CATEGORY: Business Marketing

SEO Benefits with a Virtual Office

Do virtual offices help your SEO efforts? Short answer, yes.

There are a lot of businesses in today’s world that have figured out that a good SEO strategy can pull in heavy benefits for their bottom line in the long run. By nature, all SEO efforts are in a way very cumulative, and most people get the difference between paid search and search engine optimization. So while a paid ad strategy gives instant and short term results (the results keep going as long as you are paying), search engine optimization is different in that you are always building upon it for a steady uptick in the long run. Things you do today will add to the tsunami wave that will grow two or three months from now and wash away your competition.

One proven strategy for businesses that want to rank better in a territory they don’t have presence in currently, or would like to expand and test the waters in another territory, is to set up a virtual office. This strategy has been successfully used by various professionals like lawyers, plumbers, consultants, and many others that could use extra local presence. Virtual offices are an affordable and practical solution when you are looking for a cheap way to boost your SEO performance in local search results. And with mobile searches growing, which are by nature usually local centric, you want to get this going as soon as possible to beat the other companies who will catch on later.

Just as with all search engine optimization, this is a strategy that needs to be executed efficiently and logically for it to give you the return you are looking for. As a search engine optimization specialist, I would like to give you some tips in order to start you off on the right path for getting that desired ranking.

Below I outline the things you need to do to make sure that it benefits you and your company or client. The main ideas are to look at the location you want to rank in, see current competition and start testing. Let us begin with the first strategy.

Are there any other businesses in your category at that address?

The main idea of using a virtual office with SEO is to have a location that will be unique to your business as much as possible. You want the office to be a second, third or tenth location that customers can find you at when looking online and you would preferably be the only business at that location. First step would be to look at the locations available. Davinci has over a thousand locations worldwide and in major cities; you can see all of our virtual office locations here.

When you find the location you are looking for, go to and zoom in over the city you are looking to rank in, possibly even the neighborhood. When you are in the city you are looking to get a virtual office in, do a search for your main keyword and see what comes up for competition. Pay attention to these competing businesses locations, especially the ones in the area you are looking to get your chosen virtual office in.

While you don’t want it to be crowded, if it is in an area where your customers are in, then having two to three competitors in the immediate area is still fine – you’ll just have to outrank them with other signals (reviews, categories and tags). If there are more than ten competing businesses on the same block, then the area might be too saturated, and you are late to the party. If you don’t think you can beat any that are dragging their feet with SEO, then my honest opinion is to look at another location.

Can you serve the customers in that area?

Second piece you should look at when choosing a virtual office location, is whether or not you can serve the customers in that geo. Everyone wants to rank everywhere, I’ve worked at SEO agencies where we had clients that tasked us with this, but unless it makes sense for you to, it will be a long uphill battle. If you can’t reasonably fulfill the needs of the customers in the area you want to rank in, it’s important to ask yourself if you want those customers in the first place.

The magic of a virtual office is that it gives you a mailing address wherever you want, but also know that customers will expect you to deliver with the same speed they would get from other businesses in that area. Now, the one thing that helps you with a Davinci Virtual Office, is that you are able to also schedule meetings in almost all of the virtual offices we have listed, as well as receive mail and packages. The rest will be up to you to figure out how fast you can get things moving, if speed is an issue in your industry.

Does the geo location in that city make sense?

You also need to ask yourself if the geographical location where the office is in will make sense for you to optimize for. Local ranking depends on the proximity you are in to the city of the population you are looking to target. It should be easier for you to rank if you have a virtual office in the same city you are looking to rank vs. three cities over.

Personally, I’ve seen businesses in competitive niches (plumbing) rank in the Salt Lake City local pack, and the business is 20-25 miles in a different city, but these results are not typical. It will all depend on your SEO knowledge, competition and other optimization strategies. When picking your location from Davinci, we will show offices that are within your chosen cities borders, but we also offer a map view so you get a better sense of where our different offices are map-wise.

Do you have a local phone number?

A local presence is not complete without having a local phone number. This might be easier to accomplish for businesses that are looking to use a virtual office for search engine optimization efforts in their home city, but if you are in a different state, or even a different area code, you should consider getting a number local to that location. Not only will it boost the trust consumers have in dialing it, seeing as it is a phone number in their area, but it will further send “local” signals to the search engines you are looking to accept you.

