Category Archives: Customer Service

QR codes are dead, long live QR codes…

30 Tuesday Mar 2021

Posted by in Advertising, B2B Marketing, Customer Service, Digital marketing, Direct Marketing, Marketing, retail, Sales

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As you know dear reader, more often than not, the latest shiny widget hailed as the new-new-thing in the digital marketing world, dies a rapid death and is soon forgotten as the next new-new-thing takes its place. Google glasses being an example.

And so it was with QR codes. Relegated to the digital dustbin, they had a short life mainly due to the hassle of downloading an app for scanning the code. Not all apps scanned all codes. Some were proprietary to certain code types – for example those used by magazine publishers to link you to more of the story on a website.

Sometimes they just didn’t scan easily, and not all phones worked with the apps as the phones weren’t so smart back in the day – mid-90’s to early 2000’s. So inevitably, frustration and impatience eventually killed off the humble QR code.

Then along came a global pandemic. Who’d have thought hey?

Thanks to smart phones and contact tracing, QR codes are now ubiquitous in our lives. Every retail store, cinema, theatre, restaurant et al, requires the humble punter to scan the QR code upon entry. Right now we cannot live in society without QR codes, so it’s only natural marketers tap into this new habit.

Publishers, religious organisations, real estate agents, packaged goods manufacturers and more have jumped at the opportunity to use QR codes as a response device – or should that be ‘engagement device’ for those limited to marketing to digital channels.

Ironically, in a digital world, QR codes are helping to lead an already resurging interest in direct mail – the codes appear on the envelope, letters and brochures as the response device that takes you to customised landing pages. A seamless measurable link between the real and the virtual worlds.

The smartest B2Bmarketers know, direct mail is by far the best performing media channel to generate hot leads – always beats LinkedIn, email and online advertising hands-down. Until QR codes, the mailings linked to PURLs (Personalised URLS) – but you had to enter the PURL into your keyboard. But who wants to type when it’s much easier and faster to scan and link to the PURL on your phone?

Here is an example from the Jehovah’s Witnesses for an Easter mailing that arrived in my letterbox this week:

The QR code in the letter links to landing page…
The QR code in the brochure also links to the landing page

Here is the landing page:

https://www.jw.org/en/jehovahs-witnesses/memorial/

Here is a real estate sign in my neighbourhood – though why you would restrict your marketing to just social media is beyond me:

Why limit your marketing to a single channel?

My local Mayor uses a QR in his letters to the constituents:

A modern mayor…

This is a mailing I did two years ago to promote an event on how to use direct mail. The QR code linked to a landing page to buy tickets.

Everywhere you look there is a QR code being used to encourage consumers to scan and link to a landing page, website, app or shopping cart. Or even to start a bit of virtual reality – though the VR experience is still a tad frustrating.

Just as the barcode changed retail as we know it, the QR code is here to stay and I suspect all brand advertising will start to include QR codes to encourage response.

However, there is also a seedier side to QR codes that I will reveal in the next article. I’ll share how some brands are using the codes to steal customers from their existing retailers. Retail is going to get nasty.

As they say in adland “Watch this space“…

Is it time to bring offshore call-centres back home?

25 Thursday Jun 2020

Posted by in Customer Service, Marketing, Marketing Automation

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Before I start this post dear reader, I declare I only speak one language – Australian. I respect anyone who can speak multiple languages. But because someone can speak a language doesn’t mean they can communicate in the language they speak.

I assume my international colleagues experience similar frustrations as we Aussies do, when you call a local company’s “customer service centre” that is located in a country where English isn’t the first language. This outsourcing of alleged service has been one of the great cons of modern capitalism.

Firstly, the service is worse, it’s never better. Secondly, the income earned by the call-centre staff doesn’t benefit our local economy. Thirdly, the poor service really pisses-off customers, the people who pay the salaries of the call-centre staff.

One of the worst experiences is when the call-centre representative gets into a circular loop reading from a script, usually because they don’t understand the language or its nuances, and are unable to solve the problem at hand. The conversation ends up as “I understand your situation…” Of course they have no idea or understanding of the situation. But some call-centre psychiatrist, or human capital expert, has convinced management that this phrase helps diffuse the customer’s frustration, when in reality it makes matters worse.

“I have no idea how to solve your problem, but it says here I should say…”

So, given the COVID-Crisis and the massive unemployment it is creating, isn’t it time we returned call-centres to Australia?

Qantas is an example. Today it announced it is sacking around 6,000 staff in order to survive. Why not relocate the Qantas call-centres to Australia and employ some of those staff, where the income will benefit the local economy? It will also improve the customer service.

Telstra is another one. I’ve yet to speak with a customer service person without “I beg you pardon” being the most common phrase I use. Even worse is the Voice Recognition software that doesn’t work. Here’s a typical day in the life of a customer. You call the Telstra hotline. A computer answers and asks you to state why you’re calling. After stating your reason to the computer, it replies with something such as “I’m sorry, I didn’t understand you, please repeat the reason for your call.”

