heard about the leaked Howard Schultz memo to key Starbucks executives. In this memo, Howard derides decisions the company has made in order to grow. Howard closes the email by asking his executive team to get smarter about the business and to get more innovative to once again differentiate Starbucks.
- Taking blatant inspiration from Seth Godin’s WHAT MUST GOOGLE DO ebook done a few years ago, I’m doing a WHAT MUST STARBUCKS DO ebook. It’ll be totally free and posted somewhere online for all to download. And just as Seth did, I’ve asked people to send me their ideas on what Starbucks must do to become the company it once was. The crux of this ebook will be the ideas generated by the "Starbucks Board of Customers."
Here's what I sent johnmoore -
Thanks for asking me to play along .. Here's my 2 cents, which we know won't even buy the opportunity for a deep breath of java aroma at SB. Ooops.. there is none!
Starbucks built its success on the warmth of the experience more so than the excellence of the coffee. The neighborhood coffee shop where "everyone knows your name" or your coffee of choice must begin with the baristas and ends with the baristas. The in between details are the foam on the java that should reinforce the sense of local community.
My suggestions to would begin at marketing 101 - understanding your customers and their needs. That might result in jazz nights with area musicians or cookies from an area bakery instead of a corporate buy. Or it might mean a play area for kids with moms in one city or more outlets for laptops in another neighborhood. It might even mean giving up some of the 'corporate' cookie cutter standardization. I wonder if Starbucks is really ready to "be" that neighborhood shop once again?
If you want to play along all the details are on the What Must Starbucks Do post at Brand Autopsy.
Feb 15, 2007
Does the title of this post "Social Media's Positive Influence On Customer Service" sound like an oxymoron to you?
Earlier this week I wrote about my dear friend Millie Garfield's, MyMomsBlog, unhappy experience with a major financial institution - Capital One. Not knowing if Capital One was in tune with monitoring the blog buzz I searched thru their corporate site and eventually found an email link to a person in the PR department (which let me tell you girlfriend was no small feat!). I kindly sent off an "e" - posted on Social Media's Influence On Customer Service. Well, I thought it was nice of me to go through the trouble. I mean if your company isn't tracking the buzz about your brands and an influencer blog like MyMomsBlog was dishing a product wouldn't you want to know?
Social media and customer care is on the minds of other people this week. Diva Valeria Maltoni's Fast Company Expert Blogger post, Chasing Customers Away, addresses the issue of the impact of social media (with reference to the Diva Marketing's post) and asks this question:
In this new business context where social media is gaining in credibility and scope can you afford to ignore these inquiries?
Sidebar: Valeria writes about customer communications. I found it amusing that that Fast Company is listing her blog under the category of Innovation. Sadly, Fast Company may be right. Excellent customer care might well be an innovative strategy.
Let's spin this in a positive direction. I've written several atta good company posts .. even about the TSA. Teresa Caro's comment may hold some of the answers to our questions.
I don't think they understand the true impact of the blogosphere. More importantly, I think they are afraid. Those in the mainstream who just hear about the blogosphere through the media, only hear about the times companies have been flamed. Never about the times where they have been complemented. Maybe showing examples of positive experiences would help here.
Let's take our clue from Teresa. Here's the challenge .. drop a comment about examples where bloggers have said nice things about their customer service experiences AND the company has responded back to the blogger. And to do nice things for you - a surprise Diva treat to a Max randomly selected blogger or perhaps two.
To get this started here are two positive social media customer service examples.
Unilever - Heard this from the diva divine Charlene Li, Forrester Research, at New Communication Forum 2006. As the story goes .. Dan Entin couldn't find his fav deodorant - Degree For Men. He did what many a blogger might do and posted about his quest on his blog Two Percent Nation. Unilever was listening and sent him a carton of Degree.
Kudos to Mike for seeing what I wrote and taking action to make a loyal customer even more devoted.
Radio Shack - Kristie's, WebMomz, experience is about a Radio Shack sales clerk who spent 20 minutes hooking up all the assorted cords and parts and
actually did some test recordings till we got everything working. Now that’s service! Here's the comment from Radio Shack manager Tony Rosen
Thanks for the positive feedback Kristie. It appreciate the recognition you sent to my company. It always feels good to know i did something positive for a customer, we usually only get to hear about the negative. Hope everything worked out for you, and look forward to seeing you in my store in the future.
