If you've ever worked the front lines - where you're directly dealing with customers - you know that sometimes, a customer can't be satisfied. It's always a challenge dealing with a difficult customer, but many times, companies have hard and fast rules for how to engage with customers, leaving employees in the position of facing anger, frustration, yelling, and sometimes rage. Is it essential to ensure every customer is satisfied? I would assume that most people would argue, "No."
Many people consider themselves "experts" in the sphere of marketing. Yet why is this subject still so misunderstood and misapplied in many companies? It's a constant challenge to get one's mind around the abstract nature of marketing. Unlike finance, this subject is not linear, nor is it black and white. It is much more an exercise in strategy and psychology, rather than implementing the right combination of tactics.
In the restaurant industry, training is a given. There's no question that a new hire won't get a minimum number of training hours, from processes and procedures, to food handling and customer service. On the other hand, many small to mid-sized manufactures resist investing in employee training, citing concerns that if the employee leaves, that investment was lost. However, this is a straw-man argument. Let's address theses preconceived notions.
The first book to holistically examine the challenges of the skeptical, change-resistant mid-market manufacturer. In the most recent data, manufacturers contributed $2.17 trillion to the U.S. economy. For every $1.00 spent in manufacturing, another $1.40 is added to the economy. That is why the continual modernization and progression of the manufacturing industry is essential.
What is your customer mission? It's a question which this book examines in depth, looking at how today's companies can shift from an internal focus to a customer focus by transforming their core organizational behaviors, mission, and values. Blending psychology, real-world examples, and actionable guides, The Customer Mission dives into how organizations need to change perspectives to effectively compete in today's marketplace.
This segment of the program will introduce the process of designing and developing new product offerings centered on undiscovered customer needs and designing solutions with value-added differentiators. We will discuss and work through a strategic process, defining what jobs customers want to accomplish through in-depth mapping of each stage of the job process, and outlining structured approaches to messaging, positioning and creating and effective launch.