This goes on until the computer forwards you to a human in another country. You go on hold until an English-as-a-second-language representative starts talking to you, usually to advise you’ve been put through to the wrong department, so “please hold while I transfer you“. Then the line goes dead, or if you’re lucky you get through to a queue to wait to speak to another representative, blah, blah.

“What do you mean, how do I spell Kim?”

It may be naive, but I believe we should use this opportunity to create jobs in our local economy – we have the talent pool. It’s the largest since the Great Depression. Let’s bring our call-centres home!

Gotta go, I’m having internet problems and have to call Telstra – aaaggghhhh!!!

A simple phone call goes a long way in good and bad times…

14 Thursday May 2020

Posted by in Advertising, Branding, Customer Service, Digital marketing, Direct Marketing, Marketing, Marketing Automation, Sales, small data

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As most of you readers already know, in tough times the marketing rule of thumb is to keep investing in your marketing. Though it’s easier said than done if your business is closed and your customers don’t have jobs.

But that being said – there has never been a better time for real contact, as against digital contact. As I’ve shared previously, there is a heap of COVID-CRAP in our inboxes, most of it is a complete waste of effort and completely ignored.

So I ask you folks, “How many of you have rung your customers recently to have a real conversation?” Just put in a call to check in and see how your customers are and if you can help them – with anything?

If not, may I suggest you consider a phone or video call – sooner rather than later. The reason is simple: if you’re not, your competitors are probably doing so. If you are claiming as you read “I cannot afford to call my customers” – you may want to revise your business model. If you can’t afford to call or mail a letter to your customers, you will lose quite a substantial amount of business – in good and bad times.

Why didn’t you call?

Most SaaS companies lose huge volumes of clients because they never call them – they rely on marketing technology (martech for the buzzword lovers) to deliver their personal communications, immediately de-personalising the experience for their customers.

LinkedIn is guilty as charged. I tried the “Premium” service and after a year of not enjoying any premium service, I didn’t renew. All I got from LinkedIn was email to remind me to pay my renewal. Now, because LinkedIn is not very good at its “small data” I keep getting offers to trial the Premium service.

How hard is it for LinkedIn to pick up the phone and ask why I left them, or to block advertising a service I cancelled, so as not to irritate me? But hey – maybe they don’t understand lifetime value?

Here’s a simple example of the value of talking to your customers:
My elderly father is a member at his local licensed sports club – he no longer competes, but visits for dinner or lunch regularly. He isn’t known, he’s just one of thousands of members. Last week his phone rang – it’s a landline. The club’s welfare officer was checking in to see how my father was doing and if he needed anything. They were checking on all members aged over 70 – a  simple use of small data that made a big impact.

Nobody from the club has ever rung my father in his life. But he thought it was wonderful that the club would consider calling him – he’s told everyone and can’t wait for it to reopen so he can enjoy a meal with a glass or three of wine.

Can’t wait to get back to the club to splurge on a Schnitty…

Imagine what your customers might say if you called them?
Here’s another example – I’ve written about this previously. A major office supplies company in Australia was keen to migrate its customers to online ordering to reduce the call centre workload – and cut some costs. They company mails annual catalogues to customers and research shows the catalogue stays on file until the next edition is mailed. Customers usually order with the catalogue on their desk.

It didn’t take them long to discover a problem with sales. The customers who moved to online ordering were ordering less per order than those who rang the call centre. They weren’t shopping more frequently either. So sales dropped as business moved online.

They company launched a new strategy – before they shipped the online orders, they called the customers (by phone) and advised the order was about to be dispatched, asking if the customer wanted to add anything to the order. Inevitably, using historical order data, the customer service representative up-sold the customer and increased the order value. The company has increased its call centre to accommodate both types of online ordering – telephone and data lines.

And by how much can I increase your order today?

So, if you’re considering migrating your business to online-only because of the pandemic, consider accompanying the service with real people on the telephone if you really want to succeed.

Receptionist is marketing genius
Another former client of mine takes orders by email and website. Each time an order arrives the company receptionist calls the customer to confirm the order. She started doing this because she thought it was good manners – you know, the right thing to do.

I suggested that during the call she agree a delivery date that was later than the earliest her company could deliver. The company now delivers each order before the agreed delivery date. The clients love the service as it exceeds their expectations and there is rarely any dispute over paying on time.

Thank you for your order it will be delivered on…

How $2 helped make $millions
Speaking of paying on time, a very successful cousin of mine sold his business for a premium, partly due to his excellent cash flow and a simple phone call. Geoff (his real name) would ring the accounts payable department of each of his debtors and confirm who was responsible for the processing of his invoices – most were small to medium size companies.

Each month he would mail his invoice in a personally addressed envelope to the accounts payable clerk – complete with a $2 scratch lottery ticket attached. His debtors loved getting his mail – and they paid his invoices ahead, or on time, every month. His cash position added enormous value to his business when he sold it.

Thank you for paying my invoice on time…

So, regardless of whether you are able to sell anything or not to your customers, due to lock-down or delivery issues, make and keep real contact with them. They’ll appreciate your effort and the investment will pay off – either immediately or in the “new-normal”.

