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INSIGHTS & JOY
A business newsletter with Pizzazz! "We help leaders become better marketersusing a holistic business approach!" Customer service's role in marketing is expanding. Some still view the role of the customer service representative as simply responding to a client's call for warranty service or as the recorder of a customer's complaint. Where the customer service role is limited, outsourcing of the entire process to offshore contact centers is common. But some forward-thinking firms take a totally different approach based on a broader view of customer relationship management. Feel free to forward Insights & Joy to friends and associates Subscribe directly by e-mail to rpmorgan@morganmarketingsolutions.com and writing "subscribe" in the subject box. Check our web site for $ Million Marketing Tips, Insights & Joy Archive, Speakers Bureau, and our Article Library! www.morganmarketingsolutions.com UPDATED...more new stuffIN THIS ISSUEThe changing role of customer service repsAnnouncing: Marketing Facets - The Market Focused Guide to Company AnalysisSmiles make the day!$ Million Marketing TipsAmazing facts...The changing role of customer service reps Customer service's role in marketing is
expanding. Some still view the role of the customer service representative as
simply responding to a client's call for warranty service or as the
recorder of a customer's complaint. Where the customer service role is limited,
outsourcing of the entire process to offshore contact centers is common. But
some forward-thinking firms take a totally different approach based on a broader
view of customer relationship management. Top contact center
managers, responding to pressure to help grow revenues, are finding
ways to turn customer service reps into another channel for cross-selling and
upselling.
Adding sales roles for service reps is no
slam dunk. Many people who are drawn to customer service rep (CSR) jobs are
quite negative about "selling." The secret to success appears to be more
education for CSRs in active listening, probing, trust building, and
product knowledge. In general, the personality dynamics of service-oriented
people and sales people are different, so attempts to turn CSRs into sales
types are likely to fail. Good results come from better equipped
service-minded individuals, not from attempts to convert service reps into hot
shot salesmen!
The enhanced educational effort builds more
effective CSRs, who are then better able to recognize opportunities to
suggest a higher quality model or additional products that ultimately provide
the customer with a better solution. When CSRs see that their new skills and
broader responsibilities generate better customer satisfaction,
they respond positively. Sales increase as a result of the
cross-sell and upsell opportunities now being uncovered during service
contacts!
The transition to a more enlightened customer
service function can be tricky. Company culture must be carefully considered.
Customer service managers need to assume a coaching role, helping individuals
and the CSR team develop consistent methods and tactics. The speed of change may
well depend upon the abilities and adaptability of the present CSR team. In
the future, the quality of the individual CSR hired must be higher,
because the scope of the job is broader and more critical to the firm's success.
In some cases, a CSR or an
inside sales person has more frequent contact with a customer than the
outside salesman. Companies are coming to realize that the inside team can and
should play a pivotal role in expanding relationships and building overall
customer satisfaction. Hiring high quality individuals and educating them
in relationship-building skills can help turn what was once considered a cost
center into a new channel for revenue growth.
Marketing Facets - The Market-focused Guide to Company Analysis I have recently completed Marketing Facets - The Market-focused Guide to Company Analysis. Marketing Facets is a practical resource for those involved in determining the current health of a company and gauging its future prospects. I designed my 103-page guidebook to be a supplement to other evaluation procedures and the highly detailed information normally gathered during a thorough due diligence or business valuation process. The workbook takes a holistic approach, assembling facts and management assumptions in key areas for analysis and conclusions. Marketing Facets is a valuable resource to private investment fund managers, individual investors, venture capital specialists, investment banks, and valuation specialists. Marketing Facets can also serve as a guide for C-level executives who wish to perform their own company analysis as part of normal business planning, or in advance of efforts to refinance, acquire or divest. In the foreword to Marketing Facets, Charles Martin, Managing Principal/CEO, Amerimark Capital Corporation, made the following comments: "I have looked at many deals during more than twenty-five years as a merchant banker and mezzanine fund manager. When a deal goes sour, the root cause can often be traced to poor financial management and/or shallow marketing and sales competence. Dick Morgan provides a well-structured approach for evaluating the marketing and sales functions of a commercial enterprise. The Marketing FacetsTM workbook analyzes twenty-five functions that relate to marketing by posing specific questions and requiring a firm’s management to supply detailed answers and examples."Marketing Facets is available in electronic form via the Internet, on CD/ROM, or in print with a ring binder. > Electronic in MS Word .doc or Adobe .pdf format via the
Internet @ $79.95
> CD/ROM format @ $85.95 including U.S. shipping and handling
> Ring binder version and CD/ROM combo @ $99.95 including U.S.
