Not one to miss an opportunity to improve the depth of understanding in a major area of our work, I attended the session at PAX Prime 2011 on market segmentation. I learned some things, including how the industry is beginning to embrace psychographics (what motivates segments of customers to take the actions they pursue rather than who they are) and how it’s OK sometimes to shoot from the hip if you know your audience really well.

How Marketing Segments and Targets Gamers (1:01:55)

Panelists:
Pete Hines, Bethesda Softworks
Ed Davis, AKQA
Paul Caparotta, GameSpot

Whether you plan to be out for a day, a week or the entire month of December, your absence can have an impact on those left behind. Here are 6 simple steps you can take to make life a bit more pleasant for those who have already used up their vacation. Remember, your vacation days might not roll over, but brownie points scored with coworkers last forever!

1. Set your email out of office message. Most modern email programs offer an out-of-office (OOF) functionality that will automatically send a response to incoming email. If you are not sure where to find the OOF function in your email, search for “out of office” in your email program’s help functionality. (Look for a Question mark if using the latest version of Outlook.) Your OOF message does not need to be a documentary about your vacation; just include the key information:

• Friendly greeting
• Dates you will be gone
• Why you are out (vacation time)
• Day/date you will return and answer mail
• Who to contact in your absence (if anyone)

For example:

Thank you for your mail. I am out Dec 1, 2010 for a vacation day. I will be back in the office on Thursday, Dec 2. If you need urgent assistance, please contact Dave Kramer (email @ writersbloc.net). Thank you.

2.  Update your outgoing phone message. Yes, some people still use the phone – and will continue to call until you answer or return their call. You can adapt your email message for an outgoing phone message script. Key information for your phone message includes:

• Friendly greeting
• Dates you will be gone
• Why you are out (vacation time)
• Day/date you will return and answer mail
• Who to contact in your absence (if anyone)
• How to contact them (for example, dial zero for the operator or hang up and call their direct line)
• The phone extension or phone number for the coworker covering in your absence.

For example:

Hello, this is Jacqui Kramer, owner of The Writer’s Bloc. I am out Dec 1, 2010 for a vacation day. I will be back in the office on Thursday, Dec 2. If you need urgent assistance, please dial zero and ask the operator to connect you with Dave Kramer at extension 425. Thank you.

Also, turn your phone ringer off before you leave – especially if you are in an open environment. Nothing drives coworkers crazy faster than an unanswered phone.

3. Make a note of all key passwords (or reminders). If you’re going away for several weeks, consider making a note of your passwords – or clues to your passwords – somewhere safe. I once took a three-week vacation, secure in the idea I couldn’t possibly forget my passwords in less than a month. I did. My first morning back was spent with a tech support person, who eventually cracked my computer.

4. Set expectations with your clients/customers. Always let your clients know about planned absences ahead of time, even if they are just a day. For more information about setting expectations, see I’m not there: Five ways to check in when you’re checked out (for vacation) .

5. Set expectations with coworkers. I have received a number of calls over the years that began with “(name of coworker) said you’re covering (name of project) while he/she’s out…” A surprising number of these have come out of the blue – because the vacationing coworker didn’t mention that I was on point while he/she was out. The worst was a phone message I received while I was out on vacation myself… because the coworker hadn’t checked to see if I would be around that week. Needless to say, the caller was not amused by the daisy-chained out-of-office messages.

That’s certainly a candidate for worst-case scenario, but it can get worse. I once got the call about a project that had not been made public. It’s a bit difficult to answer questions or provide assistance about a project you didn’t know existed.

Don’t put your coworkers in that position. They will not be happy, and you will both look bad in the eyes of the client/coworker in need of assistance. Contact your designated contact and ask them for help at least a few days before you leave – and take time to debrief them. Leave written notes outlining where to find information (document folders, forwarded emails, etc.) and set expectations regarding what they should – or should not – do while you’re away.

6. Remember your coworkers while you’re gone. The last thing you want to think about on vacation is work – but it never hurts to spend a few moments considering your coworkers. I once worked on a team of about 12 people, all working to launch a major project in the last few weeks of December. Needless to say, there were not many vacation requests being granted. One coworker had already been cleared to take three weeks off in December for her wedding/honeymoon (scheduled long before the project).

