The Marketing Plan: How to Prepare and Implement It

By William M. Luther | Go to book overview

14 The Customer Service Plan

Customer service is not a department, it's an attitude. It has to be a part of marketing, because these employees must know all about the products and services, the advertising, public relations, and sales promotion. That is the only way they can give intelligent answers to questions by customers. They should also be aware of the company's vision, which should translate into a Disneyland mode of operation for customer service, whose reps are referred to as [my Disney team] and whose employees all tout Disneyland as the place [where dreams come true.] Hard to imagine a more positive attitude than that.

Customer service can be a profit point as well, because research has indicated that keeping a customer only costs one-fifth as much as acquiring a new one. For example, a clerk at Nordstrom's gave a refund to a customer for returning a tire, even though Nordstrom's doesn't sell tires, and an employee at Midwest Express lent one of his business suits to a passenger who had lost his luggage. Do you think these two customers will keep coming back?

One of the most important things you can do is review all your customer service policies. Most likely they are written for

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The Marketing Plan: How to Prepare and Implement It
Table of contents

Table of contents

  • Title Page iii
  • Contents ix
  • Acknowledgments xi
  • Introduction 1
  • 1 - The Planning Process 9
  • 2 - Marketing Management 21
  • 3 - Market Analysis 27
  • 4 - Customer Analysis 55
  • 5 - Brand Development 67
  • 6 - The Product/Service Plan 73
  • 7 - Calculating Your Marketing Communications Budget 101
  • 8 - Competitive Analysis 109
  • 9 - The Advertising Plan 117
  • 10 - The Sales Promotion Plan 139
  • 11 - The Public Relations Plan 153
  • 12 - The Sales Plan- Pricing 163
  • 13 - The Sales Plan- Future Sales 175
  • 14 - The Customer Service Plan 197
  • 15 - Maximizing High-Potential Accounts 203
  • 16 - The Internet Plan 237
  • 17 - The Research Plan 249
  • 18 - Pulling the Plan Together 257
  • Appendix A - Marketing Plan Basics 263
  • Appendix B - Everything You Need to Know about Working with An Advertising Agency 275
  • Index 285
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