Tag: rants & raves

Categories
Engagement

What Your Fundraising Efforts Tell Donors

A donor can only take so much.

That’s why I asked certain nonprofits to stop fundraising. The situation improved somewhat … until now. So far this year I have received monthly solicitations from one nonprofit, along with other fundraising mailers from a similar organization who either purchased or shared that nonprofit’s donor list.

I understand and respect nonprofits need to raise money on an ongoing basis to support their work. But when their fundraising continues on auto-pilot, it shows a lack of respect for donors.

Your organization may craft different mission-focused messages in multiple fundraising requests, but here’s how your constant solicitation can be perceived by a donor:

  • I feel like my contribution isn’t valued when you keep asking me for money all the time.
  • Maybe you should spend more effort on doing good work instead of continuously soliciting me for donations.
  • You might be earning additional revenue by selling your donor list, but I’m getting fed up with receiving requests from similar organizations.
  • I was happy to support your organization until you started treating me like an ATM.

Take a step back and view your fundraising efforts from a donor’s perspective. What message(s) are you sending to them in your ongoing solicitation?

 

 

 

 

 

Categories
Customer service Training & Development

A Customer Never Forgets–3 Customer Stories and What They Mean

Impressions of customer service — good and bad — can be long lasting as these three stories illustrate. In this post my marketing colleagues and I share special situations we experienced as customers more than 20 years ago.

“A legendary service experience that touched my heart”
From Toby Bloomberg: “I walked into an Eckerd Drug Store to buy a sympathy card. Before the clerk even rang up the purchase, he took a silk rose from a display at the counter, presented it to me, and said, ‘I’m sorry for your loss. I hope this will cheer you up a little.'”

Toby’s takeaway: There were no dramatic gestures, no casts of thousands, no high cost involved. Simply an elegant approach to ‘service’ between two people. And when you get right down to basics, isn’t that what “legendary service” is all about — people who go the extra mile to connect to the customer?

Take care of the customer and worry about the details later
From Chris Bonney: “It was a Saturday around noon at the Hyatt Woodfield in Chicago for an AMA (American Marketing Association) chapter leadership meeting. Just as our people were sitting down to lunch, the first alarm went off. We were quickly hustled outside by the staff and stayed outdoors for the better part of an hour due to a water emergency.

“A couple of weddings were scheduled to take place at the hotel later that day. One of the brides arrived that morning and, not finding a closet hook high enough to hold her wedding gown off the floor, she hung it on a fire system water sprinkler. The weight eventually broke the sprinkler head, spewing rusty water all over the gown in her room and other rooms on the floor that were linked on that sprinkler water line. The water also leaked through to rooms below the bride’s floor. The hotel could have easily blamed the bride for her misfortune and the inconvenience caused to everyone else in the hotel. But instead they summoned a limousine, took the bride and her mother across to the Nordstrom’s at Woodfield Mall to buy a new dress.”

Chris’s takeaway: I don’t know if the hotel was insured for this kind of thing or not. But they knew that it was cheaper for the bride to get a new dress so that her wedding could proceed and worry about the details later. They recovered the situation without embarrassing the bride and her family. (Perhaps as a result, hotels posted warning signs to not use sprinkler heads as hangers.)
Helping a customer in a difficult situation

This is my story: My husband and I were traveling to Boston to attend a conference for his work when I had a medical emergency on the plane. Upon landing at the airport, I was immediately taken off the plane in a special ambulance gurney and we were whisked away to the hospital. While filling out our medical forms in the ER, my husband and I suddenly looked at each other to ask, “What happened to our luggage?!” given we left the plane in a hurry.

My husband took a taxi to the conference hotel while I was in surgery and explained our situation. The Marriott Copley Hotel staff called Logan airport to find and place a hold on our luggage. They also arranged for a hotel courtesy car driver to take my husband back to the airport to collect the luggage, drop him off at the hospital to be with me after surgery, and then place our luggage in the hotel room for when my husband returned.

My takeaway: In our situation, we were guests who arrived at the hotel with a problem that had nothing to do with the hotel itself. Yet the front desk staff showed their compassion and concern by going the extra step take care of us.

My colleagues and I had different customer experiences that share a common theme: a favorable impression made by customer service providers who were empathetic to their customers’ situation.

Categories
Marketing Training & Development

Is Your Recruiting Hurting Your Brand?

Talk about first impressions! Managers responsible for recruiting new employees have a significant impact on both the employer brand and their organization’s overall brand.

