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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Scott K. Wilder - The Small Biz
Wiz
Zane Safrit - Business Life
Georgia Patrick - Customers
Count
Rob Kirby - Design Matters
Dan Janal - PR Leads
Troy White - Word Wealth
Jill Konrath - Selling To Big
Companies
Don The Idea Guy - The Idea
Department
Duct Tape Marketing
Podcast
Andy Wibbels - Business
Blogging Confidential
Brian Kolstad - In Your Own
Backyard
Natalie Ferguson/Tim Norton -
Help People Choose You
Dr Mike Thomson - Ethics in
Business
Harry Joiner - People
Management
Hazel Walker/Dr. Ivan Misner
- Referrals for Life®
Ken Yarmosh - Internet
Innovations
Mike Santoro - Nailing Customers
(with CRM)
Rob Reed - Your Trusted
Selling Brand
Steven Van Yoder - Personal
Fame Blog
800-CEO-READ - Small Biz Reads
John Jantsch -
Duct Tape Marketing
I agree ...... businesses should be more focused on what the person needs to complete the task! This usually will create a positive work enviroment and allow for positive growth.
Andrew Ghalashahi -
Strategic Marketing Consultatnt
Posted by: Andrew Ghalashahi | January 20, 2008 at 05:10 PM