The Not-So-Secret Ingredient to Customer Commitment

When you think of a marketing initiative, what are some of the first ideas that come to mind? Maybe an online campaign, a new and exciting ad, or, perhaps, a brand new product design. But what about that one thing that has the ability to “make or break” the consumer’s commitment? That one thing is good old customer service!

What exactly is customer service anyway? I would hope that most businessmen and women know, but let’s recap. Giving the customer exactly what they want is part of it, but that definitely does not make up the whole package. You must strive to make your customer feel like a million bucks! Customer service is providing each customer with an outstanding and unforgettable experience each and every time they participate in a given service, or purchase a product. The key word here? Experience. Think, what is it that you, as a company, would want your clients or customers to experience whenever they deal with your representatives.

So now that you know what customer service is, what does it have to do with marketing? Well, think about it. The ultimate goal is to sell your product or service. Is it easier to sell to a happy customer or to an angry customer? I don’t know about you, but I have never heard of a corporation that strives to irritate their buyers. Furthermore, customer service can positively or negatively add to a company’s public image. Thus, customer service is a major component to drawing consumers in and, well, keeping them there. Let’s take a look at a few companies that have made customer service a major part of their marketing initiatives.

1. TD Canada Trust

The first thing I think of when I think of TDCT is customer service. This organization has been recognized by J.D. Power and Associates 6 years in a row for their customer service. As an employee for TD, I have learned very quickly that customer satisfaction is integrated in everything we do. From the way we greet our customers to walking them out the door when they leave a branch. For example, TD has recently opened their branches on Sundays. Why? Customer convenience—one of TD’s major strategies to having a happy and committed customer.

2. Apple

A company doesn’t have to provide a service to give great customer service. The sale of a product and customer service should go hand-in-hand. Apple has done a pretty good job of combining both within its locations. Think about how many people swear by Apple’s products? Do you think those people would be as committed to the company if every time they dealt with a sales representative they were treated horribly? I didn’t think so either. An article from Computerworld.com outlines that “[Apple’s] focus on product innovation and customer service has won it a cadre of famously loyal customers, unlike any other PC vendor”.

3. Starbucks

I’m suggesting Starbucks out of pure personal experience. Every single time I go to get my Grande Non-Fat White Chocolate Mocha the employees ask me about my day, compliment me on my outfit or find a way to strike up a friendly conversation regardless of how busy it is. This is not just at one location, this has been at several different Starbucks locations in the GTA (Trust me, I’ve been to quite a few!). This is proof that a customer service initiative is something so small but makes all the difference. Going to Starbucks to get my favourite latte is always an enjoyable experience because the employees make me feel welcome. Starbucks has captured the combination of a great tasting product and an enjoyable customer experience to grow their loyal base of consumers and maintain a positive public image.

Clearly, customer service is something that cannot be “brushed-off”. It is a major aspect involved in developing a company’s brand. A customer service package or plan is something that should be integrated at the very heart of a corporation so that it is instilled in their employees and exemplified in their product or service. I feel that customer service is something that is over-looked as a major aspect of a marketing plan. Of course it is vital to advertise the actual product or service itself, but a major competitive advantage to get your company ahead of the game is to pair that great product or service with an amazing customer experience.

About the Writer: Samantha Consiglio

Proudly entering my 2^nd year at Schulich and currently working for TD Canada Trust as Customer Service Representative. My inspiration for this post came from my training with TDCT!

Location, Location, Location

Sometimes the popularity of social media companies completely baffles me. At this time two years ago I didn’t think Twitter would fly – I was obviously wrong. Maybe I’m a pessimist when it comes to new things, but sometimes I just can’t see the value these companies provide – not right away that is.

I certainly had some major reservations when I first encountered the company Foursquare. I initially thought that the company was the most absurd thing to come out of the social media world and that it would definitely be a flop. Letting people know where you are, and when you’re not at home, is not exactly what I would consider a good idea. Just type ‘foursquare’ into the Twitter search box and you’ll immediately find a seemingly endless list of people posting their locations, along with detailed online maps! However, this minor flaw may have clouded my ability to see the true marketing potential that Foursquare is able to provide.

