How do you win customers back after you’ve violated their trust with a massive security breach? Target seems to think free shipping on everything will do it. Last Christmas, hackers invaded the company’s security and snagged personal information from approximately 70 million customers. When you violate the trust of so many people during your peak [...]
Cost Management
The actions your company takes to resolve issues are much more important than the words you say. Ideally, solving a customer’s problem is a three-step activity. First, you tell them what you’re going to do. Second, you do it. Third, you follow up to ensure they are satisfied. It’s really that simple if processes and [...]
Experts use industry trends and activity to forecast future results. While this information is interesting, it is a global view that has little effect on individual companies. If you are listening to their depressing predictions and wondering how it will affect your business, stop wasting your time and hurting your business. Focusing on the negative [...]
“Marketing is an investment. Service is an expense.” While those words may never be spoken aloud in corporate board rooms, it is a common misconception reinforced by resource allocation. All of the talk about the importance of customer service fades into the background when budgets are created. Shortfalls in revenue trigger reductions in service. The [...]
How many marketing dollars were wasted last year contacting customers who didn't buy from you? It's easy to look back and see where your investment was ineffective. On the tangible side, there are the catalogs and direct mail pieces sent to people who didn't buy and resources invested in social networking. Less quantifiable are the [...]