It also allows you to gain some knowledge about each customer. Because the old adage still applies:

One thing you know about your customer is worth more than anything you know about your product or service.

That ‘one thing’, gives you a reason for a conversation – and that conversation can turn into business for you.

The other reason you should keep talking with your customers is also very simple:

If your customers don’t make you rich…who will?

Gotta go – the phone’s ringing, I wonder who it is…

Cut COVID-Capers, focus fully on the fundamentals you must…

29 Wednesday Apr 2020

Posted by in Advertising, Branding, Customer Service, Digital, Digital marketing, Marketing, Sales

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I’m no die-hard Star Wars fan, but was just told that International Star Wars Day is next week, so thought I’d say what Yoda would probably say in this crazy marketing world we are living in.

I’ve been asked to republish a popular article I wrote last year, mainly due to the embarrassing plethora of fake COVID marketing experts pushing their ‘expertise”  since the pandemic started. So many people are complaining about these bandwagon-jumpers.

Ever since we were placed in lock down we’ve been inundated with COVID-CRAP by ‘experts’ espousing the miracles required for marketing in a Corona virus world. In some cases in markets where people have no income and the retails stores are closed and do not provide online services, so commercial activity has stopped.

Yes, the world has temporarily changed, but if you stick to the fundamentals of marketing and do them well – which many marketers don’t do in the good times – you’ll get through this difficult time.

You might have to reconsider how you deliver or configure your product or service, or even create new products – as I explained last week. Even better, why not review all your marketing activity and start to plan for the inevitable reopening of society.

Regardless, just remember these simple rules of thumb and you’ll do OK:

The three goals of your marketing communications – and there are only three…

  • Acquire new customers
  • Get customers to spend more money with you more often
  • Get customers to keep spending with you for as long as possible.

If your marketing communications are not helping you achieve one or more of these goals, you’re probably wasting your money, regardless of the media channels or vanity metrics you use.

The two ways of marketing – and there are only two…

  • Mass marketing
  • Direct marketing

Mass Marketing – you communicate with as many consumers* as possible for the lowest media cost, to position your brand in the mind of the consumer, so they consider it when they are in the market to buy – online or offline. Generally used in broadcast, print, outdoor and some online channels. Messages are aimed at generating either a think, feel or do response.

Direct Marketing – any marketing communication delivered directly to individual consumers* or to which they respond directly to you. All responses are measured and there is always an exchange of either data or dollars – online or offline. Generally used in broadcast, mail, email, telephone, print, events, social, search, mobile and online channels. For example, give me your email address (data) and I’ll give you a newsletter, or give me your credit card details (dollars) and I’ll sell you some wine.

*Consumers is generic for both prospects and customers

The two reasons people use the internet – and there are only two…

  • To save time
  • To waste time

That’s it. You need to design your website, landing page, email, social channels, apps etc to make it easy for your customers and prospects to either save time, or to waste time, depending upon their reason for visiting.

Saving or wasting time?

There’s no such thing as a customer journey – just two contact strategies…

People don’t go on customer journeys. This is a marketing buzzword designed to make the user sound sophisticated – it’s complete bollocks. There are only two contact strategies to use, and they’re linked to the most relevant touch-points. After all, a prospect isn’t a customer until they buy something:

  • Prospect contact strategy – to generate new customers
  • Customer contact strategy – to keep profitable customers and generate referrals

Marketers determine the most appropriate touch-points to reach prospects and customers, then communicate as necessary in the most effective channels for those touch-points. These touch-points can be mapped for easier visual interpretation. This mapping is why folks mistakenly call it a journey. Map-journey, get it?

For example, a prospect may identify themselves by responding to an advertisement by telephone, downloading a white paper from a website, or at a trade show. This is the beginning of the prospect contact strategy designed to get them to either request a presentation (if required), to trial the product/service, or to buy. This can involve lots of channels, some of which can be automated.

Once the prospect becomes a customer, they join the customer contact strategy. This involves communicating with personal messages designed to create a positive customer experience, encourage loyalty, obtain referrals and generate further sales.

The customer contact strategy can also be divided into two separate executions. One execution is linked to the date the product or service is bought and includes messaging around warranty, service, renewal, upgrade and the like.

The other execution is linked to time of year and includes messaging such as monthly newsletter, seasonal offers, event invitations and more.

Obviously, the customer contact strategy uses more personal media channels including; face-to-face meetings, mail, telephone, email and social channels. And all the while, there is the 24/7 continual flow of marketing content on blogs, websites and social channels, as well as advertising.

People DON’T go on customer journeys…

The numbers that matter when budgeting…

There are a few key numbers to understand when budgeting your marketing activity:

  • Lifetime value – how much revenue you customer is worth over their lifetime of buying from you
  • Cost per lead – how much you can afford to spend to generate a qualified lead
  • Cost per sale – how much you can afford to spend to generate a sale
  • The advertising allowable – what you can afford to spend to generate a sale at either break-even or a pre-determined profit percentage

When you know how much a customer is worth, you can determine how much to spend to generate a qualified lead and therefore how much you can afford to spend to get a sale – based on conversion rates. This helps you determine the most appropriate media channels to use, as they are defined by your advertising allowable.

