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Comments

mark

Do we know when this survey was originally done? I'm a corporate trainer. We've been citing this survey for over a year and I don't know when it was done. I cannot find a cite for it. I don't think this is the first publishing since the book was published in March 07.

Liz

So true! Some years back, we had an account that was a big player in the commercial garbage business across North America - they made an average 1% GROSS margin and were looking to increase profit by introducing all kinds of operational improvements. Our client, a very smart guy, cannily commissioned some research to find out the biggest issues among customers. You'd think that small businesses would say "It's the price, dummy" (which is what the sales force said whenever they were asked how come their renewal rates were so low) but in fact, it was indifference. Customers were romanced into buying a 3-year contract, and then never saw or heard from anyone at the company until it was time to renew, 3 years later. Our client showed how a simple, regular, personalized communications program (we designed and managed it,and it was pretty cool)would kick start renewals - then he told the regional GMs they couldn't have it until they hit all 13 of the operational standards the research said were also important to customers. It was a campaign I'm proud of to this day. The most powerful piece? A series of postcards, personalized "from" the individual sales rep to the owner of the customer business, saying everything from "Happy Holidays" to "Happy Anniversary - we've been doing business for a year". Now, how hard is that!

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About this Blog


  • Welcome to the blog called Touch Points. We all have good and bad Customer experience stories that have happened to us when we have shopped or dealt with companies around the world. This blog is for you and me to learn what it might take to improve customer service. You are invited to submit stories that will hopefully lead us on a journey together. The destination is known but the map hasn’t been drawn to get us there yet. We are the explorers who will chart this course that will help us and others improve the touch points in their businesses. So put on your loosest, most comfortable travelling clothes, because here we go. Enjoy the trip!

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