Brilliant Results August 2013

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Cover Story8 How Enemies Power Innovation

Departments6 publisher’s letter

7 contributors: who’s who in the industry

10 the buzz: sound bite

12 toolbox: have social media skills?

14 spotlight: brand’s can benefit from social media interactions

16 by the numbers: leveraging big data to better understand the customer Profile

18 in perspective: in the beginning there was the plan 20 advice: learn to love mondays

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Go with a note you know and trust.Unlike knock-off notes, genuine Post-it® Notes stick securely, remove cleanly and make a lasting impression for your business. They get your brand seen, not stepped on.

Don’t trash your reputation with a knock-off note

From braNd buildiNg using your enemies, social media know how to loving mondays! We got you covered this month!

Who is your enemy? do you have one? if not maybe you need to think about getting one in order to truly grow your business and brand! don’t believe me? read our cover article and learn why!

got social media working for your company and brand? if not check out our article on doing just that if not by yourself than by hiring someone to grow your social presence. Social media is here to stay and if you’re not utilizing it properly your are not growing your brand.

if your company needs to create a health and safety rewards program, we got you covered as well! all this and more within the pages this month.

We even have an article that will make you rethink your love of mondays! Enjoy the issue and be sure to share it with your friends and colleagues. as always ....

Have a brilliant day!

publisher’s letter

Brilliant Publishing LLC9034 Joyce Lane

Hummelstown, PA 17036Ph: 717.571.9233Fax: 717.566.5431

PUBLISHER / ADVERTISINGMaureen Williams

[email protected]

EDITORIALEditor in ChiefMaryAnne Morrill

Senior EditorMichelle Donofry

Style EditorCharity Plata

Asst. EditorMolly Anika

CONTRIBUTING WRITERS Donna Farrugia, Michael Fisher,

Barton Goldsmith, Ph.D., David E. Johnson, Adam Knoyle, Arnold H. Light, CTC,

Martin Lindstrom, John Tschohl

PRODUCTION / DESIGNArt DirectorJeremy Tingle

Brilliant Results is published monthly by Brilliant Publishing LLC, 9034 Joyce Lane Hummelstown PA 17036 (717) 608-5869; Fax# (717) 566-5431. Copyright © 2013 Brilliant Publishing LLC. All rights reserved. The publisher reserves the right to accept or reject any advertising or editorial material. Advertisers, and/or their agents, assume the responsibility for any claims against the publisher based on the advertisement. Editorial contributors assume responsibility for their published works and assume responsibility for any claims against the publisher based on published work. No part of this publication can be reproduced in any form or by electronic or mechanical means, including information storage and retrieval systems, without written permission from the publisher. All items submitted to Brilliant Results become the sole property of Brilliant Publishing LLC. Editorial content does not reflect the views of the publisher. The imprints, logos, trademarks or trade names (Collectively the “Marks”) displayed on the products featured in Brilliant Results are for illustrative purposes only and are not available for sale. The marks do not represent the implied or actual endorsement by the owners of the Marks of the product on which they appear. All of the Marks are the property of the respective owners and is not the property of either the advertisers using the Marks or Brilliant Results.

brilliantresults™

maureen [email protected] 717-608-5869

Follow us on twitter: http://www.twitter.com/@bresults

6 Brilliant Results • August 2013 www.bri l l iantpubl ishing.com

a Donna Farrugia is executive director of The Creative Group, a specialized staffing service placing interactive, design, marketing, advertising and public relations professionals with a variety of firms. For more information, visit creativegroup.com.

b As president of Yesmail Interactive, Michael Fisher is responsible for leveraging Yesmail’s digital capabilities together with Infogroup’s data to deploy integrated multichannel solutions on behalf of clients. Michael has been a pioneer in relationship marketing over the past 20 years, building a strong reputation of leadership, sales growth and customer satisfaction. He can be reached at [email protected].

