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Carolyn Goodman

The Power Punch

By Carolyn Goodman

About Carolyn

A blog that challenges B-to-B marketers to learn, share, question, and focus on getting it right—the first time.

Carolyn Goodman is President/Creative Director of Goodman Marketing Partners. An award-winning creative director, writer and in-demand speaker, Carolyn has spent her 30-year career helping both B-to-B and B-to-C clients cut through business challenges in order to deliver strategically sound, creatively brilliant marketing solutions that deliver on program objectives. To keep her mind sharp, Carolyn can be found most evenings in the boxing ring, practicing various combinations.

You can find her at the Goodman Marketing website, on LinkedIn, or on Twitter @CarolynGoodman.

 

Here's What Counts

Chuck McLeester
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In her book, "Mindset: The New Psychology of Success," Stanford University Professor Carol Dweck purports that people possess one of...



Direct Mail for the Modern Marketer

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Is Every Door Direct Mail Right for You?
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Every Door Direct Mail is a service designed by the USPS to help businesses reach every address in a neighborhood....



Brand Matters

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"Summer afternoon—summer afternoon; to me those have always been the two most beautiful words in the English language," wrote Henry...



Reinventing Direct

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Stimulating Action With Color
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There is growing scientific evidence of how the brain processes color and how color impacts our feelings and how we...



Marketing Sustainably

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The Mailboxes of My Memory
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In my life, I've had a lot of mailboxes. My current box (New York, N.Y.) is part of an apartment...



Big Data, Small Data, Clean Data, Messy Data

Stephen  H. Yu
Big Data Must Get Smaller
Jul 17, 2014

Like many folks who worked in the data business for a long time, I don't even like the words "Big...



Marketing Nuggets

Michael Lowenstein
Avoiding the One-Night Stand
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Stating that all customers are not created equal is hardly an oversimplification. But, just like the pigs in Orwell's "Animal...



The Integrated Email

Cyndie Shaffstall
Collaborating With Sales for Sales
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I presented the Bottoms-Up Marketing webinar a couple weeks ago, and following the event found the same question had been...



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LinkedIn Prospecting: What Should You Post on LinkedIn and When?
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What should you post on LinkedIn and when should you post it? These are common questions for B-to-B marketers and...



Ruthless B-to-B Marketing

Ruth P.  Stevens
B-to-B Marketing Is Falling Down on the Job
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I heard a horror story the other day—a consumer packaged goods executive ranting about a meeting with a vendor. "I...



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Amanda G. Watlington, Ph.D.
Google: The Elephant for Search Marketers
Jul 8, 2014

Pierre Trudeau, the former Canadian Prime Minister, once remarked about the United States: "Living next to you is in some...



Muscle Marketing

Wendy Montes de Oca
How to Create High Performing Sweepstakes for Lead-Gen Efforts
Jul 1, 2014

OK, I know what you're thinking … viable leads typically don't come from sweepstakes and contests. And when not done...



Online Video Marketing Deep Dive

Eve Grey
Are Your Videos Champions of Your Brand?
Feb 3, 2014

If you advertise in an ordinary way, it's safe to expect ordinary results. However, when you take the extreme and...



Think Mobility

Greg Hickman
‘I Can't Because, I Need ... ’
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Does this sound like you? Have you ever set up a goal, but then realized (either quickly or too late)...



Triple Venti Dolce Data...

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Aug 21, 2013

So here we are, halfway through 2013. You, along with everyone, are still trying to find that magic formula to...



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Privacy in the Age of Big Data
Jul 10, 2013

Consumers reveal more than ever before consciously through social media and, just as importantly, unconsciously through their behaviors. This data...



Who's Your Data?

Rio Longacre
Instagram: Does It Matter That It Will Make Money on Your Pics?
Dec 19, 2012

Instagram announced the company will soon begin using your content to sell targeted advertising products to the highest bidder. Does...



The Whole Magilla

Ken Magill
What Marketers Can Learn From Maine's Political Email Idiocy
Feb 24, 2012

It finally happened. Politicians' idiotic email practices had a measurable negative effect. "Maine Republican Party chairman Charlie Webster has admitted...