When it's all said and done, customer delight has to do with letting people know - "You matter. I hear you. I'm paying attention to you." In this world that spins too fast, consistent customer delight is one of the most powerful branding strategies you can put into play. Using social media, honestly and transparently, to help get that message across makes good business sense.
However, there's another element that reinforces the importance of using social media as a customer service tactic. The element of trust. Edelman conducts an annual a multi-country research study seeking to understand the state of trust in institutions. In Richard Edelman's summary of the Edelman Trust Barometer 2007 he says -
- The remarkable rise of the “Person Like Yourself” as credible
spokesperson from 2003-6 (from 22% to 68% in the US in that period) saw
a decline this year (in the US, trusted by 51%), but still ranks as the
#1 trusted spokesperson in most of the countries surveyed.
- There is a general decline in trust in all spokespeople and sources of information. That means a company must tell its story consistently and in multiple venues in order to achieve trust.
To wrap this one .. your story: 1. a positive experience with a brand that you have posted on your blog 2. the company responded back to you.
To be continued ..
Feb 13, 2007
I want to tell you a customer service story that does not have an ending. It is a true story that could happen to any company.
eMail From A Stranger by Toby at Diva Marketing
Once upon a time .. (all good stories start with once upon a time) .. A man was working in the PR Department of a Fortune 500 financial company. Oh .. call it Capital One. He probably thought his company was a pretty good place to work. In fact, maybe it was even named one of FORTUNE Magazine's 100 Best Companies to Work For. One day out of the blue he received an email from a stranger -
Dear Mr. S -
I wanted to bring to your attention a post written by one of your customers, Millie Garfield. Mrs. Garfield has experienced some exceptionally poor customer service, and if Capital One is not monitoring social media, I thought you might be interested in reading her post -
In addition to the fact that I'm sure Capital One would not want an unhappy customer, what makes this even more important for the organization is the visibility the situation has been given on Mrs. Garfield's highly popular blog. I would encourage you to read the comment sections as well. MyMomsBlog has been highlighted in main stream media publications like the Washington Post and the Boston Globe. The word-of-mouth influence, online and offline, could be significant and damaging.
Your organization might consider contacting Mrs. Garfield and posting a comment on her blog that offers a solution. My thoughts are that Mrs. Garfield's situation with Capital One is one that many other people are experiencing.
In this new world of easy online publishing (blogs, podcasts, vlogs) that reach not a few, not a hundred, but thousands of people with a click and then spread virally, it is becoming critical to listen and join our customers in their discussions.
Very best.
Toby
Toby Bloomberg
Bloomberg Marketing
~Strategic Marketing & Social Media Consultancy~
I wonder what Mr. S did with the email from a stranger. I wonder if he hit delete. I wonder if he forwarded it to his boss. I wonder if the company who made the Fortune 100 Best Places To Work List will care about one customer. It just so happens that one customer is an 81 year old Divine Diva whose blog has the reach and influence of more than many main stream media vehicles.
A reminder: not all consumer generated media casts a negative veiw of a product or service. That brings up another question. What do you do when something good happens to bring postive buzz to your brand? What would your mother tell you to do if someone said something nice about you? Why thank them kindly I'm sure!
What is important is social media is impacting how companies conduct business .. even if those companies don't know it.
Which in turn influences how your brand is perceived. Which in turn develops customer loyalty. Which in turn makes the cash register ring. Which in turn keeps your share holders happy with increased ROI. Which in turn puts smiles on your employees since they have jobs. Which in turn might get you on Fortune Magazine's 100 Best Companies To Work For List.
I wonder how this story will end .. or if it has ended.
Thanks to Gaping Void for the graphic.
To be continued ..
Read Diva Marketing's Follow-up post: Social Media's Positive Influence on Customer Service
Dec 22, 2006
Friday Fun is Diva Marketing's virtual happy hour from cosmos to
Jack to lemonade. A waiting for the weekend 'playground' time to be
sophisticated-silly. Or sometimes just plain silly.
