Building Great Customer Experiences - Or Beware Consultants With No Clothes!
It must be one my personal business nightmares, if you can imagine having just flown to New York to meet a new client and the airline has lost all your clothes! So what can one learn from such events about delivering great customer service experiences?The best laid plans of mice and men often go awryTo give you the background, I’d just been to California and had arranged to meet the COO of a potential great new client in New York on my way back home to England. I’d visited them a few weeks before and I’d felt as though I’d wandered onto the set of “The Devil Wears Prada” (or should that be “Ugly Betty”?). So not wanting to be left too far behind the “New York Chic look” of my hosts, I’d gone out and purchased the very best of shirts & ties that London has to offer (OK anyone from Milan is allowed a note of scepticism at this point) combined with my new Italian suit & cuff links, I knew I’d look the part ;-)My plane was several hours late into New York due to “unexpected delays” – I was little nervous as I’d arranged to go out to dinner that evening. Still with my Platinum Frequent Flyer card my suitcase had qualified for a special “Priority Handling” label so I was looking forward to getting my suitcase quickly and rushing off ahead of the pack to the taxi rank.

Stadium Lights Responding to Fans
Sports stadium fans go to the events for the ambience and experience. Indeed, one with a large screen television would have a better view of what happened, along with slow-motion replays and zoom lenses. But we all agree it is not the same. Yet as sports figures salaries increase that means the cost of the tickets go up as well. These are issues for sports fans and this is without mentioning getting the SUV to the event considering the $3.00 plus per gallon. In fact one recent executive working for a large plasma screen TV manufacturing corporation said that for the price of two-visits to a sports game with your son, you could have already paid for the High Definition screen and the speakers to the surround sound. Of course if you live in New Orleans, Louisiana you could have picked on up for free recently? Okay bad joke. What I am getting at is the Stadiums need to continue to develop more in the way of the experience, as fans are getting very tired of “the Wave” partly due to the fact that many are over weight and partly because we been there and done that.I propose bright colored lighting using electromagnetic induction technology to charge a capacitor instead of the lights working off a battery. Currently there are some nifty micro-flashlights being used which you can buy which

7 Point Checklist for Business Letters
I don’t claim to be a good advertising writer. But over the years, I’ve sent hundreds of business letters. Here are a few things I try to include in each of them:l. The headline, first sentence, and P.S. are usually the best-read parts. They need to dramatize an offer, or focus on the reason the letter was sent.2. Most letters should emphasize a single theme. Everything in the letter should relate to that theme.3. Use active, descriptive words.4. Show customers how to solve a problem. In a letter to your customers, this might involve MAKING or SAVING money.5. Readers relate to “success stories.” Can you tell them how you’ve solved a specific problem for other customers?How about running an “open letter to customers?” Detail your plans for your company’s future, or for an upcoming trade show. Tell how your reader can benefit.6. One major question companies ask is “How do we get more response – or feedback – from a letter?”Here are a few ideas: give away something free; offer that item or service in the first sentence; use a color marker (perhaps red or blue) to highlight the letter’s main points; give readers a reason to contact you by a specific date; put a toll-free number, e-mail address, phone, and physical address in the letter. world, I didn’t learn much in college. Or maybe I just don’t remember much from college. Either way, I did take away a few key concepts from my marketing studies. The main one was called “The Three R’s of Marketing,” which are:

1) Repetition
2) Repetition
3) Repetition

I know it sounds incredibly obvious. But with every single day that I wore that little nametag, people were more and more likely to think “He’s still wearing that nametag!” “Hey look, there’s Scott again…” “Why in the hell does that guy always wear a nametag?”

It was catching on. People not only noticed me, but they remembered me. And now they were starting to tell other people too.

LET ME ASK YA THIS…

What new action could you repeat on a daily basis?

