By Mark on Aug 12, 2008 in Branding, CRM, Offer, Process, customer service | 1 Comment
I've written about good customer service in the past, highlighting my excellent experience with L.L. Bean. I've postulated that quality customer service is actually free, because the incremental sales more than make up for "excessive" talk time and refunds/credits granted by your customer service representatives.
Here's a trivially-observed example of what lousy customer service will cost you. In this example, from Verizon, it's a minimum of $100.
By Mark on Aug 11, 2008 in Branding, Featured, Marketing, Strategy | 0 Comments
On Saturday, I attended Audi's complimentary two hour session at Summit Point racetrack in West Virginia, as the the result of an invitation I received as a current Audi owner. I thought it would be a great way to spend a few hours on the weekend and get a ride in the 2009 A4.
Instead, I experienced a great example of experiential marketing and even witnessed a prospective Audi customer turn into a likely purchaser.
By Mark on Aug 6, 2008 in Advertising, Analytics, Featured, Optimization, SEO/SEM | 2 Comments
De-averaging your marketing investments and paying close attention to how your incremental marketing investments pay off is a post I've been intending to write for a while now.
The good folks at Rimm-Kaufman group, however, saved me the trouble with yesterday's excellent PPC Averages can Hide Incremental Nightmares. Please take the time to read it.
As I [...]
