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Oh, if only everyone thought we were the best
thing since sliced bread, wouldn’t life be so much easier.
Customers would flock to our door, demanding to be sold our products
and we could laugh all the way to the bank.
But how do we get customers to like us. In
most instances, the trite answer is to send our front line staff on
a customer care training course. An admirable solution, but not
necessarily the whole solution.
Caring for Customers is something that should
pervade the organisation. Everything should be aligned to ensuring
that every contact the customer has with the business is
pleasurable. And we do mean every contact, not just when our staff
interact with the customer.
Branding, adverts, letters, emails, telephone
calls, personal contact, solving problems, customer service, our
products and services, and so on. In fact everything we do must be
critically looked at to ensure that we always portray the correct
image.
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This includes our internal systems. One should
never hear someone saying to a customer that someone else has done
something wrong, or that the system won't let them do it. The major
concern of the present day is the computer system, and the fact that
this system won't let the human face of your organisation do
something of benefit to the customer. Whose fault is that?
One might think it was the computer programmer
who wrote the system and didn't give the right powers to the user,
but in fact it's the person who scoped the project for the computer
programmer who is likely to be at fault, or at least his manager.
For ease of use, certain, unlikely to happen, options have been left
out.
All very well provided that the organisation
understands which options have been left out, and why, and passes
that information on to the user so that they portray the right image
when dealing with the customer.
KCA Marketing have been carrying out image
management for businesses for many years, and can provide reviews,
courses and training in all aspects of customer interaction.
If you would like a quick overview of our
services in this area, and pointers towards immediate improvements
that you could make easily and cheaply, please
contact us.
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