Here are two examples of how an ineffective recruiting experience – described by a potential candidate looking for work in the nonprofit sector – resulted in a negative brand impression. [Note: I’ve heard similar job applicant horror stories in the for-profit sector as well. ]

Example #1. “I had a telephone interview for a grant writer position in an arts-related organization. It was clear during the interview that the supervisor had no interviewing skills — she did not seem to know what she wanted to ask, nor could she process my responses. She was very busy concentrating on what to say next rather than evaluating my answers. Mid-way through the interview she sighed with exasperation and said she had no idea how to talk with me because I was not ‘part of the art world.’  At the conclusion of the interview the HR person asked if I would be available for an onsite interview, and I said yes. I never heard from them again.”

Example #2. “In my experience with another organization, the telephone interview was a fiasco. Three people on a speaker phone interviewed me; I could barely hear one of them and was never quite sure who was speaking.  The first question asked why I had applied for the position. My response addressed the unique combination of duties, appeal of the variety of work involved, etc. When I finished my response they told me they were no longer certain that the position would be structured as posted. They then asked a series of narrowly focused questions that indicated very clearly that they had not read my resume or that they were incapable of shaping the questions to elicit additional information. At the conclusion of the interview, the convener told me that additional interviews were being scheduled the following week and that he would be in touch ‘either way.’ Two months passed and I received an email from him saying they had decided to put the position on hold while they reviewed and possibly revised the position’s responsibilities.”

Bottom line brand impact

The job candidate had previously worked in HR. Here’s what she had to say about her experiences with the two organizations that interviewed her:

“As a former HR and management professional, I am appalled at the ridiculous turn the interview process has apparently taken. I am struck dumb by how little regard or understanding these folks have of their role as brand slayers. They seem completely unaware of the fact that an interview is not a one-way street.  While they are asking questions and making some attempt to assess the applicant, the applicant is gaining a great deal of insight into the nature of the organization and the people who inhabit it!  My respect for these organizations is diminished, my interest in supporting them in any way is erased, and my new and distinctly negative view of their capacity is going to be a topic of conversation for some time to come.”

Do the people who recruit and interview potential employees for your organization understand how their actions affect perceptions of your employer and external brand?

 

Categories
Marketing

Marketing Tips for B2B Telemarketers

I know, I know … caller ID and voice mail make it difficult to actually reach prospects these days. If you want to be more effective in reaching potential buyers, here are several suggestions based on my experience as a marketer and consumer.

  • Know your prospect. “I’d like to talk to the person who manages your credit card processing … distribution services …. sales software … ” I’m amazed at how many calls I get from B2B telemarketers offering products and services that I don’t use. Before calling, do your homework to learn if the prospect is even a viable candidate for what you offer.
  • Identify your company. “Unknown name” and 800-type numbers on caller ID guarantee most people won’t pick up the call.
  • Forget robo-calls. On hearing an automated message, I’ll immediately hang up. Why should I listen to you if you can’t have a real person talk to me? Similarly, I’ll instantly delete any voice mail message from an automated call.
  • Dare to be different. If you want to get the attention of qualified prospects, use direct mail. If it’s a well done, targeted piece, they’re more likely to read it. You can also be creative without going to a lot of major expense, depending on the size of your qualified list. For example, if you can’t afford to send customized wrapped candy with your company logo, you can use popular candy such as PayDay®, a $100 Grand® bar, or Good & Plenty® to send to qualified prospects. [Notice a theme  here?] I know a saleswoman who scouts dollar-type stores to find appropriate novelty items to send to potential customers.

Listen Up!
My beef isn’t with B2B telemarketers who strategically and respectfully reach out to qualified prospects. My frustration is with those telemarketers who persist with untargeted, anonymous and/or annoying automated calls. It’s time to wake up, listen up, and consider how much more effective you’d be if you follow at least the first three tips or revisit Sales 101 principles. It’s not complicated: useless telemarketing calls are wasted sales calls!

 

 

Categories
Engagement

Stop Treating Employees Like They’re Stupid

A friend who works for a Fortune 500 company called me in disbelief. His company held an all-employee meeting to share its end-of-year results. Among the key messages:

  1. The company had a great year and profits were up.
  2. Due to the uncertain economy, no merit increases would be given.
  3. If employees were upset, they could write to their congressional representatives because the government’s inability to make a decision on the debt situation was to blame for fiscal uncertainty.

