Comments on: What a Genuine CEO Message Looks Like

By: Elaine Fogel

Elaine Fogel — Tue, 10 Nov 2009 16:38:23 +0000

Maybe rumpled is “in,” Marlena?

By: Marlena Corcoran

Marlena Corcoran — Fri, 06 Nov 2009 16:43:04 +0000

The look was a bit too rumpled for me, but I appreciated the concept and the blue colors.

By: Elaine Fogel

Elaine Fogel — Thu, 05 Nov 2009 20:56:42 +0000

Deborah, you are absolutely correct. Why bother to ask unless you are prepared to contact those who claim to have had a negative experience?

By: Deborah Hymes

Deborah Hymes — Thu, 05 Nov 2009 08:55:50 +0000

Elaine, I agree that it’s impossible for a company to please everyone. To me, the telling thing is that there was *no response* whatever. If a company fails to respond to negative feedback that they themselves solicited, then they’ve shot themselves in the foot.
It’s less about *how* they respond than whether they bother to react at all . . . by failing to “close the loop” in the communication with their customers they give the impression that they’re only concerned about *appearing* interested, rather than actually *being* interested.
Companies often worry about the viral impact of people telling lies about them online. But the real danger lies in their customers telling the truth about bad experiences they’ve had after giving a company their business.

By: Elaine Fogel

Elaine Fogel — Thu, 05 Nov 2009 03:12:08 +0000

You’re right, Barbara. Unfortunately, that seems to happen more readily in smaller businesses.

By: Barbara Phillips Long

Barbara Phillips Long — Thu, 05 Nov 2009 01:13:52 +0000

I like the page with the Best Buy CEO. Unfortunately, like Deborah, I’ve had some bad experiences at Best Buy.
I’d be more impressed if I knew that some complaints resulted in customers actually having an opportunity to talk to upper management.
As Alan Wolk keeps emphasizing, a company must have effective performance to provide the essential foundation to effective marketing.
I don’t think there is any customer service more thrilling for the customer than a conversation with a decision-maker who can and does change something based on the customer’s comments.

By: Elaine Fogel

Elaine Fogel — Thu, 05 Nov 2009 00:13:56 +0000

Deborah, thanks for sharing your story. Too bad that happened to you. Even though it’s impossible to please every customer situation, I wonder what their results would be on positive brand perceptions AFTER purchase.

By: Deborah Hymes

Deborah Hymes — Wed, 04 Nov 2009 22:05:38 +0000

Interesting. I also recently made a purchase at Best Buy and I encountered the same message. However, I had a very different reaction to it.
The product I bought — a laptop — was a lemon and Best Buy DID NOT stand behind their product, nor was their customer service very consumer-focused. I provided very clear and detailed feedback on the survey you mentioned, yet the company never responded in any fashion.
They definitely DO NOT walk the talk. This is, unfortunately, an example of a company that wants to accrue good PR credits for the appearance of authenticity and transparency, without troubling themselves to actually deliver the goods.
However, if I had encountered this message prior to my experience with them, I would have been rather impressed. Timing is everything!

By: Elaine Fogel

Elaine Fogel — Tue, 03 Nov 2009 16:15:58 +0000

Thanks for your comment, Niall. You’re right; we aren’t inside the CEO’s office checking on his authenticity. We have no idea IF he really cares. It is a good start, as you say, and only time will tell whether he walks the talk.

By: Niall Harbison

Niall Harbison — Mon, 02 Nov 2009 21:09:38 +0000

I don’t know if it is genuine at all. Sure they are making a great effort and they have done something unique and well executed but that is the CEO we are talking about. Does he really care or has he just been told by some new media kid in the marketing department to do it? I guess it is a very good start though!

By: Elaine Fogel

Elaine Fogel — Fri, 30 Oct 2009 03:04:43 +0000

Thanks SGA and Jim. Agree with you both.

By: Jim DeLorenzo

Jim DeLorenzo — Fri, 30 Oct 2009 02:23:01 +0000

Great post, Elaine. I really like that Best Buy humanized the landing page with an image of the CEO instead of presenting a more typical survey site with some brief intro text. Kevin’s idea of using video would take it to the next level and give the customer a chance to “meet” the CEO face-to-face.

By: Strategic Growth Advisors

Strategic Growth Advisors — Fri, 30 Oct 2009 02:01:36 +0000

Thanks for the post, Elaine. Although we are living in the digital age, there are still traditional business factors that we should not take for granted. Great emphasis on transparency and honesty. Keep them coming!

By: Elaine Fogel

Elaine Fogel — Fri, 30 Oct 2009 00:18:59 +0000

Thanks, Brian. I will.

By: Brian F Martin

Brian F Martin — Thu, 29 Oct 2009 17:27:40 +0000

Interesting post Elaine. Thanks so much for this. I completely agree that transparency and authenticity are key to gaining consumer trust and satisfaction. Consumer spending habits are changing …. they are seeking value, great customer service and a brand name they know they can trust. Check out Brand-Fast Trackers post from earlier in the week discussing a similar topic with Eric Hirshberg, President Deutsch LA. http://www.brandfasttrackers.com

By: Elaine Fogel

Elaine Fogel — Thu, 29 Oct 2009 16:54:53 +0000

Good point, Paul. I must admit that the chance to win wasn’t the motivator in my case. It was my marketing curiosity. I like to see what companies are doing to entice their consumers/customers. Now, just because I said that, ya think I have a good shot at winning?

By: Paul Barsch

Paul Barsch — Thu, 29 Oct 2009 16:51:16 +0000

Hi Elaine, perhaps it is just my preference, but I would more likely respond to a lesser offer, than a “chance” to gain something larger like the shopping spree. Specifically, I took a phone survey from Albertsons for a coupon discount off my next shopping purchase. It had a “dollar value” and was tangible. I would prefer this approach over a “chance” to win, especially when the odds of winning the spree are not disclosed.
That said, knowing BB, they probably researched this and found that most people prefer the chance at a bigger prize…

By: Elaine Fogel

Elaine Fogel — Thu, 29 Oct 2009 16:35:55 +0000

Thanks for your comment, Kevin. Good point about the video. Although the message was so short that I didn’t mind. Perhaps a younger demographic would have responded more to a video message.

By: Kevin Horne

Kevin Horne — Thu, 29 Oct 2009 16:11:57 +0000

Not bad, but there are lots of pics of CEOs standing next to print copy (think annual reports). A video of him saying those words would have been better – more authentic and more “with the times.”
Having said that, there are fewer better examples than Best Buy vis-a-vis attempting to be customer focused.