Comments on: The Role of Marketing http://customersrock.net/2007/09/20/the-role-of-marketing/ Focusing on customers, their experiences, and how businesses can make sure their customer experiences rock! Fri, 12 Mar 2010 07:24:25 -0600 http://wordpress.org/?v=2.8.4 hourly 1 By: Becky Carroll http://customersrock.net/2007/09/20/the-role-of-marketing/comment-page-1/#comment-1867 Becky Carroll Wed, 26 Sep 2007 21:51:04 +0000 http://customersrock.wordpress.com/2007/09/20/the-role-of-marketing/#comment-1867 Hank, you make some excellent points here! Thanks for adding to the conversation. I think for touchpoints, it is not just those four pieces but also how they work for each individual customer's expectations and needs, not just the needs of a particular segment. You said it well - glad you chimed in. :-) Lewis, I don't know that marketing and customer service need to be merged into one department. Each has their own job to do. However, I think both should be measured, and incented, on their customer centricity. If marketing campaigns aren't relevant to needs, they missed the point (and shouldn't get full marks). If customer service doesn't meet or exceed customer expectations, they have potentially hurt the brand for that customer. I love the first two questions you are asking your clients; may more people do the same! Hank, you make some excellent points here! Thanks for adding to the conversation. I think for touchpoints, it is not just those four pieces but also how they work for each individual customer’s expectations and needs, not just the needs of a particular segment. You said it well – glad you chimed in. :-)

Lewis, I don’t know that marketing and customer service need to be merged into one department. Each has their own job to do. However, I think both should be measured, and incented, on their customer centricity. If marketing campaigns aren’t relevant to needs, they missed the point (and shouldn’t get full marks). If customer service doesn’t meet or exceed customer expectations, they have potentially hurt the brand for that customer. I love the first two questions you are asking your clients; may more people do the same!

]]> By: Lewis Green http://customersrock.net/2007/09/20/the-role-of-marketing/comment-page-1/#comment-1866 Lewis Green Tue, 25 Sep 2007 20:32:17 +0000 http://customersrock.wordpress.com/2007/09/20/the-role-of-marketing/#comment-1866 Becky, I agree with you but until customer service, marketing and sales are merged into one department, I can't see how marketing can achieve the goals you set for it. And even if they are merged, will customer-centrism become marketing's purpose in the eye of the CEO? Can't say but I know that when a client brings my marketing firm in the first thing they are asked is: "What do your ideal customers look like?" and the second is: "How do you meet or exceed their wants, needs and desires?" Good post! Becky,

I agree with you but until customer service, marketing and sales are merged into one department, I can’t see how marketing can achieve the goals you set for it. And even if they are merged, will customer-centrism become marketing’s purpose in the eye of the CEO? Can’t say but I know that when a client brings my marketing firm in the first thing they are asked is: “What do your ideal customers look like?” and the second is: “How do you meet or exceed their wants, needs and desires?”

Good post!

]]> By: Hank Brigman http://customersrock.net/2007/09/20/the-role-of-marketing/comment-page-1/#comment-1865 Hank Brigman Fri, 21 Sep 2007 04:52:59 +0000 http://customersrock.wordpress.com/2007/09/20/the-role-of-marketing/#comment-1865 Hello Becky. As marketers look at individual touchpoints (individual physical, human, communication, and sensory interactions), they should consider evaluating consistency across four factors. 1. Quality, 2. Delivery, 3. Image, 4. Message. The quality of a Touchpoint relates to meeting customer needs. In the example above, if the printer doesn't print digital photos to the expectations of the buyer, then the quality of the product (a physical touchpoint) doesn't meet the needs of the person who purchased it. Delivery refers to consistency in type, manner or timing of the same or similar touchpoints. Examples include your morning newspaper arriving at differing times daily, ordering the same meal from the same restaurant but getting varying portions, etc. Image must be consistent across touchpoints. If a luxury brand has employees chewing gum or using bad grammar, then the image projected by those human touchpoints will not be consistent with other touchpoints of the luxury brand. Fine china in a fast food restaurant would be inconsistent with its fast, value brand image. Lastly, touchpoints must reflect marcom messaging. DHL claims to "put service back in the delivery business." If this is not what is experienced at the touchpoint level, then customer experiences are not consistent with messages delivered via ads (communication touchpoints). Taking the evaluation of these four touchpoint factors down to the individual customer level is what it takes to generate an understanding of what is needed to improve the customer-centricy and consistency of key touchpoints. Hello Becky. As marketers look at individual touchpoints (individual physical, human, communication, and sensory interactions), they should consider evaluating consistency across four factors. 1. Quality, 2. Delivery, 3. Image, 4. Message.

The quality of a Touchpoint relates to meeting customer needs. In the example above, if the printer doesn’t print digital photos to the expectations of the buyer, then the quality of the product (a physical touchpoint) doesn’t meet the needs of the person who purchased it.

Delivery refers to consistency in type, manner or timing of the same or similar touchpoints. Examples include your morning newspaper arriving at differing times daily, ordering the same meal from the same restaurant but getting varying portions, etc.

Image must be consistent across touchpoints. If a luxury brand has employees chewing gum or using bad grammar, then the image projected by those human touchpoints will not be consistent with other touchpoints of the luxury brand. Fine china in a fast food restaurant would be inconsistent with its fast, value brand image.

Lastly, touchpoints must reflect marcom messaging. DHL claims to “put service back in the delivery business.” If this is not what is experienced at the touchpoint level, then customer experiences are not consistent with messages delivered via ads (communication touchpoints).

Taking the evaluation of these four touchpoint factors down to the individual customer level is what it takes to generate an understanding of what is needed to improve the customer-centricy and consistency of key touchpoints.

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