Girlfriend, one of my most fav movies - holiday or not - is Miracle on 34th Street. I even like the new updated version; but the film with Maureen Sullivan and Natalie Wood is still The Classic Christmas Flick - a little romance, a little conflict, Santa, children, imagination, hope for the future and simple miracles. However, it is also one of the best lessons in customer service.
Favorite Miracle on 34th Street quote: Faith is believing when common sense tells you not to. Don't you see?
It's not just Kris that's on trial, it's everything he stands for. It's
kindness and joy and love and all the other intangibles.
Miracle on 34th Street offers a great lesson in customer service and in the philosophy of social media marketing.
Look Doris, someday you're going to find that your way of facing this realistic world just doesn't work. And when you do, don't overlook those lovely intangibles. You'll discover those are the only things that are worthwhile.
For your reading pleasure, here is a post I'd like to share with you from the 2004 Diva Marketing archives. Enjoy .. and happy holidays to you and yours!
It was
Christmas 1947. Before blogs, buzz marketing and building online community strategies.
The CEO of a major retail organization briefs the company's ad department.
"No high pressuring and forcing the customer to take something he
doesn't want. We'll be known as the helpful store. The friendly store.
The store with a heart. The store that places public service ahead of
profit. The plan sounds idiotic and impossible .. consequently, we'll
make more profit than ever before."
With those words Macy's Department Store launched the most innovative sales program ever viewed...on the silver screen. It was a Miracle on 34th Street.
Fast forward 59 years. The use of the internet is one of the most
exciting sales and marketing strategies we've seen in the last 59
years. However, in this model there is no room for high-pressure sales
techniques. The customer is in control of the sales experience. The customer is also in control of the marketing message.
Include a blog strategy to an internet marketing mix and yet another
dimension is added. The company steps out from behind the shadows of
traditional PR, customer service and research (all valid in their own
right) and declares it's ready to listen and learn from prospects and
customers .. on the their terms.
It's not afraid (ok. perhaps there are a few wobbles) to show the
world that there might be a few warts. That's a giant step from old
world marketing to open communication new world marketing.
The plan sounds idiotic and impossible .. consequently, we'll make more profit than ever before.
As the year 2007 approaches, high-tech developments spin even faster
taking the possibilities of internet marketing into areas that were
impossible in '47 or '57 or even '06.
Imagine a site that holds current inventory and pricing, allows for on-line financing and results in better, faster cheaper processing.
Imagine a site that allows for product customization.
Imagine a site where you can start a conversation with a real person about what matters to you regarding a product or service.
Imagine a site where you can talk to a real person who doesn't respond with an FAQ list.
Imagine a site where you can actually help change the direction of a product or service before it's even launched.
Imagine a company that doesn't close the door (or comment section) to you or your ideas.
The plan sounds idiotic and impossible .. consequently, we'll make more profit than ever before.
It's interesting to compare a 1940's film, where finding solutions
to customers' problems was perceived as unique, to 2006 where finding
solutions to customers' problems is considered ingenious.
The techniques may have changed. New buzz words may be added to the
mix. Bells and whistles may be a little louder. However, after all is
said and done, the premise remains the same:
- Listen
- Understand
- Add value
- Do what it takes to go the extra mile to delight your customer
The plan sounds idiotic and impossible .. consequently, we'll make more profit than ever before.
So Very Bloggy!
And with that I wish you and yours a very merry holiday season!
Sidebar: Based on an article written for Marketing News
Sidebar: Take a cue from Diva Marketing <wink> dusty off your classic posts .. with a little polish and updating they will take on a fresh new read.
business astrology for fun -
from The Astro Divas Paula Dare & Donna Page
MERRY CHRISTMAS, HAPPY HANUKKAH AND HAPPY KWANZAA
Take time to relax and have some fun after being harried from working and then shopping and decorating and wrapping packages and, on and on.
It maybe difficult to get anything accomplished this coming week after the Christmas Holiday and then preparing for New Years Eve festivities.
