Don't Miss a Thing
Free Updates by Email

Enter your email address


preview  |  powered by FeedBlitz

RSS Feeds

Share |

Facebook: Seth's Facebook
Twitter: @thisissethsblog

Search

Google


WWW SETH'S BLOG

SETH'S BOOKS

Seth Godin has written 12 bestsellers that have been translated into 33 languages

The complete list of online retailers

Bonus stuff!

or click on a title below to see the list

all.marketers.tell.stories

All Marketers Tell Stories

Seth's most important book about the art of marketing

ONLINE:

IN STORES:

free.prize.inside

Free Prize Inside

The practical sequel to Purple Cow

ONLINE:

IN STORES:

linchpin

Linchpin

An instant bestseller, the book that brings all of Seth's ideas together.

ONLINE:

IN STORES:

meatball.sundae

Meatball Sundae

Why the internet works (and doesn't) for your business. And vice versa.

ONLINE:

IN STORES:

permission.marketing

Permission Marketing

The classic Named "Best Business Book" by Fortune.

ONLINE:

IN STORES:

poke.the.box

Poke The Box

The latest book, Poke The Box is a call to action about the initiative you're taking - in your job or in your life, and Seth once again breaks the traditional publishing model by releasing it through The Domino Project.

ONLINE:

IN STORES:

purple.cow

Purple Cow

The worldwide bestseller. Essential reading about remarkable products and services.

ONLINE:

IN STORES:

small.is.the.new.big

Small is the New Big

A long book filled with short pieces from Fast Company and the blog. Guaranteed to make you think.

ONLINE:

IN STORES:

survival.is.not.enough

Survival is Not Enough

Seth's worst seller and personal favorite. Change. How it works (and doesn't).

ONLINE:

IN STORES:

the.big.moo

The Big Moo

All for charity. Includes original work from Malcolm Gladwell, Tom Peters and Promise Phelon.

ONLINE:

IN STORES:

the.big.red.fez

The Big Red Fez

Top 5 Amazon ebestseller for a year. All about web sites that work.

ONLINE:

IN STORES:

the.dip

The Dip

A short book about quitting and being the best in the world. It's about life, not just marketing.

ONLINE:

IN STORES:

the.icarus.deception

The Icarus Deception

Seth's most personal book, a look at the end of the industrial economy and what happens next.

ONLINE:

IN STORES:

tribes

Tribes

"Book of the year," a perennial bestseller about leading, connecting and creating movements.

ONLINE:

IN STORES:

unleashing.the.ideavirus

Unleashing the Ideavirus

More than 3,000,000 copies downloaded, perhaps the most important book to read about creating ideas that spread.

ONLINE:

IN STORES:

v.is.for.vulnerable

V Is For Vulnerable

A short, illustrated, kids-like book that takes the last chapter of Icarus and turns it into something worth sharing.

ONLINE:

IN STORES:

we.are.all.weird

We Are All Weird

The end of mass and how you can succeed by delighting a niche.

ONLINE:

IN STORES:

whatcha.gonna.do.with.that.duck

Whatcha Gonna Do With That Duck?

The sequel to Small is the New Big. More than 600 pages of the best of Seth's blog.

ONLINE:

IN STORES:


THE DIP BLOG by Seth Godin




All Marketers Are Liars Blog




Blog powered by TypePad
Member since 08/2003

« Why downloading Firefox is like getting into college | Main | Drop the dot? »

Who answers the phone?

The new rules mean that the most valuable marketing event is almost always an inbound phone call.

An inbound phone call is the ultimate in short-term permission. The customer or prospect is taking the time to call you. She's focused, interested, paying attention and willing to trust you.

Think for a minute about how much you spend (and how high up in the organization the discussions go) when it's time for a new logo or a new Super Bowl ad.

And yet, even though the rules have changed, the lowest-paid, least-respected, highest-turnover jobs in the organization now do the most important marketing work.

Scharffen-Berger Chocolate (which I've featured in some of my books) was bought by Hershey three years ago. They bought it because of me (and people like me). People who will go out of their way to find high quality dark chocolate and then pay a huge premium to buy it.

I've been really disappointed with the quality of their product for a few months. It seems to me that in order to ramp up production, they've smoothed out some edges and the product is becoming boring. Fewer high notes,  less interesting. So, I called.

The operator, who couldn't have been nicer, offered me a coupon for a free replacement bar.

A replacement of what? More of the same mediocre product I was calling to complain about?

