Chris Stiehl

As a marketer and market researcher, I often wonder about the effectiveness of various communications techniques. Obviously, the marketing and advertising world is going through very rapid changes these days. Many of us are struggling with measuring the effectiveness of social media advertising, finding the correct messaging for online media and similar issues. My training was "in the good old days" of telephone, mail and face-to-face customer contact. Are any of those techniques as effective today as they once were?

My specialty is "Voice of the Customer" techniques and executive interviews. I often ask myself, what happened to the art of conversation? Very little emphasis is given to this topic in major universities these days (I teach at a couple of local universities in San Diego). Is this a lost art? Does anyone care? I think not.

One of the highly-touted benefits of Blogging and online conversations is the interactive nature of the discussion. There is an ebb...

You may have read about this. Joshua Bell, the world renowned violinist, played incognito as a "street musician" for an hour in the DC subway as an experiment for the Washington Post.

He played six challenging Bach pieces, as passersby hurried on their way to work. Over a thousand people rushed by. A few people gave him money, and about 6 stopped to listen. Only one person recognized him.

Various people, from time to time, would pause or slow down and admire his talent. One three year old boy didn't want to rush past. He kept stopping to listen. Finally, his mother pulled him away. He was turning his head the entire time. Bell collected $32.17 for an hour's performance. There was no applause or recognition of any kind. Just silence. He had played a violin valued at $3.5 million.

This was a performance by one of the world's best musicians, playing some of the finest music ever written, with one of the most beautiful instruments ever made. Did...

Many of you may recognize the phrases in the title from the hilarious British sitcom about Grace Brothers Department Store in London in the 1970s and 1980s. When a customer came onto the floor needing attention, Captain Peacock would ask the customer, "Are you being served?" If the customer needed attention, he would address one of the staff with "Are you free?"

I have several friends who always ask if I am free when they call. Of course, they are being polite and hoping I can help them. They realize that I will take their call, even if it may not be convenient for me at the moment to do so. I rarely ignore the phone. After all, I am a consultant, always hoping for a client. I am also an engineer/psychologist, hoping for a problem to solve (whether I am paid to solve it or not!).

What is puzzling to me is how many people act like Wally in the Dilbert cartoon above. As a market researcher, I am often calling business people to conduct interviews for my clients. Of...

Obviously, if you are fielding a customer satisfaction survey, you want to have good questions. However, some companies have stopped fielding surveys. They are flying blind. Why? Management claimed that they were spending a lot of money to find out that the numbers never changed! Of course, they had not executed the necessary improvements to change the numbers. More importantly, they had not used customer data to develop the questions!

If the questions were written by engineers and market researchers without consulting customers, how relevant are they? It could be that the company referenced in the previous paragraph...