On Wed. Mercury enters Capricorn. The mind has a chance to settle down and focus on practical matters like “How on ea rth am I going to pay for all of those presents?” I wish everyone Many Blessings, Happiness and Joy this holiday season.
Sidebar: Special joyful wishes to my dear Astro Diva Bloggers friends Paula & Donna who have put a unique spin on Diva Marketing's Friday Fun. Girlfriend, I ask you where else in the biz blogosphere can you find business astrology?
Nov 10, 2006
Friday Fun is Diva Marketing's virtual happy hour from cosmos to
Jack to lemonade. A waiting for the weekend 'playground' time to be
sophisticated-silly. Or sometimes just plain silly.
When you're on the road for business, eating alone seems more the norm than not. Most times I'm okay with that. I use the time to catch up on "thoughts" or people watch and write blog posts in my mind that will probably never find their way to Diva Marketing. But Girlfriend, sometimes it can be lonely and awkward.
Last week my plane was late getting into Phoenix, where I was speaking about using blogs to build better service relationships, at the ASU's Compete Through Services Symposium. I was tired, hungry and a little frazzled when I walked into the Bistro at The Ritz Carlton Phoenix (sometimes these speaking gigs do have their perks!) to have dinner. As the waiter showed me to a table for one, two women, who were having dinner, waved to me and invited me to join them. Barbara Glanz turned out to be the end key note speaker and Krista Leintz was an attendee. Little Acts of Kindness.
And little did I know that Barbara Glanz's
kindness would be a living example of her presentation - The Simple Truths of Service. Barbara is passionate about building customer loyalty through customer service. As Barbara told us, you can't mandate customer service. Excellent customer service comes from both the heart as well as the head. That usually doesn't just happen. The culture of your organization has to support and encourage Little Acts of Kindness.
I listened to her tell story after story of creative, but simple ways, people within companies engaged with their customers. Barbara tells people to, "Put you personal signature on the job."
Then there is Johnny The Bagger a young man who happens to have Downs Syndrome. Johnny puts a though of the day in every order he bags. Customers come into the store, patiently wait in Johnny's line, just to get Johnny's quote of the day. "Johnny brought his heart to his job. He focused on what he could do in
his daily work to make his customers feel special and their lives a
little better." Little Acts of Kindness.
Light bulb moment. This is so bloggy thought I. Why not incorporate
blogs into your customer service strategies? Why not have a Johnny The
Bagger Blog?
Ten Simple Truths of Service
1. Great Service Inspires Stories/Memories.
Tip: Collect and record customer service stories
2. Great Service Uses Outside-The-Box Thinking
Tip: Encourage and reward creativity and innovation
3. Great Service Is A Choice
Tip: Understand the choices you have to engage with your customers. Teach employees to look for these touch points.
4. Great Service Starts With A Clear Vision
Tip: Management must first have a focused vision and be enthusiastic about the importance of excellent customer service.
5. Great Service Requires That Everyone Catch The Vision
Tip: Ensure that all employees understand and buy-into the vision
6. Great Service Surprises People
Tip: Have fun. If you're having fun at your job it will spill over to other employees and your customers
7. Great Service Begins With Anyone
Tip: Everyone in your organization is responsible for creating Little Acts of Kindness.
8. Great Service Goes The Extra Mile
Tip: Give employees the authority to Serve customers without going through channels
9. Great Service Brings Customers Back
Tip: Benchmark and monitor customer retention statistics
10. Great Customer Service Comes From The Heart
Tip: Manage on both business and human levels
Bottom-line .. your customers have click-of-the-mouse choices. From the heart customer service builds stronger relationships and can differentiate you from your competition. Little Acts of Kindness .. works!
Lessons Learned: Let's take our cue from Johnny The Bagger. What little Acts of Kindness can you implement in your business that will make your customers feel appreciated and special? In doing so you will not only create a much needed point of difference for your business, but a memorable "signature." I'd love to hear what you're doing. Please drop a comment and share your experience.
business astrology for fun -
from The Astro Divas Paula Dare & Donna Page
Happy Friday Diva fans; this could be a very interesting weekend for many of us. The planets are lining up asking us to have a good time, Moon in Leo shouts let loose, play enjoy life from one corner with the other team of players in Scorpio wanting intensity passion and focus.