We didn’t begrudge her leaving, but we definitely felt the loss of a key person in those final weeks. The project launched, and everyone on the team received a lovely congratulatory email from halfway around the world where she was vacationing! When she returned, she brought a bag full of small trinkets (keychain and magnets) from her vacation. Everyone received a small gift, and the person who took on her extra work received an extra nice gift on the side.

The small gestures – the email, a bag of trinkets most likely bought at the airport – meant a lot to a group of coworkers who didn’t spend December in a tropical paradise. It was by no means necessary, but it did rack up a lot of good karma points with the team. She also happily covered for many on the team when it was time for others to take their own vacations – an extra bonus that didn’t cost her anything, but certainly earned a lot of good will.

Oh, and nearly a decade later, I still have that keychain.

Management and the union are back at the negotiation table as I write, but it’s clear that workers in the trenches – the people who put out your produce, scoop your deli, cut your meat and process your transactions – are expecting to hit the picket line any day. As in, just in time for Thanksgiving.

This blog post is not about the issues behind the strike, however. It’s about the far-reaching ramifications that a strike could have – and how strike supporters can help alleviate them.

ISSUE: Food Bank donation bins don’t get filled. Food banks across the country are in dire need year-round, but are often forgotten except for the November/December time frame. Food bank bins appear at almost all of the chains set to be affected by the strike. Fewer customers to those stores that heavily promote charity bins will result in lower donations. Out of sight, out of mind. And yes, there are plenty of alternative grocery stores – including some I will be patronizing myself – that do not sponsor food drives.

SOLUTION: Donate cash to your local food bank. Food banks can stretch your dollar farther than you can at your local grocery store, so donating cash is always appreciated. They can also use it to buy perishable items (e.g., fresh meat, milk and vegetables) that are in great need but cannot be deposited in the bins.

ISSUE: School gift card sales lag. Gift card sales are a big fundraiser for area schools, including our son’s elementary. We have routinely stocked up on Fred Meyer/QFC cards to have on hand for weekly groceries, including a handful purchased before summer break. The gift card team recently promoted the idea of stocking up on gift cards for several grocery store chains – including strike targets – before doing the Thanksgiving shopping. We have stopped buying the cards in anticipation of a strike, meaning dollars spent there (pre-strike or if the strike is averted) won’t go to our school.

SOLUTION: Think outside the grocery store box. Assuming your school uses a fulfillment program, you can get much more than grocery store cards. Our program also offers many major restaurant chains (Red Robin and Outback Steakhouse), retailers (Gap) and even online gift cards (iTunes and Amazon.com). Our school’s program even carries gift cards for online services, such as iTunes and Amazon.com, that can be slipped into a card for an easy gift.

ISSUE: Older citizens have limited mobility – and their local store is on strike. Several stores likely to be hit by the strike also serve a large senior citizen group. Being the home of Boeing (among others), Seattle has a lot of old school union supporters who will shop at 7-11 before they cross a picket line. This has been evident in the past week, as older citizens have been filling their carts with large volumes of non-perishables – much more so than the average shopping trip. I heard one gentleman apologize in advance for crossing the picket line – he’s on a tight budget, and can’t travel to other areas.

SOLUTION: Have a heart. If you know someone who would prefer not to cross the picket line but can’t get to a store outside of the strike, offer them a ride. Or, at minimum, do not judge them if they do cross the line. While some may not care, others may be feeling the pain deeply enough without being called names.

ISSUE:  Non-striking stores are packed on Thanksgiving. We ordered a pre-cooked turkey from a local Top Foods, which is not involved in the current labor dispute. I requested a morning pick-up to ensure we had plenty of time to cook, and also mentioned that we wanted the deli worker to be able to go home, too. She sighed deeply and said, only half-jokingly, “I’m not sure I WILL get to go home Thursday.”

 The managers at the non-disputed stores no doubt see the strike as an opportunity to pick up new customers, and are pressuring their workers to make this the best, brightest holiday ever for all their new (albeit temporary) clientele. The deli worker seemed to anticipate staying past closing time to ensure every customer is served. It would not surprise me a bit.

