Why

Someone asked me the other day, "why are you doing this?"

A simple, yet powerful question. And, important too. My answers:

To lead people to change the way they approach the idea of service and how to market service.
To improve service.
To improve work through happiness.
To move organizations forward.
To show people a new way.
To make a difference.

Many of my colleagues, friends and family have often suggested a career in academia for me. While I very much support all aspects of education, and really appreciate the benefits we receive from continued education and the institutions of higher learning, I believe I am most effective in the field, on the front lines, spending time with those who deliver your products and services everyday. And, I certainly stand to learn more working hand-in-hand with theese bright people than I would in the classroom. But, you never know what tomorrow brings.

Most of all, my "service" is a reaction to the deplorable service levels which surround us in every aspect of our lives. you probably don't need to think very hard about the last time a service provider really hacked you off. Conversely, try to recall an act of service brilliance? My bet is that there aren't nearly as many of the latter to choose from.

But, I could be wrong.

The Small Business Blog

I saw this today on the Small Business Blog....talking about missing the boat!

If you want the skinny, the article essentially says you must advertise to stay in business. It goes on to make reference to the $150 million Coke spent last year to keep their product on the consumer's radar screen. Sorry, but the advertising didn't sell any more drinks. Even the Coke folks will admit that the Super Bowl ads they produce don't sell one additional bottle/can of Coke!

In Coke's case, the brand is super well established, it's safe, secure and just part of the American way. So, unless they really screw it up somehow, they will continue to sell Coke. On the other hand, they may never again see any substantial growth, unless of course, they start spending some of those ad dollars to reenergize the product, or the DELIVERY of the product....my opinion.

I hope the folks at Small Business Blog don't take this personally....but, wake up! Please don't lead us down the same worn out-path. We've been there, done that.

The Small Business Blog

They Are Missing The Point Too

While this is an excellent article with facts and figures supporting the earlier post regarding the decline of traditional advertising in favor of WOM, the so-called critics of viral marketing (probably traditional Ad agencies and PR firms) which chime in are Missing The Point!

Viral Marketing is going to happen with or without agency input. The referenced "chicken" video craze is clear evidence of this phenomena. While Mr. Klein and client Burger King seem to imply this form of ad will sell chicken sandwiches, tenders, or whatever, what they've really sold is a cool, interactive, dancing chicken video.....it's the entertainment value which sparked the buzz....not the product they are trying to sell. If the product and service are remarkable, the word will spread...all by itself. Viral Marketing (in the form of viral ads) as a new tool for Ad Agencies is just that....a tool, it is not the solution. Making cool, fun and unique products delivered with astounding service is the solution.

And, what's up with all of the pop-up and banner ads annoying the crap out of you while you are attempting to read the article? ABC, get a grip!

ABCNEWS.com : Viral Ads Gain Respect as Marketing Tool

Advertising: Is it Dead?

This is an interesting article on the current state and future of advertising from the Economist.

The article describes the trends we often discuss in the new world of viral marketing and the like. Again, this is why it is so important to recognize that the power of your marketing effort lies within your product, and the delivery of that product...your service.

I picked up on the article courtesy of the newly formed WOMMA (Word Of Mouth Marketing Association). Check it out!

Why Do We Care If It's Memorable?

Just a reminder....the reason we need to be so interested in creating lasting impressions through memorable service experiences is this: Memorable Services and Products are the root cause of WOM (Word Of Mouth), or in other words, it is what compels our customers to talk with others promoting our products and services. And, as covered in this very good Harvard Business On-Line article, it is directly linked to revenue and profit growth....and that's the bottom line!

Missed Opportunities

The family and I just returned from an impromptu dinner out at a local Mexican fare restaurant. We went not because of the food, reputation for fabulous service, or the like. We patronized because we had been once before (and survived), and more importantly it was next door to the place where I had my flat tire repaired.

The food is average, the service okay. But, my reason for writing about this experience is to exemplify how easy it could have been to make the experience memorable. Not every astounding customer interaction needs to be the take it to the limit stuff you usually read about.

Here goes....the waiter, a personable and knowledgeable young man did the usual: brought the menu, greeted us with a smile,ask if we cared for a drink, etc. He did one more thing...he recognized we had our 11 month old daughter with us, and commented how "beautiful" she was, and asked for her name! Outstanding, Mr. Waiter, you passed the first service test, you started making the experience personal. Not in an overly sort of way which he could have done by asking my wife's name (yes, this happens, mostly in hotels). But, he recognized how much most parents like having their children doted on. And, he threw in the fact he had a two month old to further justify his interest. But, here is the important point....he could have blown us away by taking one more step....and, unfortunately for Picante (the name of the restaurant), he didn't.