You may have plenty of homework to do on your business agenda but feel like throwing it to the wind until you are back in the mood. Set aside allotted time to focus and regroup your long term vision, then allow your inner child to come out and play.
Nov 9, 2006
It's about the stories.
That's how Steve Brown, Executive Director and Professor of Marketing at W. P. Carey School of Business opened day two of
The 17th Annual Compete Through Service Symposium
Last week I had the honor to speak at one of the best bloggy conferences around. The 17th Annual Compete Through Service Symposium presented by the Center for Services Leadership W. P. Carey School of Business at the University of Arizona. The focus of the symposium was service as a competitive advantage.
Girlfriend, I can hear the bloggers now. "That doesn't sound like a Web 2.0 or Business Blog Conference or even a BlogHer event." And they would be right. It was not. But the Service Symposium was just as bloggy. Maybe more so because the speakers that Steve Brown and Mary Jo Bitner brought together walked the talk of combining transparency, culture, customer and employee respect into their organizations. Sure sounded bloggy to me.
Sidebar: The icing on the cake was an article written about my session, Is your company ready to blog?, that is included in the prestigious Knowledge@W. P Carey, an online resource of the W.P. Carey School of Business that offers business information and trends. My favorite line from Carrie Barrett's article -
" .. (a) well-executed business blog is part marketing, part magic -- a 24-hour opportunity to interact with customers, impress Wall Street, spark business-to-business opportunities, track industry trends, spot brand deterioration and spook competitors, all maintained at a low-rent cyber address.
I intended to post a recap of my favorite take aways, however, there were so many interesting and important points I wanted to share, to make an easier read, I've split them into a series of posts. Next year live blogging. Right Steve?
Globalization of Services
Gary Bridge, Ph.D., Senior Vice President and Global Lead, Internet Business Solutions Group
Cisco Systems
- My notes to self about Gary read, "Elegant, passionate speaker."
- Watch the growth of China. Did you know that Wal-Mart is the 8th largest trading partner of China?
- Dell is building a multi million dollar call center in Ireland to support customer service of its mid and large size customers. Seems there was a culture challenge with their outsourced labor (surprise!). Which reinforces the importance of understanding the culture of both/all countries involved in off shore out sourced initiatives.
- The healthcare industry is off shore out sourcing claims management and even radiology analysis
- Question: Can service innovation be out sourced?
Atul Vashistha, CEO, Author of The Offshore Nation: Strategies for Success in Global Outsourcing and Offshoring neoIT
"Boarderless services" is how Atul positioned the increase in off shore outsourcing. As companies look for competitive advantage off shore out sourcing of core activities will play a more prominent role in the new business model.
7 Secrets of Successful Globalizers
1. Embrace globalization - Understand the advantages of operating in different countries beyond cost saving to growth and quality improvement opportunities.
2. Welcome globalization as a transformation lever - Determine how can globalization be used to build competitive advantage.
3. Adopt a life cycle approach - Build a plan to manage the entire process on an on-going basis.
4. Align business and globalization objectives - Determine if your company is right to adopt a globalization strategy. Is business strategy driving services globalization? What part of the business strategy does globalization help us execute?
5. Assign the best people - Strong, well-placed internal leaders help ensure support of the initiative and maintain the quality.
6. Implement a strong governance model - Prevents the breakdown of the initiative after the roll out.
7. Embrace a continuous improvement mindset - Develop measures to establish benchmarks, goals and expectations.
Seems everyone I meet has at least one horror customer service story
about off shore customer/tech support service. Let's hope companies put
resources against this strategy to do it right.
Sep 13, 2006
By: Toby - Diva Marketing
A long over due "welcome to the blogosphere" to Merrill Dubrow, CEO & President of M/A/R/C Research. M/A/R/C Research, a part of Omni com Group Inc., is one of the top marketing research firms in the U.S. Merrill joins an elite group of senior-level researchers who are blogging: Laurent Flores, Jim Nail, Max Karloff to name a few.
Sidebar: You may know Omni Group, Inc. through some of its other portfolio companies such as global advertising brands BBDO Worldwide, DDB Worldwide or TBWA Worldwide.
