Sulemaan Ahmed

Sulemaan has long been involved in the digital marketing and e-commerce space and has had the good fortune to work with major brands during his career. He is currently the Customer Programs Manager for the Online Canada Apple Store.

He previously worked with Sears Canada as Online Channel Manager and lead all marketing, product, merchandising, technical and operational initiatives for SearsTravel.ca. His mandate was to relaunch the website and drive online growth both of which he successfully accomplished.

He co-chaired the email task force for Sears Canada and has spoken at various CMA and industry e-commerce events. He is currently the Vice-Chair of the CMA Digital Marketing Council where he co-authored the Second Edition of the CMA Guide to Email Marketing.

Prior to joining Sears he worked as Manager of eCRM for Air Canada's Web Services. He has also completed numerous consulting projects for Air Canada, Aeroplan, Air Canada Jazz and the Better Business Bureau during his career.

He completed his Master of E-commerce degree from Dalhousie University. His thesis was titled 'Factors Influencing E-Newsletter Success in North America".

The opinions expressed are solely the personal views of the author and do not in any way reflect those of current or previous employers.

The Final 30

“Parting is such sweet sorrow” according to some guy named Bill. He was definitely spot-on.

I recently moved on to a new gig and the process of leaving has been both a learning and emotional experience. I’d be a liar if I said no tears were shed on my last day.

My decision to leave wasn’t one of desperation per se but the right opportunity came up and I couldn’t refuse. I had a chance to work with a brand I admired as a child and in a completely different industry with some very talented people. (Yes, this section is full of clichés so I will ease off the gas.)

Having said that, while moving forward it's important to be grateful for what got you to that point. I'm thankful to have worked with some terrific people at Sears Canada. Both family and friends reflected that I’ve changed for the better since I joined. Whether it was Sears employees, vendors or partners on the agency or client side of things - there is no question that my growth was a direct result of the people I worked with.

When time came to give notice, my boss was very gracious. I only hope that I have the maturity to behave in such a way if I’m ever in that position. With the demand on talent now being what it is, I’m sure I’ll be faced with that kind of situation. I’m sure many of you have been there already.

“They have already taken their pound of flesh" one person observed. Therefore the implication was to go into cruise-control down the home stretch. I suppose that was an option as I’ve seen others do that over the years but deep down I was never impressed with that kind of behavior.

Candidly, during my last two weeks I probably worked harder than any other two week period in the past six months. What drove that behavior was a comment a colleague made to me. She said “You can work your tail off for years but people will only remember the last two weeks. The question is - how do you wish to be remembered?”

A friend of mine switched jobs as well and we discussed this over dinner recently. It was his view that you never know when you will cross paths with others in future. So it was no surprise when he said, “I saw the wrong side of 6am a few times before my last day.” He was not trying to portray himself as a martyr but simply taking care of business when people least expect it. No wonder he is so respected in the industry.

Furthermore, as much as you may be overjoyed starting a new gig, be sure not to dump on the old one or come off as excessively happy. Remember those who helped you achieve success are still there and they have earned your respect.

When walking out the door be sure to go out with dignity, humility, thankfulnees and the same drive and work ethic you started with. Just as the first 30 days in any new position are critical, so are the final 30 days at the old one.

You owe it to your company. You owe it to your colleagues. You owe it to yourself.

Humour

Dear Google,

I'm still concerned with you as per my last letter but I have to call a spade a spade. You've made me laugh a few times recently and it's not often a company/brand can do that. Well except maybe the Mac versus PC ads. (No personal bias or anything.)

Recently, two things that you've done caught my eye and seem to demonstrate you indeed have quite the sense of humour.

The first one was flagged by a friend who noted the April Fool's Day joke you put out about Google Paper.

Rather brilliant I must say. Sources tell me that you actually had inquiries where people believed it to be a real product launch and were ready to buy it.

I suspect the rationale was "If it's done by Google it has to be good." You know your brand is strong when you can pull off an April Fool's Day joke and not upset customers.

The second funny thing was sent to me via email this past week. The steps are listed below. (Or just click on this link for the express line courtesy of GK)

1. Go to Google
2. Click on Maps
3. Click on 'Get Directions'
4. Type "Toronto" in the first box (the 'from' box)
5. Type "London" in the second box (the 'to' box)
6. Click on 'Get Directions'
7. Scroll down to step #26.

What a cheeky little monkey you are! Perhaps it's the little things like that which allow you to be in a position where you can acquire Double Click for $3 Billion or be ranked #1 amongst the most innovative companies in the world by Wired Magazine.

Humour is a tough thing to play with in marketing because it can backfire easily. There are countless examples one can refer to. But when you pull it off successfully it's impressive.

That is perhaps one reason why I enjoy travelling to London as the commercials there are hilarious. It's probably the only place where it's SuperBowl weekend every weekend.

So good on you Google. Having said that, I still maintain my point about bidding on branded keywords so you're not off the hook yet my friend.

Regards,

Sulemaan

Sending End

Not long ago I had a musing about a positive customer experience. Upon reflection one point that I should have elaborated on was the act (or art) of recognizing others.

We are all demanding as customers and even more so with the advent of the Internet. We know what is available and out there both in terms of products, service and/or the lack thereof.

Once a travel agent remarked (you could replace that title with 'car salesman', 'mortgage broker' and countless others) that the Internet was the bane of her existence.

If a girl has a lousy customer experience at Starbucks, it's quickly posted on the world wide web for all to see. A guy can show the world step by step how a kryptonite bike lock can be hacked with a bic pen.

You can't run from it. We are all quick to complain about bad customer experiences. And we are all subject to the consequences in the new digital age.

