Beware the Cellophane Curtain

03 Mar 09 - Arthur Einstein

On the shelf next to the fax machine in my office sits a boxed piece of software called GOLDMINE, “The #1-Rated Contact Manager”.  Copy on the box says it is “100% Internet Ready!” and “Designed for Microsoft Windows 95”, which gives you some idea of how long it’s been sitting there with its cellophane shrink-wrap still unbroken.

As someone who spent years sweating the advertising that was supposed to make a sale, this makes me heartsick.  That’s because, I learned an important lesson along the way.    It makes no difference how the application is delivered – it can be downloaded, shipped in a box, or delivered as a web service - it isn’t really sold until it’s unwrapped, installed, integrated into the buyer’s business process, and used regularly.  

That is why we’ve just developed a Concierge Service to support our Longbow clients.
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What's up with your customers?

04 Jun 08 - Arthur Einstein

ATT Wireless has been airing a TV commercial that’s simply joyous. It’s a bunch of happy mobile customers doing their thing –strolling along, walking the dog, calling friends and saying ‘Hi’, ‘Howdy’ Whatcha doin’? ‘What’s up?’

I think of it as a Web 2.0, ‘next generation’ spot. Totally social. And ATT’s message is unmistakable: “staying in touch is good for relationships and you don’t need to log on to Facebook to do it, friend – just use that wonderful little gadget in you pocket and stay wired to your friends”.

As a customer relationship wonk I’ve been thinking about this campaign and wondering why more companies don’t apply this kind of thinking to their business relationships. Instead, when customers hear from their suppliers they expect a sales pitch – and that’s what they get. Accountability has become king, and the king says maximize the revenue of every marketing dollar. And do it now!