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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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September 02, 2006

Advertising's Cognitive Dissonance

I was forced to listen to the first game of Iowa's 2006 football season. I was forced to as our cable company decided to not pick up the game.

So, a bit annoyed...I became astonished instead to hear an ad for this same cable company played on the radio broadcast of the game the cable company refused to carry. "Mediacom. We're the same cable company that's forced you to listen to this broadcast instead of watching it. Taking care of our customers' needs....'"

Cognitive dissonance.

Posted by Conference Calls Unlimited on September 02, 2006 at 12:00 PM |

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