c Barton Goldsmith, Ph.D. For more than two decades Fortune 500 companies, educational institutions, and government organizations have relied on Dr. Barton Goldsmith to help them develop creative and balanced leadership. His columns appear in over 500 publications. He may be contacted through his web site www.BartonGoldsmith.com

d David E. Johnson is the CEO of Strategic Vision, LLC, an Atlanta-based public relations agency that specializes in crisis communications and branding. Additional information on him and Strategic Vision, LLC may be obtained at www.strategicvision.biz

e Adam Knoyle is a dedicated to social media strategy, blogger outreach and PR for TAN Media clients’ campaigns. This involves implementing a continuous flow of content between social media platforms and press release portals, as well as researching and reporting on the latest trends and successes in online marketing campaigns. He also manages TAN Media’s direct mailing campaigns to ensure that key influencers and experts in specific sectors, are made aware of their clients news. For more information, please visit www.tan-media.com or email Adam at [email protected].

f Arnold H. Light, CTC, is an Executive Consultant with 35 years of marketing experience specializing in incentive and loyalty marketing disciplines helping multi-national corporations develop and implement B2B and B2C results oriented performance improvement programs. For additional information visit www.incentivesmotivate.com .

g Martin Lindstrom, a respected branding and marketing expert, was selected as one of the world’s 100 most influential people by TIME magazine. The founder, CEO and Chairman of the LINDSTROM company (Sydney), Martin speaks to a global audience of approximately one million people every year. His book; Buyology – Truth and Lies About Why We Buy – a New York Times and Wall Street Journal best-selling book has been translated into 37 languages and is on almost all major best-seller lists worldwide. www.martinlindstrom.com

h John Tschohl, the internationally recognized service strategist, is founder and president of the Service Quality Institute in Minneapolis, Minnesota. Described by USA Today, Time, and Entrepreneur as a “customer service guru,” he has written several books on customer service and has developed more than 26 customer-service training programs that have been distributed throughout the world. John’s strategic newsletter is available online at www.customer-service.com.

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hAugust 2013 • Brilliant Results 7www.bri l l iantpubl ishing.com

http://www.incentivesmotivate.com

http://www.customer-service.com

By MartIn LInDStroM

What we can all learn about the art of business from Pepsi’s epic war with Coke

and Apple’s public dust-ups with Microsoft.

Not loNg ago i spoke with a group of teenagers about branding. Soon enough the subject turned toward Coca-Cola. For my own curiosity, i asked them who they considered Coke’s main enemy. of course, i was expecting them to state the obvious--Pepsi. instead the room went kind of quiet. No one was sure.


the hyper competitiveness of the Coke-Pepsi dynamic, which i grew up with, was unknown to them. i tried jogging their memories by mentioning michael Jackson strutting his stuff in a glittering black jacket, singing “i’m bad.” Nothing. So i said: “remember the ad, the one where michael Jackson’s hair caught on fire?” They did not.

and yet, to this day, retired executives at both beverage companies claim that the real reason why their brands achieved world dominance was, in the fighting words of one executive, “Every day we went to work, we went to war.” Had Pepsi and Coke not had each other, the chances that their brands would spread to more than 100 countries around the world would have been very slim.

Pepsi and Coke are not alone. From the very beginning, the tech powerhouse apple positioned their products in direct opposition to ibm. and when ibm no longer posed a threat, they took on microsoft. at almost every opportunity Steve Jobs had to talk in public, he would subtly, and often not so subtly, run down his competition. today, if we look at where ibm and microsoft are in relation to apple, the results of that tactic (among many others) pretty much speak for themselves.

but what happens when the enemy is no longer? it’s hard for apple to continue claiming its underdog position. those “i’m a mac, and i’m a PC” commercials have lost their relevance. No one is about to identify with apple as an underdog since the company has become the biggest and, arguably, the most powerful brand in the world. ironically, Samsung is now mimicking the mac-PC tactic but targeting apple. and in yet another twist on the same idea, Samsung has become the largest cell phone manufacturer, outstripping both apple and Nokia. Nokia, for its part, is now playing the underdog to a degree, with ads that seem to take on apple (and maybe just about every other smartphone to come before the lumia 900).

