Do Business Well

Many managers say they would like to define the right outcomes and then let each person find his or her own route, but they can’t. Some outcomes, they say, defy definition. And if you can’t define the right outcomes then you have to try to define the right steps. It’s the only way to avoid chaos, they say.

From some angles this perspective is actually quite sympathetic. First, some outcomes are indeed difficult to define. Sales, profit, or even student grades lend themselves to easy measurement. But customer satisfaction doesn‘t, nor does employee morale. Yet both of these are critical to excellent performance in many roles. Continue Reading »

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If you want your customers to have a consistent experience and develop a loyal relationship with your brand, you must clearly define your organization’s communications and relationship management responsibilities. Normally, marketing is responsible for managing an email direct marketing program, but it is not the only part of your organization that will engage with customers. Customer service, support, sales, and perhaps even e-commerce groups may also communicate with your customers independently.

To avoid any confusion, I propose that if your company is communicating with thousands, perhaps even millions, of customers, you put your marketing department in charge of managing and coordinating all customer communication, regardless of where it originates, and that the “relationship czar” discussed earlier be responsible for this initiative. Marketing’s role in the engaged organization is to ensure that your company’s email communication have a consistent voice, that they are focused on servicing the customer and effectively coordinated across all points of contact. To do this requires the following: Continue Reading »

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