There’s no shortage of curious headlines out there, but this one, courtesy of Business Insider, struck a particular chord: “Tip Of The Day: A Phone Call Offers A Better Branding Opp Than A Super Bowl Ad.” Maybe the most surprising thing about this statement is its source: it comes not from a telephony insider or someone with a vested interest in promoting the industry, but from Tony Hsieh, CEO of Zappos. Let’s let Mr. Hsieh explain what he means:
We believe the telephone is one of the best branding devices out there. We have the customer’s undivided attention for 5-10 minutes—compare that with a 30-second Super Bowl ad when the viewers are probably not paying full attention. If we get the interaction right, what we’ve found is that customers remember that for a very long time and tell their friends and family about us.
The stakes are higher, of course. A poorly received TV commercial may constitute a missed opportunity but it hardly affects a customer’s long-term conception of the company. When a potential consumer confronts an unhelpful and frustrating customer service experience, however, you can be sure that he will remember the encounter. This is Hsieh’s point: the more personal and focused the branding experience, the stronger the impression that will be left.