If you are already a local businesses, you should definitely get a second phone number, instead of using one number for all locations. Using the same number is somewhat acceptable, but we are looking to create a full-on separate location, and having a number unique to each office, helps show that the locations are fully different.

Another thing to keep in mind is that Davinci offers live virtual receptionist service, which is a great complimentary solution if you have one or even ten virtual locations. You get one free phone number and can get additional phone numbers for pretty cheap; and best of all is they can be toll free or local, but in this case you would want local. Plus, now you no longer have to answer multiple phone lines from all the potential customers that will be calling, just let us do it.

Use the address on your website

A big piece of your SEO strategy for the virtual office that takes little effort, but offers huge rewards, is using the address on your website. You want this address to be associated with your business and to get a boost from whatever your websites ranking power is, so use the new address and mark it up with the correct schema markup for locations.

Using the address on your website just sends further signals to search engines that you take this location seriously, that it is a location associated with your business and that it should be given the same serious consideration as your website.

Make sure to register your location with Google Local and get the postcard to verify your location

I’m using Google My Business (also known as Google Local) as one example, but you should also be using the equivalent Bing Places and maybe even consider the paid Yahoo Local Listings to maximize your use of the virtual office location across the web. The good thing with Davinci virtual offices is that you get your mail and packages forwarded, so when you get your card mailed to you by Google or any other listing directory, you will get that card forwarded to you. Most locations also offer scanning and forwarding through email, getting you your letters and documents even quicker.

When you register your business with the local database these providers have, you will get more options when it comes to optimizing for the categories and keywords you would like to rank for. Other benefits that come with registering might include – being able to update your information, adding a website associated with the business, getting call analytics, hours of operation, times of day people are searching for your location and just being listed there. This is another pretty important step to getting your local SEO optimized the right way.

Optimize the location for relevant keywords, but don’t go overboard and spam

Last little bit of advice when you set up a virtual office location for your SEO, is to not go overboard with optimization. If you are taking the location seriously, then use it kindly by being reasonable with categories, topics and keywords that you are trying to rank for in that geo. I would suggest starting off a little less aggressive on your new location so you can gauge what is working and what isn’t. Whatever you learn at the virtual location, you can definitely apply to your other location(s).

So there you have, some strategies to get you going with your coverage area expansion using virtual offices. SEO is not easy, and everything I’ve mentioned in this article should all be considered as tips from a practicing professional, but you won’t get anywhere without trying. If you have any questions, post them in the comments. If you have any virtual office questions, call us or start a chat session right now to connect with a Davinci associate.


Customer Success Story: Spectra Lumens

For October, our success story comes from a startup company that needed affordable and great virtual office space. Spectra Lumens came to us because Davinci offered virtual office locations in an area that the business desired to show off on their website and print material. Charles, who owns the company, started researching the option of using a virtual office a little over a year before deciding to get one with Davinci.

Charles was attracted to the location of the office we had, but also the additional option to sell other products from the location he chose, as he had another idea that was in the pipeline for a secondary venture. Our office location was perfect for his startups office space needs, especially since they tried to lease office space before but it did not end up working out.

Spectra Lumens mainly focused on providing jobs through development and business services, so they were pleased with the way Davinci helped them, especially as they were just starting up their business. Spectra Lumens gave us feedback that we were wonderful and very helpful, as well as patient with the things they had to change due to startup status. We here at Davinci definitely appreciate the feedback, and always strive to provide all of our customers with the same great customer service, which we have been only improving since 2006.

At the end of the day, Charles and Spectra Lumens have been with us for a couple of months now, and as was noted to us, they still appreciate the great service, great location and our friendly & always helpful staff. Just as we appreciate the opportunity we are given to show Charles and our thousands of entrepreneur customers how much we appreciate their business and believing in us.

Whether you are a startup, growing business or a full fledged established business, Davinci can save you money and make you a lot more efficient at the same amount as what you are spending now. Give us a call today at 888.863.3423 to chat about what we can offer you and your business.


Handling Reputation Assaults in a Social Media Driven Universe

Social Media can be the ultimate, free, sales and business enhancer, or it can be a killer. Many claim that social media is democratic and fair, but is it for business? The answer is complicated, but social media is probably not as fair as we’d like. Consider that just as easily as someone can post an honest, accurate review (be it favorable or not) that could be valuable for other consumers contemplating a purchase, someone can just as easily twist things to use it as a bulletin board for posing unfair, nefarious or counter-to-reality reviews. These purposefully negative reviews distort and can sometimes sink the image, reputation, and ultimately the success of the entity or person being reviewed.

