Updates from April, 2010 Toggle Comment Threads | Keyboard Shortcuts

  • The digital citizen 9:46 pm on April 22, 2010 Permalink | Reply
    Tags: apple, , customer service, john lewis   

    2 brilliant brands, 1 great marketing strategy 

    I have always said that the best marketing campaigns cannot make up for poor customer service.

    Great customer service however is any brand’s best ambassador. It will earn the brand respect, trust and profit.

    I have had not 1, but 2 amazing experiences today, firstly at John Lewis and 20 minutes later at Apple.

    I returned my toaster to John Lewis, which I bought about 6 months ago, as it was faulty. Without wasting my time debating the problem, the customer service assistant went in the storeroom and brought me a brand new one.

    He also informed me that the new one is on a year’s guarantee, starting today and encouraged me to email the maker and inform them of the issue.

    10 minutes later I went to my appointment with Apple to check what caused my Macbook to crash and never start again. The assistant checked the serial number and about a minute later told me that Apple were willing to replace my hard disk, for free, as there have been a number of faults with the particular series in the past.

    Having had my Macbook for 3 1/2 years, I was more than prepared to buy a new one, thinking that my current had reached its expiry date, however the assistant encouraged me to keep the one I have, as he found no other problem with it at all.

    So brands, before investing huge budgets on great adverts, social media and any other forms of advertising, make sure that your company’s ethics are high and your stuff trained to the highest standards. The best advertising after all is word of mouth and I have already tweeted , blogged and told all of my friends of my great experience!

  • The digital citizen 11:30 pm on March 13, 2010 Permalink | Reply
    Tags: Detroit, dialogue, Ford, General Motors,   

    Detroit is dead, long live Detroit 

    Watching “Requiem for Detroit“, a BBC documentary on the rise and fall of the city of Detroit, among the many things that attracted my attention was how the automotive industry in the 50s influenced the current culture and in a way is responsible for the materialistic way people live their lives today.

    When owning a car stopped being a privilege of the rich, Ford and General Motors made the car a need for everyone.

    Ford increased the daily wage to 5$ in a time when the average USA wage was 2.5$ in order to make his cars affordable among his employees.

    General Motors created 2 series of cars, The Cadillac, the more expensive car targeting the rich and the Chevrolet for the lower middle class. Everyone should own a car.

    Both were responsible for and the main pressure group for the creation of the  great Detroit freeways, creating the sense that further to a need for the obvious reasons, driving can also be a great experience. This way they created a need for sports cars, which, of course, they provided for.

    It is true that the automotive industry raised the standard of life among the residents of Detroit who increasingly started moving to the suburbs. GM did not fail to spot the opportunity to market cars as a need among the suburbs wives, if they were to be modern and independent.

    Detroit’s flourishing and prosperity made the city inspirational for Americans living in across the country, spreading the need for a car and the general Detroit lifestyle beyond Michigan’s borders.

    I can’t help wondering; if Detroit is the actual place when it all started, the hometown of imposed needs and material happiness, what does its collapse mean for the rest of us?

    A new beginning, I hope. Thankfully, social media have enabled global dialogue and this means that only people, and not an industry alone, can influence people.

    • Zoe Marmara 12:09 am on March 14, 2010 Permalink | Reply

      “Social media have enabled global dialogue”: Isn’t that an oxymoron? The notion of ‘global’ applies to everybody, yet, we are aware of the fact that Social Media are means accessible only to the industrialized part of the world. Anyway, I think what you describe is part of the long history of globalization, which is strongly connected to western culture. Material happiness is a long sociological process. I can’t think there’s a way back. Back where? Marketing and sales rely on human behaviour and needs. Back, was when we needed, not less, but different things. Man can’t think differently. There are social norms that drive us. People more ambitious than the rest, used common sense, ethical values and religious beliefs to start economical progress. The truth is, if the drive for ‘material happiness’ stops, we will be poor, uneducated, unethical and immoral. Comes with the territory. I guess it was a good thing I studied sociology in high school… :))

      • The digital citizen 12:21 am on March 14, 2010 Permalink | Reply

        Still it is the western world that influences modern culture. Social media have enable conversation among people, regardless of location, ethnicity, culture and we no longer need brands to tells us how to behave, we have each other to ask for advice when we need it.
        I am optimistic that Detroit will not be repeated because the people are now responsible for the social norms.

    • Zoe Marmara 10:47 pm on March 15, 2010 Permalink | Reply

      You’re right, we have each other. I like optimism in you – I think you’ve just set a nice example there. 🙂

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