While speaking with the kids who were too young to remember the Pepsi-Coke wars, i realized that it’s important for a brand to keep the focus on their enemy in the public arena. that passionate opinion that people once held for either Coke or Pepsi in the 1970s and ‘80s has faded from consciousness as the enmity melted into oblivion and both brands thrived.

as i consult with brands across the world, i always ask the executives about their main competitors--in other words, i ask them to name their enemies. they all have at least one. However, when i ask them how “public” their enemy is, the conversation generally stalls. many executives have become

afraid of offending anyone. but the truth is, this is exactly what i think they

need to do: offend their enemies.it’s interesting to note how some of the biggest, most

grand events and organizations in the world revolve around competitors and competition. think about religion and sports. So many different kinds of scenarios can be attributed to an us versus them mentality. as human beings and social creatures, we are hardwired to congregate in groups. our groups share opinions, friendships, and enemies. the more polarized we become, the stronger we feel a sense of belonging, and the more assured we are of our place in space. imagine going to a football game and vacillating about which team you support. Chances are the real fans of both teams would shun you. “You’re either with us or against us,” is a very useful phrase for momentum building and crowd growing.

in the rent-a-car wars that began in 1962, avis positioned itself as No. 2. this allowed it to claim the underdog spot, permanently, and constantly aspiring to be better than the market leader. its slogan, ‘We try harder,” became the cornerstone of the company, and it’s maintained this position ever since. in 2013, it’s still at it, working harder to be the best.

as the corporate world becomes slicker and savvier, and as the legal and compliance departments desperately try to protect their role, the competitive edge once witnessed (and enjoyed) by brands and their fans around the world seems to have faded away. but is this really the best strategy to pursue? or would it perhaps be better to name an enemy and put the brand on the line? Yes, it requires courage, determination, and a fierce focus, but aren’t these the very ingredients that successful companies are supposedly made of?

as my conversation with the teenagers came to an end, one kid came up and asked me, “So, who is Coke’s enemy?” i told him to guess. after a few thoughtful moments he said, “tap water.” He had a point, but if i were a Coke executive, i sure would’ve wished he’d named Pepsi.

The more polarized we become, the

stronger we feel a sense of belonging,

and the more assured we are of our place

in space.

August 2013 • Brilliant Results 9www.bri l l iantpubl ishing.com

the buzzBy: DavIE JoHnSon

“People don’t really watch television. They listen to it.”

it was Jack Faris, former president of the National Federation of Independent Business who first gave this lasting lesson on the art of the sound bite.

“People don’t really watch television. they listen to it.”in today’s multi-media-driven world, that’s an important

point for communicators to understand. there is intense competition for people’s attention.

the next time you’re home, note how you and your family actually “watch” television.

is this scene familiar? the kids are arguing while someone is making tomorrow’s lunch, reading a magazine, on Facebook or texting a friend… and the television happens to be on too.

For a message to reach and motivate busy people, you have to say something that grabs their attention, cuts through the background noise and makes them ask, “Who’s that?”

if you can get over this hurdle, then you have reached the bonus round in the quest to become a successful communicator.

it’s not as easy as it seems. if you have something to say, be sure to make it:

1. Quick – People’s attention spans are short. When you are giving an answer discussing your company’s product or brand, make it short and pithy or you will lose the audience.

2. Clever – Standing out in an interview means you need an answer that will stand out and pass the laugh test. that means developing an answer that not only is concise but stands out in a way that makes the audience think. they want thoughtful not snarky.

3. Compelling – a good sound bite has to convince the audience that what you are saying is right and accurate. For a corporate communicator it means persuading the audience that the point you are making be it defending your company or convincing them to use your products or services is the right choice for them.

4. on message – too often there is an impulse to forget why you are doing the interview and who you are trying to reach. to be successful the sound bite needs to hone in on the overall message you are conveying and target the audience you are attempting to reach. the smart sound bite has to be related to your overall message.

5. Supportive of the overall point you want to drive home – the sound bite needs to support the message that you are giving in your answer. if you are discussing why now is the time to begin retirement planning, the sound bite has to be supportive of that point.

it’s important to always think grade school, not grad school when developing your key messages.

