The Customer Service Survey
VocaLabs' weblog providing news and commentary on the challenges of providing good customer service.
See, We Told You So.
Wednesday - October 11, 2006 02:17 PM in
I'm just back from a breakfast meeting of the local chapter of the Society of Consumer Affairs Professionals (SOCAP). The guest speaker was Hal Stinchfield, CEO of a company named Promotional Marketing Insights. One of Hal's areas of expertise is assisting companies with marketing promotions such as rebate programs. And while an interesting topic itself, as Hal spoke, I heard a repetition of a theme I shared with you awhile back.
Specifically, that Consumer Affairs (which for this note we'll define as inclusive of the contact center) is gathering all this consumer information and insights into the success of marketing promotions that Marketing doesn't have good access to. Why? Interdepartmental silos is one reason. Another is interpretation of the data. I quote: "What impact did the offer have on consumer satisfaction with the brand? Without someone translating that data for the marketing staff, the marketing team can't improve its offers. In general, marketers aren't acutely aware of the cost of a poorly communicated offer."
Sound familiar? That's almost exactly the message a PR executive gave Peter and I awhile back. That we should be selling our contact center survey services such as Express Feedback to marketing rather than contact center management. And it matches up with my recent newsletter entry that to improve customer care and sales, marketing and customer service should be approaching executive management together to convince the top brass that the cost of truthful, accurate and timely customer feedback is money well spent.
Posted by Rick Rappe
Sound familiar? That's almost exactly the message a PR executive gave Peter and I awhile back. That we should be selling our contact center survey services such as Express Feedback to marketing rather than contact center management. And it matches up with my recent newsletter entry that to improve customer care and sales, marketing and customer service should be approaching executive management together to convince the top brass that the cost of truthful, accurate and timely customer feedback is money well spent.
Posted by Rick Rappe
Posted at 02:17 PM by | | | |