Let’s face it – social media disasters happen. Some people use social media to demonize a competitor, or simply someone they don’t like or had a bad experience with. It runs the gamut from posting a negative reaction to an actual experience where a bad review was unfounded, to viciously destroying a reputation when a true reviewable activity didn’t even take place, all out of malicious intent.

In a free society that honors freedom of speech, bad-mouthing has always been possible. It’s just that now, with the advent of social media, plus practically everyone having the ability to instantly read or write a review in the palm of their hand, the impact of such social media driven reviews is more profound, lasting and widespread. We now need to have a mature and realistic strategy in place to overcome this potentially business and reputation killing activity.

The best defense starts with the acknowledgment and acceptance that such debilitating practices such as unfounded social media trashing is a reality in today’s world; that isn’t going to change or go away anytime soon. We hope that it doesn’t happen, but we need to be ready for it in case it does. Make sure you’re up to speed on every place that a negative or nefarious review can possibly pop up online, and be ready to deal with it if it does. You have to spot it quickly, and then act quickly. Emotions will figure into your actions – no one wants to hear bad reviews about them or their company, especially if they’re not true. But don’t get sucked into the fretting or sulking about the social post. Doing so can slow your response. Get in motion right away to offset the effects of a bad social media commentary.

Consider if there is any legitimate learning or a teachable moment behind the review or criticism. Maybe there is some degree of validity to the post? Maybe there’s a blind spot that someone is pointing out that you should take to heart. If there is, and you approach it maturely and with an open mind, the review may be the best thing that ever happened to you – it’s uber-valuable, free, focus-group feedback at its purest and finest.

Maybe the post is unfair, off-the-wall stuff posted to cause damage by a rival or miscreant. Could be. Lord knows there are no-goodniks galore out there who have found an effective weapon in their arsenal to cause havoc and pain. It takes all kinds in this world. Regardless of whether it’s an unfair or unfounded review, or someone up to no good, you have to try and get out in front of the potential damage that such a review can cause. You need to respond quickly – and do so in a manner that does not come across as being defensive or retaliatory. Retaliation doesn’t work well in business in a PR context; in fact, it can make matters worse if you are perceived as a counter puncher.

You need to craft a written response on the social media stream that will be seen as mature, reasonable, and thoughtful. If there is some validity, concede that improvement may be needed, and that you will address the issue. Also note your appreciation for the feedback. You need to respond by being above the fray and not stoop to a lower common denominator. You need to manage the damage and take control of the dialogue by choosing your words and reaction wisely, respectfully and maturely, even in the situation that the criticisms are uncalled for.

The biggest hedge and insurance against bad publicity is simply being good – darn good. Build up enough positive reviews and testimony online so that a few bad reviews don’t sink you – and that you’ll possibly have an army of satisfied customers and brand loyalists/ambassadors ready to jump in there and defend you to underscore their good experiences with you. If someone reads one or a few bad reviews, but there are a lot more legitimate, good reviews out there for you all piled up, people will get the right overall view of you and your company, and surmise that it’s a bad apple outlier.

Concentrate on building an ongoing, current, and updated strong reputation with the public, your customers and all those around you by delivering top quality goods and services, treating all with the respect and dignity that you expect to be treated with, and by behaving ethically and as a good neighbor at all turns. You won’t win every battle, but you will win most. Eventually you’ll win the war for your reputation against those hell-bent on unfair publicity. People notice and honor trends. Be the master engineer of the trend that sets your mark of excellence, and when inaccurate, unfair or uncalled for reviews come up on any social media channel, you’ll be optimally ready and capable to overcome them – especially if your response is immediate, mature, fair, and respectful. That’s the best you can hope for in today’s double-edged sword world of social media freedom.

Hiring a Davinci Virtual receptionist team is a great idea if you are dealing with some social media fall out. You don’t always have the time to take every call and letting Davinci take care of your customers is a great way to stay on top of good publicity. Contact us today to learn more.


Getting Your Employees Involved in Social Media

Social media has taken the marketing industry by storm and companies large and small are leveraging “social” to drive core business objectives.

