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An Evangelical Approach to Converting More Sales, Part 1

Posted By Bryan Eisenberg On July 6, 2007 @ 5:41 am In Customer Experience,ROI Marketing,Relationship Building,Word of Mouth | 5 Comments

I’m always in the mood for a good chuckle, but the last place I thought I would find one was in an article in MSNBC’s blog The Red Tape Chronicles [1] by Bob Sullivan.

A new survey shows that 75% of high-tech titans say their companies provide “above average” customer care.

OK, I’ll give you a moment to stop laughing. Apparently, these CEOs don’t have to call the standard 1-800 number.

As you might expect, high-tech consumers don’t share this perception. To be precise, nearly 6 in 10 respondents told researchers they were somewhat upset or extremely upset with the way their most recent customer service experience was handled.

Seems high-tech CEOs are badly afflicted with chronic “It’s-not-us-itis.”

… So we say, ‘I understand you think you are great, but let’s do a little survey,’ said Brian Sprague, of consulting firm Accenture, in the article. According to the article, most surveys show a “disconnect between what executives and their customers think about service.

The consequences can be severe. Consumers who feel they’ve been badly treated are incredibly disloyal, the Accenture survey found; 81 percent said they’d purchase from a competitor next time.

Most companies don’t make the customer service [2] cut. But a few companies have found ways to raise the bar in an era when word of mouth and disaster stories spread quickly.

TechSmith [3], makers of screen-capture utility Snagit, Camtasia Studio, Morae, and Uservue, is one such company. Good friend and TechSmith’s evangelist extraordinaire Betsy Weber [4] was eager to answer my questions about her role.

Continue reading my column on ClickZ… [5]

UPDATE: Seth Godin on the value of hiring an Online Community Organizer [6], which he calls a “job of the future.”

Article printed from Conversion Rate Optimization & Marketing Blog | FutureNow: http://www.grokdotcom.com

URL to article: http://www.grokdotcom.com/2007/07/06/an-evangelical-approach-to-converting-more-sales-part-1/

URLs in this post:

[1] The Red Tape Chronicles: http://redtape.msnbc.com/2007/05/ever_wonder_why.html

[2] customer service: http://www.clickz.com/showPage.html?page=844291

[3] TechSmith: http://techsmith.com/

[4] Betsy Weber: http://www.techsmith.com/company/management.asp#sectiona-3

[5] Continue reading my column on ClickZ…: http://www.clickz.com/showPage.html?page=3626339

[6] Online Community Organizer: http://sethgodin.typepad.com/seths_blog/2007/07/jobs-of-the-fut.html

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