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Marketing: The Value of Your Own Experience
By Mary Eule
Copyright 2005 Mary Eule
Bill Gates, Founder of Microsoft "Your most unhappy customers are your greatest source of learning."
Years ago, when I was in graduate school Cheap Corey Graham Jersey , I enrolled in a course titled, "Services Marketing." Among other things, my professor required that we document three positive andor negative customer experiences we had each week to share with the class.
We were asked to include the following:
1. Describe what happened. 2. How did this make you feel? 3a. What should they have done to make your experience better? or 3b. What did they do that exceeded your expectations?
At first, I viewed this as just another task on my "to-do" list Cheap Jalen Mills Jersey , but soon discovered what a valuable learning exercise it turned out to be! I continue documenting my experiences in a log book (it's a lifesaver when I want to provide concrete example that help illustrate a point) and recommend this activity to all my clients.
As part of my preparation for this article I decided to randomly select an entry I'd included. So, I pulled out my log binder, shut my eyes, opened it up and pointed my index finger anywhere on the page.
Here's the one I selected:
1. Description: My company is getting ready to participate in a trade show so I decided to but some "trash and trinkets" (giveaways) personalized with our company's logo. Remembering that I had recently received a direct mail piece from a local company I decided to give them a try. I located the letter and was immediately impressed with their ad copy. It contained all of the "right stuff" such as:
* Great features translated into wonderful benefits * Powerful headlines * Plausible testimonials * Strong offers * "Customer First" Platitudes * Promises of quick turnaround times
Thrilled to have such a seemingly awesome company so close by Cheap Ronald Darby Jersey , I hauled out my corporate credit card, ready to buy.
The first two times I dialed their number I got a busy signal. Since that's a rarity these days, I figured I had entered the number incorrectly. After double-checking, I redialed. This time my call was answered by "robot man" Cheap Chris Long Jersey , or so it seemed, who said, "Hi, you've reach Company X. We're not here now but you know the drill. Leave a message and we'll call you back."