Combine Vocation with Values
I often remind people that what I do as a person and businessperson is not about nametags. The nametag is merely a symbol that represents several core values I hold close to my heart. The truth is; my nametag and my values are one in the same. You see, my nametag represents friendliness, approachability, fun, creativity, uniqueness and casualness. And I, as a person, believe in friendliness, approachability, fun, creativity, uniqueness and casualness.

This reminds me of my friend Ed. He’s a financial planner, and a damn good one at that. But the reason he’s so successful is because his values (planning ahead, setting goals, organization) are manifested through his job. And I think the greatest businesspeople in the world are those who do just that: combine vocation with values.

LET ME ASK YA THIS…

Which values are manifested through your work?

You Can’t Make Everybody Happy
You’d be amazed how much hate mail I’ve received over the years. (Yeah, I know – hate mail addressed to a guy trying to make the world friendlier? Go figure.) But I actually value it tremendously. After all, as customer service experts say, “A complaint is a blessing!” First of all, it’s hilarious. And as you read in the last section, I’m a fun guy. Secondly, there were a few emails that gave me a much needed kick in the butt, making me aware of certain inconsistencies I didn’t see.

Lastly, as much as I don’t want to admit it, not everybody agrees with me on this whole nametag thing. And hey, that’s cool. I’ve come to terms with it over the past 1,635 days. But I’ve still stood my ground, even in the face of embarrassment, staring, humiliation or physically harm (yes, I’ve been beat up for wearing a nametag.) Why? Because I believe in what I do and it makes a difference in others’ lives. Ultimately, it makes me realize that Peter Montoya, author of The Brand Called You, was right when he said, “If everyone agrees with you, you’re doing something wrong.”

LET ME ASK YA THIS…

What values or practices do you apply that receive criticism from others?

It’s Not Who You Know, It's Who Knows You
Let’s face it: if you wear a nametag all day, every day, wherever you go – you will stand out. And people will notice. I figured that out in the first few months. But I had no idea it would evolve into a writing, speaking and publishing business until after the first two years. And that’s when my accumulated visibility started working to my advantage.

Because once the company was up and running in 2003, it wasn’t just that people noticed me – people knew me. Whether it was someone in my community, a fellow member of an association or even a random stranger, it appeared that a lot of people knew I was the guy with the nametag. They knew I wanted to make the world friendlier. And now, they knew I had a book. It was all coming full circle! So, it’s like my friend Jeffery Gitomer says, “It’s not who you know – it’s who knows you.” Amen to that, brother!

LET ME ASK YA THIS…

In your industry, community or company – do a lot of people know you?

Angels Unaware
I’ve always held the belief that everyone can teach you something. That everyone has a story to tell. And that everyone can affect you in some way. So, by far the greatest advantage to wearing a nametag all the time was the opportunity to meet new people. People I wouldn’t have met otherwise. People that, often times, became friends of mine! It almost became addicting!

But one evening while riding the bus home from work, I met an angel. I met one of the most important persons in my entire business life. It was just…some guy. A regular dude who was sitting right next to me. We got to talking and eventually exchanged business cards after our brief conversation. He wished me luck on my upcoming book, and I wished him a Happy Holiday Season.

I had no idea his girlfriend was the editor of a local newspaper.

A week later she called to set up an interview, the result of which was a 4 page article that came out two days prior to the release of my first book!

Once that article came out, media outlets from around the globe called for interviews! I spent the next 6 months on a whirlwind media blitz, sharing my ideas – and my business – with the world! That 6 month period eventually led to the forming of my company, which is now in its third year.

And all because I said hello to a stranger. An angel of whom I was unaware. (See Hebrews 13:2.)

LET ME ASK YA THIS…

Have you ever met one person who created the “tipping point” for your business?

Word Ownership
When I think of self-help, I think of Dr. Phil. When I think of customer service, I think of Nordstrom. When I think of marketing, I think of Seth Godin. And when I think of The Yellow Pages, I think of my brother, Steve.

Why?

It’s because each of those people are individuals who, in mind, have the most expertise about, and most association with that particular word. That’s called Top of Mind Awareness – or as I like to call it, Word Ownership.

