As we mentioned on a previous post, representatives from our agency recently attended the Yellow Pages Association (YPA) Conference in Las Vegas. Attendees had the pleasure of hearing a powerful presentation by Jeffrey Hayzlett, author of book, “The Mirror Test,” and Chief Marketing Officer at Kodak. What was an added benefit of the presentation was the distribution of the book to all in attendance.
Betty shared her autographed copy with me and I’ve read the book and loved it! I enjoyed it so much that I recommended it to one of my friends who is a client as well. He has already read it, shared his comments with me and thanked me for the recommendation.
It’s evident that we have some things in common with Mr. Hayzlett, and that there are areas where we can try some new things as well. Our agency strategy currently incorporates Jeffrey’s ideas on regular communication with our clients. This actually means our talking less and listening more. It’s not about us, it’s about you! The relationship is key in creating bonds that last and is the core foundation for client/agency connections. Whether it’s a phone call, email or actually getting together, we like to stay in touch with our customers
Below are some of the points of the book that stood out to me. I won’t tell you everything I liked because I don’t want to give it all away (that’s in the book too, “don’t give away the meat”) plus you’ll have to find out what “the mirror test” means to you.
Here are Jeffrey’s “Three Customer Nevers” (which I really like):
*Never take a customer for granted
*Never assume you really know your customers
*Never stop selling your company to your customers
Kodak implements the “4Es of Social Media” which are Engage, Educate, Excite and Evangelize. Make sure you read the book to find out more about what each of these really mean and how setting them in motion can affect your Social Media efforts.
Overall, a great read. Thanks Jeff!
Source: The Mirror Test