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The Biggest Waste in Advertising (a Case Study)

The Biggest Waste in Advertising (a Case Study)

by Chuck McKay | Jan 10, 2022 | Advertising Frequency, Advertising Schedules / Scheduling, Customer Focus, Retention, and Evangelism

Shoppers Flow Downstream Just as a river flows downhill from higher terrain, shoppers always flow from the smaller community to the larger. Advertising in the bigger community to draw customers to your smaller community is as futile as trying to make the water in a...
There Is No Word-of-Mouth "Marketing."

There Is No Word-of-Mouth "Marketing."

by Chuck McKay | Jan 1, 2022 | Customer Focus, Retention, and Evangelism, Media, Social Media, and Word-of-Mouth (WOM)

Pay close attention to Stephanie’s story: “Roger’s feet get cold easily, so I bought him a pair of sheepskin slippers. He loved them, but it wasn’t long before the wool lining started wearing off. So I called Lands’ End to see if I could get...
A Banking Story – The Ten Day Hold

A Banking Story – The Ten Day Hold

by Chuck McKay | Mar 19, 2016 | Customer Focus, Retention, and Evangelism, Customer Service

I’ve just had an unpleasant experience with my bank. Interesting. I called it “My” Bank. Why did I do that? Merely because its the institution I’ve used for several years? I remember why I chose this bank to begin with. I’d just moved to a new...
Ten Steps To Great Customer Service

Ten Steps To Great Customer Service

by Chuck McKay | Apr 18, 2013 | Credibility and Critical Non-Essentials, Customer Focus, Retention, and Evangelism, Trophy Catch

Originally Published July 12, 2006 The scene is a national restaurant chain. I’m meeting a client for lunch. I notice that our hostess, who doesn’t appear to be much more than 19 or 20 is wearing a pin on her apron with the number “10” on it. I must have looked a bit...
Dear Doctor – How Do Your Patients Rate YOU?

Dear Doctor – How Do Your Patients Rate YOU?

by Chuck McKay | Jun 1, 2012 | Customer Focus, Retention, and Evangelism, Customer Service, Trophy Catch

Dear Doctor: For a single, brief instant I was your patient. I was new in the community and needed to have my diabetic prescriptions renewed. I didn’t mind that I had to wait five weeks for the first appointment. I like that your practice is that busy. It...
Focus on Customer Value to Survive the Coming Shake Out

Focus on Customer Value to Survive the Coming Shake Out

by Chuck | Oct 2, 2011 | Customer Education, Expectations, and Motivation, Customer Focus, Retention, and Evangelism, Fresh Catch

There’s a shake out coming. Historians will call this a period of consolidation, in which businesses are eliminated, or acquired through competition.  They will have had the benefit of time. You and I will remember this as a time of small businesses going out of...
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