Values Do Drive Behaviors
- Pure Opportunity
Service to a Fault?
Is it possible to provide too much service? Yes, if it strangles
business growth and profitability. This was the situation for one
of our clients that offers services and products to a defined industry.
Revenues were static and management was not able to clearly understand
their potential for new business. They were stuck.
We were invited to provide primary marketing research for our client
who needed to make changes in order to grow, yet was uncertain about
where to begin. We interviewed current customers as well as selected
prospects and gathered candid feedback on the quality of services
and products as well as a comparison on how our client stacked up
against their competition. Our client believed their strength was
where they placed most of their time - customer service. As third-party
interviewers, we uncovered information that revealed obstacles to
customer satisfaction because of our client's ineffective use of
time and resources. We also uncovered a lack of direction and consistency
in their marketing tactics as well as several missed opportunities
for additional revenues.
Results: We redefined
what constitutes outstanding customer service in order to
leverage management's time, achieve more credit for their efforts
and improve customer impressions. We recommended a variety of communication
mechanisms to address customer concerns and needs. Next, we outlined
an enhanced marketing and business development plan to set them
back on course to achieve their original dream.