Remember:

Marketing creates the need, while sales fulfills the need…

Your marketing activity helps to create the need for your brand by building desire for it and reinforcing your decision after you’ve bought. Your sales people use selling techniques to fulfill the need and complete the sale.

Your direct marketing activity can both create and fulfill your prospect’s needs in a single execution. It also integrates your marketing and sales teams to ensure they both work together successfully.

So now you know, what you need to know, about you know, that thing that everyone thinks they know – marketing…even in a pandemic…

Professional pie purveyor proudly pays people, poo-pooing PIVOT posers…

21 Tuesday Apr 2020

Posted by in Advertising, Copywriting, Customer Service, Digital marketing, Marketing

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There’s nothing like a global financial crisis, or new technology, even a pandemic to release the jargon-monkeys and cyber-hustlers from their lairs. Like a zombie invasion, they just appear from nowhere, spraying unsubstantiated platitudes and buzzwords-aplenty to position themselves as knowing not what we know, but more and better secret stuff.

And the COVID-CRISIS has them appearing in droves. Buzzwords are spreading like a… well you can guess how fast they’re spreading dear reader.

One of the most popular and unnecessary buzzwords you’re probably hearing is “PIVOT”. It is spoken in revered tones, as if it explains some miracle new COVID business strategy. The word gained notoriety in the book “The Lean Startup”. The premise is simple – it must be, as I teach a capstone subject at university based entirely on the book. It is good guide for inexperienced young entrepreneurs who don’t have much marketing expertise.

In jargonised terms, find a problem that needs to be solved, then start solving it with a (digital) Minimum Viable Product – known buzzwordingly as a MVP. (not Most Valuable Player as MVP has been known for decades in the sporting world). The MVP is partially developed and tested in the market. It is then reiterated (further developed) based on how customers/prospects in the market use the MVP. This technique, a common function of basic marketing, is labelled “Build, Measure, Learn”. True – it even has its own acronym – BML.

Eventually, after lots of testing and learning – sorry BML – when you have a well-developed MVP (Maximum Viable Product?) that appears to have commercial potential, you raise funds to develop it fully and launch the business to the market. Instagram started this way. The subtle difference in the start-up world is that you don’t start the business by creating the final product and launch it to the market.

Instead, you create a MVP, then BML, reiterate, test and learn some more, reiterate and BML again until the final product is in sight. In the real world this is the part of marketing called product development. For decades it was known as dry-testing. Marketers advertised different versions of products, with different features, then produced them based on customer feedback – known as sales and research.

We’re doing some BML on our MVP…

Unfortunately, some unscrupulous people caused this practice to stop (sounds digitally-familiar) so you can no longer advertise a product that isn’t in stock, as a way of testing the market. Yet you can sell an incomplete digital product that may or may not deliver what it claims, as it’s still being reiterated using BML.

But here’s the big reveal. If the final solution you invent is different to the first solution for the problem you identified as needing to be solved, you are deemed to have “pivoted”. That’s right folks – if you change direction and develop a different product to your original intention, or create one that solves another problem, you say you’ve pivoted. You haven’t just developed a product as part of your product development. Instead, you use a jargoniser to explain this simple business function.

I’m sure the scientists at 3M screamed at the top of their lungs ‘we have pivoted‘ when they discovered they could apply one invention to another product, that was eventually branded as Post-it Notes.

So what has this to do with pies I hear you ask?

Well, an old school mate of mine owns a pie shop up the hill from my place. I dropped in last week to see how his business was coping in the pandemic. He greeted me with a big grin. Business was booming and he’s employing people.

The reason is simple. Thanks to the lock-down, he’s now selling lots more family pies and quiches than usual, so he displays more of them in the store. And, he has a chalk board outside his store advertising “Family Pies & Quiches”. “What a PIVOT!” I hear you shout dear reader.

He is also supplying family pies to a bunch of butchers, so they have additional products to sell. “What another brilliant PIVOT” I hear you shout again. You’re probably musing “he’s a marketing genius to PIVOT like that”.

My local craft brewer and gin distillery (you have one, don’t you?) is selling less beer during the pandemic, as pubs are closed. The market has temporarily shrunk. So it is using its equipment to do what it has always done – manufacture products to sell to consumers profitably.

Yes folks, there is a short-term demand for hand sanitizer, so like many breweries and distillers, the company is using ingredients in their equipment to make sanitizer and sell it to consumers. Hold yourself back dear reader, I know you just want to shout “What a PIVOT!” But it’s simply another day at the office.

Marketers either seize opportunities or solve problems – best if they can do both at the same time, as there is less sale/marketing cost. So these pie purveyors, brewers, distillers and many other manufacturers, are simply doing what they are supposed to do – create and sell stuff to customers profitably.

It’s not rocket science. It’s not a PIVOT. It doesn’t need a jargoniser to explain itself. It’s just the common sense business practice, known as “marketing”.

