Wednesday, August 3, 2011

What Gets Measured?

We had a meeting of downtown business leaders to share our "one big thing", that one nugget of truth that helps us be successful. Local businessman Bob Smith said...

"You can't manage what you don't measure."

Frances Schagen, who helped me with the eBook Reading Your Financial Statement, had a more positive spin on the same message...

"What gets measured gets done."

What are you measuring?

I looked at my web stats for http://www.philsforum.com/ to see from where I got my traffic, to see which documents were downloaded, to see which eBooks were most popular this week.

I was surprised that my newest eBook - Customer Service: From Weak to WOW! - was only fourth on the list of eBooks downloaded for the week. Apparently more people were interested in Inventory Management, Staff Meetings Everyone Wants to Attend, and Understanding Your Brand.

Usually when I announce a new eBook, it dominates the downloads for the first week.

Now I need to read into the tea leaves from this data and decide one of three things:


  1. People are not interested in the new eBook on customer service.

  2. People are not aware of the new eBook on customer service.

  3. The other eBooks are more important to my readers than customer service.
Since I track these numbers regularly, I have some understanding that the Inventory Management downloads this week have been unusually high. This is a good thing. I also know that the Customer Service: From Weak to WOW! downloads have been weaker than a typical launch.

But previous posts on Customer Service have been some of my most popular posts (I know this because I measured it.) Therefore, the most likely answer to why the new eBook was not tops in downloads is a combination of #2 and #3.

Which means that my message in the launch of the eBook needs to be tweaked...


I just wrote a new eBook that you can download for FREE that will help you raise the bar of your customer service so high your competition will not even be in the conversation!

It is called Customer Service: From Weak to WOW! and although you will hate me for some of the things I have written, and you will dismiss some of my advice out of your own denial, you will be thankful you downloaded it and shared it with your staff. More importantly, your customers will be thankful when you quit giving lip service to customer service and start WOWing your customers.

At only four pages, how can it be that good?

Download it and see for yourself. It's FREE!

-Phil Wrzesinski
http://www.philsforum.com/

PS Why do I give away so much for FREE? I want you to succeed. Period. That brings me lots of joy. Plus, I know that if you find it useful you'll reprint it, re-tweet it, share it with others. Then even more of us independent retailers will see success. My goal is to raise the water level for all boats, even if I have to do it one harbor at a time.

PPS Of course, my other favorite thing is when I get hired to speak to groups of retailers. Giving information away like I do gets my name out there and helps establish me as an expert. The more you share what I say and the more you help me spread that influence, the more likely I get those opportunities. Thanks!

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