Sadly, it’s not uncommon these days for companies to hold back from sharing the wealth. [Check out this Business Insider post, We Need To Stop Maximizing Profit And Start Maximizing Value.] But to suggest employees blame the government?! I’m guessing the internal communications folks didn’t get a chance to vet the CEO’s remarks.

Here’s the takeaway for employees who do their best to help the company achieve its financial goals: their hard work is acknowledged and recognized but NOT rewarded because senior management says it’s out of their control. Yeah, right …

Not to worry, though, as this company’s employees are still engaged – they’re engaged in updating their resumes and networking for new jobs.

 

 

Categories
Customer service Marketing

The Ten Foot Rule of Customer Service (or Avoidance?)

As a business professional specializing in employee-customer care, I know many companies tout the “Ten Foot Rule” of Customer Service – whenever employees come with ten feet of a customer, they’re supposed to stop what they’re doing and give their full attention to that customer.

As a consumer, I also know that many employees have their own version of this rule – they try to steer clear of coming within ten feet of a customer. And if they do get close, they avoid eye contact and turn in the other direction. Sadly, some employees also observe this practice with fellow employees who are their “internal” customers.

Forget the excuses for bad customer service. The bottom line is the ten foot rule and other prescribed practices won’t be effective when simply issued as top-down edicts. Organizations that want their employees to serve customers in this way need to provide the training, tools, and reinforcement (including measurement and reward) that enable and encourage effective customer service.

It’s something to think about. How do employees apply the ten foot rule in your organization: do they step up to serve customers or do they turn tail and hide?

Categories
Customer service Engagement

“I’m Just Happy to Be Here …”

This was the gist of a conversation I had with Julietta, who works in food service at Mohonk Mountain House. Her “attitude of gratitude” went beyond feeling fortunate to be employed – Julietta truly loves her work.

I met Julietta during a recent visit to Mohonk. She was smiling all the while she cleaned up the area where the continental breakfast had been set up. We engaged in conversation, and it was obvious that she enjoyed working at Mohonk. “It’s like being part of a wonderful family,” she told me – a family that includes both co-workers and guests. Here’s an excerpt of our conversation.

Julietta: I love my customers, and sometimes, I listen more to my customers than my boss. I want to make my customers happy.”

Me: “If you’re customers are happy, then your boss will be happy.”

Julietta smiled: “Yes!”

And she’s not the only one who enjoys her work at Mohonk. I also met Emily, a young woman who was one of our hiking guides. She’s worked there for less than a year, but it’s a job she literally grew into. Emily explained that her family had been going to Mohonk for years, and she’d been an active participant in its kid’s club and teen program. From an early age she knew she wanted to work there and was thrilled to get hired in the recreation group. “I feel so fortunate,” she told me. “How many people get to live their dream job?” She spoke enthusiastically about her love for the place and the people.

Since my husband and I began visiting Mohonk several years ago, we met many such members of the Mohonk family, including Rudy (dining staff), Michael, Annie, and Matt (recreation), and others too numerous to mention. This was the first time I met Julieta and Emily, and they reinforced the engagement that’s part of Mohonk’s culture.

How many employees have you encountered lately who truly love their work?

[Note: For more on Mohonk’s guest service culture, see my interview with Jackie Appeldorn, Mohonk’s general manager.]

Categories
Customer service Engagement

Do Your Customers Have a Rosie?

I’ve been fortunate in my 23 years as a consultant to work with truly wonderful people. Among them is Rosemary (Rosie) Makosky, who recently retired from Lehigh University’s Office of Distance Education (DE).

Lehigh was a pioneer in offering graduate degree programs by live satellite broadcast to corporate employees in the early 1990’s. I served as distance ed‘s marketing consultant back then, and we relied on relationship marketing for company/student recruitment and retention. Several times throughout the year we visited company sites to meet with current students and recruit new ones. These  visits also enabled us to acknowledge the efforts of corporate staff who helped coordinate the on-site details of Lehigh’s distance ed programs. As DE Director Peg Portz was fond of saying, “Our programs may be by distance, but not our relationships.”

Rosie was the student administrator who coordinated distance ed’s admissions, handled registration, answered student questions and concerns, etc. She was the behind-the-scenes “go to”person for students … but she wasn’t kept behind-the-scenes.  One of my favorite memories working with DE was accompanying Rosie on site visits, especially watching the reaction when she and the students met face-to-face for the first time. “So you’re Rosie!” they’d exclaim. “It’s great to finally meet you in person!” And then Rosie would engage in conversation asking about the student’s classes, family, and work situation. I loved witnessing such powerful connections – these students knew and appreciated how much Rosie cared about them.

