Free Marketing and Leadership Books

October 14th, 2016
Steven Howard

It’s my birthday. So in celebration I’m giving away FREE Kindle versions of four of my most popular marketing and leadership books: The Best of the Monday Morning Marketing Memo — slightly edited, revised and updated as needed, these 42 Monday Morning Marketing Memos reprinted here are the ones that generated the most commentary, queries, and feedback from readers around the world. For many years the Monday Morning Marketing Memo was one of …

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Supporting Your Customer Service Reps

June 23rd, 2016
Steven Howard

Treat Your Customer Service Reps Like A First-Class Team As customers feel it is their right to have 24×7 customer service availability for more and more product categories and industries, the role of the customer service representative takes on even greater importance. I wonder, though, based on my experience of dealing with customer service reps, how many companies ever sit down and explain in detail product specifications, the rules and regulations of contests …

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6 Types of Customer Complaints

June 21st, 2016
Steven Howard

Customer Complaints Are Good. Here’s How To Handle Them. As we all know, customer complaints will happen. While elimination of customer complaints may be a desired state, in truth this is nothing other than an illusionary goal. And besides, the true goal should be the elimination of errors, mistakes, and other factors that cause customer dissatisfaction. If you eliminate customer complaints, without eradicating the errors producing the displeasure and discontent for your customers, …

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Make It Easy for Customers to Complain

June 9th, 2016
Steven Howard

You Can Only Fix Those Customer Problems You Hear About Two of the key points from the prior Powerful Marketing Memo titled Customer Complaints Are Good are: 1) complaints will happen because mistakes will happen, and 2) customers who complain are customers who care. Therefore, knowing that you are going to get complaints and knowing that such complaints are good for you, it makes sense to have a complaint management strategy in place …

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Customer Complaints Are Good

June 7th, 2016
Steven Howard

Customers Who Complain Are Customers Who Care As sure as there are customers for your product, you can be guaranteed that there will be complaints about your products and services. Why? Is it impossible for an organization to deliver 100% customer satisfaction and 100% fault-free products and services all the time?  In a simple word: yes. I have yet to come across an organization that doesn’t make the occasional mistake, or the employee …

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Creating Complete Customer Satisfaction

May 31st, 2016
Steven Howard

Fire Your Customer Service Staff. Today. I often advise senior management and business owners that their companies and  organizations today need to change from a focus on trying to win new customers to concentrating on meeting and satisfying the needs of their current customer bases. With this strategy, the aim is to achieve a high degree of complete customer satisfaction with the customers you already have in hand. Good customer service is no …

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Making Life Inconvenient For Customers

May 26th, 2016
Steven Howard

Customer Retention Results From Customer Convenience Convenience is one of the critical 7 Cs of superior customer service. But sometimes I have to wonder, are organizations in the business of making things more convenient for their customers or for their staffs? This question was highlighted to me a few years ago on a flight between Singapore and Melbourne. I was traveling on the airline that had made a reputation, right from its creation, …

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Delivering Upon Your Promises

May 24th, 2016
Steven Howard

You Need To Deliver Upon The Promises Made To Customers Vernon Hill, President and CEO of Commerce Bank, was quoted in one of Fast Company’s First Impression Newsletters as saying, “We have to keep delivering what we promise to customers.” When I first read this, I thought “how utterly silly” that a CEO of a major bank is making this kind of a statement. Is it really necessary to go all the way …

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The Sales / Service Relationship

April 19th, 2016
Steven Howard

SALES = SERVICE = SUCCESS Many organizations segment their service function from their sales activities. I believe this is a mistake. The closer you can entwine your service and sales activities, the more successful you are likely to be. After all, the customer rarely segments a sales activity from a service activity. To him or her, all your activities are service related! The formula for weaving these two activities together is to: Turn …

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Treating Customers Differently

February 4th, 2016
Steven Howard

Customer Retention Marketing: The Art of Keeping Good Customers™ I have written often about the growing need to treat customers as individuals — with individual needs, wants, desires, likes, and dislikes. There are four steps to go about this, and are detailed in the book The One to One Fieldbook by Don Peppers, Martha Rogers, and Bob Dorf. They identify four key implementation tasks that can be used as a guide for initiating …

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