Steven Howard

I once heard a speaker compare those who engage in marketing as "feeling happy like a dog with its head outside the car window, ears flapping, eyes glazed, and no idea of where he's going." While I am undoubtedly as proud of my profession as you are of yours, there is one significant difference between marketing professionals and most other professionals –very many of you and other small business owners think it is easy to do what marketing professionals do.

Not every one is cut out for a career, or even an assignment in sales. Additionally, it is often difficult for people to make the switch from "Customer Service Officer," a role with an emphasis on serving the customer, to that of "Customer Sales Representative" and a need to be a professional sales person.

Complaints will happen because mistakes will happen, and customers who complain are customers who care.

Keeping customers loyal is an art form, not a science.

A key aspect of the initial phase of the Corporate Image Management development process comprises qualitative interviews with internal and external audience.

The underlining principle of this discipline is simply this: if it touches the customer, it's a marketing issue.

Every organization has a corporate image, whether it wants one or not. When properly designed and managed, the corporate image will accurately reflect the level of the organization's commitment to quality, excellence and relationships with its various constituents including current and potential customers, employees and future staff, competitors, partners, governing bodies, and the general public at large.

The Corporate image comprises all the visual, verbal and behavioral elements that make up the organization. In many respects, the corporate image should be a dynamic actualization of the Chief Executive Officer's vision, integrated with the corporation's mission and strategic plan.

Keeping good customers is an art, not a science. It is an art that requires a change in focus from customer profitability to customer value.

Keeping good customers loyal to your product, your service and your organization will be critical to your future marketing success. Having a loyal customer base of good customers (i.e. profitable ones who appreciate your products and services) will be one of your most competitive advantages with 21st century customers.