Writing

cebiz_logoI wrote the following articles for CEBiz magazine, between 2001 and 2007. I hope you will find some insights into customer relationships in these pages, and perhaps a few ideas about who I am and what I do.    
ARTICLES
Title of Article Date Published Read (PDF)
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Customers For Keeps - A Goal Worth Having April 2007 read
So, what makes customers so valuable? What's the price tag associated with an empty store? Or the cost of having your customer shopping at a competitor's store? A loyal customer might spend tens of thousands of dollars over the course of a ten-year period. The successful retailer knows the benefits of returning customers.
Reactively Wait or Proactively Seek New Customers November 2006 read
The typical retail salesperson waits for customers to come to him or her. The theory is that when a customer crosses the transom, they're either ready to buy now (3% according to one study) or open to buying (6% in that same research). So, by virtue of making the first move, the customer is already qualified.
Life Mirrors Training Lessons October 2006 read
I spent last week training a client to distinguish actions that produce customer dissatisfaction, satisfaction, and delight. A little smack of reality and some poor and great treatment can bring those theoretical comparisons to vivid life.
How To Make Winning Suggestions September 2006 read
The other day an executive friend charged with recommending a health care plan for his organization asked me the best way to pitch Company X's program to his board. He said, "Cheryl, I know what I want, but I don't really know how to structure the proposal". This month's article focuses on how to make quality decisions and get recommendation approval from others.
Managing Gen Y August 2006 read
Last weekend was a wonderful gathering of friends who celebrated the wedding of a colleague. At my table was a fellow Baby Boomer, a single woman, who had been enjoying a new managerial role at a consulting company. For the past 20 years, she had known nothing but success and awards, but as we toasted the bride and groom, she revealed that her latest performance appraisal had cited her as "Gen Y Insensitive".
For Those Days When You're Less Than Perfect July 2006 read
I like to think that one of the compensations for middle age and unwelcome wrinkles is wisdom and enhanced decision-making abilities. I also like to think that mistakes are a part of my past rather than my present/future. But thinking doesn't make it so! Perhaps the ultimate grace associated with decades of business experience is that you realize more quickly how fallible you really are.