excellent customer service Archives - Syneka Marketing

Your marketing activities need to work towards achieving your marketing strategy

Measuring and implementing marketing activities

By Advice, Advice for Businesses, Advice for Not-for-profit Organisations and Charities, Government One Comment

Effective marketing begins with the right strategy.

Before you commence marketing activities, you need a plan that outlines your vision for your business or organisation.

Once you know what you want to achieve, you need to put your marketing plan into action.

Identify required tasks

A marketing plan must be supported with an implementation schedule. Your schedule should identify the tasks, timing and resources you need to achieve the outcomes you have identified.

For example, if you had a vision of increasing repeat sales by 15%, then your implementation schedule needs to identify the actions to achieve this outcome.

Activities might include regular customer contact and providing excellent customer service.

Each of these activities needs a time frame, with specific tasks identified and allocated. Tasks needs to be broken down so that there is a systematic approach.

For example, an activity to deliver regular customer contact might include a periodic electronic newsletter. Content is required before a newsletter can be distributed and this needs to be considered when undertaking this task.

Clearly define your tasks

Excellent customer service needs to be defined. How will you provide a better level of service and how does this achieve your desired outcomes?

Tasks might include seeking feedback from customers through a survey. The survey will need to be distributed, and the results analysed. Once the survey has been undertaken, you will need to report on the findings to highlight the improvements that will be made.

Identified improvements, for example providing after-sales support, would require their own implementation schedule. Staff would need to be trained, new procedures outlined and customers made aware of these service improvements.

Identifying and measuring results ensures that marketing activities will achieve your desired outcomes.

Identifying and measuring results ensures that marketing activities will achieve your desired outcomes.

Set Realistic Goals and Resources

Marketing activities will need a budget and resources. It is important to clearly identify the outcomes you want to achieve, so you can measure the effectiveness of this allocation.

Marketing activities must to be undertaken using the resources you have available. Setting unrealistic goals, or not providing the right resources will diminish your ability to achieve the right outcomes.

For example, you could provide regular customer contact through monthly workshops. If you do not have the personnel or budget available to hold these workshops, then you will not be able to implement this activity or will fail to meet customer expectations.

How much to allocate to marketing will depend on the scope of your organisation, the competitive environment, the industry sector and the goals you wish to achieve. Several research studies indicate that a business will allocate between 5% and 10% of its revenue to marketing activities. These figures are a guide and can increase to 20% for new businesses seeking to establish themselves in the market.

Know who is responsible

Your implementation schedule needs to identify who is responsible for the required tasks.

A periodic newsletter is only useful if it is regularly dispatched. Failing to meet time frames for content will delay sending the newsletter, eroding the ability to communicate effectively.

Who is responsible for collating content and ensuring it is sent? The responsibilities should form key performance indicators (KPIs) that are used to report on outcomes and measure staff performance.

Time frames need to be realistic, but should motivate personnel to take action.

Evaluate Results

Your implementation schedule should identify the outcomes that are expected from each activity. Keeping track of results, enables you to measure the effectiveness of each task and make adjustments if required.

For example, if you are providing a regular newsletter, then you want to measure the number of times someone interacts with the content. How many people open the newsletter? How many of them click through on links? Do you receive feedback or is the content shared through social media?

Identify the anticipated outcomes and then evaluate against actual performance. If not enough readers are clicking through to content, then try running a competition or seeking feedback on the layout and what they would like to read.

Marketing needs to be measured to ensure that you are achieving the goals you have established.

Your marketing activities need to work towards achieving your marketing strategy

Your marketing activities need to work towards achieving your marketing strategy

Focus on Outcomes

Marketing involves focusing on outcomes. The actions and tasks you identify should work towards the outcomes you have set in the marketing plan.

The activities you undertake should support these outcomes, rather than undertaking tasks that have no clear objectives.

Success starts with strategy and this is followed by implementing the required activities and measuring impact.

Good customer service should be a priority for any business or organisation

Show you Genuinely Care with Customer Service

By Advice, Advice for Businesses, Advice for Not-for-profit Organisations and Charities, Government No Comments

Excellent customer service is something that we value highly at Syneka Marketing. We find that great customer service is the key to establishing long term relationships and rapport.

There have been many times, where I personally, have experienced poor customer service. My experiences include being ignored by a sales representative at a department store, only being provided with friendly service at a highly regarded St Kilda restaurant when the waitress realized the amount on the bill, or when I had to deal with the call centre of my former telecommunications provider.

While all of these experiences have been different, there have been overriding themes that have resulted in the delivery of poor customer service.

We believe that there are five crucial elements when providing customer service:

  1. Ability to listen – listening to your customers enables you to discover exactly what they need, and therefore provide you with the opportunity to service their needs
  2. Have empathy – being able to place yourself in the position of the customer and see things from their point of view, enables you to develop rapport and can assist in solving problems. Regardless of the size of the organisation you are dealing with individuals and you need empathy to understand their situations.
  3. Offer advice – a good way to win the respect of a customer is to offer solutions to problems that relate to your expertise and their needs.
  4. Remain positive – being positive enables you to demonstrate that you understand what you are selling and are passionate about it. It is important to remain positive even when things are not going according to plan.
  5. Follow up – making regular contact with your customer provides reassurance that they are valued and that you are servicing their needs. Following up also provides the opportunity to on sell further services.

Providing good customer services enables the creation of relationships that can lead to positive outcomes for both the customer and the business or organisation.

Good customer service should underpin the activities of all organisations. These customer service fundamentals should be reflected in all correspondence, whether via telephone, email or in-person to create a positive response.

At Oriental Spirit for our end of year party

Party to mark the end of 2012

By Advice for Businesses, Advice for Not-for-profit Organisations and Charities, Government, News No Comments

We recently held our end of year party at Oriental Spirit on Victoria Street.   It was a nice day for Thai food, given that it was over 30 degrees and so we dined on Thai curries and other delicious dishes to celebrate our accomplishments for the year.

At Oriental Spirit for our end of year party

At Oriental Spirit for our end of year party

2012 has been a busy year for us. I am amazed at how quickly we have been able to grow. I believe that this is because we are a marketing agency that has great integrity. We provide our clients with excellent service and get them the results they want.

We end the year being regarded as the number one provider of marketing services for the not-for profit sector. We also continue providing high quality marketing services to a wide range of small and medium businesses, as well as government entities.

Ariel and Michael joined us in 2012 and have helped us produce websites and creative content for our clients. They both assisted us in our own re-brand which began by changing the Syneka Marketing logo. We hope to complete our re-brand before the New Year with a new website being the final step in this process.

This year marks the first at our head office in Regent Street, Richmond. We were very excited moving into these premises, which are close to the Melbourne Central Business District.

In 2012 I have taken a more active role in the future of Syneka Marketing so it can operate as a full service marketing agency. I am excited about the fact that Syneka Marketing now provides a full range of creative marketing services.

Next year we hope to strengthen Syneka Marketing’s ability to provide integrated marketing services that begin with the right strategy. Alex and I see the strategy as being the start of a wide range of marketing services that we can offer our clients.

We look forward to a successful 2013.