New York SBDC Research Network

As marketers, we read, think, and talk a lot about Web presence—whether social media, content marketing, search, or other digital medium—and we put a lot of time and effort into perfecting our brand's image, messaging, and positioning. As we should. However, when was the last time you considered "phone presence" during your branding refresh exercises and marketing brainstorms? Traditional telephony may not be one of the first agenda items that come to mind in a content planning meeting, but perhaps it should be. More than half of consumers still prefer to pick up the phone and talk to a person when they decide to interact with a business, according to Actionable Research's June 2014 survey of consumers in the US and seven other countries. That's huge! Also, although soaring smartphone penetration makes apps a viable channel, many consumers still find it more convenient to use their mobile phone to talk with an agent than to peck out their contact information a...

Today's New York Times features the article "At Netflix, Victory for Voices Over Keystrokes" . It discusses how the online movie rental business is trying a new tack (actually, they're returning to an old tack) vis a vis customer service: the telephone. The company has de-emphasized its email address on its website, and has heightened the presence of a toll-free number that is available 24/7. In addition, the call center is located just outside of Portland, OR, and not in India or Singapore. I find this interesting on a few levels. Netflix believes, in the face of increased competition from Blockbuster's new online service, that they should promote the actual voices of friendly customer service reps as a distinguishing characteristic not found at Blockbuster. This kind of emphasis is something that the business literature has recommended to small businesses in the face of big-box competition, but Netflix still is the market leader in this industry. So - does locat...