The
Merrill Dubrow Blog holds a special bloggy place in the blogs that I helped launched. You just never know where your friends will land as they forge their career paths. Merrill and I were AMA Chapter presidents at the same time. He was in Boston and I was in Atlanta. In one of his first blog posts Merrill tries to bring past AMA presidents together. A nice use of social media.
Last March I had the pleasure of spending the day with Merrill and his team in Dallas discussing social media. Some people just intuitively "get" blogs and social media. The M/A/R/C team including Joan Treistman (NYC past AMA president), Randall A. Wahl and Kevin Robertson were spinning ideas as fast as we could write them down.
And Merrill. As I told Merrill, some people are born to blog and Merrill is one. Sure he's still finding his blog "voice" .. so I ask you to cut him some slack. What will you find on The
Merrill Dubrow Blog? A mixture of personal, opinion, thought leadership and teachings about an industry he clearly loves .. marketing research. And the Red Sox. What would you expect from a guy from Boston?
I was able to catch-up with Merrill for a mini interview where he explains the back-story of why M/A/R/C launched a CEO blog.
Toby/Diva Marketing: Why did M/A/R/C decide to blog?
Merrill Dubrow: A few reasons – need to communicate in lots of different ways these days. Blogs are just another way. Wanted to get postings out there to try and stimulate dialog with industry contacts and frankly I think I can learn a great deal in the process. As I mentioned I am NOT sure where they are headed but I wanted to make sure we were on the wave and lets see where it takes us.
Toby/Diva Marketing: Many CEOs are fearful of the blogosphere. They think the competition will discover their company's trade secrets, they think that negative comments will harm the brand and they feel they don't have the time to blog. How would you respond?
Merrill Dubrow: Clearly I am not going to talk about company revenues and profit BUT pretty much everything else is fair game. I believe in the more you put into things the more you get out. When I present at conference I am very open – just ask anyone who has heard me. In fact most times I am the highest rated speaker because one of the main reasons is because I am honest.
Toby/Diva Marketing: Level with me Merrill. You're among friends. Are you really writing the blog yourself?
Merrill Dubrow: I write like I talk and present – I have been told I will be a good blogger ... I HAVE WRITTEN ALL OF THE POSTINGS SO FAR AND DOUBT THAT WILL EVER CHANGE ... If I didn’t they would all be about research.
Debbie Weil .. here's a CEO blog to add to your next book about c-level blogging!
Aug 15, 2006
Left Hot'lanta last Thursday for Mass (that's Massachusetts) and spent the weekend by the sea by the sea the beautiful sea at Nantasket Beach in Hull visiting family. <Hi Kaye, Nealie, Sammie, Jessica, Scott, David, Larry, Polli, Christine and Deb.> It only took one hour and forty-seven minutes to check luggage and go through increased security. Made it to the AirTran gate with a full 6 minutes to spare.
Where a charming keeper of the gate graciously (not) informed me and four other passengers that the plane had 'closed.' How could it be 'closed' we sweetly (not) asked when the plane was was still at the gate with 6 minutes to take off? She sort of shrugged, turned with her paper work and walked on-board to give it to the flight crew. Closing the door behind her. Needless to say, there were five very frustrated passengers left standing.
I don't know went what on behind closed doors but several minutes later those sacred doors opened and she ushered us on to the plane. The pilot even walked up the gateway to greet us. Nice touch. So what did happen? Did the keeper of the gate come to our rescue? Did the pilot realize happy customers were more important than a slight delay and fall in take off stats?
Sidebar: You might recall that Thursday August 10 was the day that Scotland Yard thwarted a terrorist plan to blow planes sky high.
To ensure air travel safety no liquids are allowed in carry-ones. That
means if you have toothpaste or contact solution or hair gel your bag
gets checked. That means adding at least 30-minutes to your airport
time. Major bummer!
Sidebar: This may seem like a side-step but it does all synergize. Promise.