Essentially, Foursquare allows consumers to be rewarded with various badges and other honours depending on the number of times they “check in” to a specific location with their mobile device. Still sounds pretty absurd, doesn’t it? Well here’s why it isn’t – merchants of all shapes and sizes, including major companies like Starbucks, are now offering discounts to foursquare users who are the ‘mayors’ or badge holders for that company’s specific location; giving consumers a reason to check-in as many times as they possibly can.
Users can include online comments with their check-ins that act as a great word-of-mouth marketing tool for their favourite establishments. Also, the daily-deals website Groupon, has recently teamed up with Foursquare to offer local deals to users of the mobile service, further expanding the potential marketing possibilities that come along with visiting a particular location.

What started out as a local game for consumers has now become a marketing tool for companies to target their most loyal customers; customers who will hopefully keep coming back again and again. It seems I’m once again being proven wrong about another social media company. Does that mean I’m going to jump on the bandwagon? Probably not – I’m still concerned about the safety issues – but with a great potential to connect to consumers I think any company that doesn’t take advantage of the service will certainly be missing out.

About the author: Stephen De Angelis

Stephen is going into his third year at the Schulich School of Business and is specializing in Marketing and Strategic Management. He’s hoping to get into brand management upon graduating.

Can fast food ever uphold the healthy image?

Worth: $3.9 billion dollars

Serves: 64 million customers a day

Locations: over 32, 000

Established: Over 60 years

I’m lovin’ it.

Well in any case, even if you aren’t, it seems McDonald’s has the paper capital to make anyone love anything they do. Or at least claim to. This past Tuesday, McDonald’s launched their healthier menu for kids. Now you may ask, what consists of a “healthier” option for the most well-known fast food chain all over the world? The answer: the simple option of substituting french fries for fresh cut apple slices with every meal.

In order to push into the healthier market and the new campaign, the company decided to use every social networking site possible: Twitter, Facebook etc. Even more interesting, the invitation to blog about the change was extended to certain individuals, specifically mothers. Rick Wion, the director of social media for McDonald’s said, “Mom bloggers are very networked and very linked-in. They spread information very, very quickly.” If you ask me, it’s almost like mothers share a secret language where they listen to each other comparably more than anyone else.

As for the company, it is crucial to acknowledge whom to target to alter the image of the company, resulting in a call for mom bloggers to join their All Access Moms campaign. This campaign is giving moms the exclusive opportunity to go on field trips to some of McDonald’s most sacred places along with many other perks.

One satisfied mom is equals one healthier kid.

About the author: Mishba Bholat

I got the inspiration for this post from the Metro on my way to work. I absolutely love reading, there’s nothing quite like it!

Grocery Trollery

Mastermind technique to collecting extra toll at each aisle.

Food: an essential element for life.

However, there are many ways that we humans tend to overindulge and get couped up in the marketing schemes that reap us of our hard earned earnings, included those little buggers that cling onto your pants and beg you for candy.

Yep, I'm talking about how kids are primary targets when it comes to food marketing - especially in grocery stores. It seems nowadays, the world has made grocery stores into deceptive cons that haunt your pockets for the extra petty cash which will be then tossed into a vicious loop for the customers.

A study has shown that there are many clever marketing tactics aimed at how people tend to shop and based on these conclusions, it has been observed that there can be many avoided expenses with regards to the grocery receipt.

For example, the most sugary of cereals are usually held on the bottom shelves so that your little rascals are always able to reach and nag for them, while statistically the average consumer in grocery stores is the 5 foot 5 woman, thus proving the value of shelf space.

And so, we need to ask ourselves, is it really necessary to purchase this food item? Or am I only falling into some brilliant marketing scheme?
Please leave your input! I would love to hear your opinion regarding this matter!


When the child doesn't get what they want, things can get pretty messy in the grocery store!

About the author: Jeremy Vo

I may work at Google, I love art & music, I play in a band and I have a keen interest in the medical field as well.

Next Stop: York Marketing Station?