SOLUTION: Be on time… and patient. Be thankful you don’t have to work Thanksgiving – and give those that do a break. Don’t show up two minutes before the store closes and insist you “just need one thing.” Check your pantry when you get up and make the last minute trip early in the day. Take something to entertain yourself in line, and be nice to the workers.

Come to think of it, that’s good advice even when there isn’t a strike.

They wanted to know where I lived:

Why do you need my address? What's my motivation to give it to you?

When I first signed up, they didn’t require this infomation. My account existed, yet the only details it had when I logged in this time were my name and e-mail address. That’s all they had required previously, and rightfully so. I had signed up for a free download, and they needed to notify me about my “purchase.”

On the surface, it makes sense. A fair trade of software value for valuable personal details, right?

Certainly, some customers will buy into this. They’ll pony up their mailing address and other contact details for a freebie with perceived value of $5 or more. But others will question why they need this information. They’re not sending a physical CD in the mail with the game on it. They’ll send me an e-mail notification when it’s time to download it. What are they going to do with the address? Direct marketing? Sell my information to a third-party? Either way, I don’t want it.

So some people – maybe the majority – will submit a fake address. 1234 Noneofyourdamnbusiness Lane, 1600 Pennsylvania Ave., or perhaps a choice expletive or two.

And now you have a problem: data integrity. A significant part of your database has bad data in it. Supposing you did have a use for the mailing address that most customers would love – say, you decide to reward them with a free disc-based game or promotional (yet adorable) sticker set that everyone would love to find delivered to them free of charge via postal mail – you’d have to do a lot of scrubbing to only send to the addresses that appear to be valid. And, even then, expect a lot of returned mail!

There’s really no good reason to ask for a mailing address unless you need it right here and right now to fulfill a customer’s order.

To be fair, Telltale does sell t-shirts, posters and shotglasses – but I wasn’t ordering those. If I had, then the transaction flow should be modified to require my shipping address. And if I was buying something – even a downloadable game – with my credit card, I’d expect to be hit up for my billing address to validate my identity and complete the transaction. In those cases, the customer will supply these details readily and, most of the time, accurately because they understand the need for it and want to receive the product they ordered.

Any time you ask for information that’s NOT needed to fulfil a transaction, you’re asking for trouble. It may be a little extra work to build that logic into your shopping cart, but it’s worth it – both for the customer’s peace of mind about your company and the quality of the data you collect.

Once happy to prey only on newbies and the truly stupid, phishing mailers used to send poorly written, typo ridden messages that were easily sniffed out by Internet veterans. But not so much these days.

I got an e-mail recently that looked like it might have been legit. It claimed I had a Battle.net account which had its password recently changed. And if I didn’t initiate this change, I should contact Blizzard support to reclaim it.

Hello,

This is an automated notification regarding your Battle.net account. Some or all of your contact information was recently modified through the Account Management website.

*** If you made recent account changes, please disregard this automatic notification.

*** If you did NOT make any changes to your account, we recommend you log in to Account Management review your account settings.

If you cannot sign into Account Management using the link above, or if unauthorized changes continue to happen, please contact Blizzard Billing & Account Services for further assistance.

Billing & Account Services can be reached at 1-800-59-BLIZZARD (1-800-592-5499 Mon-Fri, 8AM-8PM Pacific Time) or at billing@blizzard.com.

Account security is solely the responsibility of the accountholder. Please be advised that in the event of a compromised account, Blizzard representatives will typically lock the account. In these cases the Account Administration team will require faxed receipt of ID materials before releasing the account for play.

Regards,

The Battle.net Support Team
Blizzard Entertainment
www.blizzard.com/support
Online Privacy Policy

These sorts of mails are commonly triggered for security reasons, so it gave me pause. Did I have a Battle.net account? It was entirely possible. Could someone have hacked it? Certainly. Did the mail come to the e-mail address I would have used when creating such an account? Yes, in fact, it did – an account that until now had been mostly free of spam. And those do appear to be legitimate phone and e-mail support options (they’re banking that you’ll choose the easy method and just click the link).

