Skip to main content
U.S. flag

An official website of the United States government

Official websites use .gov
A .gov website belongs to an official government organization in the United States.

Secure .gov websites use HTTPS
A lock ( ) or https:// means you’ve safely connected to the .gov website. Share sensitive information only on official, secure websites.


The Official Baldrige Blog

Mobile phone showing Local Call Unknown
Credit: MoonSplinters/Shutterstock

Press 1 Now

Your cell phone rings. It is a number that is not on your personal contact list. Since it comes from your area code, you decide to answer.

Consider this hypothetical call:

Hi this is Harry your Baldrige Excellence Framework scheduling support marketing icon with headphones.
Credit: smx12/Shutterstock

"Hi (insert your name here) this is Harry. How are you today? (Pause). It is always good to be in touch. I will be in your neighborhood next week working with some of your neighbors. I know your company is not performing as well as it could during these difficult times. If you grant me a few minutes of your time, I would like to introduce you to the Baldrige Excellence Framework, a proven approach to become happier and more engaged at work while simultaneously improving your organization strategically and operationally. If you are the boss, you will thank me. If you are an employee, your boss will thank you. To learn more and schedule a risk-free appointment, press 1 now..."

I don't know about you, but my reaction to calls like this one result in me saying I will never deal with that company. And if they call several times, I start telling my friends and social media to stay away from the organization.

Why Do Telemarketers Persist? 

According to data from the Association of National Advertisers, between three and seven percent of the calls are successful and that makes the effort profitable. For me, the flip side of this coin is equally troubling. According to Consumer Reports, the impact of robocalls is that people don't answer calls from unknown numbers. Some consequences have been costly and impacted people negatively. Examples given include calls from doctors' offices when the number is not the one you call as a patient or calls from utility company repair people calling to say they are coming in the next hour. In the latter case, an unanswered call could mean the customer is not at home or just not answering a call from an unknown number. The truck then comes anyway and sometimes finds it a wasted visit.

Robocallers, please recognize you could be losing many sales while succeeding with a few. And you could be inadvertently encouraging people to not answer phones when they should.

So Why Did I Call this Blog Post Marketing 3.0?

Because when I have a customer issue, I seek guidance from category 3 of the Baldrige Criteria for Performance Excellence. Please consider these questions related to Customer Expectations (item 3.1) and Customer Engagement (item 3.2):

  • How do you listen to potential customers to obtain actionable information?
  • How do you build and manage customer acquire customers and build market share? 

According to upwards of 97% of your potential customers, robocalls do not engage new customers.

Oh, and permit me one final comment, calling me at dinnertime is even more annoying. 

2019-2020 Baldrige Excellence Framework cover photo

Baldrige Excellence Framework

The Baldrige Excellence Framework has empowered organizations to accomplish their missions, improve results, and become more competitive. It includes the Criteria for Performance Excellence, core values and concepts, and guidelines for evaluating your processes and results.

Purchase your copy today!

Available versions: Business/Nonprofit, Education, and Health Care

About the author

Harry Hertz “The Baldrige Cheermudgeon”

I am Harry Hertz, the Baldrige Cheermudgeon, and Director Emeritus of the Baldrige Program. I joined the Program in 1992 after a decade in management in the analytical chemistry and chemical sciences laboratories at the National Institute of Standards and Technology (NIST), the home of the Baldrige Program. I started my career at NIST (NBS) as a bench analytical chemist.

My favorite aspects of the Baldrige Program are: (1) the opportunity to interact with leading thinkers from all sectors of the U.S. economy who serve as volunteers in the Baldrige Program, who participate in the Baldrige Executive Fellows Program, and who represent Award applicants at the forefront of the continuous journey to performance excellence, and (2) the intellectual challenge of synthesizing ideas from leading thinkers and from personal research into Insights on the Road to Performance Excellence and other blogs that tackle challenges at the “leading edge of validated leadership and performance practice,” and contribute to the continuous revision of the Baldrige Performance Excellence Framework.

Outside of work I spend my time with family (including three beautiful granddaughters), exercising, baking bread, traveling, educating tomorrow’s leaders, and participating on various boards and board committees.

Related posts


Add new comment

Enter the characters shown in the image.
This question is for testing whether or not you are a human visitor and to prevent automated spam submissions.
Please be respectful when posting comments. We will post all comments without editing as long as they are appropriate for a public, family friendly website, are on topic and do not contain profanity, personal attacks, misleading or false information/accusations or promote specific commercial products, services or organizations. Comments that violate our comment policy or include links to non-government organizations/web pages will not be posted.