| What is the difference between Marketing and | | | | generated by, the business or organization's activity. |
| Customer Service? In a nutshell, Marketing makes | | | | Capturing customer feedback was newly understood |
| promises, and Customer Service delivers on them - | | | | to be of great value, and methods for initiating, |
| 110%. These two professions are so closely linked | | | | evaluating and capitalizing on it were created. |
| together in most businesses today that any attempt to | | | | Since the 1980's a great amount of data has been |
| separate them causes damage that becomes visible | | | | collected. Unfortunately, few companies are actually |
| when bottom-line profitability erodes. While many | | | | using it in any meaningful way. Companies who were |
| industry professionals now refer to this service | | | | on the cutting edge of service at that time have |
| component as customer retention, the terms are | | | | prospered and define service excellence today. Two |
| completely interchangeable. | | | | companies come to mind immediately, Omaha Steaks |
| The purpose of marketing is to determine what | | | | International and Motorola. It was my pleasure to |
| products are offered; to whom they are offered; | | | | represent the former, and an equal privilege to work |
| where they are offered; and how they are offered. | | | | with Motorola service executives during my years on |
| Customer retention makes sure the product matches | | | | the board of the ICSA. |
| its description and supports any attendant guarantee; | | | | If any of this sounds vaguely familiar to you, Motorola |
| creates and maintains a warm relationship with the | | | | is where the Six Sigma program originated. It is not |
| object of the marketing message, the customer; | | | | unique in its concept. The basics of Six Sigma are the |
| ensures that delivery systems and marketing channels | | | | stuff of any organization with great customer focus. |
| live up to customer expectations; and maintains focus | | | | Activities that support sales and marketing efforts are |
| on the customer when reviewing proposed advertising, | | | | proactive, not reactive. The most fertile soil for market |
| educational, or promotional plans. | | | | research is your current customer base. |
| In the past twenty years there has been precious little | | | | So, what does this mean to your company, your |
| improvement in true service delivery. Events of the | | | | business? The message is to recognize that service is |
| 1980's promoted customer retention to professional | | | | profit insurance. Limited resources in today's difficult |
| status. Indeed, I was in the very first group to be | | | | economy require better planning and more leadership |
| credentialed as Certified Customer Service Executives | | | | than ever before. When gathering talent for your |
| by the International Customer Service Association | | | | organization, be sure to give equal consideration to |
| (ICSA). One of the primary goals of that time was | | | | both marketing and customer retention expertise. |
| recognizing the value of, and acquiring information | | | | |