Klantenservice & de rol van marketing

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Door de eeuwen heen is de klant afhankelijk geweest van wat bedrijven menen te moeten verkopen. Het grootste deel van het bedrijfsleven functioneert nog steeds op dit nivo. In de reiswereld had je tot nu toe zo'n 200.000 reisburo's die toegang hadden tot reserverings systemen om een ticket te boeken. Door internet hebben inmiddels ruim 375 millioen we surfers toegang tot exact dezelfde informatie. Aan het bedrijfsleven dus de geweldige taak om eens te denken aan verandering van bijvoorbeeld regels.

Heel in het klein hierbij een aardige annecdote in dit verband hoe moeilijk dit kan zijn...

‘I have news for you: The rifle is now in the hands of the deer.’ Source: Fred Newell, author of Loyalty.com, talking at the CREDO CRM conference in Paris, France, last week.

The point is: Businesses tend to see customers as prey. Marketing strategy is to ‘target' customers more effectively. The explicit aim is to maximise 'share of wallet', an excruciating phrase that has entered marketing-speak recently to supplement the notion of 'market share'.

What's the difference between that kind of strategic thinking and a mugger's? Seriously.

The reality is that you are no longer in control. The customer is. Most organizations have not realized this yet. Pretend that you are (in control, that is), and your customer will become Jack Nicholson (see below) and then leave.

2. Fast Guide: Jack Nicholson Is Your Customer.

Jack Nicholson: I’d like a plain omelette, no potatoes - tomatoes instead - a cup of coffee, and some toast. Waitress: (Points to wording on menu) No Substitutions. Jack Nicholson: (Still polite. Softly spoken.) What…you mean you don’t have any tomatoes?

Waitress: (Irritated) Only what’s on the menu. You can have a Number 2: A plain omelette. Comes with cottage fries and rolls. Jack Nicholson: (Still polite) I know what it comes with. But, it’s not what I want.

Waitress: I’ll come back when you’ve made up your mind. Jack Nicholson: (Still polite…but determined) Just a minute: I HAVE made up my mind. I’d like a plain omelette with no potatoes on the plate, a cup of coffee and a side order of wheat toast.

Waitress: I’m sorry, we don’t have any side orders of toast. You can have a roll. Jack Nicholson: (Turns full attention to waitress. Still speaks quietly.) What do you mean, you don’t make side orders of toast? You make sandwiches don’t you? Waitress: (Hand on hip) Would you like to talk to the manager?

Jack Nicholson: (Sighs) You’ve got bread? And a toaster of some kind? Waitress: (Exasperated. BOTH hands on hips now. Voice raised) I don’t make the rules!

Jack Nicholson: (Still calm. Talks slow) OK…I’ll make it as easy for you as I can. I’d like an omelette. Plain. And a chicken salad sandwich on wheat toast. No mayonnaise. No butter. No lettuce. And a cup of coffee.

Waitress: (Writes down. Repeats back) A Number 2. And a chicken salad sandwich…Hold the butter, the lettuce and the mayonnaise.

Jack Nicholson: (Smiles) …and a cup of coffee… Waitress: (Raises one eyebrow. Happy now the customer has kow-towed) Anything else?

Jack Nicholson: Yes. Now all you have to do is hold the chicken. Bring me the toast. Bring me a check for a chicken salad sandwich. And then you haven’t broken any rules.

Source: Diner scene from the movie Five Easy Pieces.

And the point is: Your business used to be a monologue in which you delivered a standard product or service. The customer had very little say. Now your business is a dialogue in which the customer says exactly what they want from you. The difference is that a dialogue recognises the power of the other person. Are you listening? If you fail to acknowledge their power, they’ll flash their teeth at you. Don’t mistake it for a smile…

-- ben (ben@timedesk.net), March 19, 2001

Answers

Interessant artikel Ben.

In de cursus "communicatie" die ik momenteel volg is dit inderdaad een issue.

Joan

-- joan v (joan@lsm.zzn.com), March 21, 2001.


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