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GSMI offers a comprehensive library of blogs, Articles and White Papers, discussing today's hottest and leading management methodologies and strategies. Use the navigation to scroll through and find the information that pertains to you and your performance management needs.
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By GSMIweb on 22-Apr-10 02:15.
Reach Customers with Your Marketing Mix From Alan J. Zell, for About.com There are many different ways or formats individuals, businesses, organizations can use promote themselves and their ideas, information, services, products (proactive) or where individuals, businesses, organizations ideas, information, services, products will be seen by their customers (reactively). Not that they are so different, but people and firms tend to divide themselves into two categories of business, that is, business-to-consumer (B2C) and business-to-business selling (B2B) situations. Firms in each of these situations need to be aware that without a constancy in the ways customers learn of them customers will get a murky view of who is doing the offering and the products and services they offer. Because individuals, businesses, organizations divide themselves into those who sell to consumers and those who sell to other businesses and organizations, I make two lists:
Put Some Extra Eyes on Your Customer Service Good Customer Service Depends on Customer Service Surveys By Susan Ward, About.com Does your business offer good customer service? How would you know? It's not as ingenuous a question as it appears. Many businesses have no real idea if they provide good customer service or not. They assume that they do because they don't get a lot of complaints. Now the number of complaints about customer service is a fine yardstick for bad customer service. Obviously, if you get a lot of customers complaining, your business is providing bad customer service. But complaints are a completely inadequate measure of good customer service.
Lowest Prices May Lose Customers: Retailers Still Win with Customer Satisfaction Saturday January 3, 2009 While the retail industry has been hyperfocused on pricing, the retailers who have continued to focus on customer satisfaction, like Amazon and Apple, have emerged as the winners in a losing holiday season. The link between customer satisfaction and sales is not breaking news. The confirmation that overall customer satisfaction still matters in a price-conscious economy is definitely headline worthy. According to the "2008 Holiday Top 40 Online Retail Satisfaction Index" report from Foresee Results, the most satisfied customers still spend more, make more repeat purchases, and make recommendations to friends.
Guaranteed Sales Increase Like The Way That Sounds? Here's How To Do It By F. John Reh, About.com The Method I am not going to suggest that you don't need marketing and advertising to introduce customers to your product. Nor will I suggest that you don't need for a sales force. However, your sales force, and everyone else in your company who deals with your customers, will sell more product if you just "Make it easier for customers to buy!" Think About It Once someone has decided to buy your product (or service) what do they have to do to complete the transaction? Think about the last time you went to, for instance, the hardware store to buy a new door knob. You knew what you wanted, or at least what store carried several good kinds. You went there, read the advertising on the packaging, selected the product and went to pay for it so you could go home and finish the project. Instead you found yourself waiting in a line that never moved. There were ten registers, but cashiers were only working three of them. Did you get tired of waiting and go to a different store? Did you at least consider it?
Guaranteed Customer Satisfaction? Is Guaranteed Customer Service Possible, Or Is It A Pipedream? By F. John Reh, About.com In the course of researching a different subject, I came across this exchange. The tone of the initial posting really surprised me. Maybe we can't guarantee customer service, but shouldn't that be our goal? We all have experienced abominable customer service. We know it exists. The question is, what can we do about it? Is there anything we as managers can, or should, do to make sure our organizations deliver excellent customer service? How can we 'guarantee customer satisfaction'? Bill Marvin, The Restaurant Doctor, is one person who really understands. He wrote an article on "How to Improve Your Tips". It compares two options, increasing production volume versus increasing 'profit' per transaction. There are benefits to both approaches and, unfortunately, one works better for some people than others. However, he clearly stresses the value of the latter approach - build a relationship with your customer. Understand what the customer wants. Focus on what you can do to meet their wants, not on what you can't do.
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