Of course, she was just doing her job, but who's fault is that? Who decided to give her nothing but a script, who decided not to take the inbound calls seriously,  who decided that it made sense to put up a wall instead of opening a door? I guess the short version is, "why isn't the brand manager answering the phone?"

"Your call is very important to us,"

does not jibe with,

"Due to unusually heavy call volume."

And the phrase, "I'm sorry, I'm just doing my job," does not match up with the marketing event of a person taking the time to call (or to email).

No, of course Sumner Redstone can't answer every single letter sent to Viacom. But...

Shouldn't every single inbound call be answered in one ring? Shouldn't there be as much spent on self-service customer support as is spent on the design of the selling part of your website? Shouldn't you be tracking in the finest detail what people have to say when they call in? Shouldn't you be rewarding call center operators by how long they keep people on the phone, not how many calls they can handle a minute? Shouldn't there be an easy, fast and happy way for an operator to instantly upgrade a call to management (not a supervisor, I hate supervisors) who can actually learn something from the caller, not just make them go away?

And I guess that's my biggest point: the goal of every single interaction should be to upgrade the brand's value in the eye of the caller and to learn something about how to do better, not to get the caller to just go away.

TrackBack

TrackBack URL for this entry:
http://www.typepad.com/services/trackback/6a00d83451b31569e200e551d1df9e8834

Listed below are links to weblogs that reference Who answers the phone?:

» A Tale of Two Online Printers: an Easy Lesson on How to Piss off or Please Clients from Being a Starving Graphic Artist Sucks
Business people (creative freelancers included), often get frustrated and wonder why clients don't continue to do business with them. When looking at a conservative estimate that says it will cost you at least 5X more in time and money to [Read More]

» End of the Runway for Airlines from Bob Poole's Distracted Reality
It used to be when an airline had a problem or even went out of business that other airlines would honor the ticket. In fact it was a law up until 2006 when Congress let it pass into oblivion. Why [Read More]

» The right way to answer the phone? from Acronym
Seth Godin has a great post up today (admittedly, most of his posts are great ones) about handling customer phone calls. Here's his opening salvo: "The new rules mean that the most valuable marketing event is almost always an inbound... [Read More]

» End of the Runway for Airlines from Bob Poole's Distracted Reality
It used to be when an airline had a problem or even went out of business that other airlines would honor the ticket. In fact it was a law up until 2006 when Congress let it pass into oblivion. Why [Read More]

» If You Need Anything Else, Call Me! from Mary Schmidt Marketing Troubleshooter
This past weekend, I was in New Orleans celebrating my - um - 29th birthdayI had previously called Commanders Palace for a reservation. Not only did they answer within two rings, they were both efficient and effective. No being put on h... [Read More]

» The Best Way to Spread Your Message from bigPicture
Seth Godin, once again, nails it! A few of the companies that I am passionate about made my list solely on the fact of how they answer the phone. One of them is GoDaddy. Each time I have called them [Read More]

» Seth's Blog: Who answers the phone? from Bernard's Blog
Microsoft talks a lot about the People Ready Business. I think the message behind this is [Read More]

» What Is Marketing, Anyway? from remarkable communication
Marketing (particularly Internet marketing) seems to be the subject of about 90% of blogs. It's the single most common topic for lenses on Squidoo. And it's a generally accepted synonym for lies, half-truths and general bullshit. A lot of people [Read More]

» Unreasonable Expectations from Best Practices in B2B Demand Generation - demandblog
...the designer we use had sent out an email to her address book the other day because she was delighted by the outgoing message on Zappos customer support line. What an amazing strategy...when someone calls you with an issue, get them smiling before ... [Read More]

» Hire the Right People, Use Less Rules from Sales by 5 Blog
This morning I dropped off my dry cleaning, with a coupon. This evening, I picked it up. On the way home, I noticed that I had not received the proper pricing so I returned, receipt in hand and requested an [Read More]

» Customer Service is Not a Commodity from matmccoy(dot)com
Last week I attended a staff meeting our my company's customer service call center (I do this probably once a month). It got me thinking about a post I read last month on Seth Godin's blog called Who answers the [Read More]

» Кто отвечает на звонки? from Как продать
Цель каждого без исключения общения с клиентами должна заключаться в том, чтобы повысить ценность бренда в глазах звонящего, а также узна... [Read More]

« Why downloading Firefox is like getting into college | Main | Drop the dot? »