I loved watching Rosie work her magic with students. Regardless of when they called, she never treated them as an interruption. She was always responsive, empathetic, and concerned in helping students get what they needed so they could succeed. She shared their triumphs and occasional setbacks. What I call being truly customer-focused is part of Rosie’s DNA. If only we had more Rosies in the workplace …

Thank you, Rosie, for all you shared and taught me when we worked together. Enjoy your retirement, dear friend!

Categories
Engagement

You Can’t Keep an Engaged Volunteer Down

Hurricane Irene’s recent landfall on the east coast and my current work in volunteer engagement reminded me of a dear friend and fellow volunteer’s extraordinary experience during Hurricane Hugo in 1989.

I was on the board of the American Marketing Association (AMA) as VP of Professional Chapters back then and had the privilege of serving with many dedicated volunteers on the Professional Chapters Council (PCC). An advisory group comprised of past chapter presidents, PCC members provided guidance and tools to help strengthen chapter leadership among AMA’s network of more than 90 chapters in the U.S. and Canada. We also visited chapters to recognize special achievements – presenting chapter excellence awards, anniversary gavels, and new chapter charters.

Who Said Getting There is Half the Fun?

Chris Bonney, a PCC member from Hampton Roads VA, was scheduled to meet with the Triad chapter in Winston-Salem NC on September 22, 1989. Here’s how he described that incredible trip. (Keep in mind, this was before the prevalence of blackberries and i-phones.)

“Neither rain nor wind nor dark of night could prevent me (although they all tried) from attending the 20th anniversary celebration of the Triad Chapter in Winston Salem. It started with my first plane being delayed nearly four hours because of complications related to an earlier accident at La Guardia airport. Accordingly, I missed the only two connections from Charlotte to Winston Salem – not to mention the baby who threw up on my lap as we circled over Charlotte …

“Having too much time and energy devoted to making this meeting, I rented a car in Charlotte and drove the 90 miles to get to the meeting, arriving an hour and a half late. I was determined not to be forever known as ‘that guy from the PCC who never showed up.’ When I arrived at the meeting room (after spending 15 minutes stuck in the elevator in the hotel’s parking garage), I found the chapter president doing the old shadow-pictures-on-the-wall hoping he could hold the group’s interest until I arrived.”

And for the return trip …

That’s what it took for this intrepid volunteer to reach his destination. Chris’s getting home was no easier as Hurricane Hugo was making its destructive way up the eastern seaboard.

“Having been assured by some [expletive] at the airport that the plane would be flying in the morning, I was crazy enough to drive through the hurricane back to Charlotte to catch my plane home. (By this time Hugo was reclassified as a tropical storm but still packing winds of 60-90 mph.) What a joke! Although Charlotte experienced nothing like the tragedy of Charleston, it was still pretty trashed – thousands of tree uprooted and broken in the highways, flooding, power lines down, billboards and signs asunder …

“With no power anywhere, the city was – according to the car radio message from the two radio stations working on emergency generators – virtually closed for business. I drove the car right up on the curb by the front door of the airport to escape the winds. By 8:30 that morning, there had been so much damage to the airport that they hadn’t even been out on the field to check the planes and runways.”

With all flights cancelled, Chris drove home. It took him more than six hours, and he eventually made it home safely. Despite all the delays in traveling, Chris reported that the chapter visit was well worth it. Trophy

I found this description of his harrowing travel experience in a special presentation I made several weeks later to recognize Chris for his dedication, determination, courage and commitment to the chapter, PCC, and the AMA.

Thanks, Chris, for what you did back then … and for the memory of it now.

 

Categories
Engagement

Many Employers Still Clueless (or Why I feel Sorry for HR)

I truly feel sorry for the HR folks who work with these CEOs. HR folks shouldn’t have to sell the importance of employee engagement – they should be supporting the CEOs in their efforts to create and maintain an engaging workplace.

Until these CEOs truly “get” employee engagement, I urge HR professionals to start stockpiling sunglasses. Because when the executives’ rose-colored classes fall off, they’re going to be blinded by all the empty space once filled by their employees.

“CEOs are not listening to the message around engagement, because HR is not convincing them of its importance,” according to an HR Magazine post.

“ … employee engagement and loyalty is at a three-year low, but many employers have no clue as to the dismal state of affairs,” reported in a recent study.