So if you hear some jargon-monkey use the word “PIVOT” in a meeting, please poo-poo them and save them from their follies. Ask them politely to stop using buzzwords. If you’re in a video conference and they refuse, maybe mute them or place a funny filter over their face. If they insist on preferring PIVOT, ask them to leave the industry – they are just not meant for it – and it’s for their own good.

When we return to face-to-face meetings (I can’t wait for a conference-room gathering) you might have a jargon-monkey in there with you. The best way to make them stop posing with PIVOT, is simple. Grab a copy of The Lean Startup, pivot in your chair, and clip them over the ear with the book. If they don’t get the message – just ask them to leave the industry – see previous paragraph.

The same goes for people who claim they have a side-hustle. If you’re a hustler, leave now! You’re not wanted in any industry. You’re just freelancing, nothing new. My former boss, David Ogilvy, used to encourage staff to freelance as it broadened their experience – as long as it didn’t interfere with their salaried job at O&M.

When I was a National Marketing Manager at TNT I freelanced as a copywriter and marketing consultant – more than 30 years ago. It wasn’t a side hustle – it was freelancing. Still is. Doesn’t need a buzzword to pretend it’s something special or different. When jargon-monkeys use such weasel words they expose themselves for the fakes they’re pretending not to be. So please help the poor sods and educate them.

Hmmm, gotta go as I’m getting hungry. Will grab some of last night’s leftovers. No I’ve changed my mind, I’ll have a pie. I’ll heat it up while doing some copywriting. Wow, a PIVOT and SIDE-HUSTLE in one move. Bloody genius…

What do we want? “Bog Rolls!” When do we want them? “Now!”

05 Thursday Mar 2020

Posted by in Advertising, Branding, Customer Service, Marketing, Social Media

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Well folks, just when you thought the world couldn’t get any stranger, along comes the Corona Virus, or COVID-19 as it’s technically known, to reveal an insight into humanity.

And while it is tragic that people are dying from this virus, the behaviour of humans during these early stages is curious to say the least. I promise to spare you from any puns in this story as I share examples.

Example A: Sales of Corona Beer are either declining rapidly or on the rise, depending which “news” you read. If sales are declining, one has to wonder how a significant mass of people assumed the virus was transmitted by Corona Beer? I thought beer drinkers were educated folk? The brewer has called on that famous beer connoisseur Snoop Dogg, to save the day and restore sales via a celebrity-driven campaign called “La Vida Mas Fina.”

Snoop Dogg selling Corona

Example B: In a complete act of madness, Australians have gone totally bonkers and are hoarding toilet paper, also known as bog rolls, bum fodder, poop mittens and other terms. The populace has also gone stupid for hand sanitizer, wipes of all varieties, paper towels, baked beans (maybe to fill the bog rolls?) and other dried foods.

Toilet paper madness…

This just goes to prove a couple of marketing adages:

1. People are firstly, and only, interested in themselves. WIIFM Rules OK!

When people see a marketing message they subconsciously ask “What’s In It For Me? It’s why your message must be clear and demonstrate in simple terms, what’s the benefit for the punters.

If you’re a fan of Maslow, this current behaviour fits right at the bottom of the pyramid – basic needs. In the case of the Corona Apocalypse, people have stocked up on basic food and sanitary items, without a care for others. Whole supermarket shelves have been decimated. Though I’m sure once people have stocked up and looked after themselves, they’ll have a square to spare. Unlike Elaine Benes who couldn’t get her cubical neighbour to share a square.

Can you spare a square?

2. People unquestionably follow crowds and group think

The mass stocking of bog rolls et al, was not something encouraged by government or news outlets. It occurred because people didn’t want to be left out – they wanted to follow the crowd and not get left behind. It’s one of our social needs – to be part of a group – and a major trigger behind tiered consumer products that give higher privileges, the higher up the tier you are eg Platinum or Black charge/credit cards. Never underestimate the power of FOMO.

Though the good thing about Doomsday behaviour, is that you only have to admit it if it suits the social situation. You don’t have to share your actions with anyone unless it gets you favourable comments.

This buying frenzy has caught manufacturers by surprise. These normally reliable bog roll producers are working around the clock to keep the paper rolls up to the public.

who gives a crap is working overtime…

Plenty of content, not enough rolls being produced…

But the weirdness does bring out the best in Australian humour.

Today the NT News – famous for its headlines, such as “Why I stuck a cracker up my clacker” and “They stole my dog while I was on the bog” – did a wonderful favour for the NT community. The newspaper printed an 8-page insert of single-ply toilet paper for readers. The pages come with a watermark map of Australia and perforations so you can tear individual squares. Bloody ingenious and very thoughtful given the current shortages.

NT News single-ply insert…

Am not sure which pub, but one is giving away a free bog roll with every Corona bought – solving two problems at once.

FREE toilet roll with every Corona

Meanwhile on Sydney radio – every caller who rang Jonesy and Amanda on WSFM this morning, and shared information about where to buy a bog roll, received a free roll and free hand sanitizer. #jonesyandamanda

Jonesy & Amanda doing their bit for the community…

My good mate The Brand Guy, Richard Sauerman got his staff bonus today…

A bog roll bonus…

While hopeful hustlers are trying to find the day’s sucker on eBay:

wanna pay more than $20 a roll?

