Netflix, the leading US provider of DVDs by mail (and more recently, movies on demand via the web) has put a stake in the ground when it comes to customer service: no more emails with "we'll get back to you." No more outsourcing the problem to a faraway country where language barriers can damage customer perceptions. No more oft-ineffective call-center-computers. All customer service issues are now routed directly to Netflix's 100% human customer-service line, just outside Portland, Oregon. Full story in the New York Times: "Netflix’s decision to eliminate the e-mail feature was made after a great deal of research, Mr. Osier (VP, IT and Customer Service) said. He looked at two other companies with reputations for superb phone-based customer service, Southwest Airlines and American Express, and saw that customers preferred human interaction over e-mail messages. “My assessment was that a world-class e-mail program was still going to be consistently lower in quality and effectiveness than a phone program,” he said." Curious to see if the proof was in the pudding, I dialed them up. They promised a live human in 3 minutes, but actually delivered a live voice in under 10 seconds. This from a company that's watching a well-heeled competitor (Blockbuster) creeping in on its turf and needs as many differentiators as it can get. In this case, sound is the customer service -- what's done on the phone has a direct, immediate impact on brand perceptions and reputation. If Netflix isn't betting the farm on the power of sound as a key channel in its customer experience, they're at least betting most the cows and a chicken or two. So...inevitably, this begs the question: how's it going with your company, clients or notable household brands? Have you had to call your customer-service line lately, and if so, what sort of an impression were you left with? If things aren't up to snuff, follow the lead of Netflix, as I'm sure they'll innovate as the market demands. (And should you need a world-class vendor to create a measurably improved customer experience, I may be able to recommend one. Wink.)

Do cell phone companies intentionally add minutes to your calls with those slow, lengthy "to leave a voice message, press 1" instructions? David Pogue has your answer (scroll to the bottom).

Time for me to stop collecting links and start sharing. Listeningtowords.com allows you to search for or browse lectures online. Educational, TED, PopTech, whatever... Perfect for drivetime. Me, I've already found a batch of promising lectures by Daniel Barenboim: "In the beginning was sound," "The Neglected Sense," The Power of Music" and so on: 10 minutes into the first Barenboim lecture I'm cued in on the relationship between sound and silence. "With silence, notes die. And this is the beginning of the tragic element in music." Looking forward to watching this service grow.

If you've had conversations with me about good or "intentional" audio branding, or found your way to our home page (and dared read through it all), then you know I'm a big fan of using an audio identity in an intentional manner, everywhere the brand lives. So what's that mean, really? Well, here's a visual example. It's a simple way for understanding some of the touchpoints that most companies use -- this is how we already communicate with our customers, prospects and the rest of the world. We're either doing a good job at it or we're not. So, the one-minute exercise today, class, is to pick a company you know well, look at the touchpoints map, and listen up. Consider all the ways in which you've experienced sound (or an intentional lack of it) with this brand. And ask:

1. Are any of those touchpoints are sonically strong? Negative? Neutral? Delightful? Offputting?
2. Do any of these sonic touchpoints connect in a way that's consistent, compelling and differentiating? Do they serve the brand's best interests? Or detract from them? Are these opportunities gained, or opportunities lost?

Happy listening. Oh, and feel free to substitute touchpoints...this list is far from definitive. Coming soon: a look at the promotional, behavioral, and strategic aspects of an intentional audio identity. Meantime, don't be shy. We're new here, so feel free to spread the word and/or share your thoughts.