Archive for October, 2009

I don’t know how to say this, but…

I had a great experience today from a company that I’m very familiar with, but didn’t know how to pronounce their name! I’m sure you’ve seen “Teva” in print (or maybe even on the sole of your favorite pair of sandals!). The word means “Nature” in the Hebrew language.

Now if you’re like most people I know, you pronounce that as “Tee-va”. Though you’re not quite positive that’s correct, so you sorta say it fast and mumble, in case the person you’re talking to knows for sure!

I finally settled this once and for all (thanks to Twitter) today. From Twitter:

“@TevaMeansNature so, settle this please: is it “tEEva” (long e) or “tEva” (short e) The world wants to know! :-)”

And the reply:

“@ChesterHull GREAT question. It’s Tev-ah not Tee-va. Too funny, thanks for the question.”

You’ll notice the link, which lead me to:

So I got to thinking, how can you help your customer’s experience in your marketing? One way is by capitalizing on the difficulty in pronouncing your name! (This is especially helpful for the introverted consumer!)Teva has done this in a way that has fun, and makes you feel great about the company. They’re not correcting you with their ad, simply helping you expand your understanding!All while showing you their equipment in action.

Sometimes the best way to solve a problem is to address it head-on!

Tune that Static!

Have you ever been “invited” to be put On-Hold, and found yourself listening to the static of an unknown radio station? It happened to me yesterday. I called a prominent, nationwide company. I called their local office, and was put On-Hold…listening to a static radio station isn’t a great way to give me a good feeling about the company.”Of course” you say, “in your business, you’re a lot more tuned into thinking about the On-Hold experience.”True. But have you paid attention to what your callers are saying about your On-Hold experience?Want a real-time view of what callers hate (and like!) to hear while they’re On-Hold? go to, and search for On-Hold.Then call your company. Ask to be put On-Hold, and walk a few minutes in the shoes (or “ears”) of your customer. The experience might change you…If it encourages you to start talking to your caller, in the their language, and transforming your caller experience, then great!Anything less, and you’re really just tuning static!

Why you hate On-Hold music

You’re standing 6 rows back, and just to the right of center, facing the stage. The sky above the field dimming as the light trusses blaze brighter. In a flurry side stage, you glimpse them, last minute preparations…and now they’re on stage, kicking off one of the greatest (or the first) concert you’ve ever heard!

So what is it about the music that makes it so popular? How can bands like U2 remain for so long, and command such a high ticket price?

It’s because of the emotion…the experience. Music carries emotion. It can replay memories more powerful than reality. Trigger aroma’s stronger than they ever were. And place us once again with our first romantic love. Music is a portal…a time machine to take us to lands and times close…and far away.

So what does this have to do with On-Hold music? Just do a Twitter search for “on-hold”, and you’ll see what people think of the music: “On hold with health insurance co – I refused their elevator hold music intended to make you give up and hang up – give me dead air any day.”

…and ” I wonder if there been any new on-hold music recorded since 1987.”

Read the rest of this page »