Hoover ink PR      •     Thinking    •    Volume 5      •      Issue 9
 

Hello again. Anyone for a little customer service? That seems to be about all you get these days: a little. Let's explore that this time.

Do you like Think? Then, forward it to a friend. Thanks in advance.

Now, let's get going.

Cordially,

Harry Hoover
harry@hoover-ink.com

 
Ink Briefs
Are you writing articles to spread your fame and expertise? A little effort can pay off in a big way. One of my articles posted at EzineArticles.com was noticed recently by the editor of Zig Ziglar's enewsletter. The article appeared in this month's issue that was sent to 53,000 people. More than 100 readers visited my website, many of whom signed up for Think.

Building links to your site from authoritative websites is a good way to drive additional web traffic. Using PRWeb for your news releases and posting articles on high ranking sites like EzineArticles.com are two methods of getting links. This article on SEOBook.com reveals more.

I have only great clients. If they are not great, they get replaced. Below are links to a few of my great clients. I'll reveal more of them in later editions. Feel free to sign up for their email newsletters. Bank of Commerce, Focus Four, Joe Grant Consulting, and Ty Boyd Executive Learning Systems.

Know thyself. This famous saying has been ascribed to at least five Greek sages. No matter who said it, it is good advice. I'm an ESTJ. Do you know your personality type? Here's a site that gives you a brief test to help you determine your personality type.

Now, I'm all about the online environment, but I love good analog marketing, too. There's nothing like an unusual encounter with a physical object to get your attention. Branded electrical outlets in airports are a great idea to reach wired road warriors. And how about talking urinals? Read more about it at Fast Company.


Customer Astonishment: 10 Secrets to World-Class Customer Care

Our Book of the Month is Customer Astonishment. Click on the image above to find out more.
About Hoover ink PR

Hoover ink PR helps position businesses that are serious about their success. Then, we craft and deliver bottom line messages that ensure it.

Who are we? We're a marketing communications firm with more than 26 years experience in providing services to financial, high tech, real estate, tourism and consumer products
companies.

From employee relations and media relations to collateral material and e-newsletters, we develop the programs and communication tools that will differentiate you from your competitors. And that's the bottom line.
 

Customer Insurrection

My router burned out recently and I couldn't find the model I needed. I picked up a Belkin because I needed to get the wireless network back up fast. Back in the office, I discover the Belkin installation disk is corrupted.

I call Belkin. Mistake. Belkin is made in China and I now suspect technical "help" is as well. Got what was promoted as "North American customer service" on the phone only after about a 10-minute hold time. Not too bad based on previous experience with so-called telephone customer service.

Tech 1 Jack spoke English, after a fashion. There was only about a five-second time lapse between my asking a question and his processing it. Disconcerting, but I dealt with it.

We did the English to English as a second language (or maybe third) two-step for another 10 minutes before it became clear that there was no way for me to get the installation disk or the software quickly. I was prepared to go Wi-Fi somewhere, but the software was not online.

So, I ask Jack to mail the disk to me. He tells me that I'll have to go on hold and wait for a "Tech 2." So, I ask, "can't you just take my address and have one sent out to me?" This went back and forth for several minutes and I admit I had gotten angry by this time.

Frustrated, I say, "then transfer me to Tech 2." At which point, Jack called me an ass and hung up on me. So, apparently he had learned some English.

Belkin should be forced to call its telephone support customer dis-service. I got the router to work, no thanks to Belkin and its abysmal (that means terrible, Jack) customer service. I will not buy another Belkin product and I urge you not to either.

Let's help Jack out of his job. Please tell this story to everyone you meet, or forward this email. Consider it our little customer insurrection against Belkin and other companies of its ilk.

I'm mad as hell and not going to take it anymore. How about you? Do you have a customer service horror story? Drop me a note and we'll share it with the class.

  
 

PR Tip: Pick Up The Ball & Run
 
Sometimes PR and marketing ideas work too well because they aren't thought out completely. This can lead to an embarrassing fumble.

If one of your competitors fumbles on the field of marketing, pick up the ball and run. You might just score.

Let's look at a recent well publicized, highly caffeinated faux pas from your friends at Starbucks. The coffee behemoth decided to employ some viral techniques in a recent promotion aimed at employees and their friends and family. The virus mutated beyond expectations.

Starbucks sent out an email to its employees in the Southeast that contained a coupon good for a free iced coffee. Typically, only about three percent of coupons are ever redeemed. You get goodwill and it usually doesn't cost you too much.

Starbucks told employees to forward the coupon to family and friends. The employees complied.

This email received such widespread distribution that it really got out of hand. Starbucks pulled the promotion when it realized how much coupon redemption was hitting the bottom line.

This is the power of the web that so many companies fail to understand. When going viral, you need to think through the ramifications before you pull the trigger. And, when you receive a lot of publicity for your miscue, you need to contemplate what that will cost you, too.

Enter the Caribou Coffee chain. Once it heard that Starbucks was pulling the promotion, they jumped into the fray.

Caribou announced that it will honor the free-drink offer sent out via e-mail by Starbucks last month. However, the offer is good for one day only. Customers will only get to choose among Caribou's iced coffee or tea drinks.

Good move on Caribou's part to jump on a competitor's PR fumble and turn it into a PR touchdown.

 
  Hoover ink PR   •   704-953-3406   •   Harry@Hoover-Ink.com