Roy's Blog: Marketing

May 16, 2012

When you speak does the #customer come out?


If you are like most organizations, you have your own language. Whether you are in the communications business, the law profession, or medicine, over time a vocabulary specific to you is developed and understood by all.

The problem is that your unique language is reflective of looking inward to your technology, systems, and operating procedures rather than outward to your customers.

If you don’t customerize your language you can hardly say that you are addicted to serving customers in every way possible. The words and music don’t match. In addition behavior can’t change to be outwardly directed to the customer if the internally focused language implies the opposite.

A few examples.

1. Calls processed. Most organizations have call center operations which typically handle sales and service responsibilities. The productivity objective of most call centers is to process as many calls with as few resources as possible. Other metrics include call speed of answer and average call holding time.

The common denominator of this operation is the word CALL. You process CALLS. You answer incoming CALLS as fast as you can. You try and minimize the length of the CALL.

Where is the CUSTOMER in all of this. If a CALL is the focus, with implied productivity measures it is hardly a wonder that taking care of what the customer wants gets lost.

Employees are more interested in CALL productivity than dazzling customers.

The solution? Get rid of the call processing mentality and get on to the serving customers one. Start talking about the number of customers served; customer wait time and customer serving time.

2. Customer commitment. At least the customer is in this expression, but it lacks the personal dimension that is so important in dazzling customers.

I like the word promise.Companies make commitments; people make promises. There is much more serving power in customer promises than customer commitments.

The productivity metrics become much more meaningful and visceral under the promises notion. What % of customer promises did you keep? How many promises did you break? Who in the organization is the best at keeping customer promises? WOW! Much more powerful and easy for employees to relate to than the company commitment paradigm.

BE DiFFERENT action plan:
- develop a dictionary of your current language
- identify the word/expressions that you understand but which lack the punch of passionately serving customers
- create customerized?words to replace the internal focused ones
- change internal success metrics to reflect your customerized language
- tell employees what you have done and why (to align all systems including language to serve customers)

Check out my BE DiFFERENT or be dead Book Series

Other articles you might like…
How to build a killer loyalty program in 11 steps
7 steps to avoid customer fatigue
Share of wallet is the ONLY measure that makes sense

  • Posted 5.16.12 at 09:13 am by Roy Osing
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May 2, 2012

Guest Blog - Frankly Speaking / Being Different or Being Bland

Being Different or Being Bland
Are There Benefits to Playing and Being Nice?
Time to Reboot Your Passion
Do You Have the Guts to do What it Takes?
What Keeps You up at Night?
Are You Staring at a Blank Canvass?
The Power in Saying Hello
Another Brilliant Article from Frank Palmer to his team at DDB. Words of Wisdom…

Bland is just another word for being boring.

Usually when we talk about something that’s bland, it’s a food, but it can also be a company that has no special or unique qualities. It’s company that has no features, displays no excitement, has no opinions or special character. Bland can also describe a person that’s boring and has very little taste.

Why is Apple a exciting brand and most others in the same category are bland or dull? Apple is a brand that all others follow. So what makes a company or a person stand out from the crowd? Apple’s slogan maybe says it all?  Think Different.

Think Different says a lot to me. It means standing out from the crowd or going the extra mile. For a person who wishes to get ahead the same thing applies.You need to stand out from the crowd and you need to go the extra mile. It’s about living your best and being your best. It also means embracing your individuality and trusting that your choices are the best ones. You need to always be projecting that you are confident about yourself.

Remember that you are also a brand and start thinking of yourself as a business.

For example: DDB as a company must always focus on positioning ourselves as a business that has the best solutions for our clients requirements. We need to remember that we are there to service their needs, issues, challenges and future success. We must always be seen as the leader in the field, on the cutting /leading edge and on top of all the current trends. We are moving a warp speed and not being seen as the leading brand, we become like all the others as being bland. I think that 99% of businesses today are bland, boring, blah where everything has become a commodity.

Fortunately we are all working in one of the most exciting industries around. We have the freedom to create, imagine, innovate and think outside the box. Our biggest bank asset is in our value to think. Our mission is to being seen as a company that’s seen as extraordinary. A company that doesn’t fit into the bland mould because we are our own individual unique mould.

Different and Unique. Same rules apply to you!

Maybe your slogan should be: Doing things differently. Standing out from the crowd means that you take action while everyone else stands back. Standing out is doing what you say you’ll do and then do it. My question to you is, do you want to stand out or are you comfortable being bland? Or do you want to be seen as exciting, compelling and intriguing?

It’s your choice.


  • Posted 5.2.12 at 10:00 am by Roy Osing
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April 30, 2012

What’s your BE DiFFERENT IQ?


I have often said there is no Silver Bullet to BE DiFFERENT. No single thing you can do that will vault you to a relevant and unique VALUE provider. No one act that will bring you into focus and separate you from the Faceless Herd.

The BE DiFFERENT journey, rather, is about doing a lot of the right things. The LITTLE things that are really “uncommon sense” (if it were common sense you would think more organizations would be doing them!)

My work is pretty basic. Simple. Uncommon sense. I have discovered and successfully implemented Practices that DO propel an organization to make a GaSPWORTHY and commanding competitive position in their markets.

People come up to me after a Seminar or Workshop and comment how straightforward my stuff is and how refreshing it is to have a Business Leader like me get down to ground zero tactics that actually work.  Makes my day.

What is your IQ on the things that need to be out in place to BE DiFFERENT?

Take my QUIZ to learn where you think you are on the journey.

An opportunity to sort out where to focus your priority to expedite your progress.

The QUIZ promotes honesty. Take in a private place where “no one is watching”. Be brutal with your answers. Only then will you be able to make productive moves.

Take the QUIZ with your team. Use the process to build a broader honest view of where you are. And be prepared for team spirit to soar.

Just do it - Begin - Stay focused - Execute - Endure the pain - Enjoy the success - Reap the rewards.


Check out my BE DiFFERENT or be dead Book Series

  • Posted 4.30.12 at 10:31 am by Roy Osing
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April 23, 2012

Customers are way to much trouble!

They are annoying.

They come late and expect us to stay open.

They come early and expect us to open.

They don’t like some of our staff.

They have attitude.

They change their mind.

They are too sensitive about getting their needs met.

They tell their friends how bad we are when we make a mistake or break a promise.

They are always looking for a deal.

They are inflexible; always want to get exactly what they asked for.

They always criticize but rarely praise what we do.

They complain about our prices.

They expect to be served by friendly staff regardless of the crumby day we are having.

They never seem to be satisfied.


They think they are the only ones we have to take care of. It’s all about them.

They stress-out our staff.

They shop around; their loyalty is inconsistent. They don’t seem to appreciate what we do for them.

Some days it makes you think another line of work would be preferable. Problem is you can’t avoid customers. Gotta figure out how to live with these unpredictable and demanding folks since we can’t live without ‘em.

What’s your “gotta live with ‘em” Strategy?


Check out my BE DiFFERENT or be dead Book Series



  • Posted 4.23.12 at 10:19 am by Roy Osing
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