The Accessible CEO – Myth or Today’s Marketing Reality

“Perhaps the biggest change the new marketing brings is the easiest to overlook, mostly because it’s so obvious. Every
organization now has the ability (and probably the responsibility) to deal directly with the world. With customers, with prospects and with those impacted by their actions. No middlemen.”

- Seth Godin from Meatball Sundae

Are You Accessible?

Some of the most important things about marketing today are the small, minute details. You know, those ones you don’t think about all that often. One of those “little” issues is accessibility and openness with customers.

I received an email today from TypePad’s new CEO about some changes he wanted to bring to my attention (I use TypePad for this blog). It was a nice letter, but it was the end that received my full attention:

“Tell Us What You Need

We’d love to hear what you think is most important for TypePad’s future…

• Email me personally at chris.alden[at]sixapart.com.
• Share your feedback in the comments to our…

Keep an eye on the TypePad team’s efforts this year — we’ll have a lot of big news to share with you!

Best regards,

Chris

Christopher J. Alden

Chairman & CEO
Six Apart, Ltd.”

(Note that I didn’t include the whole ending.)  The takeaway…here is the most powerful person at this business insisting that he be emailed directly with feedback about the company.  I don’t know about you, but this makes a profound impact on me. How many times have you tried to get in touch with ANYBODY at an organization you do business with, especially the CEO.

The Key for Your Business

• How available are you to your customers?
• Can your customers email you and your key officers directly?
• If they can, do your officers actually respond or do they have someone else reply?

Customer expectations have shot through the roof with increases in technology. Can your business live up to the expectations?  If you can, you have a significant competitive advantage. Why? Because as we all know, most of the companies we deal with are shielded in layers, hierarchy, processes and the “that’s the way it’s always been done” vision statement. I here opportunity knocking.

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