Why Executive Customer Calling Programs So Often Fail

Announcing a senior executive program for calling on customers is like playing the national anthem: everyone stands up and salutes, but few people could carry the tune in a bucket.

And when the music is over, everyone sits back down.

It REALLY sounds like a good idea for senior executives to meet with customers. And it could be.

But more often that not, programs fails only to be restarted the next time the anthem plays.


So, can executive calling programs be "fixed"?


YES!


Here are some guidelines that may help your next effort:


First, its not a "program". It is part of an executive's ongoing responsibilities to establish viable relationships with logical customers.


Note the word LOGICAL. Far too often, calling assignments are made almost randomly with little consideration for the possible value that could be added.


Calling on/visiting a customer once a week or month or quarter accomplishes nothing -- and can actually detract from the relationship -- if there is no reason to be there ... no value to add.


Sales professionals are expected to PLAN their calls and executives should not be any different.


Sales involvement is critical. Executive calls should support sales ... not check up on them.

Executives (particularly junior ones) love to play "gotcha" instead of building a united, supportive, sales front.


There is nothing worse that an executive who does not understand the operations details of the account that called on. Learning the business should take place before the call.


Executives who don't have skin thick to hear customers concerns 1) should not be executives and 2) should not be calling on customers.

Time calls for best effect ... don't wait until the contract almost is expired. Make calls in time to make a difference.


Try to avoid the trite: "So how are we doing?"


It's not all about YOU. The call is more about the customer's business that your own. A general understanding of the customer's industry is essential.


Check your pricing before you visit. If you're not competitive, fix it.


And remember that no matter the operational complexities and silos in your business, the customer looks to you to accept sole responsibility.


Try to identify the cultural similarities in your respective businesses and build on them.


Follow up calls in writing. A letter AND a hand written note are best.


Focus on your one goal to DELIGHT CUSTOMERS!

Up For Sale: The United States Postal Service

So the U. S. Postal Service is running a SALE? Interesting.

Nothing is cast in stone at this point but here is what is envisioned for the Summer Sale:

• The sale will run from July 1, 2009 through September 30, 2009.
• Mailers who mailed over one million Standard letters and/or flats from October 1, 2007 through March 31, 2008 are eligible to participate in the sale. (about 3,250 mailers accounting for 75 percent of Standard Mail volume)
• Mailers will receive a rebate of 30 percent on any mail volume in that period which is over the past threshold.
• Mailers' rebate will be adjusted if their October, 2009 volume is less than their October, 2008 mail volume adjusted their mailing trend
  

So what's wrong with this picture? Several things seem obvious even to the most casual observer:

Who does this "Sale" really help? Certainly not new businesses attempting to use the mail, perhaps for the first time.

No, it rewards those 3,250 very large volume mailers who already depend on and pay for mail to generate sales and revenues. They figured out how to use the mail profitably and it is a central part of their marketing plan already.

One has to wonder how many of these special 3,250 are the same credit card companies the current administration is attempting to scale back. (Perhaps the Postmaster General and the President should have a Summit)

This "sale" feels more like a loyalty reward program and you have to be a card carrying mail biggie to qualify for the VIP treatment.

And its interesting that the Postal Service just want marketers to mail MORE, not necessarily TARGET more effectively.

There will be benefits, of course. List company will sell a few more names, printers will print a few more pieces, mailers will address more letters and flat and truckers with haul it to destinations.

But none of this seeks to enhance the position of mail in the marketing mix. It does not encourage companies to enter the mail or for mid size mailers to test new approaches and targeting.

No, the USPS just hopes there will be more mail (than projected) for a short period of time and is willing to reward the big boys who can make it happen.

End of story.

Is this a valid approach to DELIGHT CUSTOMERS?

Is your Customer Service Department Staffed by Fizzlers or Sizzlers?

Make no mistake, your future -- and the future of your company -- depends on the answer.

Just at a HIGH ENERGY Customer Service Staff can ignite growth, a LACKLUSTER group can doom even the best product, service, price and value.

Customer Service is NO easy task and too often its veteran practitioners are under recognized ... both in psychic value and hard currency.

There is universal agreement that CUSTOMER RETENTION is a key to growth. If you can't retain customers you can hardly expect to earn new ones.

Every business should develop it's own Customer Service staffing profile, charting characteristics that reflect its CORPORATE CULTURE and goals.

