Despite spending hours on 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 reach an intensity which is now
causing great damage to your relationships with your customrs. We are
now dehumanizing 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 89% 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 drowing 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.
your relationship,conducted through computers has become so
depersonalised as to be dangerous to the very well being of yor brands
and business.
And, sad to say, any new channel of communication simply increases
managements' 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 communication 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 communication 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 .
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 Client, can literally halve
your colossal marketing budgets and armed with a true interpretation
and understanding of the word 'communication' and be more cost
effective...on all counts!
About The Author
marketing communication is substantially more effective than
advertising. Seeking more info? Please visit: http://effectiveaccountablecommunication.blogspot.com
There you will discover just how effective interaction is with results
from over $10 million of independent research. You can contact Paul
direct on paul.ashby@yahoo.com
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Distributed by Hasan Shrek, independence blogger. Also run online business , matrix, internet marketing solution , online store script .
Beside he is writing some others blogs for notebook computer , computer training , computer software and personal computer
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