IBM improved its bottom line by asking customers how, and when, they wanted to be contacted.  These efforts generated 80% more revenue than the control group. 

How the Franklin Covey Public Programs division surpassed corporate goals, dramatically increased productivity and generated $4 million in incremental revenue 

The linking, synchronizing and integration of media and message resulted in a 1300% improvement in sales over the control group. 

Caesars Pocono Resorts achieved a 59% increase in ROI, leveraging occupancy and revenue, without increasing the marketing budget. 

Generating a 62% increase in conversion from your best customers through media integration. 

 

Development of a Consensual database made all the difference for Golden Rule’s new direct sales unit, increasing conversion by 57% 

The Consensual Marketing database process drives marketing investment to brokers with the highest propensity to sell, doubling the revenue, halving the cost. 

If you snooze you lose.  ACE Computer Camp missed a major marketing opportunity by not paying attention to their customers’ habits. 

Before inviting scientists to a product launch, a database scrub
corrected a 35% database inaccuracy while generating 18% referrals who
represented 61% of attendees

How and why PR made the difference in the successful launch of the PaperDirect catalog. 

Customers tell Golden Rule how Golden Rule should market the Medical Savings Account to them. 

Thus we hatched a plan – to smoke the absolutely best available All-Time Top Cuban cigars.  The articles, Cigar Stars of Cuba and Top Cuban Cigars 1992 – 2002 were our bible.  And with that good book in-hand we linked arms and strode off to see if the reviews still stand up.  

If I am to believe what I hear, jumping the corporate ranks and getting your message directly into the C-Suite is the manna that will feed a hungry sales force wandering in the wilderness.

The key is to focus on customers one at a time, rather than en masse. Read Hornstein Associates’ Annual e-mail survey results.

 

 

 

 

Based on the dismal results of our annual customer service email survey, the common thought seems to be "it'd be a great business if it weren't for all those annoying customers.  Only 51% of companies responded within any time frame, down from 86% in 2002. 

In real-life i am a customer, and as a customer I'd like to suggest a strategy that will have you prospering in these crazy times while everyone else is scrambling.  This strategy offers stability, greater profitability and increased referrals.

I don’t get it, but there seems to be a line of thinking that customer care is just about the call center.  You know, the trolls who sit under the bridge – the lowest paid employees who spend the most time with customers.
 
I think that everyone from the cafeteria to the C-suite has got a lot to learn from these trolls. Especially if corporate goals involve powerful differentiation, and maximizing long term profitability.

I don’t get it, but there seems to be a line of thinking that customer care is just about the call center. You know, the trolls who sit under the bridge – the lowest paid employees who spend the most time with customers. I think that everyone from the cafeteria to the C-suite has got a lot to learn from these trolls. Especially if corporate goals involve powerful differentiation, and maximizing long term profitability.
 

To dramatically increase your marketing results and ROI, I suggest a change of scenery:  move from an open market to a closed market.  The climate is very different.