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When customer service is king, employees get the royal treatment.

In most companies, the employees who spend the most time with customers are the lowest paid and least empowered. At Zappos, they’re the ones in control.

When you walk through the call center at Zappos, the Las Vegas-based online shoe and apparel company, you get the sense that there may be inmates running the asylum. Employees enjoy free lunches, a 25-cent vending machines, a company library, a nap room, and free health care. Each department has its own decor, ranging from rainforest themed to Elvis themed, and employees are encouraged to decorate their work spaces.

Halls are covered with murals and cartoons, rooms are filled with props, and workspaces are filled with personalized clutter.  As one Zappos employee described it: “it looks like Whoville exploded in here.”

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Faceless on Facebook: Does your brand flunk the personality test?

Make brand exposure and interactions count. A brand’s personality is built from the sum of moments shared with its prospects and customers.

Personality Not Included, by Rohit Bhargava, explores the reasons that brands systematically lose their personality and how it’s possible to regain a brand’s identity and likeability by effectively leveraging social media and other brand-to-one communications. Bhargava, SVP of digital strategy at Ogilvy Public Relations Worldwide, helps marketers navigate the roadblocks that drain personality from a company — namely lawyers, investors, peers, and bosses.

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The wrong number: Phone books for local advertising

phonefailsFor decades, phone book listings were the heart of effective local advertising. Well, that heart has been broken.

I’ve talked to many small business owners recently who found phone book ads effective in the past. Their consensus? Phone book ads don’t work anymore. People don’t use phone books anymore to find service providers. They Google it. This is why all of the phone book directories are pushing their online services — as they scramble for their own survival.

“I don’t own a phone book, and I haven’t since I first moved out. I get them – each year I’ll find one at the end of my driveway – but, I never keep them,” said Karl Ribas, a search engine marketing consultant. “I rely 100 percent on search technology to provide me with those sorts of answers… specifically Google Maps. Google Maps is the best local search tool ever, and I’d much rather use it and my computer to find the information I need then flip the pages of the YellowBook.”

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Billboard blight: The only highways signs I’ll miss are for Wall Drug

Typical Wall Drug SignFor the second time in 15 years, I made the drive from Wisconsin to South Dakota.  On the long, straight and open road of this 14-hour trip, one of the noticeable features of the landscape is the Wall Drug signs.

There were more than 70 of them on our first trip — beginning 500 miles from Wall, South Dakota.  The story of these signs is epic. Ted and Dorothy Hustead started their rural drugstore in the 1930s and the ill-fated location was leading them to ruin until they decided to put up a road sign offering free ice water.

“A high school boy and I put together some signs. We modeled them after the old Burma Shave highway signs,” the founder said (courtesy of Guideposts Magazine). “For hours, people came pouring in, all hot and frazzled. For hours we poured gallons of ice water, made ice cream cones, and gave highway directions.”

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Chain letters from the White House

chainletterWhen I returned from vacation this week, I wasn’t surprised to see a chain letter waiting in my inbox with hundreds of other emails. The surprise was where the chain letter came from: The White House.

More surprisingly? It came from David Axelrod, Senior Adviser to the President rather than from Obama himself. In part, I think this is why the email (which includes more than 24 links to health care resources) seems so sincere and effective.  Axelrod invites recipients to forward the email in order to fuel discussions about health care.

Brilliant.

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