With me, the word is obvious: nametag. If you Google the word “nametag,” I’m the first page that shows up. If you hear someone say the word “nametag,” you think of me. And after knowing me, reading my work or hearing me speak, you will never think about the word “nametag” the same way again. That’s Word Ownership. Sure, it’s not a word used as often as marketing or customer service, but it’s mine. I own it.

LET ME ASK YA THIS…

What word do you own?

Be Remarkable
Now, as I have progressed as a businessperson, Seth Godin (ibid) has become one of my favorite authors. His most famous book, Purple Cow, changed the face of marketing as we know it. If you haven’t read it yet, here’s the concept: in order to differentiate yourself in business, you must be remarkable. Remarkable is something worth making a remark about. And if you or your company can achieve remarkable status, people will do your marketing for you.

It’s so simple, it’s ridiculous.

And as it turned out, wearing a nametag, all day, every day for five years, was in fact, remarkable. But not according to me. It was according to CNN, USA Today, The Associated Press, The Washington Post, Paul Harvey, Headline News and The CBS Early show. Those were just a few of the international media outlets that did stories on it!

Now, I didn’t include that list to brag. I included that list because honestly, I have no idea how in the hell it happened. I spent a long time shaking my head, thinking to myself, I can’t believe it. But in the end, serendipity, luck and acts of God notwithstanding, maybe it happened simply because my idea was remarkable.

LET ME ASK YA THIS…

What facet of you or your business is remarkable?

The crazy thing is; all I did was put on a silly little nametag. And here I am; author, speaker, publisher and small business owner. Now, trust me, I ask myself that same question almost every day: How in the hell did all of this happen?

Maybe it was an accident. Maybe it was smart marketing. Maybe it was luck.

Or maybe it was the right idea, for th

t’s hilarious. And as you read in the last section, I’m a fun guy. Secondly, there were a few emails that gave me a much needed kick in the butt, making me aware of certain inconsistencies I didn’t see.

Lastly, as much as I don’t want to admit it, not everybody agrees with me on this whole nametag thing. And hey, that’s cool. I’ve come to terms with it over the past 1,635 days. But I’ve still stood my ground, even in the face of embarrassment, staring, humiliation or physically harm (yes, I’ve been beat up for wearing a nametag.) Why? Because I believe in what I do and it makes a difference in others’ lives. Ultimately, it makes me realize that Peter Montoya, author of The Brand Called You, was right when he said, “If everyone agrees with you, you’re doing something wrong.”

LET ME ASK YA THIS…

What values or practices do you apply that receive criticism from others?

It’s Not Who You Know, It's Who Knows You
Let’s face it: if you wear a nametag all day, every day, wherever you go – you will stand out. And people will notice. I figured that out in the first few months. But I had no idea it would evolve into a writing, speaking and publishing business until after the first two years. And that’s when my accumulated visibility started working to my advantage.

Because once the company was up and running in 2003, it wasn’t just that people noticed me – people knew me. Whether it was someone in my community, a fellow member of an association or even a random stranger, it appeared that a lot of people knew I was the guy with the nametag. They knew I wanted to make the world friendlier. And now, they knew I had a book. It was all coming full circle! So, it’s like my friend Jeffery Gitomer says, “It’s not who you know – it’s who knows you.” Amen to that, brother!

LET ME ASK YA THIS…

In your industry, community or company – do a lot of people know you?

Angels Unaware
I’ve always held the belief that everyone can teach you something. That everyone has a story to tell. And that everyone can affect you in some way. So, by far the greatest advantage to wearing a nametag all the time was the opportunity to meet new people. People I wouldn’t have met otherwise. People that, often times, became friends of mine! It almost became addicting!

But one evening while riding the bus home from work, I met an angel. I met one of the most important persons in my entire business life. It was just…some guy. A regular dude who was sitting right next to me. We got to talking and eventually exchanged business cards after our brief conversation. He wished me luck on my upcoming book, and I wished him a Happy Holiday Season.

