August 30, 2006
News & Opinion: Caught my eye.
The most powerful word-of-mouth advocates might be the customers who have only done business with you once so far.First impressions are important. What are you doing to encourage this w-o-m? Two interesting examples, also from Andy, are:
The Prostate Net, a not-for-profit educational organization, contacted 50,000 barbers to talk to their clients about prostate cancer detection and prevention. The Wynn Las Vegas resort gave free rooms to cabbies to generate word-of-mouth advertising via this very influential part of the transportation infrastructure.Wynn and the Prostate Net both gave their possible advocates the tools (some would call experience) to talk about. . . . . . . Next along the same lines... Why companies should make prettier user manuals. Customers are attracted by pretty brochures and advertisements but what about user manuals? How many times have you actually enjoyed picking up the DVD manual or reading how to build an IKEA item? How J. Crew remembered Jackie. It's hard to believe that a chain like J.Crew would remember someone's favorite sports team. I'm amazed. There's always more to learn about customers.
About Dylan Schleicher
Dylan Schleicher has been a part of the 800-CEO-READ claque since 2003. Even though he's stayed on at the company, he has not stayed put. After beginning in shipping & receiving, he joined customer service and accounting before moving into his current, highly elliptical orbit of duties overseeing the ChangeThis and In the Books websites, the company's annual review of books and in-house design. He lives with his wife and two children in the Washington Heights neighborhood on Milwaukee's West Side.