Zane Safrit


  • 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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March 24, 2006

25 Secrets of the World's Best Companies

I love secrets even living in a small town where sometimes I'd just as soon not know their secrets. But this is a different kind of secret; it's ones that will help you grow your business. It's Best Kept Secrets of the World's Best Companies. They're 25 of them. And they're pretty surprising ones.

Some obvious ones are Compare everything you do against your rivals. Ok, got that one.

And Seek brutally honest feedback from customers. That's one of those so obvious you wonder why it's a secret. But to many companies that is a secret idea: talk to your customers. Oooo.Whisper it.

But how about bad news folders. This company had such a folder delivered to their CEO daily from his regional managers that included everything from worker injuries to robbery of delivery trucks to counterfiet toothpaste tubes. Just staying ahead of the game.

Or the Tech Box - create lending library of ideas. What's a tech box? ... a freezer-size chest of drawers in each of its seven offices around the world. Inside each is the same library of up to 2,000 gadgets, materials, textiles, and artifacts that keep the creative gears of Ideo designers in constant motion.

Or Get the directors out of the boardroom.

Or Let employees choose their leaders.  Who better to judge a new employee than those who'll work with the new employee?

Keep retirees in the labor pool. That's gonna take on importance as my colleagues in the boomer generation grow gracefully into the evening.

Anyway, there's 25 tips that are outside the normal ones on such a list.

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» What Best-Kept Secrets Small Business Can Learn from the Best Companies from SmallOfficeMedia.com
Over at Business 2.0, an article titled Best-kept secrets of the worlds best companies shows just how big business goes through the trials and tribulations of getting to their big and successful stage - remembering th... [Read More]

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