It seems whichever trade publication, newspaper or e-news bulletin you refer to at present it is inevitable that there will be several articles, highlighting the challenging economic environment, we all find ourselves in. Headlines containing words like “doom and gloom”, “the perfect storm” and “marketing massacre” all seem to contribute to the feeling of uncertainty that we have seen recently in the problems facing both national and global markets.
Major brands, manufacturers and retailers, it seems, are all looking to reduce their spend until they are able to see light at the end of the tunnel. One of the greatest dangers facing many businesses is not to throw the baby out with the bath water. In this case, the baby is the competitive edge offered by first class customer service. As boardrooms around the globe consider ways of taking cost out of the business they should also consider how customers interact with their business.
Cost or Investment
Is marketing a cost to the business or an investment? Whichever side your company sits on this fence will determine its approach to marketing and ultimately the quality of service it provides to its customers.
Reduction in spend may be a justified necessity in certain areas but it is vital that management have a clear understanding of the expectations and needs of its customers. When things get tough many businesses seem to revert to crude spontaneous tactics in order to generate short term extra sales. Rather than investing spend in knee-jerk promotional activity, companies would be better advised to seek the true value that good marketing can bring by understanding their target market and audience, the key drivers to purchase and how customers want to be serviced.
Customer Service
When the squeeze is on it is easier to alienate your customers. Some companies have already made moves to reduce spend on their in-house teams. All well and good but how effective can you still service your customer’s needs? How long will it take you to deal with their enquiry, or respond with samples or literature? When customer confidence is lost it’s much harder to regain.
How about that all important shop window, the company web site? Most businesses recognize the need for a web site, but few have a planned web site maintenance and update program. If the content on your web site is no longer relevant or up to date, often you don’t get a second chance because potential customers just browse on, probably to your competitors.
I recently had a meeting with a view to joining a particular business trade body, to be followed up with what I understood to be a confirmation meeting to confirm everything and join up. The buying signals were all there! Yes I would like to go ahead (couldn’t be more obvious)! However, the follow up call was made by a third part caller who wanted to arrange for someone to come to see me to explain all the benefits (again, as I still needed convincing). After finally convincing them I just wanted to go ahead, no other way, the appointment still had to be set. As I was traveling, I asked for confirmation to be sent by email. The email did not arrive and so the meeting was not confirmed. Thereafter the meeting had to be rearranged and the call centre operative became obviously more frustrated when it was difficult to find a convenient date that would suit his client, not me! That is simply no customer service; it’s as simple as that.