In the beginning it may be valid to compare and contrast Fizzlers and Sizzlers. Here's a "Starter Profile" to build on:

FIZZLERS

• Low motivation


• Disdainful of getting their hands dirty


• Poor communicator


• Procrastinator


• Not a TEAM player


• Never seems to "get it"


• Does not learn fro mistakes


• Satisfied with "good enough"


• Yawns frequently


• Willing to take the risk that it's NOT right


• Lacking in curiosity


• Last in/first out (of the parking lot)


• Ill prepared and inadequately trained


• Letting life pass them by

Make no mistake, the person may be very smart, but if you are seeing two or more of the characteristics above ... it's time for a conversation.

SIZZLERS

• Above all else, is PASSIONATE!


• Appreciative of the opportunity to learn


• Ask questions (good ones!)


• Detail oriented


• Sees the value of Process and Procedure


• Digs into the DETAILS


• Spends time on the "factory floor"


• Always ready to help


• Asks for new opportunities


• Takes notes


• Always knows "the numbers" on accounts


• Is revenue driven


• Maintain continuous communications -- internally and externally


• Respects internal "Pass Off" partners


• Cares about WINNING

Most important of all, Sizzlers are focused on the goal to DELIGHT CUSTOMERS!

This and That: Recent Twitter Postings on Service Matters

Follow Service Matters on Twitter for all our Posting and RTs:

• American Airlines says it will spend $14MM on employee bonuses averaging about $200 each for hitting CUSTOMER SATISFACTION Goals. How Great!
• Many auto dealers surviving CUTS by GM and Chrysler credit continuing efforts and consistently HIGH Customer Service Scores with SURVIVAL.
• Online forums increase in number and value as customers sign on to help each other overcome technical and other product and service issues.
• Customer FEEDBACK is essential to Customer Service. Do you have a regularly scheduled (and frequent) method of obtaining Customer Feedback?
• DELIGHTED CUSTOMERS are a ready source for referrals and recommendations WHEN we remember to ASK! Make it a procedure in your process.
• Customers now have high expectations both for online content and personalize interaction, making Blogs and Twitter logical tools of choice.
• Recall a time when MADE IN JAPAN meant "junk". Then they focused on Quality. Maybe we could move our economy forward with the same focus.
• Netflix TOPS in Customer Service while Blockbuster DROPS. Is Blockbuster still charging those outrageous fees we all were forced to pay?
• DirecTV first-quarter earnings fell 46 percent even as subscriber growth hit a four-year high. More discount promotions partially blamed.
• Twitter hailed as instant feedback, contact, problem resolution link to customers. Successful corporate implementations growing.
• Coin shortage in Argentina not stopping Chinese-owned supermarkets giving customers money vouchers when the change in their tills runs out.
• Test: Lexus legendary quality vs. Cadillac planned obsolescence: Which strategy works best for you? GM, are you listening

Our common GOAL this week: DELIGHT CUSTOMERS!

In Honor of Postal Forum ... Some Much Needed Humor

Editor's Note: We received the following as an email from a professional businesswoman, associate, mentor and friend. It is too good not to share (following a little "sanitizing"). So in honor of Postal Forum this week and with acknowledgement and an apology to anyone offended ... we provide the following for your edification and amusement.)

MARKETING MADE CLEAR ... AT LAST

You're a woman and you see a handsome man at a party. You go up to him and say, "I'm fantastic!"

That's Direct Marketing.

You're at a party with a bunch of friends and see a handsome man. One of your friends goes up to him and pointing at you says, "She's fantastic!"

That's Advertising.

You see a handsome man at a party.You go up to him and get his telephone number.
The next day you call and say, "Hi, I'm fantastic!"

That's Telemarketing.

You see a man at a party, you straighten your dress. You walk up to him and pour him a drink.
You say, "May I," and reach up to straighten his tie, brushing lightly against his arm...
And then say, "By the way, I'm fantastic!"

That's Public Relations.

You're at a party and see a handsome man.He walks up to you and says, I hear you're fantastic!"
That's Brand Recognition.

You're at a party and see a handsome man. He fancies you, but you talk him into dating your friend.

That's a Sales Rep.

Your friend can't keep him interested, so she calls you.

That's Tech Support.

You're on your way to a party when you realize that there could be handsome men in all these houses you're passing. So you climb onto the roof of one situated towards the centre
and shout at the top of your lungs, "I'm fantastic!"

That's Junk Mail.

Hopefully, you now have a complete understanding of Marketing and can get back to your efforts to DELIGHT CUSTOMERS !