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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June 26, 2006

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Comments

Anghel

I wouldn't quite say that's leadership,i would rather say that's philantropism.

Steve Farber

True, that's philanthropy. But we can all be philanthropic--if not with our billions of dollars (haven't been able to get my hands on mine yet), then with our time, talent, connections, knowledge, etc. Putting any of those resources towards a good and worthy cause IS leadership in my book. Literally. In my book.

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