I had no idea his girlfriend was the editor of a local newspaper.

A week later she called to set up an interview, the result of which was a 4 page article that came out two days prior to the release of my first book!

Once that article came out, media outlets from around the globe called for interviews! I spent the next 6 months on a whirlwind media blitz, sharing my ideas – and my business – with the world! That 6 month period eventually led to the forming of my company, which is now in its third year.

And all because I said hello to a stranger. An angel of whom I was unaware. (See Hebrews 13:2.)

LET ME ASK YA THIS…

Have you ever met one person who created the “tipping point” for your business?

Word Ownership
When I think of self-help, I think of Dr. Phil. When I think of customer service, I think of Nordstrom. When I think of marketing, I think of Seth Godin. And when I think of The Yellow Pages, I think of my brother, Steve.

Why?

It’s because each of those people are individuals who, in mind, have the most expertise about, and most association with that particular word. That’s called Top of Mind Awareness – or as I like to call it, Word Ownership.

With me, the word is obvious: nametag. If you Google the word “nametag,” I’m the first page that shows up. If you hear someone say the word “nametag,” you think of me. And after knowing me, reading my work or hearing me speak, you will never think about the word “nametag” the same way again. That’s Word Ownership. Sure, it’s not a word used as often as marketing or customer service, but it’s mine. I own it.

LET ME ASK YA THIS…

What word do you own?

Be Remarkable
Now, as I have progressed as a businessperson, Seth Godin (ibid) has become one of my favorite authors. His most famous book, Purple Cow, changed the face of marketing as we know it. If you haven’t read it yet, here’s the concept: in order to differentiate yourself in business, you must be remarkable. Remarkable is something worth making a remark about. And if you or your company can achieve remarkable status, people will do your marketing for you.

It’s so simple, it’s ridiculous.

And as it turned out, wearing a nametag, all day, every day for five years, was in fact, remarkable. But not according to me. It was according to CNN, USA Today, The Associated Press, The Washington Post, Paul Harvey, Headline News and The CBS Early show. Those were just a few of the international media outlets that did stories on it!

Now, I didn’t include that list to brag. I included that list because honestly, I have no idea how in the hell it happened. I spent a long time shaking my head, thinking to myself, I can’t believe it. But in the end, serendipity, luck and acts of God notwithstanding, maybe it happened simply because my idea was remarkable.

LET ME ASK YA THIS…

What facet of you or your business is remarkable?

The crazy thing is; all I did was put on a silly little nametag. And here I am; author, speaker, publisher and small business owner. Now, trust me, I ask myself that same question almost every day: How in the hell did all of this happen?

Maybe it was an accident. Maybe it was smart marketing. Maybe it was luck.

Or maybe it was the right idea, for th

ing. That everyone has a story to tell. And that everyone can affect you in some way. So, by far the greatest advantage to wearing a nametag all the time was the opportunity to meet new people. People I wouldn’t have met otherwise. People that, often times, became friends of mine! It almost became addicting!

But one evening while riding the bus home from work, I met an angel. I met one of the most important persons in my entire business life. It was just…some guy. A regular dude who was sitting right next to me. We got to talking and eventually exchanged business cards after our brief conversation. He wished me luck on my upcoming book, and I wished him a Happy Holiday Season.

I had no idea his girlfriend was the editor of a local newspaper.

A week later she called to set up an interview, the result of which was a 4 page article that came out two days prior to the release of my first book!

Once that article came out, media outlets from around the globe called for interviews! I spent the next 6 months on a whirlwind media blitz, sharing my ideas – and my business – with the world! That 6 month period eventually led to the forming of my company, which is now in its third year.

And all because I said hello to a stranger. An angel of whom I was unaware. (See Hebrews 13:2.)

LET ME ASK YA THIS…

Have you ever met one person who created the “tipping point” for your business?

