UPDATE: Our ebook “Humanize It” has been picked up by Tom Peters’ wire service and will soon be published in a different, full-length form by the American Management Association. Please feel free to download it here at no charge as long as we are able to post it here. You can download your free copy here.
Humanize It: Bring A Five Star Sparkle To Your Customer Interactions – and Watch Your Business Flourish By Leonardo Inghilleri & Micah Solomon
Published by Change This (changethis.com)
Land mines and gold mines – an introduction to a few concepts from this free ebook
The power of the Internet can turn even your “least important” customer into a public relations land mine.
Consider the example of Tom Farmer and Shane Atcheson. They were denied “guaranteed” hotel rooms at 2 AM. They formatted their complaint to the hotel as a bitter (but humorous) powerpoint presentation and sent copies to a couple of friends online, who then sent it along to a couple of their friends, and on and on it spread. Within weeks the hotel had a public relations fiasco on its hands.
….Or gold mine. Consider the example of online shoe merchant Zappos.
They provided special help to a woman who couldn’t handle their return shipping procedures in the immediate aftermath of her mother’s death; the good word spread quickly throughout the blogosphere.
Who are we and how do we know this stuff? Background on the authors:
Leonardo Inghilleri is the Managing Partner of West Paces Consulting and part of The West Paces Hotel Group, which is known for its recently launched ultra-luxury hotel brand Capella Hotels & Resorts and helmed by legendary hotelier Horst Schulze. Previously, Inghilleri worked with Schulze for years developing The Ritz-Carlton, BVLGARI, and Walt Disney Company hotel brands and systems.
Micah Solomon’s customer experience, marketing, and entrepreneurial business insights and achievements are featured in Success Magazine, the Seth Godin bestseller Purple Cow, and other publications. Micah is President of Oasis Disc Manufacturing, a company he bootstrapped starting with a credit card and a single room in a leaky basement. It is now one of the top brands in the optical medial industry. Reach Micah directly: micah@micahsolomon.com
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