Friday September 29, 2006

Customer service: amp up the love, boost the prosperity

Earlier this week I was calling one of my credit card companies to cancel the account. I've been a cardmember with these guys for 13 years. I don't want to think about the money I've made for them over the years -- let's just say it's in the thousands on annual fees, late fees (back in my post-collegiate freewheelin' days), the data they've shared about me with their partners, and fees raked in by retailers with each usage.

The account rep tried her best to keep me along, touting the many advantages of using the card that I honestly hadn't used at all in the last three years. (Better benefits elsewhere.) And, sure, I was open to a conversation that could gain me some leverage: could you do me better than my other cards? Cut the annual fees? Offer better travel rewards? If so, I'm in. Sell to me. So she tried, but the benefits weren't adding up. And it became clear to me that this was a form she was reading from. Not a relationship she was trying to save.

Our story closes with her best and final offer: "Sir, let me tell you what. I'm going to throw in a little something for you which I think will make you very happy. I'm going to credit your account for $20."

Twenty bucks.

Which doesn't even cover the annual fee. For the card I don't even use.

Twenty bucks to save a 13-year relationship that's made them thousands.

Twenty bucks to string me along for another 13, when my prime-earning-and-spending years are taking root. (Add up those Ben Franklins, kids.)

All this has left me dazed. I thought I was happy letting them go immediately after her best and final offer. But now I'm wondering if I really would have preffered the AOL approach to account cancellation instead. At least I would have felt...wanted. Sniff.

Moral of the story, just add it up. And for those of you looking for a value-add angle or an experience design angle (that's what we do here, after all) I would suggest that each and every customer interaction you plan, create and implement -- every service, feature, upgrade, conversation, pitch, click-here button, sonic expression or other way of touching your customer -- be one of intentional love and prosperity, rather than blind indifference.

Now get to work. There's love to be made. Go.

Monday September 25, 2006

Aduio clip: Saints' Return Marks Life in New Orleans

New Orleans Times-Picayune Columnist Chris Rose explains why a football team in a large building means so much more than a football team in a large building. Includes audio.

Friday September 22, 2006

Audio Identity at AIGA Gain

Great news: we'll be heading over to New York in October to present to the AIGA Gain / Business + Design conference in late October.

I'm at the point where, after a number of Sun-only presentations on audio branding and the recent IDSA national conference, there's more than enough material to work with. But it always evolves. F'instance, here's something that may just seep into a future conversation -- stay tuned:

One of the core concepts of "good" or intentional audio branding I've been thinking about lately is that those who "get it" benefit from a smart, brand-centric approach to music, sound and voice.

Two companies come to mind as specifically having come a long way in this matter: Apple and Starbucks. Oh great, you're thinking, more brandspeak about Apple and Starbucks. But bear with me, this one's new.

The very few companies that have built a strong audio brand -- BMW, Coca Cola, Harley-Davidson, etc. -- have done so by using sound to either: a) create a connection with customers via promotional/marketing/advertising ("Always Coca-Cola;" Intel chimes; N-B-C); or b) reinforce the brand by integrating brand values into the user experience (BMW's 200+ acoustical engineers working on the controls and overall interior timbre of the driving experience; Harley's acutely calibrated tone; Cheetos' crunch etc...).

But very few have shot past all that with sound. Apple and Starbucks are two such companies -- not only have they used sound for both those purposes, they've built it right into the heart of their business strategy.

In case you're not getting it, I should mention a coupla products that have altered the course of modern culture: iPod and iTunes. Of course Apple's always had the vision of being at the hub of a "digital lifestyle," but had they really imagined their modern success 15 or so years ago, when they were a nifty little computer company? (Or better yet, 10 years ago, when they were a not-so-nifty little computer company?)

Meanwhile, Starbucks uses their Hear Music sub-brand quite well; these Starbucks coproduced CDs available at the register don't merely extend the brand or provide extra cash for the man behind the curtain; they reinforce the brand -- it's not coffee, kids. It's a lifestyle.

In both cases, it's encouraging to see companies moving from simple commodity providers to major pruveyors of creative cache. And it's due in no small part to them leveraging our emotional connection to sound.

Let's talk more in NY. See you at Gain?

Wednesday September 06, 2006

Corporate anthems

I've mentioned in the past some funny little corporate anthems -- Apple, Starbucks, etc. But in doing some research work for a few presentations, I've come across this golden nugget -- a ZDNet UK list of many of them.

Consider it a snapshot of your awkward teenage years. But instead you're a company. And it's not a photograph of you looking silly...it's music you made that was downright laughable. Enjoy.

(Be sure to read/listen to the story about the AT&T executive who insisted on writing, performing and distributing company-wide a CD with his clearly gifted performances. It doesn't get any better...)