cosborne's blog

More than twenty five years of working in service divisions of computer and software companies has taught me much about the skills and strategies required for success. An easily overlooked business practice is the regular review and improving of the customer service process. There is no question that companies are constantly changing, whether it be in size, product line or even the competition that it faces. Since customer service delivery is a key to the success of a business, it needs to be progressing with the rest of the company in order to not fall behind on its quality and ability to deliver service. The ease of getting assistance with a product will often drive the buying decision for existing and potential customers. During an annual assessment one might want to consider these aspects their service department.

Accessibility - Test to make sure your customer service department is easy to reach. We’ve all spent hours punching our way through an unattended answering system trying to find help. Make sure your system directions are clear with as few layers of choices as possible. Not only is it important to get your customer connected quickly but also talking to the right person. Nothing is more frustrating than to go through the trouble of making all the apparent choices to only find out we’ve reached the wrong expertise. “Bouncing” a customer elsewhere should be avoided at all costs. Also remember the value of talking to a real person verses electronic devices. If possible, it is always good to leave an “out” to a real person.

Customer service representatives - Train and coach employees on customer service regularly. Helping those in need does not come naturally for some. Teach representatives to repeat problems back to customers to show that they truly understand the issue. Additionally teach your employees empathy and to actively listen to what the customer is saying. It is obvious when a scripted solution is being read leaving the caller with the feeling that they are just another number. When situations do get out of control, make sure that escalation procedures are published and readily available. Don’t forget to test these processes making sure that all phone numbers are working and correct.

Service Policies - Make it clear what your customer service department and representatives are empowered to do. You certainly don’t want to them to give away the store however allow them to do the right thing for the company within stated boundaries. Document company policy on returns and repairs as well as how to handle upset and hostile customers. The goal of any customer service policy should be to turn around any negative situation and make it a win-win experience for the company and customer. An excellent warranty and service department will complete the total customer experience with your business.

About the Author: Ted Saul has been involved in IT and Management for over 25 years. His background includes manufacturing and business operations. He is currently employeed with Hewlett Packard performing Global Project Management work as well as technical analysis. Projects have include process development, employee engagement and social media.

Being involved in the music industry for a number of years, I’ve witnessed the evolution of the recording from vinyl to compact disc. In the 1970’s unless you had a major contract about the only recording you could afford to take home from a studio session was on cassette tape. A deal with a record company was required to see your product converted to record format. However, in these digital days, with a recorder attached to your computer, a simple mixer and disc burner, practically anyone can create a professional grade CD. However when I’m handed a completed project by an aspiring artist expecting to make their fortune, I have to ask, “but how are you going to market it”?

The same holds true for the entrepreneur who comes to me with their new idea for
making themselves wealthy. How are you going to market it and what is your marketing
plan? Coming up with the idea, setting up the business and opening the doors will be
simple compared to marketing the product. Keeping in mind that you want your plan to
tell you how, when and where to spend your marketing dollars consider dividing your
document in these five sections.

1. Your products and services: This division will define exactly what you are selling. Its hould include plans for future products as well as service and customer support strategies to be offered. Communication plans when new products are available are important as well.
2. The current market: Find out if your markets are growing and by how much. Is there potential for international growth? What are the current trends within the market you are considering. Be aware that some markets present natural hindrances such as fast food industry dominated by franchises.
3. Your targeted market: After thoroughly defining what product or service you have to offer, identify who will buy them and where to find these potential customers. What will it take to get their attention? For example, a new custom paint shop will want to be present at local auto shows and events to be exposed to the “car guys” culture.
4. The Competition: The more you can find out about your competition, the better. Who else is selling in town and how long have they been there? Try and figure out what is their market share and the products they have to offer. If there are four established plumbers in a small town, its unlikely you’ll be able to sway their cliental to your business. Take note of how the competition markets their product as well. It should give you a clue as to what effective methods to use.
5. Promotional Strategy: Define exactly where you will advertise your product. What media will you use and feel will be most effective. How will you divide up your projected budget. The Internet presents opportunities of its own and a section devoted to in may be in order. A phased implementation approach may be more feasible if working capital is an issue.

The marketing plan will be key to your company’s success. If you are an existing
business you may find its time to rewrite your plan. As the economy changes,
adjustments may need to be made too. Remember that there can never be too much
information for you to use. It will help you decide how to spend your marketing budget
and have an answer for the question, “but how are you going to market it”?

About the Author: Ted Saul has been involved in IT and Management for over 25 years. His background includes manufacturing and business operations. He is currently employeed with Hewlett Packard performing Global Project Management work as well as technical analysis. Projects have include process development, employee engagement and social media.