Marketing Management July/August 2006 includes an interesting article by Lawrence Crosby and Sheree Johnson of Synovate Loyalty. Crosby and Johnson spin the tired customer experience rant into a concept/strategy of building customer memories. It's a subtle change of direction that lends itself to a different way of looking at customer touch points that reinforce your brand promise. They suggest the following multiple dimensions be considered:
- duration - initiation, immersion, conclusion, continuation
- intensity - reflex, habit, engagement
- breadth - products, services, brands, channels, price
- interaction - passive, active, interactive
- triggers - all human senses, concepts, symbols
- significance - meaning, status, emotion, price, function
I took home a scrapbook of memories from my trip to Hull included BBQing dinners with friends and family, walking on the beach with Scott, watching seniors line dancing to country western music - what a hoot that was!, discovering a 
cool new designer - Johnny Cupcakes, making a MySpace page for Kaye with Jess, Neals and Sam, sipping Margaritas on the deck of the Red Parrot while watching the sunset over the ocean and a special diva chick day with Kaye and Polli.
Memories also include feelings of frustration that I almost missed my AirTran flight; and yes, the relief when I was finally allowed to board. I'd have a different memory to add to my scrapbook if the customer rep had said, "I'll try to get you
on. I understand that there were circumstances outside of your control
this morning." Even if she couldn't I would have appreciated her kindness. That would have been my memory of AirTran .. the kindness and understanding of their people.
Think about it .. What do you want your customers to put into their memory scrapbook of your brand? Memories don't have to be "big." Sometimes the small ones that touch the heart remain the longest. How can you create those memories that go beyond a forgotten experience? Hmm .. could be an interesting promotion - create a scrapbook of your memories of xyz brand.
Memories, pressed between the pages of my mind
Memories, sweetened thru the ages just like wine,
Memories, memories, sweet memories
Technorati Tags: Johnny_Cupcakes,, Hull,, AirTran,, MySpace,, Marketing,, Branding,, Strategies
Apr 18, 2006
In the rough and tumble world of social media it's not easy to herd cats - or bloggers - into a space where we can play kindly together. When I speak to marketers, about using blogs as a business tool, one of their FAQs is about ethical implications and trust. On the side of the blogs and comments..the authors and the readers.
Part of WOMMA's (Word of Mouth Marketing Assoc), mission is the creation an Ethics Code that establishes guidelines and best practices. At the heart of the Code is the Honesty ROI: Honest disclosure of Relationship, Opinion, and Identity. DuPoint is the first F100 company to endorse the Code.
Michael Rubin, of WOMMA, asked that I pass along an invitation to Diva's readers to attend a Free teleconference - A Practical Guide to Doing it Right - scheduled for tomorrow April 19th. Time: 12 noon Eastern. Call #: 512.225.3050. Login:772541#. More Information.
Great way to celebrate Patriot's Day. (Well, Patriot's Day use to be on April 19th until Massachusetts decided it wanted a 3-day weekend holiday and moved it to the 3rd Monday in April.) Perhaps WOMMA's teleconference will be the shot heard 'round the blogopshere!
Technorati Tags: Blogs, Business_Blogs, WOMMA, Ethics
Mar 13, 2006
A Blog Story - On my way back from talking about blogs in Dallas last week, I sat next to a guy who asked if I was on my way to the ACC. Hmmm..thought I..ACC what could that one be? Active Communication Collaborators? Nope. Turns out my flight mate was a doc on his way to the American College of Cardiology Summit.
When he learned that I was doing work in the blog the space, his immediate reaction was to tell me blogs were a waste of time ... nothing more than a bunch of rant opinions and oh by the way, people are getting fired for blogging and colleges are now demanding that students hand over their blogs to them. And who has time to write those things anyway forget reading them. Much too busy.
Sidebar: Interesting article in USAToday about colleges that are expelling students for blog posts.
That might hold some truth, said I, but the applications for business blogging is quite exciting. So I proceeded to enlighten him about some of the cool happenings and the innovative people who are exploring blogs ... Kevin Pho, MD for example. Dr. Pho is a graduate from Boston University Medical School blogging at Kevin, MD Medical Weblog.
Of course I mentioned the great work that Nick Jacobs, Winber Medical Center has been doing, as well as the March of Dimes and the ACS. Oh a hospital blogging? That's a business they can write about things that doctors just couldn't, the friendly, open-to-new ideas doc responded.
