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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« Be Grateful | Main | Innovation and business challenges »

November 27, 2007

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Comments

Margie

This article is interesting even if you don't own your own business. It outlines the importance of health care insurance for small businesses so that they may offer them to their employees. Some people take jobs based on benefits more so than the pay or other elements because of the health crisis we are experiencing in this country. If you can't afford the high premiums of health care, and who can, then you have the option of opening your own business and then you are faced with this Catch-22 situation of offering insurance to your employees. We all must take some responsibility for our future health care and not depend on the failing system. The AARP knows this and they are addressing the issue with their website: http://www.thisissoridiculous.com At this site, we can sign their petition and have our voices heard and also remain informed. I am aware of this because I am working to support AARP in their endeavor.

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