"Management Musings-13":
"Tips for Successful Marketing-B":
"What we hear, we forget
what we see, we remember
what we do, we understand".
With these words, let's see further
Tips for Successful Marketing:
1 Redesign your business processes for better customer focus help to create customer oriented culture throughout the company. Thrust on customer care must be alert to find out the consequences of what's happening now. Don't be blind to observe what is the writing on the wall.
2 Ask am I part of the solution? or am I part of the problem? and then act accordingly. Find situations in your transactions when dealt with negativity and find how to translate them to positive responses.
List the problems, identify solutions. Develop strategies to effect solutions. Set deadlines act and act.
3 Pick the right kind of people. Immerse them into your World, don't exam anyone.
4 Don't assume computers are always accurate and right. If not they can create really some blunders costly ones, which can lose your customers especially in accounts and billing. This is true.
5 Have two types of revaluation, one customer relations and satisfaction and other on financial performance. Rest will take care of itself.
6 Rulebook should be customer oriented & customer friendly. Work it out after involving people, renew the commitment process at least once in a year.
7 It is worthwhile to admit mistakes as and when they occur, instead of hiding them. Don't pass the buck.
As in case of US President Harry Truman had a sign on his table:
"The buck stops here"
Have that kind of culture. Discipline.
& Discipline
8 Remember Murphy's law:
"If anything can go wrong, it will go wrong at the worst possible time."
9 Remember customers interests come first. Re-engineer your operations accordingly.
10 When you need to do a thing, don't just try but do it and do it successfully.
11 involve your supplier from the word go, exchange ideas, reach agreement as you go along. You must work as partners in a team. Pay them in time.
12 Seek suggestions from all your stakeholders-customers, dealers, employees, suppliers, influentials. Make it known that you recognize & adopt the useful suggestions.
13 Listen for ideas, ask what they mean. Judge content what they say and not how they say. Concentrate. Keep eye contact don't think ahead of speaker because you would lose track. Keep emotions under control while listening practice accepting new information. Also assimilate the worth what you listen and bring it into practice.
14 Why should you ask: Why?
To make things better, to avoid and prevent making things worse, to figure out how not to make a mistake twice, to save money, to eliminate unnecessary steps. Why, How Where When & What are the fundamental inquisitive questions that help a lot.
15 Don't promise more than you can deliver. Be practical and really not a dreamer and loser ultimately. Keep your promises & build up trust. Never say a lie.
16 Abide by law. Don't advertise in a misleading way, measure the cost of advertising campaign versus results and adjust your programme accordingly. Always be conscious of the PR consequences of your actions. Ask:
What if we are successful?
What if nothing happens?
What if we fail and finally what do we do to make it better.
17 The components of 'How to Manual' should be worked out carefully. It must explain concisely the usage instructions.
18 Ask how do we get people empowered to help in the customer satisfaction role. Let them use all their brain power, ask how can you help the minorities you deal with, how can they help you.
Example: Call Centre language issue: don't give your customer a chance that they become irritated due to decisions not taken at the point of action. Train your people, allow them properly to take decision as needed by a situation. Support them, if they make mistakes, encourage them for their initiatives.
19 Image Makes the difference. Always try to create healthy image of your organisation. Don't create a Show before your customers, it would be embarrassing and harmful. Therefore be environmentally responsible, take actions which help societal well being. Select areas of interest in this context: Art, Education Sports, Health Care, Economic upbringing Culture as per the business you are in.
20 Be a good corporate citizen. This would enhance your image reserve and restore your image. Make it visible, don't be complacent, be open to special interest groups.
Finally, constantly reinvent yourself, innovate, benchmark yourself against the best practices, regularly collaborate with your customers and business partners. Maintain the level and quality of your reputation.
in this regard not IQ but EQ i.e. emotional quotient is the key factor.
Best of luck, get going.
Collected by
Sudhakar Natu
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