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The Internet is an effective and cost-efficient means of customer communication. And, although it is used in many areas of the company for a number of purposes, online customer communication is rarely integrated systematically into a company’s business processes. However, integrating customer dialog into the processes as part of the company’s marketing strategy can generate a key competitive advantage. This offers great potential for improving effectiveness, while the standardized approach also cuts costs.
Typically, customer feedback will be gathered online or put into an online form by a call center agent. However, it’s not just about implementing an additional communication channel for customer care. Customer satisfaction surveys, which often provide suppliers with useful information on their performance or the market, also fall short in this respect. Customers who vent their frustration about product quality or support in this way stand to gain little and are likely to look elsewhere.
Space must be made in business processes for one-on-one dialog with customers. This is the only way for a company to successfully foster its business relationships and, above all, respond systematically to the emerging problems and opportunities.
In the service and knowledge economy of the 21st century, added value is generated first and foremost through customer interaction. This enables companies to react promptly to rapidly-changing customer requirements and to get a handle on market developments in good time, thus ensuring that they are in the position to manage customer loyalty directly.
Our Micro Feedback Management service is designed to integrate the input of individual customers (micro feedback) into their business processes in a way that is systematic, clearly defined and – wherever possible – automated.
This enables companies to respond to customer feedback through follow-up dialog and activities (micro action) and to use the resulting know-how on customer requirements to manage the continuous improvement of the processes, marketing capabilities as well as products and services (macro action).
This approach harbors potential for boosting effectiveness:
Business Leaders Management Consulting can assume responsibility for the entire conversion process – from analyzing the current processes and designing, organizing and implementing target processes to providing support for the requisite change processes.