Fortune Cookies = Source of Great Advice For Business Developers


I recently returned home following a week in Hong Kong working with a new client.  While “that” part of the world is typically very different from what U.S. marketers are accustomed to, I was subtly reminded at the conclusion of a fantastic traditional dinner at The China Club that the philosophical waxings of fortune cookies are truly universal and still a great source of advice…

China Club, Hong Kong - Fortune Cookie

Image Property of Mark Donatelli - Taken with an iPhone 4

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Spray and Pray is NOT a Customer Contact Strategy


My family and I recently moved  into a new house, and in the process I utilized the “moving” services offered by Big Satellite Company [name changed to protect the guilty].  I was a little perturbed when I was unable to coordinate the moving service online, but that’s another topic.  Anyway, all went well and the move went great – they even threw in some free premium channels for free as a “value add” to using the service.  Great way to protect against attrition to competing companies or, god-forbid, cable.

Here’s the kicker – a day later I received an email from Big Satellite Company asking me “Did you know that you can manage your account online?”.  My first inclination was to reply and ask them “Do you know that I had been doing so for my 10+ years as a customer?  Not to mention that the account service I most recently used was not accessible online?”.

Obviously there is a business rule trigger that sent me the email, likely because I called in to the service center to request the moving service, but the automation rules failed to recognize the fact that:

  1. I am frequent user of their online system for account changes.
  2. The service most recently used in not available online.

To borrow from the ESPN crew, C’mon MAN!

I know this is probably rocket-science to some, but companies can do better!

Spray and Pray is not a Customer Contact Strategy – by this I mean that automating communications with your customers should not be done simply for the sake of doing it, and furthermore, not all customers are created equal.   A sound Customer Contact Strategy should span each and every potential interaction a company could have with a customer regardless of contact or delivery channel.  And, these contacts should be well thought out, situational, and personalized to maximize relevance to the customer.  This results in improving sentiment towards your brand with the big payoff being not only the retention of customers, but perhaps more important, the recommendation of your product or service to the customer’s extended “network” of friends, family, and colleagues via social networks .  This is often exacerbated by the  interactions being handled through different software platforms and the wide spread practice of outsourcing portions of CRM processes to different companies (or handled internally by different teams)  as well as the proliferation of subcontracted delivery channels – but trust me when I say that it can be done!

Ask me how…

If the World is Flat, why do you need a Sherpa?


Flat Earth Sherpa

By now, I am sure you all have read The World Is Flat: A Brief History of the Twenty-First Century by Thomas Friedman?  If you haven’t read this book yet, I highly recommend you read it right away – it will change the way you think about the future that is already here.  With that said, the basic premise that I took away from the book in a single sentence is that technology has essentially “flattened” the  Earth by enabling real-time collaboration on a global basis. The concept of a small manufacturer in India, sourcing raw materials in China, perhaps on Alibaba, with funding via micro loan from the UK, and selling finished goods on eBay to an American consumer is now a reality.

This is where the irony enters.

This new flat Earth has been a tremendous enabler for small and medium-sized businesses, but has muddied the waters for much larger companies.  I spend a great deal of my time consulting with some of the world’s largest and most recognizable consumer brands, and for the most part these companies recognize and are actively trying to exploit this new flat Earth, but frankly they have no idea how to choose the best countries for expansion, how to maximize growth for those countries they are already in, and in either case, how to navigate the myriad of technology, data, cultural, legal and consumer privacy challenges.

Hence, the need for a Sherpa (hint: ME).

If your company or if you have a client that is facing these types of Global Expansion challenges in this new flat earth, please let me know – I can lead the way.

It has been a while since I have posted an article, and I certainly have no shortage of topics to write about; the fact remains that  I simply do not have enough time in the day.  And to add insult to injury, my travel schedule and client load keeps me flush with article ideas, but  no time to write about them.  I actually did some of the final editing for this post on my new iPhone 4 (more on that in future articles) while my son drank his milk and watched Little Einsteins from my lap!

Anyway, thanks for stopping by and keep your eyes open for a few rapid-fire posts over the next week or so – having not written in a while, they will be based on my travels and observations over the last couple of months.  Don’t forget to leave your comments and provide feedback.

Thank you for reading and Happy Hunting!

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