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In This Section
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P.C. (Pat) McGrew, EDP is the Data Center & Transaction Segment Evangelist in the Graphic Communications Group at Eastman Kodak working worldwide to support the needs of customers involved in high-speed, data-driven customer communication. As the evangelist for TransPromo and other effective customer communication techniques she also works with the Kodak product groups and regions supporting solutions to enhance customer success. She is the co-author of 7 books covering information and multi-channel document delivery, and the author of research studies and articles covering business continuity, disaster recovery, print-and-mail innovations, compliance issues, document strategy auditing, and the worldwide statement printing markets.
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First Quarter Check-up Time! How Are You Doing?
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Pat McGrewMcGrew's Communicating with Color
It's become like the elephant in the room or the gorilla in the elevator that no one wants to talk about. We know color is critical to good customer communication, but if we open up the discussion about how to use it effectively we quickly get into discussions about people, processes, and price tags. This column puts it all in perspective, with topics each month designed to help you guide the color discussion in your organization. We'll look at the right questions to ask and provide guidance on how to research the answers that are right for your organization.
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How is your strategy for 2011 working out? Time for a check-up!
By Pat McGrew, M-EDP, CMP, Kodak
We are arriving at the end of the quarter, which means there will be a lot of discussions around the current plan for the year. Are we all on track? Are revenues as expected? Have new business conditions emerged that should cause us to take a new look at the market we’re serving?
Let’s start with a few things we didn’t talk about last time, starting with your customer satisfaction numbers. Have you surveyed your customers since the start of the year to see if you are still meeting their needs? Have you asked them about the levels of service they are receiving from their sales representative and the customer service representatives who help them each day?
Simple checks with your customers, internal or external, should be a standard part of your marketing checklist. One method that is growing in popularity is the Net Promoter Score. NPS is based on a simple question: Would you recommend this company, product or service? It combines aspects of customer loyalty with a rigorous discipline for understanding customers, their needs, and their true levels of satisfaction.
NPS is the brainchild of Fred Reichheld, one of my favorite authors in the customer loyalty space. His book, The Loyalty Effect, laid the groundwork for how many companies view their relationship with their customers. It preached the concept of data-driven communication before we had given it a name, and formed the infrastructure for discussions about TransPromo techniques. In his book, The Ultimate Question, Reichheld takes the conversation to the next level by pointing out that there are good customers and there are… wait for it… bad customers. There are good profits and bad profits. There are Promoters and Detractors.
If you want to grow your business, you need to latch on to the Promoters! And, it’s even a measurable approach to marketing! Reichheld’s research, highlighted in the book, demonstrates that companies who adopt this method of determining and managing customer satisfaction outgrow their competitors by an average of 2.5 times. Isn’t that compelling?
So, if you are sitting in your office looking at marketing metrics and wondering what it really means in terms of growing your business, put down your spreadsheet and pick up a copy of The Ultimate Question. It might provide some new ideas on how to grow your business!
Pat McGrew, M-EDP, CMP is the data-driven communication evangelist at Kodak.
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