MARKETING & CUSTOMER SERVICE NEWSLETTER
ISSUE
07 JULY 2012
this issue Marketing P.1 Customer Service P.1 Tool, Tidbits, and Trends P.2 The WOW Factor P.2 Upcoming Events P.3 Web Hits P.3 Key Marketing Dates P.3 Sponsorship P.4 TEAM FMWR P.6 Professional Development P.6
CUSTOMER SERVICE Your most unhappy customers are your greatest source of learning! OPEX & OPEX REFRESHER TRAINING DATES
25 July OPEX
Using ICE to HEAT up your Business
0730-1630 AMCC
26 July - OPEX Refresher 0800-1130 or 1300-1630 AMCC
Remember space is limited to 28 per session so please get your staff registered now. The Refresher is for front line staff. Anyone who is a rater is to attend the Sustaining the Covenant Management Workshop.
TEAM MEMBER ORIENTATION Held at Audie Murphy’s Community Center
July Aug Sep Oct Nov Dec
11-13 8-10 12-14 10-12 14-16 12-15
TMO is required within the 1st 90 days of hire. Contact Ruby O'Dell to sign up your new staff for training!
Customer Service isn’t a department, it’s an attitude!
We rely on the voice of the customer (VOC) to uncover actionable insights that can lead to benefits ranging from increased sales to higher customer retention. VOC programs such as ICE, pre and post surveys and focus groups can deliver enormous value by converting feedback into insight. 5 ways to utilize ICE & other VOC programs for real benefits. 1. SET THE STAGE Every successful voice of the customer program, such as ICE, starts with clear goals and objectives. Our (FMWR) goals and objectives can be found in our Strategic Plan online at www.fortleonardwoodmwr.com/team.php#DFMWR Make it easy for the customer to give feedback and easy for employees to access. Focus on how to share and integrate customer insight into the fabric of the organization. 2. DON’T BE AFRAID TO ASK THE QUESTIONS Many companies avoid implementing VOC programs in an effort to dodge customer complaints, turn a blind eye to unsettling realities, and avoid making huge organizational changes. This is a mistake, negative feedback is where the most valuable insights lay. Being told the organization is already awesome doesn’t drive innovation or change. In other words, by failing to capture customer feedback you risk losing customers and falling victim to the online grapevine – social network sites where your customers voice their opinion about your program – this spreads fast and can easily tarnish a company’s reputation. All the more reason to welcome feedback – the good, the bad and the ugly.
3. LISTEN AND PURSUE Pay attention to customer feedback. Research shows that simply following up on a complaint can convert a dissatisfied customer into a loyal one. Be sure to solicit feedback at different points in a customers life cycle, whether it is immediately following a sale or event, as a follow up to an ICE comment/concern, or a few weeks following the customer experience. Each point in the customer life cycle will come with different types of feedback, which equal the overall customer experience. 4. MEASURE YOUR EFFORTS Even the most eye opening feedback means very little if it cannot be tied to financial gains. We need to link key feedback to financial goals in order to truly have an impact on our communities growth and our organizations success. By looking at a correlation between revenue and business features, offers, perks, and changes, organizations can gain a clear understanding of what means most to customers and how it can help customer loyalty and curb customer attrition, ultimately leading to a boost in revenue. 5. ACT FAST If feedback isn’t acted upon quickly the VOC program will fail to deliver benefits. By boosting customer retention by 5%, a company can increase profits by as much as 95%. Gathering feedback at a critical juncture when a customer is preparing to jump ship can help a company salvage its at risk customers and turn them into loyal customers in a timely and cost-effective fashion.
“To deliver quality services and program you have to know what your customers want. To know what your customers want you need to simply listen and act.” Mr. K. Wayne Bardell Director FMWR Fort Leonard Wood
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