Apparently, a Microsoft executive read my tompeters.com post on Recalibration. That led to an interview with Microsoft’s Retailspeak magazine. Here’s a link to the interview.
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Chicago's Daily Herald features a business editorial discussing the importance of We customer relationships in today's economy.
Microsoft's Retailspeak asks Steve how recalibrating for today's economy can help retailers thrive.
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In addition to writing, I spend most of my work time helping companies unleash their potential by creating better connections with their customers. This happens through my speaking events and through Yastrow & Company consulting engagements, where my team and I help companies figure out who they intend to be in the future, and then engage the entire company in creating that future through strong "We" customer relationships.
Before starting Yastrow & Company in the mid-90s I was vice-president of resort marketing for Hyatt Hotels. My experiences in the hotel business showed me clearly that most marketing doesn’t happen in the marketing department. Customers are paying attention to all interactions with a company, not just the promises made in traditional "marketing communications."
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Steve,
Dead on the money. The beauty of these ideas lies in the sheer simplicity of it all. Growing a business by means of existing customers turns out to be the easiest (and least expensive) thing to do. The hard part is in changing our thinking and refocusing so that we can see the opportunities right in front of us.
Best of all, the things it takes to grow a business by improving and expanding the relationships with existing customers is actually a lot of fun. Everyone ends up being happier from the improved experiences.
Transactions wear you out. Encounters energize.