Category Archives: Helpful Hints

Taking Sides

I’m in the middle of a few negotiations. Actually, I’m more of a mediator than a negotiator and I’ll explain that in a second.  What we’re negotiating isn’t important to the screed today but the manner in which the negotiations are taking place is. Frankly, I’ve rarely been as frustrated as I am at the moment and I’d like to explain why because it illustrates some things people sometimes do that are self-defeating.

The Inner Cloister

(Photo credit: kern.justin)

One thing I’ve always believed about business dealings is that there needs to be a certain amount of trust.  You have to believe that the other party is acting in good faith.  In my mind it’s like our system of justice:  innocent until proven guilty. In this case I’m working with two parties who completely mistrust one another.  In part that’s because they’re in a field that’s filled with people who misrepresent themselves.  In part it’s because neither of them is willing to reveal more than a little information at a time which fosters mistrust and doubt.  It’s a prescription for disaster.

Another thing that’s become obvious is that rather than the two parties positioning themselves on the same side of the table trying to solve mutual problems they’ve taken seats on opposite sides.  They’re missing out on the mutual creativity and solutions that can come when the parties work together.  Instead, they make demands of one another which arise from their own needs without any recognition of the other side’s reality.  It makes for a protracted discussion rather than a quick resolution.

I think it boils down to the people involved.  It’s way too easy to write it off to the industry or to the money.   Negotiating requires maturity and empathy – these folks seem to have neither.  As is the case in most business situations you can’t fix the business until you fix the people involved.  That’s a far more difficult process than any business deal.  As the intermediary, my role has been to keep the information flowing, the dialog alive and the emotion each party has been expressing to me from arriving on the other party’s doorstep to make things more complicated.  I’m successful at it some of the time but once in a while some of the above factors leak through my firewall.  It makes for interesting days.

There is only one side in a negotiation – the one on which things get done.  Of course there are divergent needs and priorities but unless and until everyone commits to a solution that is mutually-beneficial and encompasses the entirety of those things, not much gets done.  Do you agree?

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Filed under Helpful Hints, Thinking Aloud

No More Megaphones

We’re discussed customer-centric marketing a lot here on the screed over the years. This morning there’s a piece of research out that reinforces many of the points we’ve brought up in those discussions. The good folks at MyBuys have released a study which is…

primary research across more than 1,100 consumers that examined how personalized marketing across channels impacts shopper attitudes and buying behavior. Survey results reveal that customer-centric marketing—the ability for retailers to engage consumers in one-to-one conversations across the customer life cycle and all touch points—increases buyer readiness, engagement and sales activity, with a record 40% of respondents now stating that they buy more from retailers who comprehensively personalize the shopping experience across channels.

What I like about this is the recognition that purchasing is a process.  People have to be ready before they’re going to ring the cash register and part of the marketing process (a big part as it turns out) is fostering that readiness.  In fact, one thing the study show is that it can detrimental (at the very least to your conversion rates) if you get people to your website in an attempt to buy before they’re ready. When people leave websites without purchasing it is most often because they were “still in the research process” (44%).  So much for the “hard sell.”  It speaks to the notion of an ongoing conversation as well as to the abandonment of a “one size fits all” marketing plan.  More complicated?  For sure.  Better payoff?  You tell me:

When customer-centric marketing is implemented across channels, retailers typically realize a full 100% increase in purchase frequency, a 50% increase in average order value and a 25% increase in conversion of cart abandoners to buyers. These and other improvements stemming from customer-centric marketing equate to delivering a 25% increase in total online sales and a 300% improvement in customer lifetime value.

So how does one go about this?  Well,  “readiness” requires finding the right product (67%) at the right price (55%). In addition, personalized promotional emails (57%) and personalized online advertising (35%) were shown to be the top vehicles to prompt consumers to purchase.  Not surprisingly, Amazon was the site to which people turned after quitting other sites while shopping.  Amazon is textbook customer-centric marketing.  My experience on the site and yours will be totally different, as will the marketing materials we receive.  Any wonder they’re the biggest?

Throw away your marketing megaphones – they might be doing more harm than good.  I suspect this behavior is going on offline as well but that’s another post.  Does that make sense?  Does the research?

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Filed under digital media, Helpful Hints

Wet Newspapers

Here are a couple of quick examples of how two companies address the same customer happiness issue with two differing degrees of success. You’ll notice I say customer happiness rather than customer service. That’s because more often than not the service defines the happiness or lack thereof.

It rains here from time to time. As I’ve mentioned previously, we have a couple of newspapers delivered here at Rancho Deluxe each day. Rain and newspapers are fundamentally incompatible – just try to read one that’s been left out in the rain unprotected.  Every once in a while, the delivery person doesn’t get the newspaper wrapped up too well and it’s wet.  Not a big deal.

We’ve had a wet week and so each of the two newspapers – The NY Times and USA Today – has shown up wet.  What happened next is the subject today.  In the case of the Times, I went on their website where the link into account service is very clear and let them know we received a wet paper.  I was given the option to get a credit or to have another paper delivered – potentially that same day.  Three clicks and all done.  The paper did show up followed by a telephone call from a human – not a robot – making sure I’d received it and the matter was resolved.  Wow.

Compare that with yesterday’s experience with USA Today.  First, they redesigned USA Today ‘s website and it is very pretty.  Unfortunately, they’ve let “pretty” get ahead of “useful” and it took several minutes to get past the pretty pictures and actually locate the link into my account.  At one point I hit the “subscribe” button (which is all the way down the page – I wonder how that link converts?) but I could do nothing on that page except subscribe.  Oh wait – there’s a “chat with us” link available.  Maybe they can help?

Nope.  I gave them my name and email and told them I was a current subscriber.  This was at 8:25 am.  The autorespond said their reps were unavailable until 8 am in the same time zone I was in.  Right – 25 minutes prior.  Fail.

I won’t bore you with the details of how I finally got to the right page but when I did I clicked on “wet paper”.  I was not given an option on how the issue would be resolved (I still don’t know).  I was told it would be resolved within “1-2 business days” which is what the follow-up email said.

Two big companies, two very different responses to the same problem.  With which company would you rather do business?  More importantly  which one is most like the way your business handles issues?

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