So I did the smart thing and visited Blizzard support. But I did NOT use any of the links in the e-mail I received. E-mail links are easily diverted to addresses that look remarkably legit but are really fronts for data thieves. No, I typed in a search and found the verified Blizzard support page, which looked like this:

Do these folks make you feel warm inside? Maybe from the blood spilling from your entrails.

What do you think of this page? Does it look warm and inviting? Do the characters portrayed on it suggest that helpful support personnel are standing by, ready to help you through whatever problem you might be facing down?

No. The woman looks like she’s piercing your soul with her silvery eyes and considering whether you’d make a tasty snack for her pet serpent. The dude on the right looks like he’d be sneering at your Level 1 Dwarf except that he’s decided that you’re beneath his contempt and will roundly ignore you should you attempt to engage him in conversation.

Probably not what Blizzard was going for, unless their goal is to sacrifice customer service for reduced support volume.

Despite the icy virtual reception, I submitted my support request. I only asked whether I ever had an account with them attached to the e-mail address that received the notification mail. It took a follow-up to clear up the issue to my satisfaction. This is a common problem with support – they don’t actually read the message, they scan it for keywords and then cut and paste canned responses. Here’s what I got back:

Thank you for contacting Blizzard! My name is Charli and I am from Blizzard’s Account and Technical Services department. I have read through your e-mail and would be happy to assist you. We have recently seen an increase in phishing attempts which pose a real threat for account security. As a friendly reminder, many scams will ask you for your password, which is something Blizzard Entertainment will *NEVER* do.

You may wish to review the following links for more information on phishing emails:

     – Types of Account Thefts: http://us.battle.net/security/types.html

     – How to tell if the email you received is legitimate: http://us.blizzard.com/support/article/30828

     – Information concerning email scams, examples of phishing emails, and what to do in the event you have received a phishing email can be found on the Customer Service Forum here: http://forums.worldofwarcraft.com/thread.html?topicId=965511383

Add a Battle.net authenticator to the account and receive an exclusive Corehound pet! Information about this security device can be found here: http://us.blizzard.com/support/article/BLIZZARDAUTH.

If you feel you may have responded to a phishing email, and are unable to access the account, please contact Account & Technical Services. With proper verification our representatives may be able to assist you in recovering the account. Our contact information can be found at http://blizzard.com/support/article/cs.

Charli could be a guy or a girl, so I don’t know if it was the ice princess or that sneering dude who replied. To his or her credit, s/he did allude to the fact that it could be a phishing scam – but did not state what I actually wanted to know. A simple “The email address used to contact us is not and has never been registered to a Battle.net or World of Warcraft account” would have satisfied me. Which is what I eventually got, when I pressed for a more specific answer.

Since then, I have received several more “notifications” from the Society of Not Really Blizzard Phishers, including a notice of “Suspicious Activity – Account Locked” for my non-existent World of Warcraft account.

If there’s a silver lining here, apart from the fact that I avoided clicking what I can now see is a very suspicious link, is Blizzard’s concise white list messaging. I’ve written white list messages myself for various organizations in my roles as communications director and community manager, and this is a good one. Short, sweet and detailed:

Please be aware that if your email service or software utilizes restrictive junk or “spam” filters, you may not be able to receive important emails from our support department. This can often include critical account notices, password recovery, and billing confirmation. If such filters are in place, these messages may wind up in a junk folder, or even be deleted automatically.

To ensure you are able to receive support messages, please review the following options:

Do not use the “Spam”, “Junk”, or “Junk Mail” buttons to delete emails from Blizzard Entertainment. If this happens it may not only prevent you from getting important emails, but your mail service may start blocking ALL Blizzard Entertainment emails of any kind, for ALL its subscribers.

Check your “Junk Folder” or “Spam Folder” and make sure you do not see any official emails there. If you see any, be sure to mark them as “Not Junk” or “Not Spam” so that messages are not improperly filtered in the future.

Add our email addresses to your Address book or “Safe Sender” list:

• support@blizzard.com
• billing@blizzard.com
• wowtech@blizzard.com
• wowgm@blizzard.com
• *@blizzard.com

Following these steps should ensure that you receive all the messages from Blizzard Entertainment. If you have any questions or concerns, please don’t hesitate to let us know.

