Author: Bonnie Harris

I have a client who is always thinking about not only what to market, when to market and how to market...but what's going to happen on the operational side when a campaign hits. Although we all have a tendency to think of this person as a "debbie downer" when we're being creative-y and inspired, she's the smart one. Without good customer service you might as well be flushing your marketing money down the toilet. I had a an experience with a window washing company a few months ago. Great social media campaign, well-placed ads, etc. But after I booked them, they showed up hours late and then decided to take lunch after working for about 45 minutes. When I called the manager to let him know I really didn't have all day for this, I got a bunch of excuses and insinuations that I was being a pain. Needless to say I won't work with them again. I also left a review on Yelp that shows up very high on their search results. All that marketing went down the drain in my case. It's sometimes hard to experience your own customer service. In some cases you may have been working with an office manager or other employee for years, and built up a bit of denial. Here is a short checklist to make sure that your customer service capability can meet the new marketing demand. 

Don't feel dumb if you ask this question. We took a few weeks in my masters program at WVU to dive into this very question. In marketing, almost everything is squishy and this is probably the squishiest part. I bopped around my favorite sites and didn't find anyone with a really concrete definition of "strategy" vs "tactic" (even the dictionary is pretty ambiguous) so let's work with this one: 

It's January 9th and I'm having a hard time believing that it's been over a month since I asked you to create your "best tactics" list.  CRA-ZEE how time flies during the holidays. So, did you do it? Have you trashed any old things that you really couldn't tell were creating customers or revenue for you? Wondering why the hell I asked you to do that and never followed up? It's really hard to focus on strategy when you're juggling a million things a day. But you have to. Sometimes it's just easier to review the tactics that worked and build your strategy from the ground up, then pull strategies out of thin air. The purpose of this exercise is to look at the tactics that worked and decide on the overall strategy these tactics contribute to. THEN you can brainstorm more tactics that fit into that strategy. Thereby giving you a much more targeted approach that has a higher likelihood of success.