Archive for the ‘Customer Satisfaction’ Category
How to Ensure Customer Satisfaction
Another example, also drawn from the real world, highlights the differences in marketing approach between two businesses that provide professional advisory services to their customers. They refer to these customers as clients, but they are customers nonetheless. The first business adopts a low-profile approach to marketing itself and it services, it does not concentrate many resources into activities that would lead to the recruitment of new customers. It believes that a customer is for life and knows from experience that loyal customers frequently spread the world by telling their friends and business concepts. Existing satisfied customers form a fundamental part of the business’s marketing effort. The business’s central philosophy is that customers remain loyal as long as they are looked after well, not subjected to frequented price increases, nor invoiced for every single telephone call.
The average length of the business’s customer retention period exceeds seven years. The second business adopts a different approach to customers and their needs. It focuses corporate resources, both time and money, on numerous up-front marketing activities and initiatives. The business distributes expensively produced glossy brochures maintains a comprehensive interactive website and hosts breakfast clubs and technical seminars on a frequent basis. It seeks to differentiate itself from its lower profile rival through its more prominent approach and by hosting seminars that effectively emphasize its technical expertise. Its areas of expertise are in fact exactly on a par with the first business, but that is not how its customers perceive things.
The second business’s senior employees are often found out in the business community, wining and dining their contacts and clients and being busy at business and charitable functions. It charges more for each hour of its expertise than does its competitor, and concentrates targeted effort in to wooing specific customers away from its rival.
A customer is for life, or not
Another example, also drawn from the real world, highlights the differences in marketing approach between two businesses that provide professional advisory services to their customers. They refer to these customers as clients, but they are customers nonetheless. The first business adopts a low-profile approach to marketing itself and it services, it does not concentrate many resources into activities that would lead to the recruitment of new customers. It believes that a customer is for life and knows from experience that loyal customers frequently spread the world by telling their friends and business concepts. Existing satisfied customers form a fundamental part of the business’s marketing effort. The business’s central philosophy is that customers remain loyal as long as they are looked after well, not subjected to frequented price increases, nor invoiced for every single telephone call.
The average length of the business’s customer retention period exceeds seven years. The second business adopts a different approach to customers and their needs. It focuses corporate resources, both time and money, on numerous up-front marketing activities and initiatives. The business distributes expensively produced glossy brochures maintains a comprehensive interactive website and hosts breakfast clubs and technical seminars on a frequent basis. It seeks to differentiate itself from its lower profile rival through its more prominent approach and by hosting seminars that effectively emphasize its technical expertise. Its areas of expertise are in fact exactly on a par with the first business, but that is not how its customers perceive things.
The second business’s senior employees are often found out in the business community, wining and dining their contacts and clients and being busy at business and charitable functions. It charges more for each hour of its expertise than does its competitor, and concentrates targeted effort in to wooing specific customers away from its rival.
