Case Study: Distributed Marketing Bridges the Gap between Marketing & Customer Service
Distributed Marketing can only be effective if it addresses both the needs of corporate marketing and those of the local sales team in the field. Both rely on the system for up-to-date information on campaigns and communications for their target customers to deliver the most appropriate information at the right time.
Learn how Pinpoint Systems helped a large financial services firm coordinate marketing campaigns with its financial advisors for a scalable Distributed Marketing system that created transparency, generated significant cost savings and efficiencies, and resulted in an improved customer experience.
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Consultant Tip of the Month Ty Burger, COO and co-founder of Pinpoint Systems brings us this month's Consultant Tip.
As a marketing technologist and a consumer, I am curious how technology impacts customer service. Consumers today are savvy...they know they can get information in an instant with a Google search and also know tricks like if they call an 800# that hitting "0" several times will connect them with an actual warm-blooded human, and by-pass the automated system. But even knowing "how things work" in technology doesn't guarantee a consistent or positive experience. Just like with any good relationship, there is still nothing like that one-on-one interaction with someone who understands who you are and addresses your needs.
I was reminded of this recently when working with a client who had a customer segmentation challenge she was trying to solve within the system we had implemented for her. She could have Googled the issue or looked up some FAQs on a helpdesk website, but instead she reached out to my team for some clarification. We were able to respond within 5 minutes to resolve her issue and she also learned a new feature at the same time. So, when I was asked if I would provide the first "tip" for our enewsletter, I thought about how important it is to respond to your customers personally and in a timely fashion so they understand that we care about their needs and want them to remember us because they had a good customer experience.
We at Pinpoint wish you well in exceeding your customer service levels for 2013!
Ty Burger
P.S. If you are also having trouble with customer segmentation, please feel free to drop me a note and I'll see if I can help you!
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