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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« The Business Generation Gap | Main | [Change] is everywhere... »

November 19, 2007

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Comments

Mike Critelli

I certainly agree that we need better leadership. I have confidence in the voting public, provided that leaders properly inform and educate them. Unfortunately, I see many examples of active concealment of big issues. For example, government officials at all levels have done everything possible to avoid communicating the degree to which they have created huge unfunded retirement benefit liabilities for government employees. Effectively, there has been a huge wealth transfer from the public to well-organized, reasonably well-paid government employees.

There also is an active concealment of the condition of much of our infrastructure, such as transportation, electric, sewer, water, and other vital systems. Data on condition of roads and bridges is available, but it is hard to find. We tend to learn about these issues only when a bridge collapses.

The media does not help us because it focuses on the sensational event rather than the situation that is a true crisis, but has not yet manifested itself in a spectacular event.

You perform a valuable service in your blog. Keep it up.

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