And then there’s this bloke who is expanding his franchise:

Want to buy a franchise?

It often takes a crisis for innovation to arise and it’s good to see the Aussie intuition has risen to the occasion, despite the toilet humour:)

Gotta go now – so to speak. I wonder if we have any dunny paper???

Online sales can reduce your revenue…

22 Monday Jul 2019

Posted by in B2B Marketing, Branding, Customer Service, Digital, Digital marketing, Direct Marketing, Marketing, Marketing Automation, Sales, social selling

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A couple of years ago my agency created catalogues for an office supplies company – different catalogues for different areas of their business and different types of customers.

They had a catalogue for typical office stationery, another for bulk purchases of products delivered on pallets, and other specialty catalogues. They did some sophisticated testing, with the objective of moving clients to order via their website to reduce the dependence upon the call centre, as it took the majority of the orders. They also believed they’d make more money with online ordering.

The test results revealed some interesting insights. When the company migrated customers to online orders, they lost revenue. The average order size via the website was much less than the average order via the call centre. The reason is simple and one which any salesperson can explain.

down-decline-graph

Online sales reduced average sales value and revenue…

Once the customer was on the phone, the customer service person could upsell via questions and sell even more products than the customer might have bought if they simply went to the website. The customers who did use the website for orders, usually only bought a small number of items.

Another insight they discovered was that most customers had the catalogue with them when they called to order by phone. This gives the customer service person another way to engage with the customer, by referring to the catalogue pages and discussing them together.

Woman reading magazine at coffee shop

customers have the catalogue with them when they call…

The grim discovery was that the move to online ordering had the potential to damage the business and reduce sales. While website sales can possibly cost less to process, the average sale value was less than telephone sales.

The company had to work a delicate balance of telephone and website sales and eventually hit on a strategy of telephone follow-up to online sales. As online orders were received, the outbound telemarketers would call the customer and upsell based on the products in the online order.

This became a productive use of the call centre staff, giving them options for inbound and outbound selling. Customers appreciated the ‘service calls’ and nearly always increased their order value.

virtualStaff365_callCentres_img1

let me help you spend more money…

So don’t believe everything you hear about the marvels of digital disruption – it can damage your business rather than improve it.

The old adage continues to apply – just because you can doesn’t mean you should…

Nothing fails as badly, or regularly, as a marketing automation fail (continued)…

04 Tuesday Jun 2019

Posted by in Content Marketing, Copywriting, Customer Service, Digital, Digital marketing, Direct Marketing, Email marketing, Marketing, Marketing Automation, Mobile marketing, Sales

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Continuing from my article published last week about poor old Adobe’s problems, here is another example of computers getting in the way of sales because humans aren’t involved. This time it involves SMS – plus a late addition to the Adobe issues.

The sad part about this error is how easily it could have been avoided, as the perpetrator, Vintage Cellars, has my purchase history on file. Each bottle of vino I buy is linked to a loyalty card/app.

I do like my wine – in fact I enjoy both colours (red and white) in almost equal measures. Over a six year period in the Hunter Valley, I made wine as part of my membership of a wine club (now defunct). One vintage even won a trophy and my team also made a semillon in steel, not barrels, in the true Hunter Valley style.

If you’re a friend of mine, you’ll know I regard sauvignon blanc as a crime against humanity. It tastes like a batch of your neighbour’s lawn clippings, filtered by a garden hose through an old pair of your grandmother’s stockings. But that’s just my palette – others do enjoy it.

So last October, I received a text message from Zoe at Vintage Cellars – trying to flog me some sauvignon blanc:

Why I received this message is beyond comprehension. I’ve never bought sav blanc in my life, let alone from Vintage Cellars. Isn’t marketing automation messaging supposed to be linked to customer purchasing data to ensure the fabled “personalised customer experience/journey?”

I suspected Zoe was a fake customer service person, or possibly a bot, but I replied to her regardless, sharing a couple of my thoughts on sav blanc:

I assumed (wrongly) that the marvels of marketing technology would automatically process my message and stop the computers from trying to flog said sav. But unfortunately, the Vintage Cellars computers aren’t very smart. Even worse, it appears the humans in the marketing team don’t bother to check what their customers say to these computers. I know this to be true because a couple weeks ago, the computers sent me this message:

It would be funny if not so sad – well it’s sad that humans assume marketing automation works all the time, like a set-n-forget TV dinner in the microwave. It has obviously failed this time. But it’s sad for other reasons too:

Firstly, there is no way they could have missed me, given my wine buying in the last six months. I know this because I get my discount vouchers physically mailed to me each month and they are based on my household purchase history. And lately I’ve received a few vouchers – mostly linked to my bride’s champagne drinking I’m sure.

Secondly, because the message that was from Zoe, is now from “we” and is not signed off by anyone except the disclaimer.

And thirdly, it’s just bad marketing. Vintage Cellars has my data. They contacted me on a personal channel. I replied to them in the same personal channel. Yet they lie to me about missing me, are too lazy to check my sales history and are too lazy to write a decent message. It’s a bloody disgrace and enough to drive a man to drink.

