Your biggest marketing resolution for 2013

Your biggest marketing resolution for 2013

Your biggest marketing resolution for 2013 shouldn’t  have anything to do with sales, or social media or content marketing. Your biggest marketing resolution for 2013 should be stellar customer service.  As a marketer, I see my efforts destroyed time and time again by poor customer service. It takes a lot of money to get a new customer, but not a lot to keep them. Yet I’m constantly fighting the fact that the bridge between marketing and customer service is either shaky, or non-existent.

As a marketer, here are several ways to make sure that customer service and marketing are working together well. 

  • Make sure the back-end always knows what marketing is doing. Earlier in 2012, I had a couple of campaigns that flopped because the administrative folks were not aware of what marketing was doing, mainly because operations and service “weren’t marketing’s responsibility.” It was a shame but a lesson that was worth learning. Don’t EVER let an operations person stand in the way of marketing communicating with the operations folks. It’s essential for the campaign to work.
  • Stay positive when negative reviews arise. Social media, particularly Yelp and other review sites, makes it easy for customers to complain. In the “old days” those complaints would have occurred at parties or through traditional word-of-mouth. Business people need to see this as an opportunity to provide stellar customer service in full view of the public. Comcast has re-branded themselves by dealing with irate customers via social media in a fast, more than fair, manner. You can do the same thing, so embrace these complaints and let your marketer help you address them in a non-defensive, positive manner.
  • Invest in customer service training for your folks. I had to deal with some individuals in the ticket office at Breckenridge Ski Resort this past week. The first person I dealt with was supercilious at best, and refused to believe that I had been told incorrect information by their staff. I left frustrated and feeling like I never wanted to ski there again. However, I found the paperwork I had been originally told was unnecessary, girded my loins and returned to the office. This time I was greeted with a smile, and offered an apology for the miscommunication. How sad that the customer service at this particular place relies on the personality of each staffer! Train your team so they know how to make customers feel valued.
  • Use your marketers to help craft internal communications. You’d be surprised how often employees feel like they “don’t know what’s going on” or when external messaging doesn’t match internal communications. This is just plain BAD. You have experts in communications available to you. Have them help you draft emails or newsletters internally so they read well.

In summary, you can’t keep marketing in a silo anymore. I’m told all the time that I “do much more than marketers usually do.” This isn’t true. With the advent of content marketing and social media, marketers are becoming much more integrated in the operation. We should be tied tightly to your customer service folks in particular. Don’t let that gap ruin all the great marketing investments you make in 2013.  Make stellar customer service your biggest marketing resolution for 2013.

21 Comments
  • Service Aer Conditionat
    Posted at 02:13h, 03 January Reply

    These are great informations. It is a great way to start your years.

  • Ben
    Posted at 16:56h, 03 January Reply

    Thanks for the poste and the motivation!

  • Andrew
    Posted at 12:38h, 04 January Reply

    Thanks for the outlined marketing strategies for 2013. Happy New Year!

    • Bonnie
      Posted at 13:02h, 04 January Reply

      Happy New Year to you too Andrew!

  • amely hopes
    Posted at 09:59h, 05 January Reply

    Only rely on white hat methods in SEO for getting good organic searches …Cheers

  • bokij
    Posted at 18:06h, 06 January Reply

    Great, thanks for sharing ..Happy new year

  • Online Tech Suppot services
    Posted at 14:57h, 08 January Reply

    Always Customer support executive should Stay positive when negative reviews arise. I agree with you……….

  • RJ w/ Silverton Printing Company
    Posted at 17:01h, 09 January Reply

    Super weird. I just made the exact same transformation from steering my mindset away from making booty loads of money to giving customers quality service that’ll keep them coming back. So, running into your blog was definitely a psychological trip of spiritual fulfillment knowing that I am heading in the right direction 🙂

    • Bonnie
      Posted at 18:18h, 09 January Reply

      Funny how those coincidences happen!

  • shane watson
    Posted at 08:35h, 11 January Reply

    Thanks for the great share a positive approach solves half the problems for getting success

  • James Marcus
    Posted at 08:21h, 12 January Reply

    Yeah great information up there.

  • peculiarmag
    Posted at 06:50h, 21 January Reply

    Good and nice marketing tips.

  • Wendy
    Posted at 22:02h, 21 January Reply

    Good old basics right?? We get so caught up in the new trend for marketing, but it’s always good to go back to basics like customer service.

    Thanks for the post.

  • Dentist Bath OH
    Posted at 12:07h, 28 January Reply

    Excellent article. The importance of customer service cannot be understated. I would hate to think that after I spent so much money on marketing and building a dental practice website, it would be all for nothing. Customer service can make or break a business.

  • Nina Stoyanova
    Posted at 07:57h, 05 February Reply

    Nice article, sadly some companies does not want to invest in customer service training, (which for me is one of the best tips) ; Constant and proper communication with customers keeps the business alive

  • Shawn
    Posted at 10:12h, 05 February Reply

    Thanks for the cool informative post. Keep up the great work 🙂

  • anthony pietersen
    Posted at 22:29h, 05 February Reply

    Play safe rely on white hat technique instead of getting result fast accomplished to get result in a time taking process which is not effected by panda and penguin

  • Tim
    Posted at 23:10h, 05 February Reply

    Excellent, mine wold be to stick with quality or quantity and no more junk SPAM links like before. It is up to the clients to do the marketing for us, which can be very tricky for new companies.

  • bizfuzzy.com
    Posted at 13:33h, 18 February Reply

    Marketing should not be targetted towards increasing sales, but to publicize how you are creating and can deliver value if you business is given a chance. We recently wrote about how to improve market share

  • Howard Drive
    Posted at 06:49h, 25 March Reply

    That is how targeted and relevant PR based website getting lower rank day by day.

  • Johny
    Posted at 07:36h, 13 September Reply

    Great text thanks for shearing!

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