Now, if they could just convince us they really do want to have a dialog with their customers!

But it all started with this tweet, which at first glance seemed to be a random venting of frustration by a faceless social media plebe:

But this tweet seemed much more calculated after the events of the next few days.

Two days later, the online storefront was gone – apparently shut down and replaced with a short message:

We have recently had to give serious thought to whether we could really keep GOG.com the way it is. We’ve debated on it for quite some time and, unfortunately, we’ve decided that GOG.com simply cannot remain in its current form. We’re very grateful for all support we’ve received from all of you in the past two years. Working on GOG.com was a great adventure for all of us and an unforgettable journey to the past, through the long and wonderful history of PC gaming. This doesn’t mean the idea behind GOG.com is gone forever. We’re closing down the service and putting this era behind us as new challenges await.

GOG.com kept tweeting:

The news about the site remaining available for people to redownload their games was a tip off. Why would a company keep the site live for people to redownload past purchases if they had no new revenue coming in to pay the server bills?

That same day, rumors spread that the site shutdown was a hoax. And people were angry!

On September 20, the site message was updated:

First of all, we apologize everyone for the whole situation and closing GOG.com. We do understand the timing for taking down the site caused confusion and many users didn’t manage to download all their games. Unfortunately we had to close the service due to business and technical reasons. At the same time we guarantee that every user who bought any game on GOG.com will be able to download all their games with bonus materials, DRM-free and as many times as they need starting this Thursday. The official statement from GOG.com’s management concerning the ongoing events is planned on Wednesday.

The news was finally broken on Sept. 22 that the shutdown was a build up to the site launching out of beta. Anger still washed over the social media streams:

GOGcom apologized, but some feared too little, too late:

But the next day, it was business as usual – actually, more business than usual:

GOG.com seems to have generated the buzz it wanted and even earned back some customers’ trust with the addition of two popular classic games and a large sale on “favorites.” Time will tell if the stunt hurts them or served its intended purpose.

But as a social media manager who aims to understand customer needs and perspectives and strives for transparency in communications, I have to wonder if hoaxes and stunts that anger customers are ever a good risk.

Here’s how I might have handled it:

GOG.com is going down for maintenance. We’ll be shut for 5 days as we prepare to launch the new site with exciting new features!If you make a GOG purchase today, download it right away. If you don’t complete the DL you’ll have to wait til the site comes back on 9/23.

Don’t worry, your GOG.com purchases are safe! You’ll still be able to redownload everything you’ve ever bought! Big announcements coming!

Here are some new features you’ll enjoy when GOG.com comes back on 9/23: More news, community features, quick browse catalog and reminders! 

Feel free to speculate on the game news. We can’t confirm yet, but watch our Twitter on 9/22! We think you RPG fans will be pleased.

While the site is down, how about we give away a few copies of the mystery RPG. RT the following message for a chance to win!

GOG.com is back up. You may see hiccups as we continue to add servers and manage 5 days of pent-up demand. Tell us what you think!

I found both of these discussions fascinating – true highlights of the show despite the general lack of gaming content (my passion!). Fortunately, I recorded both from the front row with generally good results (there was a fidgety person next to me at the second panel who makes a few stray sounds early on, but she finally settled down).

Please note there is explicit language in the second panel (NOT safe for work, at least not without headphones!). I don’t recall any cursing in the first panel.

Becoming a Community Manager (1:01:23)

Panelists:
Jay Frechette, EA/Visceral Games
Jennifer Kye, Gameloft
Sam Houston, formerly with Perfect World and GamerDNA
Arne Meyer, Naughty Dog Studios
Collin Moore, formerly with Irrational Games
James Stevenson, Insomniac Games
Allison Thresher, Harmonix

Twittering for the Man (59:36)

Panelists:
Dan Amrich, Activision
Jeff Green, formerly EA
Larry Hryb, Microsoft
Jeff Rubenstein, Sony
A.J. Glasser, GamePro magazine (moderator)

Did these panels offer you any lessons you can apply to your job, either inside or outside of the games industry? We’d love to hear what you think.