But wait, there’s more – and it’s just arrived from Adobe as I type…

It’s an invitation to a webinar on mobile marketing, by the people who brought you “epic fails in marketing automation“. The image is of a human hand writing a WORD CLOUD in reverse on a glass screen. Why anybody would do this to their wrist is beyond me?

It appears the creative idea here, is to make the most prominent words the same as the topic of the webinar – enterprise, mobility, business, technology. Genius stuff. The first two sentences are:

“Your customers, your business, your market are mobile-first. But 80% of all workflows today are at least partially paper-based. This is expensive, time-consuming and not very user friendly.

Don’t get left behind! Best-in-class companies leverage digital and mobile-first workflows to eliminate clunky, manual steps, removing inefficiencies, increasing revenue growth and improving customer experiences.”

You can imagine dear reader that I may be a tad sceptical. After all, it’s the very fact that Vintage Cellars and Adobe didn’t have manual steps involving humans that caused their marketing technology failures. It was their very investment in digital marketing technology, with complete disregard for the compulsory layer of human intelligence, that cost them dearly.

The copy appears to be written by a typist, not a copywriter. After all, if your business is mobile-first (whatever that means) yet your workflow is 80% paper-based, how can your business be mobile-first? It’s obviously paper-first! The writer is contradicting themselves. This strive for marketing mediocrity is giving me a headache.

I’m off to medicate with a drink. Hmmm, red or white…

Nothing fails as badly (or regularly) as a marketing automation fail…

31 Friday May 2019

Posted by in B2B Marketing, Content Marketing, Copywriting, Customer Service, Digital, Digital marketing, Direct Marketing, Email marketing, Marketing, Marketing Automation, Sales, social selling

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As robots and “automation software” increasingly take over the tasks of humans, the number of customer service problems and technical glitches seem to be increasing. Yet ironically, in most cases, the simple reason for the failure is the lack of human involvement.

Here is the first of a couple of examples I’ll share with you:

Adobe is a very successful company and makes some great products, some of which I use. They were a client years ago and I also have friends who work there. On 14th May Adobe sent me an email with the subject line: “Gartner Magic Quadrant names Adobe a Leader in Multichannel Marketing Hubs“. Now as I’ve owned an email SaaS business, I thought I’d see what the Magic Quadrant had to say, though I wondered if I was supposed to be puffing on something when reading stuff by the Magic Quadrant?

The email is an image with the ridiculous headline: “Your customer has many sides. Engage them all.” There were no images of customers, just technology.

I laughed so much I just had to click on the link to see how many sides my customers now have – apart from the obvious backside. And as I’m already married I don’t want to engage any of them.

The link was for a report titled: “Connecting with People Across Their Every Dimension” so I was a tad confused given the subject line. The link took me to this page:

It’s not immediately obvious what to click on for the report. There is a “request a demo” button but that’s not the report button. Eventually I realised the headline “Gartner: Magic Quadrant for Multichannel Marketing Hubs” was the link, so I clicked on it and it opened to this:

The page simply says: Access to this content has expired

So I went back to the email and tried again – same result.

I scrolled through the email to see how to contact Adobe. But like most marketing automation brands – they don’t want to provide customer service to customers or prospects. They force people to do everything themselves via (often useless) websites, rather than provide humans (or at worse, chat bots) to help. It’s the equivalent of going into a retail store and asking the salesperson if they have a product in stock, and getting told to go look out the back in the storeroom yourself.

The email fineprint tells me not to reply to the email, even though it was personally addressed to me (well to my subscription email name – Ted). I have to go to a damn website and search for the contact information:

PLEASE DO NOT REPLY TO THIS MESSAGE. To obtain information on how to contact Adobe, visit the web at: http://www.adobe.com/company/contact.html

This is so wrong on so many service levels, not to mention the language: “To obtain information on how to contact Adobe” – I don’t want to obtain information on how to contact Adobe, I just want to contact Adobe.

Apart from the link not working and not being able to contact Adobe without opening up a website, the message itself indicates what’s wrong with many digital marketing businesses these days.

Like so many of these companies, Adobe obviously doesn’t employ copywriters or art directors – it employs graphic or industrial designers – people who know how to design, but not how to communicate. And they employ typists not copywriters.

Some of the obvious giveaways:

  • Centred headline across more than one line
  • Widow or orphan in the headline
  • Full stops in the headline (these tell you to stop reading)
  • Two full stops in the headline (stop reading or else)
  • Centred body copy – with widows
  • Breaking a publication title across two lines, with the final words hanging as widows
  • Reversing white out of black type in a sans serif font – significantly reduces readability and comprehension
  • Use of the jargon-monkey button on the keyboard – this message is full of it:

Let’s deconstruct:

“Today’s customer expects personalised content when it matters most” In simple terms, this is complete B.S. Today’s customers are no different to yesterday’s, last week’s or last century’s customers. They just want good service – if it involves personalised content so be it. But they are not “expecting personalised content” – most don’t want any more damn content. Marketers are the ones who want to create content – not consumers. Read more below.*

“And when you understand all the human complexities that drive customer decisions,” “understand the human complexities???” It’s not brain surgery – it’s marketing. Maybe this refers to a complex customer decision like “I think I’ll buy a cup of coffee” or “I will click here to download the report” – definitely need to understand the associated human complexities for such decisions. We’ll fail otherwise and never be able to “deliver experiences that speak to them, get them to click, and make a lasting impression.”

