Zane Safrit is the former CEO of Conference Calls Unlimited. His small business CEO ramblings have been posted at http://zanesafrit.typepad.com for several years now.
3-4 years ago Conference Calls Unlimited ceased investing in traditional advertising. Truth be known, it wasn't an investment. It was a donation. And the ROI was that of a donation: A thank-you note, a towel and a jar of jelly-beans.
He directed that budget to their customers' experience and incentivizing their staff.
It works. Customer churn was less than 1%. Sales conversion ratio is over 75%. Profits tripled. Conference Calls Unlimited was profiled in MarketingSherpa and the book Testify: How Remarkable Companies Are Creating Customer Evangelists.
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Scott K. Wilder - The Small Biz
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Dr Mike Thomson - Ethics in
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Harry Joiner - People
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Check out The World Laughter Tour, Inc. http://www.worldlaughtertoour.com. This is a US based organization that trains people to serve as laughter leaders in a therepeutic setting like nursing homes and other long term care facilities as well as schools, etc. There is some science behind it. (Full disclosire - they are a client of mine)
Posted by: Jim Canterucci | August 18, 2005 at 08:53 PM
Check out The World Laughter Tour, Inc. http://www.worldlaughtertoour.com. This is a US based organization that trains people to serve as laughter leaders in a therapeutic setting like nursing homes and other long term care facilities as well as schools, etc. There is some science behind it. (Full disclosure - they are a client of mine)
Posted by: Jim Canterucci | August 18, 2005 at 08:54 PM