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| Financial |
| ROI
Operations Buy/Build Partnership |
Marketing
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| Research
Awareness Generation Allocation
Qualification Analysis |
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| Sales |
| Sales
Strategy Sales Plan Sales Process
SalesResource
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Your Service
Service is
the part of your organization that helps your
customers utilize products effectively. This
means training, support, customizations, and
implementation. Service should be a critical part
of your business proposition because customers
don't just buy a product. What they buy is a
"whole product," a purchase that
includes services.
Develop customer satisfaction.
Since customers need fast, accurate, and relevant
solutions to their needs, the organization must
continuously improve the response to customer
solution requirements. Service has to move
progressively closer to the customer and drive
factors of product improvement. Share the
knowledge. Knowledge created and used by
the support organization needs to be used to
drive support strategies: sharing information,
providing customer self-help, leveraging
resources, performing value-added services, and
directing future products.
Support the current infrastructure. You
have to build your response mechanism and support
structure around your customer's business model.
Take your current systems and re-focus them
toward effective knowledge capture and delivery
that makes the most sense to your marketplace. It
only stands to reason that the better you service
your customer, the more satisfied the customer.
Thus, repeat business is fostered.
"Customers
will accept not-so-perfect products if the
service aspect of the "whole product"
is exceptional."
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"You don't want
happy customers ... You want loyal
customers."
Assurance
The
organization must strive, however, for a loyal
customer, not merely a satisfied customer. A
satisfied customer is happy, but a loyal customer
buys again. This is accomplished by exceeding the
customer's expectation, a practice that should be
at the very core of how you run your business. It
can be as simple as guaranteeing the shipping of
the product in 5 days or providing a 2-day
delivery option.
Feedback
The feedback
mechanism must be installed in every part of the
organization, from a follow-up phone call from
the salesperson to see how things are going to a
thank-you letter from the product manager to a
personal thank-you gift from the president for
exceptional orders. You need to establish period
surveys, evaluate the purchasers' usage of the
products, and their satisfaction.
"Remember:
if you are not satisfying your customers, someone
else will."
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