Denny Hatch's Blog

Denny Hatch
The Internet Can Make You a Chump—Forever!
Sep 25, 2010

Trouble is, the Internet is rife with misinformation and if you get caught advertently or inadvertently propagating this nonsense in...



SEO & Content Marketing Revue

Heather Lloyd-Martin
5 Tips for Top Positioning (And Converting) Page Titles
Aug 11, 2010

Wondering about a SEO content strategy that offers the biggest impact in the shortest time? Try tweaking your page titles....



Is Your Customer Service Killing Customer Loyalty?

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As marketers, we spend a lot of time, money, energy and brain power designing and building programs that will drive inquiries, close sales or increase brand engagement.

And once a sale is secured, we move into loyalty mode, lovingly nurturing that customer to buy more and buy more often in order to derive a long term revenue stream and ROI for the marketing investment.

So what the hell is wrong with the customer service folks?

Didn't they get the memo that says, "Our customers are those people who make sure you get your paycheck. So let's treat them with respect, concern and understanding. Because if we do, they'll keep buying from us again, and again and again."?

Apparently, the customer service folks at Dell never got the memo—and shame on them, because they've now lost my business for life.

Granted, I run a smaller agency and my lack of future purchases will not put Dell out of business. But I think there's a big lesson that many companies can learn from my experience, and that's to take a moment to really examine what goes on inside these departments.

For the record, we've been purchasing Dell products for well over 10 years now. Laptops, towers, printers, screens ... you name it. My IT guy likes the ease of ordering online and the ability to carefully customize each of our purchases for the user.

So when we recently did a little expansion by hiring a new employee, we turned once again to Dell for a new desktop PC. Little did we know it would be the last transaction we'd ever make with them—and all because of how we were treated when something went wrong with the order. Here's a quick factual summary:

  • Friday, Aug. 24: Order placed online.
  • Monday, Aug. 27: Order ships.
  • Tuesday, Sept. 4: According to the FedEx tracking number, the order was delivered and signed for—unfortunately, FedEx delivered it to the wrong company at the wrong address!
  • Thursday, Sept. 6: FedEx reroutes package to us. It arrives and appears to have been opened and resealed. Since this is a PC, I don't want an opened box, so we try to refuse the delivery. FedEx persists and requires us to contact their customer service to arrange a return to sender.
  • Monday, Sept 10: FedEx picks up tower.
  • Monday, Sept 10: Alert Dell; they promise to "expedite" a replacement order.
  • Friday, Sept 14: Dell informs us the PC is still "being built."

I must interrupt the facts to say "Wha--?" When we ordered the first time, it took them 2 days to build it. But when we ordered our replacement, it's now taking more than 5 days to build the same computer? It only gets better ...

  • Monday, Sept. 17: Dells says, "Still building."

What on earth are they building for us? We try to reach a "customer care" rep. (BTW, I HATE that term. I wish organizations would call a spade a spade— it's plain old customer service. Or perhaps since "service" doesn't seem to be part of the equation, that's why they changed it. So they "care" but they cannot "service"?)

Net-net, phone numbers we are provided don't work. (Ring, ring, ring... apparently Dell hasn't heard of that new-fangled technology called voicemail.) Emails go unanswered, emails to the supervisor bounce back as "out of the office." Did I mention my new employee is twiddling thumbs doing idle work as she can only get so much done on her smart phone?

  • Tuesday, Sept. 18: Dell emails us saying the order will now be "escalated" and we'll be kept aware of the status.

Okay Dell. It's been 25 days since I placed my order and there is still no confirmed delivery date is sight. I give up. I cancel the order and buy from a local retailer.

No apologies from Dell to try and retain my business. No offers on a future purchase. Nothing. Nada. Apparently Dell's customer care folks forgot that those marketing millions spent on driving in leads, nurturing relationships and transacting sales have all been an investment in their job security.

Not only did Dell blow it, but I won't even attempt to make another purchase from them—ever.

As a customer, I get infuriated just thinking about this incident. As a marketer, I cringe.

If you are responsible for marketing in your organization, do you spend any time at all investigating what goes on in "customer care"? You should—because it may be the reason you're not making your marketing and sales goals.

Companies Mentioned:

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