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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« A Night with Al Green | Main | California's HealthCare Solution »

January 15, 2007

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Comments

Kimber

Ummm...employee loyalty? Long term employee loyalty is dead. I don't know a single person in my generation (35) who hasn't been laid off at least once. We've had long term employee loyalty beaten out of us. I am loyal to my employer of today but tomorrow, that could all change.

zane

Sad, it’s so true. I don’t get it: why companies behave that way. I mean I do. But…it’s unbelievably unnecessary (except for bonuses for a small number) and ultimately very destructive for their company, their soul and the social fabric. I digress…

You’ve got a great blog. I’ll give you a shout and a link in the next week.

Thanks.

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