Have you ever wanted to read about businesses that do things right, treat their customers with respect or if they do mess up, how they turn it around and take the opportunity to be awesome? Or if you are like me, do you like to read about businesses that royally mess things up and are great case studies of what not to do. If you like either or both, do I have the book for you!
In Scott Stratten’s follow-up to ‘Unmarketing’, he has created two books in one and when I say two books, it is literally two books entitled, The Book of Business Awesome – How Engaging Your Customers and Employees Can Make Your Business Thrive and The Book of Business UnAwesome – The Cost of Not Listening, Engaging, or Being Great at What You Do. One half is comprised of stories of great examples of organizational customer service and you literally have to flip the book to read about examples of some of the crap other companies do. In my opinion this is the ultimate case study book and when I picked it up, I decided to start with the ugly.
The Book of Business UnAwesome: The Cost of Not Listening, Engaging, or Being Great at What You Do
Why would I start with the ugly you may ask? In my opinion, in order to appreciate the good, you have to see the bad first. Scott sums it up best when he states, “It’s what we do that affects our brand perception more than any brochure every could.” This section walks you through hilarious stories about how companies use QR codes and social media in poor fashion. Scott claims, every time a company uses a QR code in the most ineffective manner, a kitten dies. In fact, this is the title of his upcoming third book, QR Codes Kill Kittens – How to Alienate Customers, Dishearten Employes, and Drive Your Business Into the Ground.
The Book of Business Awesome: How Engaging Your Customers and Employees Can Make Your Business Thrive
Scott sums this section up best when he states, ‘Marketing is a verb. Awesome is a verb. You have to do it. People may come because of great marketing, but they come back because of the experience. Loyalty isn’t built through plastic cards; it’s built through amazing experiences.” There are tons of examples of brands displaying great customer service but my favourite part of this section is when Scott addresses the question, “What is the ROI of social media?” This question drives Scott crazy because he asks, what is the ROI of things like, meetings, those 2,000 mugs brands put their logo on, fax machines and toners.
Scott explains that in order for brands to be successful in business, they have to:
- Answer questions about their product or service.
- Educate consumers.
- Offer post-purchase follow-up.
- Conduct market research.
- Discuss industry best practices.
His point is that all these things are smart for business and so is social media. You don’t have to calculate the ROI of all of these things to know that they are important.
This book is a gem and I highly recommend it. Scott has really proven himself to be a great thought leader in our marketing industry and I personally really look up to him and enjoy his body of work.