COURSEWORK PRACTICE 2

Done by: Vanessa Shepherdson

Class: 4 Saint Rose

IMPROVING OUR SCHOOL’S

MARKEBILITY

POOR MARKETING SERVICE

4 WAYS POOR CUSTOMER SERVICE IS RUINING YOUR BRAND IDENTITY

• Poor Marketing service

• Poor customer communication

• Inconsistency

• Poor execution

POOR MARKETING SERVICE

• costumers judge your business on appearance first. From the moment a customer approaches your retail store, your branding and overall appearance need to be crisp, clean, and inviting. Your storefront should be orderly and well-maintained.

• Poor marketing service is when the customer does not get what he/she wants on time ad has to wait for a certain amount of time.

> E.g. When your order takes really long to arrive, you’ll get really impatient.

POOR CUSTOMER COMMUNICATION

Many retailers think it’s enough to give the appearance of being welcoming, greeting customers at the door and that’s it.

One example of a retailer with the wrong communication approach is Best Buy. Instead of a greeter, visitors entering a Best Buy store encounter an employee whose job is to prevent theft by tracking customers’ every move on the store’s surveillance system.

INCONSISTENCY

• Your customers need to know that wherever they encounter your brand, they’ll receive the same level of positive customer service

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POOR EXECUTION

Sales and coupons and announced a revamped store with “fair and square” pricing, sales plummeted.

They want to feel valued and like they belong. By offering a pleasant, comfortable, and consistent retail experience and focusing on your customers’ needs, you can build and sustain a brand identity that will make them feel right at home.

IMPROVEMENT FOR MARKETING SERVICE

• Before you decide whether to adapt your products or services, take a look at what you have.

• You don’t need to make wholesale changes - it may just be a matter of tweaking what you have

• A key way to improve your offer without actually changing it is to make it easier and more convenient to find and to buy. If you can sell online, then do so; attend fairs and shows if appropriate; explore third party sales opportunities, such as retail outlets and even franchising; recruit a sales agent to investigate and open up new territories,

IMPROVEMENT FOR CUSTOMER COMMUNICATION

• Have Them Tell You How It Would Make Their Lives Better

• Customer requests are usually just one or two sentences, devoid of context

• The advantage is that you can then watch your customers using the workaround and get better ideas on how to eventually build the easier, more "productized" way of doing the same task because you're able to anticipate their needs.

IMPROVEMENT FOR INCONSISTENCY

• Simply reducing first response time, however, is not enough to gain competitive advantage towards increasing profits. Customer service must be seamless across all communication vehicles where customer interactions and feedback occur. This meets the customer wherever they are and provides 'one face of the brand' to customers needing support.

IMPROVEMENTS FOR POOR EXECUTION

• Sometimes a strategy might make sense at the highest level, but its full impact on the whole organization has not been fully considered, according to Steele. For example, imagine that the general strategy calls for promoting one brand throughout the company while taking resources away from another brand. That might make sense in one market, yet be completely counterproductive elsewhere.