I dig language. I dig analyzing human interaction. And I dig marketing. That actually means every interaction with every business is like a moment in the lab for me.
So I hit a triple play today when I was on the phone with a State Farm customer service rep. The rep told me she wanted to get me to speak to someone from my state. She said: “Let me warm transfer you to someone in PA.”
My prefrontal cortex woke up with a jolt. I have honestly never heard this before.
I knew of course what it meant: to be transferred to another agent with a live agent-to-agent hand off. Of course there should be a word for that!
Shouldn’t all transfers be ‘warm’?
This is customer service gold. Use it — do it! — and your customers will be delighted.
So at the end of the call, when she asked me if I had any other questions, I checked in with her: “Did you say ‘warm transfer’?
Yes, she said bemusedly. She then politely explained what it meant and added: “It’s a Southern thing, I guess.”
Well, that makes it twice as nice.
Uberconference is the new kid on the block for online meetings. It looks like it’s gonna kick WebEx in the shins–if not in the mouth. So, yeah, I did this:
Uberconference’s Beta Sign-Up Form
And that brought me to this brilliant little game: Promote my interest in Uberconfernce and get points. Get enough and I get ‘to the front of the line’.
That’s pretty smartypants. And damn simple. Wonder if they did an A/B test–and what the lift is.
It’s scavenger hunt-esque.
Uberconference’s Beta Invitation Gamification
This also makes me think of the amount of time it took to build this company vs. WebEx. I’m sure it’s a multiple of 10.
I’m new to Douglas Rushkoff, but I’m digging what he’s saying over on FastCompany about the state of ‘brands’ and the future (now!) of marketing.
In short, ditch the inflated and created ‘branding’ that takes place at your org–just be transparent and really good at what you do. BTW: One good example of this is MailChimp.
Rushkoff On “Brands”
[But] it’s not about creating a mythology around the way a product was created, so it’s no longer “these were cookies made by elves in a hollow tree.” That’s not the value of the brand. The value of the brand is where did this actually come from? What’s in this cookie? Who made it? Are Malaysian children losing their fingers in the cookie press or is this being made by happy cookie culture people? At that point, all these companies come to people like me saying, “We want to become transparent. We want a transparent communication strategy.” And I’m like “Well, are you proud of what’s going on inside your company? Are you proud enough to pull up the shades and let people see inside?” It’s that easy.
Every company has a social media strategy whether they know it or not. You can have your dedicated social media person chasing down consumer complaints, but your real social media strategy is how are the people who work at your company and the people who buy from your company and people who supply to your company, how are they talking about you in social media? The way to make them talk about you [favorably] is by walking the walk of the thing that you do. And that’s so hard for so many of these companies because they’ve become so abstracted. They’ve become so distanced from the core competence of their industry. The job of a communicator–or someone like me–is to go in and say, well, just do something. Don’t outsource one thing and then make your company about that.”
Rushkoff On Marketing
In response to: “What will marketing organizations look like in the future?”
It will be companies that figure out how to communicate the non-fiction story of a company, so it’s going to look a lot more like a communications company than a creative branding agency. It’s going to look a little bit more like PR, in some sense. It’s going to be people who go and figure out what does your company do and how do we let the world know about that? There’s going to be a lot of psychology involved, except instead of it being psychologists turned against the consumer, it’s going to be psychologists going in and trying to convince companies that what they’re doing is worthy. It’s breaking down this false need in companies to hide from the public what they’re doing–except for the ones that do (need to hide).
We’re getting back to the basics–and I like it.
Here are a few excerpts from a recent Wall Street Journal article on Lululemon and its seemingly anachronistic methods of product design, customer insight and brand management.
- Unlike most retailers, Lululemon doesn’t use software to gather customer data, doesn’t build lots of new stores, doesn’t offer generous discounts and purposely stocks less inventory than it can keep on its shelves.
- When it comes to making decisions, Lulu has gone back to basics. It doesn’t use focus groups, website visits or the industry staple—customer-relationship management software, which tracks purchases.
- Instead, Ms. Day spends hours each week in Lulu stores observing how customers shop, listening to their complaints, and then using the feedback to tweak product and stores. “Big data gives you a false sense of security,” says Ms. Day, who spent 20 years at Starbucks Corp., overseeing retail operations in North America and around the world.
- Lulu also trains its workers to eavesdrop, placing the clothes-folding tables on the sales floor near the fitting rooms rather than in a back room so that workers can overhear complaints. Nearby, a large chalkboard lets customers write suggestions or complaints that are sent back to headquarters.
- While a large part of Lulu’s strategy is getting the product right, an equally important part is keeping it scarce. The goal is to sell gear at full price and to condition customers to buy when they see an item rather than wait. “Our guest knows that there’s a limited supply, and it creates these fanatical shoppers,” says Ms. Day.
- Lulu also sells 95% of its gear at full price, says Chief Financial Officer John Currie.
- The company never puts its core items on sale, and it has a very strict return policy: no products accepted after 14 days, and all must be unwashed and unworn, with original tags.
So if you’re a marketing or web type, you most likely saw Google’s unprecedented video of its search meeting:
Video! The search quality meeting, uncut (annotated)
This really is awesome for a number of reasons:
The first–and most obvious–thing is that Google is being more transparent around its highly secretive search “recipe”. It’s showing anybody who is interested what kind of meticulousness and rigor go into decisions to improve search.
The second thing, and the thing that matters more to me as a marketer, is that Google is showing what good SEO–and what good marketing–is all about: producing great content. This video, is not professionally produced, nor is it staged or scripted. It’s just an honest peek inside their meeting.
So this is my observation: lots of firms have a treasure trove of good “content” happening every day in their company: it could be an epiphany regarding product development, or an anecdote from a client service rep about outstanding service, or a story about how useful a customer found a product… The take away is that marketing doesn’t always have to be the production of brand new “marketing” content, it can simply be opening the doors to show the real people behind the work, products and company.
Kudos to Google for walking the talk.
If there has ever been an analog-t0-digital snafu worth solving, it’s the small biz email newsletter sign up form.
How many times have you seen those little note books covered in pizza sauce, jammed-up on the counter, closed or otherwise being ineffective and uninviting? It screams: “We’ll never add these to anything and you’ll never get an email from us!”
That’s why MailChimp’s Chimpadeedoo is my hero. Looky here:
That’s a sweet iPad rendering of their new technology. With auto-sync to their email platform, MailChimp has elegantly left small biz folk with a sweet opportunity: to actually communicate with their clients via email.
There’s no reason anymore not to do it.
Technology that makes things suuuuuuper easy takes the cake every time.
This is so poetic and brings you right into a unique reverie—if you’re a Nirvana fan (from In Praise of Not Knowing over at NYTimes.com):
Kurt Cobain once said in an interview that long before he’d heard any actual punk rock music, he studied magazine photos of punk musicians and imagined what the music sounded like.
Anybody who has grappled with building a local app has struggled with how to structure local searches and local information.
Is it by zip code? Area code? Town name? Mailing address? Miles from current location? Nearest largest city?
Well, Realtor.com has introduced a pretty sweet feature in their iPhone app that’s so intuitive an lightning fast–and downright HELPFUL that I have to show you:
Here’s how it works:
- You hit the lass0-looking icon
- You draw your on circle of interest
- It populates your custom geo with the info you want
This has all the markings of greatness: it works the way you think, it’s easy and it’s fast.
Great UI and great UX Relator.com team!