We discuss CRM and customer service issues from a lofty position. We speak of strategies and processes and successes – the articles and case histories I find are largely congratulatory.
What I don’t find are articles and case studies reflecting what customers think. Are they equally delighted?
To find out, I though I’d ask some customers. The attached article is a sampling of the questions asked, replete with answers which, to me, are a cold shower.
There is a very basic dichotomy in direct marketing and it’s preventing us from reaching significantly higher returns on investment. Marketing talks about “customer relationship management” but actually conducts programs where a tiny percentage of the audience actually buys something. Response rates are measured by the thimble-full and customer satisfaction is often not measured at all.
It may be the big shots in marketing that create your brand character, but it’s the worker bees who make it come to life. Inherent to the concept of brand is the promise of a customer’s satisfaction. That promise comes down to the interaction with the individual customer.
Nurturing lower leads – Your best salespeople will know where the low-hanging fruit is, but marketing…