#changehands #fingersdownthroat

These types of messages are contributing to the reason the majority of people don’t trust online content as much as they trust printed content. It’s why the marketing industry is ranked near the bottom on the consumer trust barometers.

But wait – there’s more…

A week later on the 21st May, Adobe sent me this message:

The message has a report attached, a week after I had tried to download it. How long did it take the humans at Adobe to realise the link didn’t work? Didn’t a human test the link when it went live, so to speak?

This message also demonstrated the wrong people are creating the emails:

  • The Adobe team is singular not plural – so ‘we mistakenly linked you” cannot be. An individual created the email link, not a team of people.
  • Teams don’t send emails, individuals do – did a bunch of marketers sit around a send-button each waiting anxiously to push the button together as a team?
  • “We care about the quality and relevance of our communications and have taken measures to fix the issue.” No. No. No. Stop the passive language. There is no need to say “we…have taken measures” just say “the problem is fixed.”
  • Stop talking about yourself – there are numerous ways this message could have been written with more relevance so it delivered in Adobe’s words, “experiences that speak to them, get them to click, and make a lasting impression.”

BUT WAIT, there’s even more…

The report that I tried to download on the 14th is titled:
“Connecting with People Across Their Every Dimension.”

The report the Adobe team sent me on the 21st May is titled:
“Analysts Report Magic Quadrant for Multichannel Marketing Hubs“.

So now I’m confused. The report I was sent reflects the subject line of the email. It talks about SaaS that delivers messages in many channels to customers. But it doesn’t talk about the many sides of the customer, as per the headline in the email message, or the title of the report I tried to download.

So is the subject line and the landing page correct, but the email message incorrect? Or is the report title in the email message correct, but the subject line and landing page incorrect? It’s enough to make a simple marketer reach for the Magic… I suspect you get my drift.

This is so typical of what happens when technologists pretend to be marketers. What is going on at Adobe? Where are the experienced marketers? Where are the people who care or are accountable?

If you would like to learn some facts about readership, comprehension and designing to communicate, read the brilliant book by Colin Wheildon – “Communicating or JUST MAKING PRETTY SHAPES.” If you contact me on inquiry@madmail.com.au I’ll send you a FREE PDF of the book – no downloading or teams involved.

Gotta go now – am going to download a definitive guide to downloading definitive guides…

You can read more here:

* https://themalcolmauldblog.com/2016/03/03/content-infobesity-is-clogging-digital-arteries/

* https://themalcolmauldblog.com/2015/07/29/leading-legendary-lamb-leg-linkfluencer-looks-like-losing-the-lot/

* https://themalcolmauldblog.com/2018/10/25/theres-a-reason-the-first-three-letters-of-content-marketing-are-con/

Who ya gonna call when you want users for your UX testing…

05 Wednesday Dec 2018

Posted by in Customer Service, Digital, Digital marketing, Marketing

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Well not ghostbusters that’s for sure.

ghostbusters

I’ve found the whole rush by marketers to become “customer experience” experts quite amusing. Why, just because people use hand-held computers, do marketers believe customer experience is a new phenomenon?

The customer experience has always been at the heart of everything marketers have done since the invention of marketing. If customers enjoyed their shopping experience (that’s marketing jargon BTW, not customer language) they returned to buy again. Simple.

If they didn’t enjoy it, they didn’t return. Simple.

Stores were designed to make it easy to find what you want, while order forms were also designed to make remote ordering as easy as possible. Staff were trained to assist customers and were known curiously as “customer service staff”. Call centres were established to provide customer service. The customer experience has always been standard marketing 101.

service

the customer experience wasn’t invented yesterday

So given that online sales are less than 10% of total retail sales, why are marketers faking a new essential requirement of marketing – the customer experience? Cue the acronyms – UX (User Experience) and CX (Customer Experience).

It’s damn obvious that using a website or an app, on either a smartphone, tablet, laptop or desktop computer, has to be as easy as possible. It’s called “common sense”. Make life difficult for your customers and you’ll quickly lose them. Make it easy and they’ll keep buying from you.

Does it really need a whole genre of marketing for such a simple and obvious element of commerce? Me thinks we marketers do tend to navel gaze and play with ourselves too much.

But if you do need punters for your user testing, so you can fine tune your common sense service, who are ya gonna call? Well you don’t have to call, rather you visit an Australian start-up providing the goods.

It’s called askable and it is a platform where you can recruit people who fit your customer profile (sorry, persona) to attend your user testing sessions. It’s a service whose time has come. Check it out and mention my name for a special deal.

I have to go on a customer journey now. I need to convince askable to give you a special deal for your UX…