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Chris Stiehl - ArticlesChris Stiehl is an author (Pain Killer Marketing), speaker, teacher (at UC San Diego) and consultant for companies as small as a local movie theater to as large as Fortune 500. His website is www.stiehlworks.com.
Are You Insane?!Every business is trying to be customer-centric, but how many of us think one way at work and another way as a customer? The evidence is clear, we are schizophrenic, incapable of thinking like a customer at work without help. Have You Really Listened to Your Customers and Employees Lately?Many companies have so-called Voice of the Customer studies. Usually, this means they collect survey data, without having conversations with customers to make sure that the survey questions matter. Very few companies conduct Voice of the Employee studies. Some companies conduct employee satisfaction surveys, but are they asking questions that management wants answered, or are they asking what employees want to say? Often the two are different. Learn how to listen and you too can prosper. Are Your Customers as Loyal as Puppies? I Think Not!Customer loyalty programs often treat customers as if they were as loyal as puppies. For businesses, we need to create more substantial programs that recognize that customer loyalty is often to the salesperson, not the company. What if the Person Building Your Product Met the Customer Who Would be Buying It?Would your employees be happy to meet the customers, and vice versa? Study an example where this idea came true. Manage Key Accounts As If They Were KeyIn too many companies key accounts are not managed as well as they should be. Often, too many accounts are given this status, resulting in poorer service for the best customers. This article describes how to correct this situation and treat your key accounts as if they really were key. Create a Positive Buying ExperienceGM wanted to create something different with Saturn. They studied the typical complaints with respect to the car buying experience - then, they decided that buying a Saturn would be different. Their changes were supported by their ad campaigns and the customers responded very favorably to the Saturn buying experience. Treat Your Sales People Like Customers!In many companies, if a salesman doesn't sell well right away, he is fired. In smart companies, sales people are as valued as customers.
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