You have huge amounts of data…so why are you starved of knowledge?
Despite spending hours in the 'phone or online your customers are just not connecting with you, resulting in angry customers hanging up and going elsewhere.
We are becoming more and more divided by technology. Your customers' dread interactive voice-response, the on-hold music that doubles the annoyance of queuing, the codes and passwords, are all barriers to effective communication.
The rage among your customers has reached an intensity, which is now causing great damage to your relationship with your customers. We are now dehumanising our customer relationships even more than conventional advertising ever did, the very objective of which was to do the exact opposite!
Your customers appear to be invisible to you except as computer generated stereotypes, while your organisation is viewed as remote and unreachable causing stress and suspicion rather than customer satisfaction.
According to a recent study by database software specialist Data Vantage. Fully eighty nine percent of service providers are failing to deliver the seamless service your customers want.
Causing damage to your brands, customers to defect, thus putting more pressure on sales.
It would appear that most customer information in to days service organisations, expensively acquired, is wasted, and what does get through to Management is contaminated, diluted or otherwise unusable.
All this results in huge amounts of waste. Companies are drowning in data however, they are, oddly enough, starved of knowledge!
All resulting from a complete misunderstanding of that little word "Communication"!
It would appear, understandably I hasten to add, that one of the main reasons this frustration and anger occurs, is when one of your customers calls your 'phone centre to complain about a bill and then they receive a threatening reminder through the post a week later!
In reality you and your customers are being divided by technology, you relationship, conducted through computers has become so depersonalised as to be dangerous to the very well being of your brands and business.
And sad to say any new channel of communication simply increases management's' opportunity to repeat mistakes. For example if you send an email, your call centre will not have seen it!
As we said earlier, all resulting from a complete misunderstanding of that word "communication".
So let us examine that word 'communication' a little more closely.
A dictionary definition of communications is as follows:
Communication. n. 1. transmitting 2. A giving or exchange of information, etc. by talk, writing b) the information so given 3. A means of communicating 4. The science of transmitting information.
The interesting fact is the expression 'the exchange of information' .
Communication is not a one-way flow of information. Talking at or to someone does not imply successful communication. This only occurs when the receiver actually receives the message, which the sender intended to send. Message rejection, misinterpretation and misunderstanding are the opposite of effective communication.
However most marketing communication today depends on a single-step communications model. A message sender - the message - receiver.
This basic model assumes that the sender is active, whilst the receiver is inactive or passive and the message is comprehended properly.
In this case if the message is creatively prepared and sent through the right medium and, if it cuts through all the other noise, and then if it is decoded correctly the message has done its job!
In closing please allow me to stress that we are, despite appearances, creating more problems than we realise, all this new technology is doing is alienating your customers more than ever before.
With all the other problems, clutter, meaningless noise, mistrust, it is now vital that we rethink our position on all commercial communication. The fact is that you, the Clients, can literally halve your colossal marketing budgets and, armed with a true interpretation and understanding of the word "communication" and be far more cost effective…on all counts!
Source: Free Articles from ArticlesFactory.com
Related Tags: knowledge, you, why, are, of, have, huge, amounts, data…so, starved
Having invested over $10 million in independent research, Paul Ashby is ideally suited to present the case for the widespread use of interactive marketing communication. The research investment has proved conclusively that one exposure to an interactive "event" is far more effective in all key measurements, than traditional advertising. Paul made this investment because his company, Effective . Accountable . Communication is predicated on being totally accountable to its Clients.
Discover more on http://effectiveaccountablecommunication.blogspot.com
Your Article Search Directory : Find in Articles
Recent articles in this category:
- Is SEO Optimisation Important Today?
Those who have tried setting up their own websites know just how competitive the online market reall
- How to Shop Fearlessly, Look For Bargains, And Save Time and Money on the Web?
With the advent of online shopping, going to outlets and discount shopping centers may become an act
- Roll Up Stand Changing Vendor Booths
Most people have been to trade shows, home shows, state and county fairs and other places where ther
- Achieving Your Advertising Goals With a Roll Up Stand
Advertising is a common function of a business. However, it requires creativity and hard work to ens
- Trade Show Displays and Expos
Trade Shows and community business Expos provide a captive audience for your business, to get the wo
- How to Make Sure Your Newsletters Are Sent Out on Time
There are three key elements to making sure your newsletter is delivered on time: People, planning,
- Portable Displays - Trade Show Displays
Portable Displays are the best option for exhibitors when it comes to Trade Shows. Portable Displays
- Banner Displays - a Great Portable Display
Banner Displays are considered one of the most portable displays when used for trade shows. They com
- Small Business Reputation Management - Your Small Business Information Could be Wrong
Bad information could be out there circulating on the Internet this very minute about your business
- Eight Guidelines For Writing Newsletters That Engage Your Readers and Build Your Business
Want to write newsletters that engage your readers and help to build community? Whether you are a sm
Most viewed articles in this category:
- Adsense Is Making Me Rich
I want to talk to you about the power of Google AdSense and how you can use it to generate not hundr
- How to Increase Your Business Using the Esoteric Science of Radionics
As a small business owner, there are an amazing number of difficult skills I need to master so my bu
- 14 Top Lead Generation Tips
According to former Harvard Business School professor David Maister, typical marketing practices are
- More Marketing Dope
Direct marketing can make you very successful, but you’ve got to understand the basics. Here a
- The State Of Paid-To-Surf Programs Today
What a difference a year can make. 12 months ago, auto surf programs were at their peak. More an
- Should You Open Up An Ebay Store?
Ebay has provided some amazing opportunities for many people to earn online. This widely popular au
- Is Adsense A Good Idea?
For many webmasters, Google AdSense has become a great revenue generator. Since the program pays th
- The "Coat Of Arms" Revisited
Recently I listened to a interview with Mark Joyner and Gary Halbert about Gary's famous "Coat of Ar
- Brand Loyalty
It's a challenge getting consumers to remain loyal to a particular brand. Unlike the good old days w
- The Hottest Affiliate Ebooks Out in the Market Today!
Affiliate Project X is a great affiliate marketing ebook. Totaling only 50 pages you could have your