History shows us that some of the best sound bites in history could have been tweets today. “do unto others as you would have them do to you.” Jesus Christ from luke 6:31 “government of the people, by the people, for the people, shall not perish from the earth.” President abraham lincoln “the only thing we have to fear is, fear itself.” – President Franklin d. roosevelt “today, i consider myself the luckiest man on the face of the earth.” – lou gehrig “an eye for an eye makes the whole world blind.” – mahatma ghandi

Sometimes, people are tempted to cram complicated data into their key messages. that’s a big mistake. use data to support your point, but if you cram too many statistics and numbers into your key message, it begins to sound like the adults from a Peanuts cartoon.

When it comes time to do an interview with a reporter, be sure to prepare. Write your notes, review them and develop a memorable line that sums up your point. dress appropriately if you’re doing a television interview. and, by all means, remember the advice former Philadelphia 76ers guard al attles to former boston Celtic tom “Satch” Sanders: “it’s important to remember, the three b’s: be brief, brother.”

SOUND BITE


By: Donna FarrugIa, tHE CrEatIvE grouP

do You kNoW the ins and outs of Facebook, linkedin and google Plus and want to put your expertise to work – literally? You may be in luck. according to a new survey by the Creative group, these are the areas expected to see the most social media marketing activity in the coming year.

more than six in 10 (62 percent) of advertising and marketing executives polled said they expect companies to increase their spending on Facebook marketing in the next 12 months, up from 53 percent one year ago. Executives also anticipate companies will channel more marketing dollars toward linkedin (51 percent) and google Plus (50 percent). take a look at this infographic to see what other social media sites may see more action:

toolbox

Have Social Media Skills?

http://creativegroup.mediaroom.com/social-media-marketing-plans


What does this mean for job seekers and professionals in the creative industry? more companies are investing budget and resources into social media, making it a hot spot in the job market right now. and some of these positions pay pretty well. according to research conducted for the Creative group 2013 Salary guide, the average starting salary for a digital community manager is $58,000 to $67,500. and social media specialists can expect to make between $51,250 and $70,500, on average. (keep in mind these ranges can vary based on the size or location of a company. You can find additional salary information for social media positions at the Creative group Salary Center at creativegroup.com/salarycenter.)

When it comes to hiring people to help with social media tasks, employers look for more than individuals with a passion for tweeting and posting photos on instagram. they seek talent with a proven track record of using social media in a business setting. Here are some skills employers often request when filling social media roles:

in-depth knowledge of and experience using various social media platforms, like Facebook, twitter, google Plus, Pinterest, instagram, Vine and tumblr, and an understanding of how they fit into a broader marketing mix

Experience in web marketing and implementing and measuring the success of social media activities and campaigns

demonstrated knowledge of growing and maintaining a social media presence across an array of networks

Experience with social network-based Crm (customer relationship management) and digital reporting tools

Strong organizational, verbal and written communication, and project and time management skills

Even when hiring for positions that don’t directly involve social

media, companies seek professionals who understand how to effectively use social media in a business setting – whether it’s creating artwork for a Facebook page or posting google Plus updates on a company’s behalf.

Want to build your social media skills and thus your marketability? Here are a few pointers:

Network and talk to others to find out what they are seeing and hearing in the social space. through these conversations, you can learn how social media is being used effectively – and ineffectively – in a business setting.

read relevant and credible news articles and blogs to keep up with social media trends. mashable and Social media Examiner are two good resources that come to mind.

attend social media conferences or seminars. these are great opportunities to learn best practices and hear case studies from successful social media practitioners themselves. many industry associations also offer webinars on social media topics, including the american marketing association, Pr News, Public relations Society of america and the international association of business Communicators. the beauty of these is that you can attend when it’s most convenient for you – and many are affordable or even free.

