Great service is like great art; we can’t always define it, but we know what we like. As many businesses look ahead to finally ramping up their service delivery, the ability to define great service becomes more important.

They have realized that service is the great differentiator in business. They understand that the products or services they offer are available from a variety of other sources. They know that if they want customers to return, and to bring their friends, family, and colleagues with them, that they have to create a masterpiece of a customer experience that shines in comparison to the competition.

The question is: where do businesses start when trying to build world-class service? As with any sort of new initiative, the best place to start is with a full assessment of where your business currently stands. You must have a baseline with which to compare any improvements you make.

An assessment of customer service must be viewed from at least three separate angles: The Customer, The Business, and the Service Delivery Team. That is, you must view your service through the eyes of those who receive the service, those who pay for the service, and those who render the service. To focus on one of these groups without the other two is akin to rowing a boat with just one oar; you will find yourself going nowhere but around in circles.

What if you could isolate the one thing that would make your sales soar? The challenge is in figuring out what that "silver bullet" really is - if it really even exists. The reality is that, for the most part, it is a combination of factors, including the efforts of both marketing and sales, that can increase or depress revenue results. By focusing on a group of factors, it is possible to improve results without necessarily having to reinvent the wheel or engage in expensive technology solutions in the name of change.

After working with a range of organizations in both B- to-B and B-to-C markets, I've boiled things down to seven common "sins" that can needlessly impede sales growth. By identifying which of these areas is similar to what is going on in your company, you can build a simple but powerful road map for increased effectiveness.

Read on, to learn more about these Sins:

1. The Chicken or the Egg? Sales or Marketing Focus
2. One Size Fits All Value Propositions
3. The Charge to “Call Higher”
4. Going Out into the Territory Without a Map
5. Suffering from “Premature Proposal”
6. Bait & Switch: Technology or Sales Process?
7. Return of the Body Snatchers: Cloning your Super Star

Created a new, integrated communications platform, including a set of tiered value propositions, positioning statements and new tagline for a company with a product geared to public relations and marketing professionals.

Created a launch campaign for a technology company's internal audiences to announce and instruct employees globally on the new messaging that will be used with external customers. The program included a poster campaign, a "comic book" illustrating the new messaging points, supplimented by an animated video delivered via email to the entire company.

Delivered a territory planning workshop for a software company with national sales representatives aimed at teaching how to segment a territory, and build a set of objectives and action plans to drive growth. The focus of the session was for each sales rep to create a specific plan to guide sales efforts in achievieng quota in their territory. The project included a pre-course webinar, a training workshop, coaching and territory plan reviews.

We're happy to welcome a new partner, Brian Pleet, President of Strategico Marketing Group. We've had the pleasure of working with him this past year - and he has agreed to become a partner with Knowledgence. Now in our 9th year of business, we're thrilled to be in the position of needing to add resources to help our ever expanding client base. In addition to a broad and deep marketing background, Strategico also offers Strategic Planning expertise. The firm offers a wide range of services in conjunction with Knowledgence.

"Your most unhappy customers are your greatest source of learning."

-- Bill Gates