Imagine you were shopping in a store and, after picking out all of your merchandise, you couldn’t find the cash register to check out. You look around for a while and then drop the merchandise on the floor and walk out without buying anything.
Do you ever make it hard for your customers to find your cash registers?
Read today’s newsletter: Every Company Has Cash Registers
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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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