Word Ownership
When I think of self-help, I think of Dr. Phil. When I think of customer service, I think of Nordstrom. When I think of marketing, I think of Seth Godin. And when I think of The Yellow Pages, I think of my brother, Steve.

Why?

It’s because each of those people are individuals who, in mind, have the most expertise about, and most association with that particular word. That’s called Top of Mind Awareness – or as I like to call it, Word Ownership.

With me, the word is obvious: nametag. If you Google the word “nametag,” I’m the first page that shows up. If you hear someone say the word “nametag,” you think of me. And after knowing me, reading my work or hearing me speak, you will never think about the word “nametag” the same way again. That’s Word Ownership. Sure, it’s not a word used as often as marketing or customer service, but it’s mine. I own it.

LET ME ASK YA THIS…

What word do you own?

Be Remarkable
Now, as I have progressed as a businessperson, Seth Godin (ibid) has become one of my favorite authors. His most famous book, Purple Cow, changed the face of marketing as we know it. If you haven’t read it yet, here’s the concept: in order to differentiate yourself in business, you must be remarkable. Remarkable is something worth making a remark about. And if you or your company can achieve remarkable status, people will do your marketing for you.

It’s so simple, it’s ridiculous.

And as it turned out, wearing a nametag, all day, every day for five years, was in fact, remarkable. But not according to me. It was according to CNN, USA Today, The Associated Press, The Washington Post, Paul Harvey, Headline News and The CBS Early show. Those were just a few of the international media outlets that did stories on it!

Now, I didn’t include that list to brag. I included that list because honestly, I have no idea how in the hell it happened. I spent a long time shaking my head, thinking to myself, I can’t believe it. But in the end, serendipity, luck and acts of God notwithstanding, maybe it happened simply because my idea was remarkable.

LET ME ASK YA THIS…

What facet of you or your business is remarkable?

The crazy thing is; all I did was put on a silly little nametag. And here I am; author, speaker, publisher and small business owner. Now, trust me, I ask myself that same question almost every day: How in the hell did all of this happen?

Maybe it was an accident. Maybe it was smart marketing. Maybe it was luck.

Or maybe it was the right idea, for th

t shows up. If you hear someone say the word “nametag,” you think of me. And after knowing me, reading my work or hearing me speak, you will never think about the word “nametag” the same way again. That’s Word Ownership. Sure, it’s not a word used as often as marketing or customer service, but it’s mine. I own it.

LET ME ASK YA THIS…

What word do you own?

Be Remarkable
Now, as I have progressed as a businessperson, Seth Godin (ibid) has become one of my favorite authors. His most famous book, Purple Cow, changed the face of marketing as we know it. If you haven’t read it yet, here’s the concept: in order to differentiate yourself in business, you must be remarkable. Remarkable is something worth making a remark about. And if you or your company can achieve remarkable status, people will do your marketing for you.

It’s so simple, it’s ridiculous.

And as it turned out, wearing a nametag, all day, every day for five years, was in fact, remarkable. But not according to me. It was according to CNN, USA Today, The Associated Press, The Washington Post, Paul Harvey, Headline News and The CBS Early show. Those were just a few of the international media outlets that did stories on it!

Now, I didn’t include that list to brag. I included that list because honestly, I have no idea how in the hell it happened. I spent a long time shaking my head, thinking to myself, I can’t believe it. But in the end, serendipity, luck and acts of God notwithstanding, maybe it happened simply because my idea was remarkable.

LET ME ASK YA THIS…

What facet of you or your business is remarkable?

The crazy thing is; all I did was put on a silly little nametag. And here I am; author, speaker, publisher and small business owner. Now, trust me, I ask myself that same question almost every day: How in the hell did all of this happen?

Maybe it was an accident. Maybe it was smart marketing. Maybe it was luck.

Or maybe it was the right idea, for the right person, at the right time, in the right place.

You can pick whichever answer makes the most sense to you. But I hope these business lessons I’ve learned from wearing a nametag will help you make your mark and do something unforgettable!