We Are Not Disposable
God made us in His likeness and sent His only Son to bring us peace and everlasting happiness. Why is it so difficult for many among us to realize that customers are not disposable and no matter what amount of paid advertising we invest in all kinds of promotional aids becomes naught if other key factors are not present.
It is curious to see the emphasis on promotional pens and videos and amazing websites and of course the ever awakened presence in the Yellow pages. Scores of buckaroos are being heavily disposed of in TV presence, radio announcements and magazine articles but how much is actually being invested in the greatest resource of all, P-E-O-P-L-E?
In this day and age the vast numbers of people are treated as if they do not count and are dismissed as soon as their perceived value is out of our radar if not sooner. Make a trip to the myriad outlets available today and be not surprised at the severe lack of customer friendliness being exhibited by staff. This includes management as well as the staff in direct contact with the customer. Sit at your favourite restaurant and watch how people are treated and pay particular attention to how you treat people.
I believe that rudeness is now being directed at support staff as a result of the countless years of rudeness being directed at the customer. What management and staff do not realize is repeat customers are a greater return on investment than any amount of paid advertising and every company considering advertising had better take a serious look at how their customer service is.
Aligning the correct people with excellent people skills is extremely important and not a reason to place someone with the people skills of a rabid wolf in front of the customer, even if you happen to be the boss who is like a rabid wolf. Hire someone, the right someone and your investment will be just that a very valuable investment and you may then devote your skills to where they are most effective and everyone wins.
It is truly magical to visit a store and find a staff member who actually indicates that you matter and goes the full mile to see that you are satisfied. As for phone based customer service, many companies could take a cue from VONAGE, Fed Ex and UPS, wow what service they have. All companies who appreciate their customers could then use promotional products as a compliment to their excellent service skills and the growth will be relative to the sincere practices.
Management truly need to realize that marketing is as effective in the every day down and dusty duties as the large budget devoted to paid media. Every employee is a vehicle for marketing and no one should be oblivious of this fact and no one should be treated as if they do not matter for everyone has a value irrespective of perceived insignificance.
All the promotional pens etc will stand for nothing if your ducks are not in a row, your t's crossed and i's dotted with regards to value for no one is disposable with a dismissive shrug. In chess the pawn is the bravest of the pieces in its value to the game and as a company holds credence to the benefits of every employee than promotional gifts will have real merit and will compliment the core values of a company where every employees is considered valuable.
Valued employees equals valued customers that equals a valuable investment in effective marketing from the ground up!