When it comes to hiring people to help with social

media tasks, employers look for more than individuals with

a passion for tweeting and posting photos on Instagram. They seek talent with a proven

track record of using social media in a business setting.


iN data CollatEd by social media specialists taN media, it is shown that social media interactions play a vital role in shifting attributes like sentiment, recommendation, propensity to trial new products and brand loyalty, according to a new research.

a study by the internet advertising bureau (iab) shows that such networks are particularly effective when it comes to driving brand sentiment, enhancing consumer engagement and increasing brand loyalty.

interactions through social media also have a profound effect on the behavior of a customer. For instance, 90% would recommend a brand after interacting on social media, while 80% would be more inclined to buy a brand more often in the future after being exposed to a brand’s social media presence.

in addition, 83% of consumers exposed to social media would help a brand by trialling one of its products.

the research, which was based on more than 4,500 quantitative survey responses via the iab’s social media

By: aDaM KnoyLEspotlight

Brands can benefit from social media interactions


pages over an eight week period, and supplemented with a further 800 research panel interviews, measures the impact of social media at various stages in the purchase funnel.

kristin brewe, director of marketing & Communications at the iab and Chair of the Social media Council, hailed the positive inf luence that social media can have on a brand’s per formance. “the study shows that, when trying to create deeper emotional connections with consumers, social media is an essential channel for brands,” she said.

“this isn’t surprising since social media is the only channel where it’s possible for brands and consumers to have meaningful two-way conversations, making the strength of connections that much stronger.”

All brands in the research enjoyed uplift in affinity and loyalty after implementing social media campaigns to their strategies. Heinz experienced an increase in sentiment of 22%, while twinings and kettle saw rises of 19% and 17% respectively.

adam rock, managing director of taN media highlighted the importance of social media for relationship building with customers. “it is now more important than ever for brands to engage in a two way conversation with consumers. building

trust and loyalty through social media is vital to the future success of business”.

Social media played an important role throughout the traditional purchase funnel and delivered a clear return on investment. the iab revealed that for every £1 spent in social media, a potential value of £3.34 could be generated.

in terms of top level awareness, brand metrics for consumers who were exposed to social media were stronger and more stable than for the consumers who were not.

For example, there was a 21 point difference in likelihood to recommend kettle between those exposed to social media and those who were not and this was less likely to fluctuate over the eight week study period.

“This isn’t surprising since social media is the only channel where it’s possible for brands and consumers

to have meaningful two-way conversations, making the strength of connections that much stronger.”


by the numbersBy MICHaEL FISHEr, PrESIDEnt at yESMaIL IntEraCtIvE

aS morE dEtailEd consumer data becomes readily available, the days of simply relying on customer transaction history are gone. it is important for marketers to take advantage of more detailed data to better understand customer behavior and ultimately remain competitive within the marketplace. in fact, a recent study conducted by Yesmail interactive and gleanster revealed that more than 86 percent of executive-level marketers say that having a more complete customer profile would increase revenue. Yet marketers still struggle to grasp deeper consumer insights beyond basic demographics.

Failure to understand Customers if gaining deeper consumer insight to increase revenue

is a top priority among marketers, executives need to dig deeper into consumer data to paint more accurate profiles. reaching consumers based solely on basic demographic data is no longer effective. marketers need to delve into available data to uncover the details about customers’ motivation behind certain purchasing decisions. However, marketers are failing to use big data’s full potential to reach target markets.

Creative marketing campaigns are most effective if messaging reaches the correct consumers through the right channels. about 67 percent of respondents to the Yesmail/gleanster survey are relying solely on Crm data for marketing strategies and over half are still using only point-of-sale data. While this information can be useful, it often leads to basic consumer insights only. Similarly, only 21 percent of marketers fully understand customer channel preferences and only 41 percent analyze web traffic data. marketers are unlikely to reach and engage target markets by sending mass emails or direct mail pieces to consumers who may prefer otherwise.

all too often, marketing strategists fail to conduct research that answers key questions about consumer behavior and purchasing decisions. instead, marketers tend to focus on

surface level data and reach irrelevant conclusions about customers that may lead targeting strategy awry.

using Big data to gain deeper insight The influx of more detailed data resources will require

marketers to re-think their strategies. it is clear that marketers understand what is required to increase revenue, but struggle reaching the correct conclusions from consumer data reserves. Effectively using big data to gain a better understanding of consumer behavior and motivation will lead to much more successful marketing campaigns.