Consider just a few of the many reasons why. According to CMO, 54 percent of B2B marketers said they have generated leads from social media. What’s more, social media influences 93 percent of shoppers’ buying decisions, #Socialnomics 2014 reveals. It’s no wonder, then, why DashBurts reports 78 percent of companies have a dedicated social media team.

With these and many other statistics in mind, the big question for most companies is no longer whether to engage in social media but how to get employees more involved. From sales and marketing to customer relationship management to branding initiatives, employees can help you drive more awareness—and more profits—to your bottom line through social media.

Encouraging Employees to Go Social

Ingrid Kibler, Social Media Supervisor at HCK2 Partners, a marketing communications firm in Addison, Texas, has worked with global brands and small- to mid-sized businesses alike on the social media front.

According to Kibler, there are several key ways for brands to encourage employees to participate in social media, such as gamification, internal education, and giving employees a way to contribute content.

“It’s important to encourage employee participation because they know the company inside and out, and will serve as the best ambassadors for the brand,” Kibler says.

“What employees should do the on social media front for brand building may vary depending on the company,” she continues, “but a few guidelines apply across the board, such as having a strong professional presence online, sharing the brand’s content via their social networks where appropriate, and reaching audiences that the company cannot reach as a brand, such as LinkedIn groups.”

Some Practical Measures

Kevin Nolan saw success getting employees engaged in social media in three ways during his tenure as the Americas Marketing director at Teleperformance, a leading global outsourcing company that offers customers multichannel experiences. The company has call centers in 13 countries, including eight centers in the U.S.

“I developed a social media policy that encouraged the call center directors in the U.S. to use Facebook to reinforce our message as a great place to work and a job creator in the community,” says Nolan, who is now an account manager at Cooksey Communications, a Dallas/Fort-Worth-based strategic communications and consulting firm. “I would even create ‘public’ versions of internal announcements to protect clients' non-disclosure agreements. Facebook was an essential channel in publicizing job fairs.”

Using e-mail signatures that contain social media links is a simple task every employee can and should do. Social media buttons or links at the end of your signature helps inform customers and partners that you can be reached at different places online, such as LinkedIn, Twitter and Facebook.

“Everyone has an e-mail address, so I created some icons with the Twitter, Facebook, and LinkedIn URLs embedded in them,” Nolan says. “All they had to do was copy and paste. Soon every recipient of their e-mail—clients, prospects, community members, et cetera—was visiting our social media sites.”

Go Big on Blogging

Getting employees engaged in blogging is more important than you may think. The discipline of blogging can help employees fine tune sales presentations and general communication skills. Blogging can also unlock teaching that benefits the workplace.

Blogging has long been a staple of social media and although companies don’t want to let any and every employee blog publicly, internal blogs can influence a culture of learning. And subject matter experts within your ranks should put digital ink to digital paper to position your firm as a knowledgeable source in its space. Of course, it also helps with search engine optimization efforts. Here’s a few quick tips to encourage blogging: Give employees a template to work from, let them write about what interests them most and offer a list of topics to get the ball rolling.

“Our company had subject matter experts in key vertical markets—healthcare, banking & financial services, tech support, and travel & hospitality,” Nolan says. “Although these experts were quite knowledgeable in their respective fields, they struggled with writing. So I scheduled quick phone calls to discuss trends in their industry, their views on issues, et cetera. From these discussions I ghost-wrote their blogs and posted them on the company's public website, Twitter, and LinkedIn profile.”

With Facebook, Twitter and other social networks launching huge IPOs and offering shares in their company to the public, and subsequently those shares setting records in price and size, social media has earned its place in business as well as a communication channel. While you focus on getting customers, partners, and other businesses to your page, remember that Davinci also offers great services to help your company keep up with the influx in queries, we have everything from live receptionists to take your companies calls, to live chat service to take inbound chat requests. So do not hesitate any longer, and let your businesses social media strategy go wild on the world.


5 Strategies Small Businesses Can Adopt to Ride the Omnichannel Wave

A majority of customers and prospects now expect a digital omnichannel experience when they engage with their vendors or prospective vendors. While smartphones most certainly are a critical piece in the omnichannel experience, they are only one cog in the larger ecosystem. It now encompasses everything from the contact center, to the website (including whether it is mobile friendly), to social media channels, to any number of experiences across the Web.