1. Don’t create eye charts. The goal of your presentation should not be to test your audience’s eyesight – yet that is a common issue in PowerPoint presentations. Five to six top-level bullet points, plus a header, is plenty for one slide. If you are including illustrations, think three to four bullets. Better to have multiple slides covering the same topic than to have a slide no one in the audience can read. Speaking of which…

2. Let the audience listen. Another common mistake is to use a script to build the slide. Your audience will naturally read whatever is on screen – which means they are not paying attention to you. Pull out the very high-level points you will be touching on for the slide, and leave the details in your script. You want the audience to focus on you, not your slides. 

3. Limit fancy transitions. We’ve all seen the fancy dissolves, flying sentences and spinning text functionality of PowerPoint. Animating the text is a fun way to break up the monotony of writing a presentation, and it can be effective – for the right audience. It can also slow your presentation down, throwing your slides out of sync with your speech. Worse, it distracts the audience. Use the regular slide transition for presentations unless you have something really big to reveal, preferably at the end of your presentation. 

4. Follow a set style guide. Major corporations typically have a style guide, including approved background(s), font style, point size and capitalization rules for presentations. Check with your admin or manager – odds are they will know if such a thing exists. If not, create one for yourself. You will need:

• A neutral slide background. There are a number of standard professional backgrounds available in PowerPoint. If you have a group or corporate “style,” ask if you can hire (or borrow) a design resource to create a template for you.
• A readable font. Choose a professional, readable font. Good starter fonts include Arial, Calibri, Verdana, and Times New Roman. (Note: this holds true whether you are creating a work presentation or one for the PTA. Papyrus is never a good choice for presentations.)
• A set of point sizes. “Point” refers to how large your text appears. You should have a set point size for headers, another for top-level bullets, and a third for secondary bullets. They should be reasonably close in size. For example:
  • Header: 24 point Calibri
  • Top-level bullet: 20 point Calibri
  • Second-level bullet: 18 point Calibri

Keep your style guide close by as you create your PowerPoint. You’ll also need it when you’re done so you can…

5. Check your work – and check it again. Proper spelling, good grammar, a consistent flow and consistent style will lend a professional air to your presentation. Don’t assume you got everything right the first time – everyone makes mistakes, especially when developing long PowerPoint presentations. After you have finished your draft, set it aside for a few hours to clear your head. Then go back and review. Ideally, you should do a pass to review for each specific issue. Realistically, you will review once. So do so carefully, and if possible, ask a friend or colleague to take a look as well. A second pair of eyes is always helpful.

 Here’s what to watch for while you review:

• Proper spelling: Spell Check will catch a lot, but not everything. Keep an eye out for words that are misspelled, AND words that are spelled correctly… but not the word you wanted use.
• Good grammar: Same rule: use Grammar Check as a tool, but don’t rely on it.
• Consistent flow: Don’t jump around topics – finish thoughts and move on. Also, ensure that any fact or comment you reference (”As you saw on a previous slide…) is paid off earlier. In other words, make sure it actually appeared on a previous slide.
• Consistent style: This includes the point/font/template styles mentioned earlier, but also encompasses capitalization (initial caps or sentence caps?), bullet style (square, round, diamond, etc.), font color, and any other visual queue you will use in your presentation.

Follow these five simple rules and your presentation slides will keep the focus where it belongs during your next presentation: on you.

There are really only three reasons you seek out a doctor’s care, none of which are pleasant. First, there is the annual physical. I don’t know anyone who greets this visit with open arms. At the other extreme, there is the ER visit. Whether you’re a weekend warrior with a broken toe or a trauma victim delivered by ambulance, this is not a place you want to be. For most, it is something in between: the unexpected office visit.

I’ve experienced all three types in recent years, and come away with very strong opinions about the customer service provided. My most recent was today, when a small but painful eye infection sent me to the doctor for an unplanned office visit. It was also the best customer experience I’ve had in several years, demonstrating many of the best practices we demand from other businesses – but rarely from our caretakers.

Show interest in the customer
My regular physician was out, so I saw the physician on call. I had seen him once before (a wretched fall), and he took time to ask me how my ankle was doing – a year after he treated me. (Customer research re: past experience with our practice.)

