‘Undercover Boss’ Spurs Waste Management New-Customer Inquiries
Waste Management Inc.’s president is learning that reality-television shows may be one man’s trash TV and another’s public-relations treasure.
Hits to the Houston-based company’s new-customer and career Web links surged after Lawrence O’Donnell, who is also chief operating officer, appeared on the CBS Corp. program “Undercover Boss” following the Feb. 7 Super Bowl.
“We got new business from customers who’ve said, ‘Wow, that’s the kind of company we want to do business with,’” O’Donnell said in an interview. “And you know, at first I said there’s no way I would do it.”
Waste Management saw a more-than-threefold jump in hits on its online “Become a Customer” Web link in the four days after the broadcast, compared with recent daily averages, Lynn Brown, vice president of corporate communications, said in an e-mail. Traffic to the company Web site’s Careers page almost doubled and inbound e-mails climbed 112 percent, she said.
Read the full story on Business Week.
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