Customer Relations - Real People Inside!
Do you remember those stickers that said, 'Intel Inside', that were attached to so many personal computers and that appeared in zillions of ads?
It was a very clever attempt at branding something that wasnt visible to a customer, but which was nonetheless crucial to the overall functioning of the product: the processor.
Manufacturers that could claim their PCs were powered by Intel injected credibility into their otherwise drab and lesser known names on the computer boxes.
Equally important, over time, Intel could release increasingly powerful processors and it would give buyers an enticement to upgrade, which stimulated sales throughout the entire supply chain.
Im not here to tell you one chip is better than another, because that may not be the case.
But Intel showed us that there is a perception of value that can be built by touting the innards of a product.
Why wouldnt the same logic apply to customer service?
For instance, what if companies started advertising Real People Inside? You know, if you invest in shares of a mutual fund, or you sign-up with a certain Internet service provider, youre GUARANTEED to reach to a well informed and well spoken representative when you phone in for service.
Youll never have to hear That isnt a valid option when negotiating voice mail in a dash to find someone with whom to chat.
Would you pay extra for that assurance?
Would that bestow a competitive advantage on companies that could boast, Real People Inside, versus those that couldnt?
Would it send a message to the world that humans are needed, and reaching intelligent, helpful ones quickly is something of great value to buyers?
I believe so.
Dr. Gary S. Goodman is the best-selling author of 12 books and more than a thousand articles. A frequent expert commentator on radio and TV, he is quoted in prominent publications such as The Wall Street Journal and Business Week. President of Clientrelations.com and Customersatisfaction.com, his seminars and training programs are sponsored internationally and he is a top-rated faculty member at more than 40 universities, including UC Berkeley and UCLA. Gary brings over two decades of management and consulting experience to the table, with the best academic credentials in the speaking and training industry. A Ph.D. from the Annenberg School For Communication at USC, an MBA from the Peter F. Drucker School of Management, and a J.D. degree from Loyola, his clients include several Fortune 1000 companies and successful family owned and operated firms.
He can be seen on CNBC at: http://www.cnbc.com/id/15840232?video=417455932# and reached at: gary@customersatisfaction.com
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