Last week I headed to Office Depot to buy a wireless card for my computer. Glancing at the shelf, I saw a model I liked. The big yellow price card on that shelf listed a sale price with which I was happy. I grabbed the box and proceeded to the checkout. The total price showed the regular price … [Read more...]
Does your advertising undermine customer trust?
Every week we get a handful of retail advertising fliers in the mail. Every week it seems the sames stores are offering the "lowest prices of the season." How can you keep offering the lowest prices of the season every week? Either your prices will rapidly approach zero dollars or you've got a … [Read more...]
Can your job title affect customer expectations?
I called my credit card company to activate the new card I got in the mail. The automated process was smooth and stated that if I needed any help, I could be transfered to a "customer satisfaction specialist." Really? As the consumer, I'm all for "customer satisfaction." This title is effective … [Read more...]
Donald Trump’s Innovative Jump Start
Successful real estate tycoon Donald Trump shared some of his innovative process in a recent Entrepreneur magazine article: Sometimes I ask myself, “What else can I include in my thought process to make it more comprehensive? Is there anything I can add that might enhance the project or idea … [Read more...]
Don’t Let Customers Catch You Idle
On my last trip to electronics store Fry's, I had to return some merchandise. While I waited in the customer service line, I saw two employees standing against the wall doing nothing. Every few minutes one of the employees helping customers would yell "customer service" and the mystery person … [Read more...]
The Secret Behind Infomercial Success
Kate Newlin's Shopportunity! dedicates a chapter to infomercials. These common late night television staples are amazingly effective in grabbing people's attention and money. Newlin quotes successful marketer Greg Renker: "Part of the power is in the myth," says Greg. "We want the story, the … [Read more...]
How Not to Respond to Customer Emails
As you may recall, I sent an email to the makers of Silk Yogurt asking several questions. After some delay, they responded: Thank you for your recent e-mail to Silk®. We appreciate your interest in our products. Thanks again for contacting the Consumer Affairs … [Read more...]
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