Customer service is where the "marketing rubber" meets the road, so to speak. And if you think you're doing it right, you may want to think again. An article from Harvard Business School's Working Knowledge found that when they surveyed 362 firms, 80% of them thought they provided "superior" service, but only 8% of customers thought so! The study found that those who got it right followed 3 D's: designing the right offers and experiences, delivering those propositions, and developing their capabilities. The authors make excellent points about customer advocacy, gathering and analyzing feedback and training employees.
Thursday, November 10, 2005
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Libraries are more than just collections of books and other materials. Libraries are dynamic forces in their communities with the power to improve lives. Modern marketing demands that librarians look beyond their traditional roles ("outside the book") to find new ways to connect with people and further their success.
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