Posts Tagged ‘loyalty)’
Saturday, September 26th, 2009
The era when companies would strive to make customers buy their products and services is part of history now. In our current situation, the sale is just the beginning of a potential long term relationship with each customer. The transformation from selling being seen as an “end” to a “beginning” has been difficult for organisations around the world - but overall, this way of thinking has resulted in a far better experience for customers everywhere.
Once organisations began to discover new ways to keep their businesses growing, they also realised that follow-up and after sales service can be incredibly influential methods for ensuring customer loyalty. Keeping track of customers and performing simple courtesies, like sending a “thank you” or a “birthday card” have become a common exercise. Such acts immediately strike a chord with customers and initiate a sense of belongingness. Therefore, it’s no wonder that this particular tactic has become so incredibly successful. So, that’s why the actual sale itself is now seen as the beginning of a potential long term relationship. This understanding is crucial in business, because the expense necessary to retain a customer is quite a bit less than the amount which has to be paid out to acquire a new one.
In management training, individuals learn that companies who view selling as a beginning are the ones truly capable of dominating the market, and those which move along previously established paths - will be inevitably weeded out. Beginning with the sale, organisations rain down benefits on their customers. In addition to the obvious advantages which the customers receive, the organisations also receive detailed feedback on the products or services they’re providing. This can be further applied by incorporating this information into future projects. The “after sales service” is much appreciated by customers, as they tend to see this effort as an act of gratitude. Because of this, customers don’t have to do much homework before buying an item, as they know that their grievances will be addressed properly if the product is faulty. Organisations also benefit from not having to spend money on vague advertising activities in order to attract customers, and now, these companies can be far more definitive with their advertising approach.
Technology and CRM (Customer Relationship Management) have crept into this aspect of advertising. With these systems there are various software applications that help with the maintenance of the huge databases which are updated in “real time” with the developments occurring in the purchase patterns of every customer.
Most business coaching experts agree that the crux of the matter is that selling has to be viewed as a “beginning” and never an “end”, and if intelligently applied, this idea will take any company a very long way toward acquiring a larger piece of the market share.
Alan Gillies is the Managing Director of the L2L Group. He specialises in delivering Executive Coaching, Training and Consultancy Services to International Businesses across the World. Want to discover more about these insightful business building success strategies? Get Alan’s essential FREE Business Pack today!
Tags: (service, customer, loyalty)
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The case of MailPost is a clear example of an innovative business model, whereby its Unique Selling Proposition (USP) was actually a franchisee investing and having a stake in the MailPost business, thus offering a higher level of guaranteed service than what was available through an employee or contractor model that was the norm. This USP during a GFC also became the "Achilles Heel" as recruitment of franchisees practically came to a standstill. MailPost relied on a recruitment schedule to establish the mailpost letterbox distribution service on a National basis. Whilst the CEO had a track record of positive growth and profits prior to the GFC and maintained a positive attitude towards a solution to get through the crisis, this leader was not supported but was rather asked to step aside.
Mailpost
There is no doubt that the recent Global Financial Crisis had a huge impact on many CEO's around the world whether their business was established or in a start up phase. Stress levels reached new heights for leaders as the economic pressure were felt.
Successful Leaders anticipate change, vigorously exploit opportunities, motivate their followers to higher levels of productivity, correct poor performance, and lead the organisation toward its objectives.
A review of the leadership literature, in fact, led two academics to conclude that the research shows consistent effect for leadership, explaining 20 to 45% of the variance on relevant organisational outcomes.
Training and the effectiveness of leadership programs vary. They will because the programs themselves are so diverse. Moreover, people learn in different ways. Because some leadership programs are better than others and because some people participate in programs that are poorly matched to their needs and learning style, we should expect leadership-training effectiveness to have a spotty record. So decision makers need to be careful in choosing leadership training experiences for their managers. But they shouldn't conclude that all leadership training is a waste of money.
In conclusion we say that leadership training is a more positive feature provided it is imparted to managers who have come up in the organisation to a certain level by their natural ability and the leadership training will definitely hone their skills to achieve much better performance and capable of taking higher responsibilities.
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Peter Kritas
says" MAILPOST provides cutting edge promotional print and distribution services to local and regional advertisers."
