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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« Results or Control? | Main | An economy of haves and have-nots »

October 12, 2007

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Comments

jeremy

I believe there are laws that regulate the interaction between police and the military, and its very possible this Gunny was breaking them. The federal military and local police are separate organizations with completely different duties and priorities. The separation between them is there to protect our civil liberties - we do not want a military or police state.

I understand how you are interpreting this to make your case for businesses, but your comparison doesn't fit at all.

Zane

You're right on all your points about laws, separation of military surveillance on civilian population and the separation of military and civilian personnel.

Those are important to maintain if we want the same sort of country we've had in the past.

And again, not to diminish them, but it's much the same argument within any organization: we've never shared this information before, if we do it will change the organization, that person's a traitor, disloyal to the org for sharing information...

Thanks for the comment and for reminding everyone of the importance of the separation of military and civilian organizations for law enforcement.

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