Omnichannel: A Business Requirement

Companies that fail to recognize the importance of offering a seamless omnichannel experience to customers and prospects are at a disadvantage. Small businesses that think omnichannel is only for large businesses are mistaken. Quickly consider a few trends:

  • Sixteen percent of all retail sales are now online, and this rate is growing annually at 15 percent (excluding gas, grocery, and car purchases).

  • Seventy-five percent of all businesses will be digital by 2020.

  • Forty-three percent of smartphone users have made online purchases from their phones in the past 30 days.

  • Businesses without an omnichannel strategy will lose 15 to 20 percent of their customers to competitors.

What these trends show is that omnichannel has evolved into something much broader and meaningful than what was coined as BYOD (bring your own device) a few years ago. Part of it is due to demographic shifts. Part of it is as a result of technology disruption—everything from the devices themselves to apps such as Facebook, Instagram, and Snapchat.

5 Steps to Ride the Omnichannel Wave

All of this can be quite overwhelming for a small business. It is difficult to ascertain the milestone markers from the omnichannel frenzy that has beset the marketplace. Davinci understands the pressures and constraints of a small business, having our beginnings as an entrepreneurial startup a decade ago. We have also worked with thousands of small businesses to help them shape and execute on their engagement strategies. Based on our experience, there are at least five different areas where small businesses need to get right in order to create the types of omnichannel engagements with customers and prospects that produce tangible business outcomes.

1. Content. In today’s content-centric world, customers and prospects look to engage with companies that provide them with content that is interesting, informative, and engaging. Content is also a foundational lynchpin; omnichannel engagement cannot occur if a company lacks quality content. This can be done in any number of ways.

Prospects typically seek content that helps them to map out their business requirements and aids in the decision-making process. They are still building their business case and are looking for information that helps them do so. And since prospects—B2C and B2B—are more than 70 percent of the way through the decision-making funnel when they engage with vendors, it is critically important that companies deliver content through digital channels—their website, social media, online ads, search, and more—that builds awareness and facilitates engagement.

A content-starting point for a small business is their website. It needs to provide visitors with quality content that positions the company as a subject-matter expert in their space. Company blogs are probably the easiest way businesses can proffer content and engage with website visitors. Making sure the website and blog are optimized for search results is an important checkbox.

Of course, there are numerous other content channels that small businesses can explore—both to build audience and to engage with customers and prospects—such as video, eBooks, podcasts, white papers, infographics, etc. Our recommendation is to start with the website and blog and then, as time and resources permit, build your content strategy from there.

2. Mobile (and soon to be wearables). Mobile disruption is here to stay. Its impact on the personal and professional aspects of peoples’ lives is profound. Smartphones, tablets, and now wearables have changed how people communicate with each other and the companies with which they conduct business. Virtually no company in business today can ignore the mobile element.

Mobile devices are no longer a supplemental option. They are quickly becoming the primary means through which people access digital services. More than two-thirds of Americans own a smartphone, and 19 percent rely on their smartphone for accessing online services and information and staying connected to the world around them.

Small businesses seeking to ensure they remain ahead of the mobile disruption wave need to start with some basic blocking and tackling. A website must be optimized—and tested—for mobile devices. For companies that digitally engage with web visitors, this also means those engagement mechanisms (e.g., live web chat, personalized content, etc.) need to be optimized and easy to use on a mobile device.

3. Social. Social media is another technology disruption that small businesses cannot ignore. An astounding 80 percent of consumers expect businesses to be active in social media. Those that do not have social media presence or have lackluster social engagement put themselves at a disadvantage. It is irrefutable: customers want to engage with their vendors through their social channels. Prospects—in the case of a recent study 77 percent—consult their social channels and networks when making a purchase decision (for ratings and reviews).

Businesses that wish to communicate and interact with their customers and prospects must use social media. This is particularly salient considering that 59 percent of consumers interact with businesses on social media alone.

Key to an effective social media strategy is quality content. This creates high levels of engagement, driving traffic to the company website, building audience for the company blog and newsletter, and even generating new sales leads. Facebook, Twitter, and LinkedIn are virtual requisites, and others such as Instagram, Snapchat, and Pinterest might be depending on the nature of a company’s business and customer base. Managing these different social media channels has been made easy with the availability of different social media tools such as Oktopost, Hootsuite, Sprout Social, GroSocial, and numerous others.

