Companies Must Re-Think How They Value
Customers
Companies looking to cut back on training and investment in
Customer Service Call Centers will face serious financial
consequences. A groundbreaking research study, recently undertaken
by Ernan Roman Direct Marketing, has uncovered startling new
insights into the world of customer service. The goal of the study
is to understand how customers’ attitudes toward a company are
influenced by their experience calling Customer Care Centers. The
results could have a profound effect on the way American companies
conduct business.
(PRWEB) May 18, 2005 -- Companies looking to cut back on training
and investment in Customer Service Call Centers will face serious
financial consequences. A groundbreaking research study, recently
undertaken by Ernan Roman Direct Marketing, has uncovered startling
new insights into the world of customer service. The goal of the
study is to understand how customers’ attitudes toward a company are
influenced by their experience calling Customer Care Centers. The
results could have a profound effect on the way American companies
conduct business.
The majority of recent Customer Call Center
experiences have not been positive. In fact, two thirds (66 percent)
report negative or neutral experiences. If a customer has a negative
experience calling a Customer Care Center, 95 percent perceive the
company negatively. This perception can be extremely damaging to
profits, as the likelihood for repeat purchasing declines by 86
percent. Additionally, 83 percent will be unlikely to recommend the
company to others. These figures indicate that the business world
needs to re-think how they value customer relationships.
“My
passion is to change the way American companies treat their
customers,” says Ernan Roman, president of Ernan Roman Direct
Marketing and the co-author of Opt-In Marketing: Increasing Sales
Exponentially with Consensual Marketing. “By fundamentally changing
how they respect and value the relationship with customers, they
will achieve a significant increase in customer loyalty and an
exponential increase in revenue.”
Customers have forced a
change in the way they wish to be treated and successful companies
will have to adapt to meet their needs. “This puts the burden back
on the marketer,” says Roman. “If marketers wish to attract and keep
customers, they must learn their needs and deliver value per the
requirements of those individuals! This applies not only to
customer’s experiences with Customer Care Centers, this applies to
all customer touch points.”
Innovators like IBM and
Hewlett-Packard have seen significant increases in response and
revenue after employing Roman’s Consensual Marketing Opt-In Process.
IBM and Hewlett-Packard found success by engaging customers in
consensual relationships where customers are engaged in highly
personalized communications based on the person’s individual
preferences and needs. “Truly understanding the needs of your
customers is the key to this process,” says Roman. “Customers and
prospects quickly see the difference when they are treated in this
manner and the exponential increase in response and revenue prove
it.”
It is clear that there needs to be a serious change.
When given the opportunity, people “opt-out” of the marketing
process in droves. As the overwhelming popularity of the Do Not Call
Registry illustrated, people are sick and tired of being marketing
to. “The chasm between marketers and customers has never been
greater,” says Roman. “Marketers need to come up with new strategies
to engage an overly cynical public. The days of spray and pray
marketing are ending quickly.”
Developed by Roman, the
Consensual Marketing Opt-In Process is designed to help companies
build beneficial relationships between companies and their publics.
“They tell us what they want, when they want it, and how they want
to get it,” says Roman. “The customers allow themselves to be
contacted with the expectation that the company will provide
meaningful value in return.” The communication may come in the form
of direct mail, a well-placed phone call or a highly-personalized
e-newsletter.
“The Opt-In Marketing Process may change the
very face of business,” says Roman. “It is vital for all
organizations to be familiar with its principles.” Along with IBM
and HP, Roman also counts the United States Postal Service,
Microsoft and Golden Rule Insurance among his clients. These
principles aren’t only for the big companies, though. These
techniques can also be applied successfully to smaller mid-sized
organizations.
By ignoring the wants and needs of their
customers, American companies risk losing customer loyalty and
repeat business. The burden has shifted to the marketers and the
time for change is now. “Opt-in marketing simply puts the power back
in the hands of the people,” says Roman. “It is time that we
listened to them.”
For more information or to set up an
interview with Ernan Roman, please contact Jay Wilke at
727-443-7115, ext. 223.
Editors and journalists: You have
full permission to edit and use this story as you see fit.
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Source : http://www.prweb.com/releases/2005/5/prweb241227.htm |
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