Conduct customer research
After examining my eye (the source of the visit), he asked me what I thought was going on. My first thought was “You’re the doctor – you tell me.” But he quickly added that I know my body better than he does. Have these symptoms happened before? Is there anything else awry? What is my body telling me? In other words, customer research – in the truest sense of the word.

I gave him a brief description of why I thought it was one of two things (provided customer data points) and stated what I hoped – not thought, but hoped – was the answer. He considered the data points and examined additional areas of the eye. (Additional customer research based on new data.)

Make a recommendation, supported by customer data
In the end, he agreed with my assessment, and provided a detailed reason why he agreed with me. (Postmortem, although in this case the “mortem” refers to the end of the visit.)

He concluded by giving me a detailed description of how to treat the symptoms without fulfilling the RX, reflecting my previously stated preference to not go stampeding to the prescription counter. (Acknowledging customer preferences and working to accommodate them.)

He also gave me a prescription to fill in two days if the non-pharmaceutical approach did not work out. (Anticipating and proactively addressing the customer’s future needs.)

Thank the customer for his/her business
He ended by thanking me for coming in, shaking my hand and providing a card with instructions to call anytime over the weekend if I had questions or felt worse. (Proactively offering customer support.)
Outside of telling me to go left instead of right to find the exit – which he quickly corrected (identify missteps and take action to correct immediately), it was the perfect customer experience. (Providing positive customer feedback, closing the loop on the visit.)

Cable network TNT sent its marketing team in the wayback machine this week to send out a “sneak peek” at a new show, Men of a Certain Age. Which, based on the cast (Scott Bakula, Andre Braugher and Ray Romano) is somewhere in the late 40s to early 50s. Presumably, these men of a certain age made romantic mix tapes for their would-be loved ones in their youth. Or a mix tape to enjoy while driving around. Or, and I’m just guessing here, to enhance getting baked in their mom’s basement.

The “mix tape” is an iconic touch point for anyone of a certain age, especially those who know what a “tape” is. (Was.) These men of a certain age most certainly spent some quality time in mom’s basement making mixes to celebrate love, mourn getting dumped and generally show off their masterful knowledge of hot jams. (For the ultimate example of this male prototype, see John Cusack in High Fidelity.) Naturally, these men are now older, but somewhere deep inside each one, an insecure teenager is dying to find audio perfection.

Which brings me to the marketing experiment that arrived in our snail mail this week (for no apparent reason!). TNT has spent at least a few bucks to create a giant faux tape box containing a tiny-but-heavy rubber “mix tape” that’s really a flash drive that plugs into your computer’s USB port. The drive contains three songs in a play-only Shockwave format (alas, no MP3s) that presumably represent the three men at the heart of the show. I say presumably because I can’t imagine any person on Earth putting “Up Around the Bend” by Creedance Clearwater Revival, “Here I Go Again” by Whitesnake and “The Best of Times” by Styx on the same tape voluntarily.

My expectation is that these songs will play while the three men bond in the car, driving in the perfection that is the Magic Hour (right before the sun sets). Or perhaps while smoking weed they stole from one of their children in the basement. I’m pretty sure they won’t be playing any of these songs while holding a CD player over their heads. I just don’t see wooing the Mrs with Whitesnake.

I’m just guessing, of course, as I didn’t bother to watch the core marketing piece on the tape: a “sneek peek” for the show itself. I just can’t get excited about a show revolving around middle-aged men who like Whitesnake, CCR and Styx. I’m also curious as to how I was targeted to receive this particular piece. The best theory I’ve had to date, based on the name used on the address label: cable cousin (via Time Warner) HBO sold/lent my name to TNT.

I purchased a True Blood tee directly from HBO.com earlier this year, and fully expected to get marketing from at least HBO. They have not disappointed, letting me know every single item that has entered the store related to every show on the air. Every HBO touch has been via e-mail, however.

TNT clearly spent at least some marketing dollars to get attention for their show. The question is, did  it work? Yes and no. No in that I still don’t have any interest in the show, and in fact any chance I might have given it (based solely on the cast) pretty much died when presented with these music choices. (I now have a mash up of “Up Around the Bend” and “Here I Go Again” stuck in my brain. I fear I may go insane!)

On the plus side – at least for TNT – they got exactly what every show desires: a free plug.