|
Greetings!
Hope your business is hot this summer! Summertime
often spells beach time, and reminds us of a
favorite analogy concerning how the sales,
marketing, and customer service departments often
view a single issue (such as a customer account) like
three people standing around a beachball. To one
person, the ball is red; to another, the ball is green;
to the third person, the ball is blue. And they are all
correct - from their view. But once they can each
see a little bit of what the others see, there is a
deeper understanding that this is more than just a
green ball. Your customer needs to see the entire
beautiful multi-colored beachball, in all its splendor.
Who says business isn't a day at the beach?
In this issue, we discuss the importance of a 360
degree view in all customer matters, as well as points
of consideration when determining the level of
customer service you can afford to provide. We also
introduce our new business blog showcasing live
examples of the view from the customer.
As always, we welcome your comments, challenges,
suggestions, and ideas. What's on your mind these
days? Let kick it around!
| 360 DEGREES OF YOUR CUSTOMER |
 |
|
In keeping with our company philosophy, See
the World Through Your Customer’s Eyes,
we believe that all customer touch points should
be integrated with each other, so that no matter
who the customer connects with in your company,
their experience is consistent, clear, and coordinated.
There are three elements of a company that propel
its business: marketing, sales, and customer service.
Most companies know, theoretically, that these three
elements need to work together effectively to
produce steady sales, revenue growth, and happy
customers. However, often there are aspects
of human nature that get in the way of each of
these elements performing to the best of their
capabilities. The ability to identify, address, and
resolve these issues goes a long way towards
building long-term success.
|
| CUSTOMER SERVICE, BUT AT WHAT COST? |
|
|
Does the fear of being bled by unscrupulous
customers prevent you from creating the type of
service policies that, deep down, you really know
your business should practice? Most organizations
know that one size never fits all. But determining
the level of service to provide is a very personal one
for each business. Chuck Dennis, vice president of
our customer service practice, examines a number of
business considerations that help decide to what
extent companies can reasonably afford to go, to
provide their customers with the service they
desire.
We talk a lot in this space about doing whatever is
necessary to serve the customer, as we consider the
customer to be the lifeblood of every business. But
oftentimes, skeptics counter with talk of fiscal
responsibility. Their fear is that the floodgates will
open, customers will take advantage of the
company’s desire to please them, and make
unreasonable demands, ultimately leading to the
company’s financial demise.
|
| MARKETING AND SALES: HAND IN HAND? |
|
|
In theory, Marketing and Sales efforts are a
coordinated, in-sync set of communications that
compel the right customers to buy. The reality is
that activities of the marketing and sales
engines of your organization are often going in
different directions. The most obvious clue is flat or
declining sales - and that can spell trouble in both
the short and long-term. What does it really take to
figure out if your marketing and sales efforts are in
alignment or not?
As we regularly advocate in many of our interactions
with our own customers - we suggest taking "a look
in the mirror." By reviewing objectively the company
value proposition, marketing strategy, sales
competency, and customer perspectives - you can
see what connects well, and what doesn't connect
at all. Think of each of these items as a mirror.
Whose face is reflected back? Is it the face of your
company or the face of your customer?
|
| C. DENNIS JOINS CONSTANT CONTACT'S CUSTOMER ADVISORY BOARD |
|
|
Knowledgence Associates is pleased to announce
that Chuck Dennis, Vice President - Customer
Service Practice, has been invited to
join the initial customer advisory board of
Constant Contact, a Waltham, MA-based
e-newsletter service provider.
Chuck, along with five other Constant Contact
customers, will work with product managers and
marketing professionals on creating product
enhancements and new product development.
"I look forward to working with Constant Contact in
an advisory capacity. They are an enterprising
business, and by bringing representatives of their
user community on board, they are making an upfront
commitment that new products will be relevant to
their users," Dennis said. He has been an
active user of Constant Contact's services for over
three years.
|
| UPCOMING SPEAKING ENGAGEMENTS |
|
|
AMA University,
American Marketing Association
Omaha, NE
October 12, 2005
Society of Professional Consultants
Successful Consultants Series
Boston, MA
October 17, 2005
NEHRA, 2005 HR Invention Convention
Providence, RI
November 2-4 2005
Sales & Marketing Executives International
Milwaukee, WI
April 19, 2006
|
|
Introducing "THE CUSTOMER VIEW" |
|
|
|
We invite you to visit our blog, called The Customer View.
Here we share our observations of real companies,
products and services and how they deliver to the
360 degree view of the customer. Its focus is on
providing real world examples about gaining,
maintaining, growing, and serving customers.
Be sure to read our entry concerning a recent visit to Customer Service
Nirvana, otherwise known as Daniel's Broiler, a
restaurant in Seattle. Many places talk good
service; this place lives it. Many of its principles can
be applied to a variety of businesses.
We would like to make our blog a point of idea
interaction and exchange. We invite you to share
with us any live examples of a customer experience
that exceeded your expectations, or let you down in
a big way. We're not looking to catalogue every
terrible customer experience out there! But we are
looking for strong examples of both good and bad
that will provide learning and ideas for our readers.
We welcome your input!
To read our blog and contribute your thoughts , click here
|
UPCOMING TRAINING
|