Sidebar: And your practice is what? Thought I. A free service open to all? Some how I didn't think so.
Said the doc, what would I write about? Why would I want to do that? All sorts of things, said I. Information about new happenings in the field, how to cope better, a little about you and your staff. And your patients can comment back to you. Since there are lots of docs and people have a choice who they can go to this would give you a competitive advantage. People would really appreciate who you are and understand what makes you different and special.
Sidebar: The good physician looked at me like I gone off the deep end. If he were a shrink I'm betting he would have made a referral before we deboarded.
I don't want to give them that information. There's too much on the internet already, the doc declared. Great opportunity to make sure they have correct information, I replied. But they don't need to know all that, he proclaimed. It would only confuse them. Besides there are not too many physicians, in fact there are not enough. And I'm too busy now. I don't need any more patients.
The old school doc volleyed a last remark, I don't practice medicine that way.
My volley back, Perhaps you need to change the way you practice medicine. If I were you I'd keep on eye on blogs.
With the extent of current and correct information online (yeah sure this is ton of incorrect stuff) dynamics of the patient-physician relationship is shifting from one where the doc held all the answers to one where with a click of a mouse patients .. called often "consumers" have access to as much or more than their healthcare provider.
Way back in 2002 Harrris Interactive's research indicated that 90% of all adults who were internet savvy wanted to communicate with their physicians online.
Another 2002 research study this one by Greenfield Consulting Group and Roper ASW reported that beyond basic criteria (see the Future of Family Medicine Report) patients value the relationship. Couldn't not post a few verbatims:
There are so many doctors that if you're not happy with the relationship you should just leave.
I want a doctor who is interested in me and has genuine concern for me.
I don't want to be treated like a number they should be friendly and caring.
Where is this leading in terms of marketing and blogs?
No matter what my doc flight friend may think, as in so many other industries, his patients have much more control than he realizes. As the research (and common sense) shows us what might be termed "bedside manner" is becoming more critical to patients.
And why not?! People want to do business, and medicine is more than a business, with people they like and who they feel like them too. Yes, credentials and experience may play a more important role in choosing a heart surgeon than a barber or a marketer but as the above patient said - There are so many doctors that if you're not happy with the relationship you should just leave.
Blogs would be a powerful way to help build those relationships. Perhaps (some) physicians should take their cue from (some) biz bloggers. Just a thought....
Read more about medical blogs in Diva Marketing Biz Blog Profiles:
Windber Medical
Center March of Dimes
ACS
Technorati Tags: Blogs, Marketing, Healthcare_Blogs, Consumer_Control, Services_Marketing, Hospitals, Doctors
Feb 11, 2006
Every once in a while you round a corner and are surprised by nice people and friendly service. [Sidebar: I just re read that sentence and thought...how sad.]
The Eugene, OR AMA Chapter invited me to speak at their monthly luncheon meeting this week. It was a quick trip in on Tuesday and out on Wednesday. I spent the night at the Eugene Hilton. Toss of a pink boa
throw to the Bell Captain Eric. When I mentioned how much I enjoyed the hotel's Marionberry jam he sent me home with a jar. Now that is yummy customer delight!
Feb 9, 2006
Earlier this week I had the pleasure of talking blogs to the savvy marketers of the Eugene OR AMA Chapter. I knew that Eugene, OR was a road less traveled from Hot'lanta when Janis Ross, the program chair and vp convention marketing for Lane County CVB, routed me via Salt Lake City. Thanks for your hospitality and the OR vino and chocolate..what a great combination. By the way the Eugene Airport has Free Wifi!
Atlantans are pretty snobbish when it comes to direct flights. This one was totally sold out. In fact, Jon Huntsman, Jr. the Governor of Utah, was in the far back cabin with his wife and body guard. Or at least that's what the Delta pilot th
and his mom Marianne, 
who are about to go MAC. Well, HP you might say, the loss of one high school student and his mom .. no big deal. It's not like they are a Fortune 100 company where you might have opportunity for an account with hundreds perhaps thousands of orders. 
from gapingvoid.com was next to Marianne's post. 
