GETTING IT RIGHT:

WHEN THE SIZE OF THE SMILE IS GREATER THAN THE SCALE OF THE SALE

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Wendy (left) and Tracy (right), the competent, creative and friendly front-of-store team at Ballantynes Showcase Jewellers in Oamaru, in New Zealand’s deep south.

It’s always nice to find a small business where the mindset doesn’t see the size of the smile and the quality of the service dictated by the scale of the sale.

I found such a mindset when I returned to my “writer’s cave” in the small regional town of Oamaru, in New Zealand’s South Island.

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Be Savvy With Your Information

One of my real hobby horse issues is privacy . . . of which each of us has very little left, and certainly far less than we assume.

As always, I urge readers to think twice about the necessity for disclosing their personal information to any organisation – public or private – before they simply plop it into the fields of online forms and the like.

Assumptions that an individual can take at face value – and rely upon the supposed integrity of – broad-brush assurances that “your information will be kept in the strictest confidence”, are naive.

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CRUEL 'COLONY' CON:

DROP CAGE-LAID EGGS, COUNTDOWN!

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To all you compassionate consumers out there:

When you see a carton of eggs labelled something to the effect of “colony laid” – don’t be fooled.

You could be forgiven for allowing the term to conjure up images of happy hens pecking around with other happy hens in a happy little community.

Nothing could be further from the truth.

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‘Customer Life Time Value’ . . . A Great Example of Getting It Right

I recently wrote about the importance of recognising a Customer’s “LTV”, or Life Time Value i.e. the economic value of that customer throughout the full duration of his or her relationship with your business. In this article, I bring you a classic example of an enterprise I deal with that gets it very, very right in that regard . . . at least in its relationship with me (and I assume, therefore, with its broader customer base).

(Left to right)  The Hardy’s Paraparaumu team:  Judy Tihema, Denise Garnham, Michele Kelcher (store manager),  Amanda Adams, Jenny Forster

I recently wrote about the importance of recognising a Customer’s “LTV”, or Life Time Value i.e. the economic value of that customer throughout the full duration of his or her relationship with your business.

In this article, I bring you a classic example of an enterprise I deal with that gets it very, very right in that regard . . .

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Customer 'LTV':

An Eye-Opener for the Ignorant

“Customer Lifetime Value” (“LTV”) is a principle of formal marketing that took a lot longer than it should have, to receive active consideration by today’s consumer-driven industries.

Despite its fundamentality, “LTV” is, in my opinion, still given insufficient (and more often, scant or no) serious attention.

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The ROI of Listening:

Patience & Selflessness Pay Off

If you want to be smarter, sharper, and enjoy stronger client relationships, simply listen more – and listen more intently.

According to David Mezzapelle, author of ‘Contagious Optimism’:

“When you listen, you open up your ability to take in more knowledge versus blocking the world with your words or your distracting thoughts.”

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