For marketers today, looking beyond basic demographic information is key. there is more to consumers than their age, income and address. understanding a customer’s wants, needs and deeper psychographic characteristics leads to more targeted campaigns. marketers should focus on segmenting customers based on future purchase motivators like life events (weddings and births) or major purchases (cars or homes).

additionally, it is important to understand the channel and timing through which your message is most likely to reach customers. Consumers can be segmented based on their technology habits and internet history. analyzing email, social media or mobile browsing data can help determine the profitability of online versus offline customers or understand how to reach cross-channel shoppers.

the Future For marketers

today’s consumers are becoming increasingly immune to traditional marketing strategies, and attempting to reach customers based solely on age and purchasing history is no longer effective. it is important for marketers to build an intimate relationship with customers and begin to understand their personalities and habits. if marketers can gain deeper insights into their customers’ profiles, marketing campaigns will become more effective leading to increased revenue over time.

Leveraging Big Data to Better Understand

the Customer Profile


By: arnoLD LIgHt, CtC

incentives

SaFEtY aNd HEaltH awareness are two areas of corporate importance that have been neglected for a very long time. in recent months we have seen a large number of companies inquiring about and eventually implementing length of Service and Safety Programs. as a matter of fact these types of programs, while most Hr folks do not classify them as such, are employee reward and recognition programs in the purest sense of the word. No longer is dinner for two or the gold watch de rigor, plus an award such as this may even have a negative effect. the astute corporation is transforming reward and recognition into sustainable corporate benefits by developing programs that offer continuity and are actually intrinsically motivating staffers to stay on board and work safer.

rewards for health and safety behavioral changes can be anything from an imprinted promotional item to a fully fleshed out, ongoing online reward platform offering thousands of rewards. in addition, using branded merchandise for awards in a bona fide, structured safety and employee achievement reward program can offer tax advantages for the employer and employee over cash, debit cards, travel and gift certificates.

Safety and health wellness is a serious matter that could save a corporation hundreds of thousands of dollars over a year’s time. Just think of the cost reductions in insurance and health care premiums if a company can lower injury claims, lost time or on the road accidents. No doubt the bottom line will be positively affected.

Here are some thoughts and general guidelines about how to design a successful safety and wellness reward program.

•A corporate-wide all employee health and safety achievement reward program must be derived from specific goals that can be clearly measured and effectively communicated.

•The reward program must be “packaged” or positioned in a clear, concise and memorable format.

•Senior management support is essential, however “buy-in,” commitment and support must come from all levels of management.

•Specific employee reward program initiatives must produce measurable results that directly impact the bottom line and deliver substantial roi.

•All elements of an employee reward program must be linked to the achievement of specific and clearly defined goals.

•Participating employees must be presented with timely rewards at a value commensurate with their efforts and contributions. a base award earning opportunity should form the foundation of the program and be linked to achievement of corporate goals. in addition, instant awards and discretionary award opportunities should be present to generate ongoing enthusiasm and reinforce the overall importance of the program. the employee reward program must be clearly, effectively

and frequently promoted in order to build awareness and maintain enthusiasm and excitement.

How To Use Health & Safety RewardsFor Bottom Line Improvement

www.bri l l iantpubl ishing.com August 2013 • Brilliant Results 17

IN THE BEGINNING THERE WAS THE PLAN Superior Customer Service Requires a Strategy

department pgBy JoHn tSCHoHL

in perspective

all too oFtEN, service is not a priority for management. instead of focusing on people—on their customers—they focus on numbers. What they don’t realize is that, if they would pay attention to their customers’ needs and do whatever they can to fill those needs, the numbers will follow.

In order to increase sales and profits, organizations must provide the type of service that will gain—and retain—

customers. that doesn’t mean advertising that “the customer is king,” or that “the customer is always right.” those are mere words. Customers will decide for themselves what kind of service you really provide.

