As of today, the second edition of The Age of Conversation has been launched. It is an amazing story about a group of evangelists (some more hardcore than others) who have embraced the social media platform (Web 2.0), and decided to walk the talk and use the web to converse, to cooperate and to [...]
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How good is your customer service?
The attached graphic should be worth the proverbial thousand words – but since I am not a very good designer, it probably needs some help.
1. Dead contact
The only interaction is by complaint form or voice mail.
2. Dumb contact
There is a person at the other end… but it does not help [...]
Filed under: Customer Service, Management, People, Productivity, Retail Operations | Tagged: Customer Service | No Comments »
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Individuals take shortcuts when the interact. It is well documented why that happens in the persuasion literature. The following five shortcuts are used often. By studying them, we can learn to recognise them. And as always, recognising the the problem is half the battle , isn’t it?
Self-serving bias
Selectivity
Assumed similarity
Stereotyping
[...]
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Retail Marketing is about delivering a proposition (supply side) that meets a customers needs (demand side).
By now you understand that the proposition is more than product, but the whole ‘package’ wrapped up in price & presentation.
We also know that ‘product’ is not the ‘steak’ but the ‘sizzle’.
That is the supply side taken care of, now [...]
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How to sell to someone in the retail environment then? (Read other entries in the series by reading previous posts on this blog.)
It is very easy to SAY one must identify the needs of a customer, but it is rather more difficult to do, because whilst attempting to identify a need, one should simultaneously develop [...]
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People have certain belief structures – philosophically called paradigms, but psychologically we refer to it as mental models. Mental models function as a form of heuristic – a kind of shortcut – that helps us make sense of the world. (The alternative is that we’d be swamped by millions of stimuli.) Every belief is a [...]
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It is very easy to SAY one must identify the needs of a customer, but it is rather more difficult to do, because whilst attempting to identify a need, one should simultaneously develop the proposition that would meet that need. (Retailers who sell fast food, are unlikely to benefit from or be able to respond [...]
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All of marketing really comes down to a very simple need: getting noticed as the first objective. After that follows persuasion. There are only so many, relatively simple ways in which you can get noticed. (This applies to you as an individual as well as to product and services as well.)
The real question is; [...]
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Commentators often talk about the ‘2- percenters’ - that is doing those things that are tough, have a low probability of success and yet goes to show an attitude of perseverance and commitment to the small details other people will overlook. (It is often used as a sporting analogy to illustrate the point (for [...]
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