shipping and handling
Consulting is also available.
Please contact me for additional information.
Telephone: 972.931.7993 Fax 972.931.0542 rpmorgan@morganmarketingsolutions.com.
Smiles make the
day! On never winning an Oscar: "Welcome to the Academy Awards or, as it's called at my home, 'Passover'." On turning 70: "You still chase women, but only downhill." On Presidents: "I have performed for twelve Presidents and entertained six of them." On turning 80: "That's the time of your life when even your birthday suit needs pressing." On golf: "Golf is my profession. Show business is just to pay the green fees." On turning 90: "You know you're getting old when the candles cost more than the cake." On early failures: "I would not have had anything to eat if it wasn't for the stuff the audience threw at me." On giving up boxing: "I ruined my hands in the ring. The referee kept stepping on them." On turning 100: "I don't feel old. In fact I don't feel anything until noon. Then it's time for my nap." On receiving the Congressional Gold Medal: "I feel very humble, but I think I have the strength of character to fight it." On having six brothers: "That's how I learned to dance. Waiting for the bathroom." On going to heaven: "I've done benefits for all
religions. I'd hate to blow the hereafter on a technicality." $ Million Marketing Tips TIP: You're selling a relationship,
one person at a time. Each person is buying more than a product to satisfy a
need at a price...so you need to understand all they are buying and all you are
selling.
TIP: The more products or services
seem similar, the more important the tiny differences become when the buyer
makes a choice. It's true, little things can mean a lot!
Amazing facts! Almonds are a member of the peach
family.
Babies are born without kneecaps. They don't appear
until the child reaches 2 to 6 years of age.
If the population of China walked past you in single
file, the line would never end because of the rate of reproduction.
(Imagine...reproducing while in line!)
The average American will spend six months out of a
lifetime waiting at red lights!
Our eyes stay the same size from birth, but our nose
and ears never stop growing.
Think you own a gas guzzler? The cruise liner, QE2,
gets six inches per gallon of diesel fuel consumed!
P.S. Ninety-five percent of our engagements originate as a referral from helpful people like you! If you know someone who:> Wants to develop a more productive
marketing program, or
> Needs help building and implementing an
effective operational business plan,
I would appreciate the opportunity to discuss the situation with you. Our ideal client is a business owner or CEO between 30 and 60+ years old. Usually with a financial, engineering, or production background. Who is often impatient, and interested in improving company performance. Comes alive when you ask, "How's business?" He, or she, is practical but also enjoys the finer things in life.So, you may see my ideal client driving a Lexus or SUV to Neiman Marcus...and to Sam's Club. Who do you know that fits this description? A client speaks: "Thank you again for listening to me and taking time to thoughtfully respond to my questions and concerns. You always have such great insight into so many issues." K.J. Sapp, Rema Tip Top N.A. To unsubscribe, e-mail to rpmorgan@morganmarketingsolutions.com and write "unsubscribe" in the subject box. ©2005 Morgan Marketing Solutions, Inc. All rights reserved. Other distribution permitted with proper attribution.
Richard P. Morgan CMC Telephone 972.931.7993 fax 972.931.0542 www.morganmarketingsolutions.com Author,
Marketing Facets - The Market-focused Guide to Company
Analysis
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