4. Digital engagement (human and technology). Customers and prospects—particularly those who are millennials—prefer to answer their questions with self-service. Indeed, digital self-service is expected to surpass the voice channel this year. But it simply is not an issue of preferring one channel over the other; today’s B2C and B2B customers and prospects want an omnichannel experience that enables them to seamlessly move between each of the different engagement channels.

One aspect is that the human and technological elements of engagement become an integrated whole model. In general, larger companies embed their different engagement channels in different swim lanes (often in different departments, building, and states/countries), making it difficult for customers and prospects to move between each of them and moreover to provide the employees staffing those functions to leverage one data repository. This concurrently diminishes the ability to conduct data analytics and business intelligence and turn it into actionable decisions that span different business departments. This also inhibits proactive engagement based on data insights and digital behavior, something that is becoming increasingly important—and even expected by your social followers and website visitors.

Small businesses are much more agile than larger enterprises, and thus they have the ability to integrate their different engagement channels much more easily. Yet, because time and resources are limited, many small businesses only have rudimentary engagement models. One of the reasons Davinci was founded is the premise that we could provide small businesses with a multi-pronged engagement solution—combining digital and traditional modes such as email and voice.

Davinci Live Receptionists give small businesses the ability to outsource receptionist services to a dedicated Davinci team of professionals who are experts on your business. This virtual team fields incoming calls from prospects and customers, routes them to the appropriate members of your team, provides outbound calling services, and much more.

Davinci Live Web Chat enables small businesses to proactively engage with customers and prospects on your website—or even certain social channels. Our dedicated Web Chat team answers questions, provides support, and even transacts sales.

What is unique about how we have configured our offerings is that we can seamlessly move customers and prospects between the different engagement channels; each of the teams function as an integrated whole and regardless of the engagement channel the data resides in one repository (which also includes website analytics). Because of this integrated omnichannel approach, our small business customers agilely leapfrog their much larger competitors that still operate highly segregated environments.

5. Personalization. Customer and prospect engagement—spanning marketing, sales, and customer service—is rapidly evolving to incorporate digital personalization strategies. These are only possible if an organization has the right mechanisms in place to capture and store the data and moreover the underlying technologies to pinpoint actionable data insights.

The end result is websites and various other digital engagement channels that deliver highly personalized experiences. A small business can offer proactive web chat based on a website visitor’s behavior. Content can also be presented to visitors based on their profile and behavior. The same data that is available digitally can also be employed in traditional voice and email channels. Davinci’s integrated solution enables us to deliver all of these services to our small business customers.

Other areas to consider that employ digital personalization include ad retargeting, account-based marketing, and more.

Facilitating Omnichannel Engagement

It truly is an exciting time to be in business and see small businesses put in a position not only to match but exceed those of much larger counterparts. Solutions such as our Live Receptionist Service and Live Web Chat Service give small businesses the opportunity to create omnichannel engagement experiences they never imagined were possible just a few years ago.

To find out more on how Davinci’s products and services can help you deliver an omnichannel experience for your customers, send us a message, call us at 1.888.863.3423, or chat with us.


1. Adam Fridman, “Omni Channel Marketing Allows the Best of Both In-Store and e-Commerce,” INC. (April 2015).
2. Myer Sheik, “Are You Prepared to Deliver a True Omnichannel Experience?” IDGConnect (February 26, 2014).
3. Amanda Lenhart, “Teens, Social Media, and Technology Overview 2015,” Pew Research Center: Internet, Science & Tech (April 9, 2015).
4. “The B2B Funnel Revolution"
5. Aaron Smith, “U.S. Smartphone Use in 2015,” Pew Research Center, Internet, Science & Tech (April 1, 2015).
6. Louis Foong, “Interesting Infographics: Nurturing the Sales Funnel Using Social Media,” CustomerThink (January 18, 2015).
7. Ibid.
8. Sheik, “True Omnichannel Experience?”
9. Kate Leggett with Stephen Powers, Ian Jacobs, and Arelai Ephraim, “Trends 2015: The Future of Customer Service,” Forrester (March 2, 2015).
10. PV Kannan, “Trends to Watch in 2015: Digital Is the New Black,” SMART Customer Service (December 19, 2014).