Blog Archives

[VIDEO] Experience Beats Advertising Every Time

The experiences your customers have with your company outweigh the impact your advertising and marketing have on them. And this is coming from a branding guy! Steve Yastrow shares a compelling example at the AVI National Sales Meeting. Watch the

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Posted in Brand Harmony, Customer Encounters, Loyalty, Marketing, Observations

‘You Have Cancer, Goodbye.’

On Steve's Mind: a Newsletter

Your excuses for delivering bad customer service don’t matter to your customers. “Mr. X, this is Betty from Doctor Y’s office. I’m calling with the results of your biopsy.” Mr. X is the name we will use for my close

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Posted in Conversation, Customer Encounters, Loyalty, We relationships

The Difference Between Love and Loyalty

On Steve's Mind: a Newsletter

“Our customers are really loyal.” I remember writing this quote, word for word, in my notes, exactly as it was said.  My team and I were meeting with a new client, assessing their business. The company’s revenue was way down

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Posted in Brand Harmony, Invent Your Future, Latent Profit, Loyalty, Newsletters

Do It With a Human

On Steve's Mind: a Newsletter

Think of the companies you most despise doing business with. They may include an airline, a bank, a car dealership, or some other businesses. It’s likely that the source of your animosity was a problem with human interactions– an airline

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Posted in Customer Encounters, Loyalty, Newsletters, We relationships

Bring Yourself to the Customer Conversation

On Steve's Mind: a Newsletter

One day in 2005, I found myself in a conference room in Sausalito, California with the top management of Kimpton Hotels.  This was the first meeting, in what would prove to be a very valuable business relationship.   I didn’t yet

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Posted in Conversation, Customer Encounters, Ditch the Pitch, Loyalty, We relationships

Create Relationship-Building Encounters

When you interact with a customer, three things can happen. The relationship can stay the same, get worse, or get better. Learn how to improve your customer relationships by creating relationship-building encounters. Related Posts: Make this the Week of Encounter

Posted in Customer Encounters, Loyalty, We relationships

Measuring the Unmeasurable

I don’t agree with the common business dictum, “If you can’t count it, it doesn’t count.” There are many important things in business that can’t be directly measured. But don’t confuse “it can’t be measured” with “we can’t know if

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Posted in Latent Profit, Loyalty, Newsletters, Observations

Ultimate Copywriting

Here’s the best way to ensure that your customers don’t pay attention to your brochures, ads, web sites, press releases and sales presentations: Talk about your products and services and about how great your company is. Seriously, in your life as a

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Posted in Conversation, Loyalty, Marketing, Newsletters

Staples are a commodity, to the Max

I was in Staples recently, looking at a shelf that didn’t have exactly the product I needed.  So, while standing in the aisle at Staples, I called Office Max. The Office Max clerk put me on hold to check availability

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Posted in Brand Harmony, Loyalty

Do Differentiation Differently

Today’s newsletter, Do Differentiation Differently, turns the tables on differentiation: If it’s so difficult to get customers to see why you’re different, why not focus on what your customer thinks is different: Himself. I explore this concept in great detail

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Posted in Customer Encounters, Loyalty, Marketing
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