Last Wednesday, the Toronto Transit Commission approved a 12-year deal with Pattison Outdoor Advertising. The $324 million contract includes print ads inside transit vehicles, vehicle wraps, in-station advertising, and the possibility the sale of naming rights of subway stations. TTC chair Karen Stintz says that the deal would bring much needed cash to the transit system, which could be used to renovate the stations, and that the stations would not be renamed entirely to maintain the association with their locations.

I’ll have to admit, cleaner and upgraded stations do sound convincing (hopefully complete with the installation of air conditioning please!). The deal also opens up many exciting possibilities for creative campaigns and advertisements, such as Volkswagen’s piano steps, IKEA’s display in Paris, 2012’s flooding stations, and Mad Men trains, just to name a few.

As for the down side? I personally disapprove of the TTC selling out, especially for a mere $27 million a year ($324 million ÷ 12 years). Given that the TTC carries approximately 460 million customers per year, I’d think that their reach is more than that. Also, how ridiculous would it be to have stations named “Burger King Station”, “Dairy Queen Station”, or “The Bay Station”? I’m not certain whether renaming stations would bring value to brands, and if anything, those who strongly oppose would have negative feelings towards the brand. On top of that, it would be impractical to change maps, signage, and even automated announcements every time sponsorship changes.

What are your thoughts on this sponsorship?

VW's piano steps:

IKEA's display:

2012's flooding station:

Mad Men trains:

If you want to know of more creative use of handles, click here.

About the writer: Katherine Chung

Curious epicure of baked goods with a love for all things well-designed. Fancies shopping, gardening, and spending time with family. Eager to meet interesting people and dive into interesting ideas.

What are they going to do next?

2011 has widely been seen as a breakout year for the auto industry. In 2008 and 2009, sales fell below 11 million cars, about one-third less than the industry had been making earlier in the decade. Sales in 2010 were better and sales are forecasted to come back even stronger this year. As a result car companies have implemented creative marketing strategies to entice reluctant consumers. For many non-car owners (like myself) or drivers, substantial discounts, gas vouchers and cash backs don’t mean much, but the ads on the other hand, have provided endless entertainment and many “hmmmm” moments in which we wonder “how they did that?” Companies are taking a more creative direction with their ads giving their car a personality/character, pushing the limits of a car’s performance or simply drawing a reaction from the viewer. If anything ads have driven a curiosity from people asking, “what are they going to do next?” Here are some examples:

Hyundai 3D Projection

A great example of the out-of-home advertising companies have been using, it was one of those that drew amazed reactions from viewers everywhere.

Volkswagen - "The Force"

A company that usually never fails to entertain from edible ads, test drive print ads, melting specials and over course “The Force.”

BMW - "Refuel"

In the past few months, they’ve put out some ads that push the user to see beyond its reputation of performance for innovation in technology, connectivity, and fuel efficiency.

Chrysler - “Imported From Detroit”

My favorite car ad out this year, although it doesn’t push and sell a Chrysler car, it brings out a chill and emotional connection reminding people of when the best came from the Motor city.

There are many more that are out there so please share your favorite automotive ads of the year in the comments below.

About the Writer: Angela Chen

Looking at my Facebook/Twitter, I'm a huge foodie (just check my Foursquare). I have a keen interest in advertising and I go to Starbucks very frequently (might be an understatement). I am also a medical/crime show addict, k-pop fanatic and avid reader. My ideal relaxing afternoon would consist of hot yoga, a manicure/pedicure with a friend, coffee and pastries accompanied by a good book.

Agency History 101

Hello my fellow marketeers!

It's been a while since my last post, and for that, I can only say that school, summer and everything in between got in the way....

But I digress.

I stumbled across this great link the other day that showcased the entire history of the ad agency. Yes, from the first inception of advertising all the way to present day (well, more like 2010) displayed on a fairly large and cool looking timeline. It tells of the beginnings/endings/M&As of some of the biggest agencies around the world from as early as the 1800s. I also noticed along the very bottom of the graph that the creators also showcased Internet milestones over the course of time, from the creation of the internet all the way to mobile data. Pretty fascinating stuff.

So spend some time brushing up on your agency knowledge, then go out there and wow all your friends!

Enjoy the sun, everyone!