Category Archives: CRM

Brand Engagement – The Lee Valley Tools Experience

No doubt you have read countless articles about the importance of brand engagement on social media. To this end many brands have scrambled to check off their to do list with the lattest Twitter or Facebook account so as to make new ‘friends’ or be ‘liked’ through these new channels.

That’s fine as far as I’m concerned but true brand engagement happens at the Moments of Truth – those places where customer and brand come together and something gets done (or not). To put it another way, when there is a moment of truth, there is an opportunity to deliver a superior customer service experience that is memorable to the customer in a positive way. In turn, customers will be satisfied, maybe delighted and at best, generate some ‘earned media’ (word-of-mouth) for your brand, the most powerful kind of recommendation and form of advertising.

The grass can be greener on all sides.

In my particular case, I needed a replacement part for my Lee Valley push mower. The part was a bolt that fits into a knob that is used to adjust the height of the roller. When I called Lee Valley with the intent of getting a replacement part, I was served immediately by a gentlemen who volunteered the following:

– 2 replacement bolts, 4 day courier delivery via UPS, free of charge.

Indeed, the parts arrived in two days and I was back in business. Not only was I pleasantly surprised but even happier to own a Lee Valley product. From a customer perspective, this was a superior and most memorable experience worth writing about for others to read especially since Lee Valley knew that I hadn’t even paid for the lawnmower as it was given to me by a neighbour who was discarding it in favour of a power mower.

As a practitioner of CRM and social media strategy, this is a fine example of genuine customer engagement by a brand this is not contrived, driven by a campaign or planted by an influencer. The Lee Valley experience was simply part of their script, as in reflective of their customer service culture and  the way they do business. 

It is clear that Lee Valley Tools own their brand and product way beyond the point that it’s in the customer’s hands as the positive perception of the brand was augmented several steps away from the original point of purchase.

Not only was this was a fine customer experience, it was very engaging.

– Ted Morris 

Cisco: Bigger than Big Data – Exadata

Cisco’s fifth-annual Visual Networking Index is stuffed with jaw-dropping predictions of what our world will experience by 2015, four short years from now. Among the jaw-droppingest predictions: 

  • network-connected devices will number 15 billion, outpacing the human population by a factor of two to one 
  • one million minutes of Internet video will be transmitted every second 
  • the total amount of global Internet traffic will quadruple by 2015 to 966 exabytes per year. 
  • the projected traffic increase alone between 2014 and 2015 is 200 exabytes, more than the total amount of Internet Protocol traffic generated globally in 2010 
  • Canada’s IP traffic in 2015 will be equivalent to 7 billion DVDs per year, 542 million DVDs per month or 742,898 DVDs per hour 
  • in 2015, the gigabyte equivalent of all movies ever made will cross Canada’s IP networks every three hours 
  • Canadian mobile data traffic will grow three times faster than Canadian fixed IP traffic from 2010 to 2015 
  • the Asia Pacific region will generate the most IP traffic (24.1 exabytes per month), surpassing last year’s leader, North America (22.3 exabytes per month), for the top spot.

By 2015, world Internet traffic will reach almost one zettabyte, equal to a sextillion bytes, or a trillion gigabytes. This growth will be driven by four primary factors, according to Cisco. They are: 

  1. An increasing number of devices: The proliferation of tablets, mobile phones, connected appliances and other smart machines is driving up the demand for connectivity. 
  2. More Internet users: By 2015, there will be nearly three billion Internet users—more than 40 per cent of the world’s projected population. 
  3. Faster broadband speed: The average fixed broadband speed is expected to increase four-fold, from 7 megabits per second in 2010 to 28 Mbps in 2015. The average broadband speed has already doubled within the past year from 3.5 Mbps to 7 Mbps. 
  4. More video: By 2015, one million video minutes—the equivalent of 674 days—will traverse the Internet every second.

[via Backbone Magazine, Sept 2011]


–  Ted Morris, 4ScreensMedia

Social Media: A “Head in the Sand” Moment

Seeing Your Brand With Eyes Wide Shut

It could not have come at a better or worse time – depending on whether  you are Google or Facebook. Or it may not matter at all given the continued high levels of adoption of “freemium” social media networking platforms. 

The recent survey by ASCI (American Customer Satisfaction Index) conducted by ForeSee Results,  yielded numbers worth considering.

For Facebook, it is basically ranked at the bottom of the deck by users when it comes to delivering on customer satisfaction – ergo, the user/customer exprience. Facebook is rated so low that it stands slightly above airlines and cable companies in general. Not surprising given that Facebook is really an Internet utility. Perhaps the only saving grace it that you don’t get a monthly bill.However, as a brand manager, you might want to ask yourself: “Do I really want to partner with a medium that is seen to deliver, in a measureable way, low customer value?”.  Even worse, some social networks may even dimish the value you are trying to deliver via your brand.

Not to worry, it looks like Facebook will be around for a awhile. Consumers or should I say “users” are as addicted to some forms of social media in a classic love/hate relationship. Things might be different however, if they had to actually pay to use this utility.

Pause for a moment.

– Ted Morris, 4ScreensMedia