Why do advertisers big and small want to partner with MAILPOST? Because we are the only service provider that guarantees its distribution asks:
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To support our customer's growth by providing the best value in print and letterbox distribution and ensuring that each targeted household receives their promotional material without fail, each and every time."
At MAILPOST we "Walk the Talk" says :
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For every 1000 brochures delivered MAILPOST will plant 1 tree MAILPOST takes its Corporate Social Responsibility and the environment seriously. We have designed our business with a clear purpose to protect the environment and reduce our carbon footprint.
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WHO WANTS TO BE A LEADER?
LEADERSHIP TRAINING - IS IT NECESSARY?
Organisations spend billions of dollars on leadership training every year. They send managers and manager-wannabes to a wide range of leadership training activities, formal MBA programs, leadership seminars, weekend retreats, and even outward bound adventures. They even appoint mentors but much of this effort to train leaders is probably a waste of money. Let's base our thoughts on looking at two fundamental assumptions that underlie leadership training.
Mailpost
The first assumption is that we think we know what leadership is?
Experts cannot agree if leadership is a genetic trait, a characteristic, a behavior, a role, a style, an ability or a learned attribute. Further, they cannot even agree on whether leaders really make a difference in organisational outcomes. For instance, some experts have persuasively argued that leadership is merely an attribution made to explain organisational successes and failures, which themselves occur by chance. Leaders are the people who get credit for successes and take the blame for failures, but they may actually have influence over organisational outcomes.
Mailpost
The second basic assumption is that we can train people to lead. The evidence here is not very encouraging. We do seem to be able to teach individuals about leadership. Unfortunately findings indicate we are not so good at teaching to lead.
Mailpost
There are several possible explanations. To the degree that personality is a critical element in leadership effectiveness; some people may not have been born with the right personality traits. A second explanation is that there is no evidence that individuals can substantially alter their basic leadership style. A third possibility is that even if certain theories could actually guide individuals in leadership situations and even if individuals could alter their style, the complexity of those make it nearly impossible for any normal human being to assimilate all the variables and be capable of enacting the right behaviors in every situation.
Mailpost
Leadership training exists, and is a multibillion-dollar industry, because it works to some degree. Most Leaders would agree that although some knowledge is gained during atraining session, for the most part it is the confidence to lead that is greatly enhanced. Leaders are decision makers which are rational and emotional beings.
Mailpost
Would a company like General Electric spend literally tens-of-millions of dollars each year on leadership training if it did not expect a handsome return? I don't think so! And the ability to lead successfully is why companies pay CEO's millions and in some case over $100 million to ensure the success of the enterprise. Under their leadership, many companies have experienced spectacular growth including shareholder gains.
Mailpost
While there are certainly disagreements over the exact definition of leadership, most academics and business people agree that leadership is an influential process whereby an individual, by his or her actions, facilitates the movement of a group of people toward the achievement of a common goal. Ensuring that the group have a culture of working together in a Team spirit and respecting their leader is of prime importance.
Mailpost
Do Leaders affect organisational outcomes in all situations?
For instance, the Global Financial Crisis (GFC) resulted in the collapse of large financial institutions, the bailout of banks by national governments and downturns in stock markets around the world. In many areas, the housing market has also suffered, resulting in numerous evictions, foreclosures and prolonged vacancies. It is considered by many economists to be the worst financial crisis since the Great Depression of the 1930s.
Mailpost It contributed to the failure of key businesses, declines in consumer wealth, substantial financial commitments incurred by governments, and a significant decline in economic activity. Many causes have been proposed, with varying weight assigned by experts. Both market-based and regulatory solutions have been implemented or are under consideration, while significant risks remain for the world economy over the 2010-2011 periods.
Mailpost
National business's like MailPost (franchised delivery Network) and many others in a start up phase launched their services during the GFC. In this case a high growth cycle practically came to a standstill. Mr Peter Kritas, the CEO and founder of MailPost Australia Limited from July 2006 till March 2009, was asked to step aside and allow new management to take over the Leadership of MailPost during a very critical period. During difficult situations, it is not uncommon to lose confidence in the Leadership and change management to try and fix the situation. This sort of behaviour should always be exercised with caution as it can do more harm than good. There are clearly some business situations that are beyond any Leaders ability to rectify and wasting time and resource in a change of management is not the best option. In many cases Leaders need more support during a crisis from their management Team to maintain confidence.