You must act, not profess. You must make customer service a priority. You must do whatever it takes to provide your customers with what they need and want and to do so quickly, enthusiastically, and accurately.


to ensure that service becomes a driving force in your organization, you also should develop a plan, much as you would for any other goal, personal or professional, in your life. For example, if you decide that you would like to retire at 55, you must develop a plan that will get you there. Just as importantly, you must work that plan.

bEForE You dEVEloP a CuStomEr SErViCE PlaN aNd Put it iN WritiNg, takE tHESE StEPS:

understand what your business is. regardless of what you are selling—whether it’s life insurance, automobiles, or printing—you are in the customer service business. You must build everything you do around the customer experience.

identify the elements of superior customer service and eliminate the obstacles that prevent you from providing it. How can you make it easy for people to do business with you? are your hours convenient? are your employees well trained? is someone in the organization available 24 hours a day, seven days a week to answer customers’ questions and to help solve their problems?

identify your customers’ needs and wants. if you don’t know who it is you are trying to satisfy and what their needs are, it will be difficult, if not impossible, to meet them. gather information you need to set goals that will include average revenue per customer and the market share you want to achieve.

compare your organization and how you operate to role models outside your industry. look at the best of the best and model your behavior after those businesses. What do they do that you aren’t doing?

put your money where your mouth is. Create a service guarantee that gives customers peace of mind. Northeast delta dental did just that by guaranteeing that it will provide its customers with certain services within certain

time frames. For example, if it does not send a member identity card within 15 calendar days after the enrollment form is completed, it will pay that member $50.

track your progress. use mystery shoppers and surveys to evaluate how you are doing and to assess the impact of your focus on customer service. look at your sales and market share before you implemented the plan and compare it with where you are every six months afterwards.

drive the program. Provide continuous training that will instill in all employees an enthusiasm for—and commitment to—customer service. reinforce the focus on service by rewarding high-performing employees and enforcing and reinforcing service standards.

make a commitment. Creating a customer service culture takes time. if you aren’t committed, you will fail. dell built its business on customer service but, after michael dell stepped down as CEo in 2004, the stock dropped 25 percent, because his successor was not committed to providing the customer with the best experience possible.

When organizations know what is important to their customers, and when they realize the shortcomings of their current service, they are ready to write a Service Plan. Planning, drafting, and implementing that plan requires management commitment, a long-term strategy, and continual effort to improve service. it will take some work, but the rewards will be well worth the effort.

CrEatiNg a CuStomEr

SErViCE CulturE

takES timE. iF You arEN’t CommittEd,

You Will Fail.


By: Barton goLDSMItH PH.D.

advice

morE HEart attaCkS, strokes, suicides, sickness, and accidents occur on monday mornings than any other day of the week. research suggests that this is because people are distracted and unhappy when the weekend is over and they have to go to jobs they don’t resonate with. if the beginning of your week makes you want to change the calendar or your career, you may want to spend a few moments at the start of the new year and take a good look at why.

We have all had the monday blahs. it’s pretty human to want to avoid the commute, the grind, or a boss who seems to enjoy giving you a hard time. there is also the pressure of having to show your worth in a world where jobs are becoming more difficult to find and keep. Even the best and the brightest have off days and times when they wish they were doing something different. it’s only human.

Now more than ever, hanging in there is important, and finding ways to make it more comfortable is clearly a necessity.

it can help to reassess how you look at your work and reduce any pressure that you may be adding on your own. if you know that your position is secure, but can’t summon up the energy to enjoy that fact, start thinking about what the 10-plus percent of people who don’t have a gig might be doing (and fearing) in their lives. if that doesn’t make you grateful for what you have, despite the fact that you feel a little overworked or underappreciated, then you need to take a hard look at what else might be taking away your motivation.

if you don’t feel secure about your job, and you believe that things are going to get worse, it makes it even more difficult to face the week ahead. the old saying that “When the going gets tough, the tough get going” is very appropriate here. this is definitely not the time to rest on your laurels and wait for something better to come along.

i suggest making the best impression you can on a daily basis. You can turn getting a different job or starting a home-based business into your new hobby. You can also get the whole family involved in a little weekend business like a garage sale. right now, if you aren’t putting in some extra time and days, you need to think about doing so.

the upside is that by doing it as a family you have more time for your loved ones. and everyone will appreciate your willingness to take care of business during a time now being referred to as the great recession.

learning to look forward to mondays may not be something you’re wired for, but if you can make it happen, your world is going to feel a lot better. accepting that work is a part of life, and doing whatever you can to keep your dreams alive while shining at your day job, is the only way you can make your dreams a reality.

Learn to Love Mondays

MONDAY


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Brilliant Results August 2013

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