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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