Wouldn't it have been fabulous if he had come back to the table later, perhaps even as a parting gesture, and given my daughter some sort of little gift (hat, bow, sippy cup, toy, etc.) with her Name On It!, to further pesonalize the experience, and permanently etch it into our memory bank. It wouldn't have cost much, and I guarantee you he would have far exceeded our expectation......tada Memorable Service! We would have had little difficulty telling that story about a hundred times. And, just think if that sort of service creativity was adopted by every employee at the place, management, ownership, etc. There would be lines out the door, and the food could be just okay. They'd be playing the "Service Edge" (Free Prize Inside, Seth Godin) like the fiddle.

But, as it stands, we probably won't say much about Picante, unless we know you're getting your tire fixed next door.

The Basics

It's really quite simple when it comes to providing Memorable Service.....

Always, always, always give the customer a little more than they expect.

If you get this right just half the time, you're light years ahead of most.

That brings most of us to a very important question....How do we know what the customer expects?

Stay Tuned.

Airlines Have Hope

Yeah!!!! Finally an airline employee who gets it. American....promote this guy to President, or something....


American pilot goes extra mile for passengers during long delay in Dallas - 03 Jul 03:00

American pilot goes extra mile for passengers during long delay in DallasBy Bryon Okada, Fort Worth Star-Telegram, Texas
Knight Ridder/Tribune Business News
Jul. 3--Flight delays can frustrate travelers, but Dallas/Fort Worth Airport is still buzzing about a pilot who used the extra time to provide for his passengers.
On June 2, 56 passengers sitting aboard Oakland-bound American Airlines Flight 1463 had to wait 108 minutes. It was a beverage-only flight.
"And it became clear after about an hour of sitting there that people were getting hungry and this was going to be a pretty long night," Capt. Stephen Phelps recalls.
It was late, but Phelps went looking for food. He's a D/FW regular, so he knew about DFW TravelMart. (Store philosophy: "As long as there are passengers, we stay open.")
Phelps hustled from Terminal A to Terminal C, where store workers had his order of gourmet sandwiches and doughnuts ready.
Then the storm let up.
"I hailed down a golf cart, put all the sandwiches in the back and high-tailed it over to Terminal A," Phelps says.
The weather cooperated and the flight took off safely.
And that's how a two-hour delay became a customer-service sparkler.

Memorable Ratings

From time to time, as I run across Memorable Service, I will post those examples on Star In The Margin. They will be rated and classified into one of three categories: Good, Bad or Ugly (yes, these are the inspiration of the Clint Eastwod Spaghetti Western, The Good, Bad and the Ugly). As the category names imply, the service will be highlighted for being Memorable in one of three ways.....Good (this is really meant to be super good, a clear example of how radical service wins customers), bad (more indifferent than it is bad, used as an example of how it could have been done differently to achieve the Good rating) and Ugly (well, what more can you say....these are examples of folks who just don't get it, and will likely continue in their graveyard spiral toward chapter 11).

Men At Work

As most of you know or have figured out by now, my company, Opening solutions, is relatively new (less than a year old), and the subsidiary, Memorable Solutions (The parent of *Star In The Margin) is still in diapers. Respectively, any comments, critique or complaints are welcome. Websites are being constructed as we speak. But, I just couldn't wait to get these ideas flowing, and into the heads of folks who will benefit the most.

All of my pertinent contact information is on the About Me page, and the e-mail lilnk works just fine.

Why Star

So, you ask, why *Star In The Margin?

It's simple....remember back in the old days in school, or even a business seminar when you took notes...before PowerPoint. Well, whenever the speaker said something important (or something they said would be on the test!), you placed a * star in the margin....shazam!

I hope you find the posts and resulting dialogue both interesting and important.

My New Dimension

So, here goes....the beginning of a new dimension (for me anyway)...my attempt to make a difference in the way people and businesses look at marketing, and specifically the service platform.

The product can be unique, cool, neat, even a must-have. But, if the delivery stinks, you'll go down in flames....trust me.

Having spent a career in argueably one of the most service intense industries....hospitality, I feel I have somthing to add. Quite frankly, I have been blessed to work with some of the most talented people in the hotel field. They, along with business visionaries, community leaders, authors, customers and family have given me this wonderful opportunity....to help others see the light, even if it's only a shimmer.