Category Archives: Business & Marketing

How to get through to a real, live person

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ABC News did a story last week about a Boston-area blogger named Paul English who has compiled a “cheat sheet” to get past the automated “customer service” systems used by more and more companies. The company brass would insist these systems are cheaper than putting a human in the loop:

“A customer service call handled by a human in the United States costs a company up to a dollar a minute, and calls outsourced to India cost about 40 cents a minute.”

Yeah, yeah. But the dirty truth is, companies hate talking to their customers and would rather avoid them if in-humanly possible. I’m proud that our company still has a real, live person answering the phone (except on weekends) who really wants to help you find the right person. I put my direct number on just about every email I send.

As for the cheat sheet… now that ABC and NPR have done stories on this guy, you can bet the listed companies are scurrying around like rats, changing numbers so we can’t “cheat.”

Steve Rubel on corporate blogging

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“In an ideal situation –weekly or even daily– someone is pumping the weblog with fresh compelling content. But any old content won’t do. Corporations interested in blogging need to add value to people’s lives. That’s the biggest key to a successful corporate blog that keeps people coming back. So what do I mean by add value? I mean give us a reason to read your blog. Give us something we can’t find anywhere else. Provide information that your customers, partners and prospects care about, not necessarily what you care about. Be a resource and a connector.”

Google disrupting advertising business?

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Google is also preparing to disrupt the advertising business itself, by replacing creative salesmanship with cold number-crunching. Its premise so far is that advertising is most effective when seen only by people who are interested in what’s for sale, based on what they are searching for or reading about on the Web. Because Google’s ad-buying clients pay for ads only when users click on them, they can precisely measure their effectiveness – and are willing to pay more for ads that really sell their products.

— From an article in the NY Times by Saul Hansell

What blogs cost American business

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Story on AdAge.com by Bradley Johnson (registration required):

U.S. workers in 2005 will waste the equivalent of 551,000 years reading blogs. About 35 million workers — one in four people in the labor force — visit blogs and on average spend 3.5 hours, or 9%, of the work week engaged with them, according to Advertising Age’s analysis. Time spent in the office on non-work blogs this year will take up the equivalent of 2.3 million jobs. Forget lunch breaks — bloggers essentially take a daily 40-minute blog break. Technorati, a blog search engine, now tracks 19.6 million blogs, a number that has doubled about every five months for the past three years. If that growth were to continue, all 6.7 billion people on the planet will have a blog by April 2009. Imagine the work that won’t get done then.

And a week doesn’t go by that someone asks me to explain “this blogging thing.”