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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« So, you think you have an engaged workforce? | Main | Personal Branding Telesummit, November 8 »

November 01, 2007

Keep learning, keep growing

Stephen Hopson, over at Adversity University, reminded me today that the easiest way to get smart is to surround yourself with people smarter, wealthier, more organized, more educated...than I.

For the most part, it's fairly easy to find such people. Almost every social networking site makes it easy to find such people and tools to connect and stay connected.

On a peer-to-peer basis I use 2 tools to surround myself with people smarter than I: Peersight Online and Creative Experience Councils.

Peersight Online is a peer-to-peer council of CEO's/leaders of small businesses. We meet in groups of up to 8, 3 times a week, on the phone. The meetings are moderated by a professional business coach and include agendas and time for open conversation on issues and challenges each of us face in common or individually.

I like this approach of a 2-hour meeting, every 3 weeks, by phone. It's time-efficient. And it brings change and learning at a measurable, manageable, baby-step, sized pace.

Creative Experience Councils offers a peer-to-peer council opportunity. But it takes a different approach. The councils are larger with as many as 20 members. The meetings are 2-day events held twice a year with opportunity for interactions cross council (12 councils exist to-date). And the meetings are also moderated by professional coaches with a prepared agenda at each meeting. The focus for these councils and their members is on creating a better customer experience. There's not much in a company's function that doesn't contribute towards that goal. So, the conversations can be fairly wide-ranging. 

I've had 2 meetings to-date. Both are outstanding from the members' participation and the leadership of the moderator in creating an open, participatory setting. Good ideas always present themselves. Friendships have developed. And being a person who hates meetings of one-hour length, I find myself very much anticipating the next council meetings in April from having enjoyed all the meetings recently held in SF in October.

Surround yourself with people smarter, faster, more accomplished, more creative, more interesting. Look good, feel good, do good things you never knew you could do before. Your family and your company will love you for it.

Disclaimer: Peersight Online is a customer.

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Comments

Thanks for the mention of Adversity University. It's greatly appreciated!

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