Nevertheless what about the other side of the coin? We all should take the time to recognize and acknowledge great customer experiences. Doesn't it feel good when you get a letter, phone call or email from a customer recognizing your efforts, your team or your company for a job well done?

So if you enjoy being on the receiving end, why not be sending end as well? If you have a great customer experience be sure to say thank you. But be sure to take it a step further and tell that employee's boss what a great job they did.

How? If you are in a restaurant, ask to speak to the manager and tell them of the great service you received. Myself and a colleague did that once when having dinner in Calgary a few years ago. The manager said she appreciated it because the same waitress apparently had a complaint the previous day from another customer.

I'm not recounting this to underline what a swell guy I am. I certainly have my detractors (the line starts over there) but if I can make a difference, then you can as well.

This practice doesn't only apply to external partners. If someone within your organization does an outstanding job, why not send an email thanking them but then cc. their boss or VP as well. That takes 'thank you' to a different level and requires little effort to do it.

So when the right opportunity comes to be on the sending end, what will you do? What goes around comes around.

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On a somewhat related and self-congratulatory level, I'm pleased to note that the CMA Blog was recently rated in the April 16, 2007 issue of Marketing Magazine as one of the top marketing blogs in a piece written by Mark Etting "If you only read 12 blogs..."

This is a definite compliment considering the CMA Blog has been up for less than year. Thanks to all contributors (whether you write, read or comment) who made it possible as we are in very distinguished company.

Anyway

As marketers things are never easy. "Do more with less" is a common refrain heard. Or the lovely "Your marketing budget is flat (or cut) from the previous year but we still want x% sales increase." Ah the joys of marketing and the expectations placed upon us chosen few.

My view is that we now have to be proactive in the online space and not just be 'marketers' but 'entrepreneurs' almost. Thinking outside the box is no longer a cliche but means of success. Who wants to simply survive? Even if we are part of a large firm, be it agency or client-side, this mindset can no longer apply to only to small or start-up companies.

If it came down to one word? Innovation.

These days it's as if you must incorporate that in your business DNA to be successful. Granted, one could always take the route of competing on price but it's a zero sum game. Someone will always be around the corner who will find a way to be cheaper than you. And even if they are not located in your city, province or country - they are somewhere in the world.

Don't get me wrong. Being innovative isn't easy as it requires both patience and persistence. Two commodities that are in short supply these days but are there if you find the right company and culture. It's also important to keep in mind that what is 'innovative' thinking for one person/organization could be construed as stone-age thinking by another. It's all relative.

So when you have those moments that you feel like you are in a game of snakes and ladders, remember to persist. I came across the adage below many years ago by an unknown author and has helped when I come across some slides in life and in business.

So remember, People are unreasonable, illogical and self-centered; love them anyway.

If you do good, people will accuse you of selfish ulterior motives; do good anyway.

If you're successful, you win false friends and make true enemies; try to succeed anyway.

The hard work you do today will be forgotten tomorrow; work hard anyway.

Honesty and frankness will get you nowhere; they make you vulnerable and weak; be honest and frank anyway.

What you've spend days building may be destroyed overnight, I've seen that happen; build anyway.

People really need help but they attack you if you try to help them; help others anyway.

Give the world the best you've got and you'll get kicked in the mouth; give the world the best you've got anyway.

Harry and Me

Recently I was in the hunt for a new suit as the wardrobe required an upgrade. Watching the Devil wears Prada or finding a great blog on local clothing sales can do that to you.

Not too long ago I was on vacation in Florida and when I was not at a theme park (the joys of parenthood), I found an incredible deal on a Hugo Boss suit.

Yes, some people have alcohol, gambling or other things as a vice but mine is nice suits. The trick is finding ones that are affordable so I can still feed my family.

As I purchased my suit a few days before leaving Florida, I did not have the opportunity to get it properly tailored. I brought it to the Harry Rosen store by my office. A great employee (Alex Cheung) who I've dealt with a few times took care of it no problem. I was late for a meeting so I bolted out of the store and said I'd pick it up when it was ready.

My schedule has been a disaster lately so I came a few days later in the evening but Alex was not there. The staff tried to find my suit but after 20 minutes no such luck. They looked high and low but it just wasn't in the cards.

The staff apologized and said they did not want me to wait any longer. One gentleman said if I needed it that night they would keep looking and courrier it to me. (Wow #1)

I told them that was not necessary but I needed it for an engagement later that week. They assured me they would find it the next day when Alex was in. They also said they would ship it to my home at no charge (Wow #2). As I worked closeby, I said they could drop it at my office.

Sure enough the next day, they dropped off my suit all properly tailored in a nice garment bag. I also had a voicemail from Alex the next morning asking to call him. I dialed up Alex and he politely explained the reason they could not find it was that I did not leave my full name before I left the store.

Well didn't I feel special. I apologized and told him I'd come and pay for the tailoring and any delivery costs. Alex said it was not necessary. I said it was my fault as they delivered the service I asked for. If they couldn't find the suit when I came it was because of my own fault and not his or Harry Rosen's. Alex insisted it was not necessary. Keep in mind that I did not purchase the suit from Harry Rosen to begin with. (Wow #3)

Imagine, a customer insists on paying for services renderred and the company refuses to accept payment? Was I in some kind of parallel universe? Is that the Twilight Zone music in the background? Not so. I sent an email to Harry Rosen thanking them and recognizing Alex's efforts and received a reply from Larry Rosen, the Chairman and CEO himself. (Wow #4)

Talk about exceptional customer service. Talk about earning a loyal customer. Yes, their prices are not cheap but you do get what you pay for. I've been to other high-end clothing retail stores around the globe and the service at times has been nothing short of abysmal.

Looking for great service and great men's wear? Check out Harry Rosen at the Eaton Centre and ask for Alex. Tell him the guy who forgot to give his name sent you.