Archive for February, 2010

ROI of a Sandwich & Why Katzinger’s Deli Knows Customer Experience

On all fronts, Columbus-based Katzinger’s Delicatessen is the best in the world.  At the very least, they’re the best in the Midwest.  Hands down, their sandwiches and other foreign delicacies are absolutely worth talking about. But tonight, they caught me off guard.  One human being working behind Katzinger’s counter made my entire evening better.  Please watch… How do you measure the ROI of one single sandwich and one side of macaroni salad with a total cost of about $13.00? One glowing Yelp review (it matches nicely with the other 52 positive reviews for Katzinger’s) Three delighted tweets singing praise for a wonderful experience A pleased and newly-crowned Foursquare Mayor (thank you, Cheryl Harrison) One blog post to a fairly good-sized reader base in the local Columbus community, but also with readers across America, the U.K., China and Germany (brought to you by the wonders of Google Analytics) A long-term future of ongoing client lunches, prospect meetings and family outings where multiple sandwiches will be purchased, along with soft drinks, chips, potato salad and the occasional chocolate brownie The story you see in the video will be presented to audiences at multiple speaking events across the U.S., as a glowing example of how businesses can gain long-term benefits by focusing on customer experience and not just on short-term dollars and cents One happy and loyal customer who works right down the street and will visit frequently Thank you, Katzinger’s.  You made my night… nateriggsI advise mid-sized & large organizations on how to adopt and use social media to market through organizational culture and better serve their clients. I’m also a blended family dad who enjoys music, photography and distance racing. When I’m not writing here, you can find me writing over at the Content Marketing Institute. Like what you’ve read so [...]

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Humanizing Business-to-Business & Strategic Serendipity

I was delighted to meet Brandi Hann this morning for coffee at a local Starbucks, located in the heart of Columbus’s Arena District.  This particular Starbucks draws literally hundreds (if not thousands) of customers daily from a variety of Columbus’s mid-sized and large businesses, including SBC Advertising (where Brandi works), Nationwide, AEP and a slew of others.  The Arena Starbucks is a busy place, full of important coffee meetings, fifteen minute breaks, and before- and after-work jolts. As I checked in on Foursquare, I received an onslaught of tips.  This isn’t uncommon, especially in high-traffic retail-level establishments like the one in which I was standing.  I covered a few ideas on how retail businesses can begin taking advantage of location based applications like Foursquare in a previous post. Using Foursquare in a business-to-business setting is a different story.  The funny thing about the Arena Starbucks is that it’s located on the ground floor of a building that sits right next to Nationwide Arena and houses Resource Interactive, one of the largest and most recognized interactive marketing agencies in the nation.  What surprised me was that instead of receiving tips from Bucca Di Beppo or Gordon Biersch (two restaurants just across the way), the tips I received while waiting for my coffee came straight from the good folks at Resource. Good to Meet You, Matt Apparently, Matt Sidesinger is a popular dude among his buddies at the agency.  And while one could take the tips from his fellow co-workers to be negative, I personally found the tips amusing (especially the one referencing Nixon – that made me laugh).  What’s important to consider here is that with nothing better to do until my coffee was ready – and with my trusty iPhone in hand – the Foursquare tips worked to create enough [...]

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