‘Disconnects’ between marketing & operations drive prospects away
Introducing the ‘Marketing Organism’

Editor’s note: This article first appeared in  the Oct. 5, 2009 issue of MassBankers e-News. While the discussion was aimed at bankers, the lessons apply to all businesses.

By Tim Coco

The business prided itself on delivering “personal,” “responsive” and “convenient” service, but a would-be customer inadvertently tested each claim. She found a rigid telephone auto-attendant instead of human beings, discovered a “mail box full” response when querying by e-mail and, finally, learned the nearest office inconveniently closes before 5 p.m. most weekdays.
 
There was also the business promising “professional” service, but which allowed “Casual Fridays” to devolve into “We Don’t Care What We Look Like Fridays.” These are “disconnects” between what marketing promises and operations delivers. Today, all departments must act as part of the “marketing organism.” Like living creatures, businesses are much more than the sums of their parts. And, like living beings, institutions won’t last very long unless all of their internal parts are healthy and working together. Everyone plays a vital role in converting prospects into customers, cross-selling additional products and services and keeping patrons from jumping ship.

CSRs and tellers

“I don’t know why either, but rules are rules.” Tellers and customer service representatives (CSRs) infuriate customers with answers like this and send them (and friends, family and co-workers) running to competitors. If the answer isn’t obvious, chances are it shouldn’t apply. Take, for example, the incident of the mother and infant being threatened with police action at a St. Louis, Mo. Burger King. It turns out the babe in arms wasn’t wearing shoes contrary to a “no shoes, no shirt, no service” policy. 

Educate employees about the rationale for certain policies and rules and when, or if, exceptions should be made. Next time you blame marketing for not delivering enough new business, think about these disconnects and how they may be thwarting branding and development efforts.

Senior officers

Marketing is not off the hook either. Gimmicky campaigns, “cute” slogans and non-audience-centered language must be avoided. Marketing staff and outside agencies must balance creativity and strategy and insinuate themselves into new offerings at the earliest stage. They must also “work out of grade” to assess the ability of departments to carry out programs; properly inform branch officers, tellers and CSRs of upcoming initiatives; and alert senior staff to looming disconnects. You may not be able to change all of the offending systems, but you can change your customer messages to avoid inconsistencies.

Senior officers and department heads must encourage staff to think for themselves, exercise judgment and call out conflicting policies or systems. Simple rewards go a long way toward changing mindsets. The response, “That’s the way we’ve always done it,” is never acceptable.

And compliance too

If you are still not sold, consider the ramifications of a regulator or activist calling you out on misleading messages or actions during this time of heightened scrutiny.

A recent survey by the Association of National Advertisers (ANA) revealed “integration” is the top issue when choosing outside corporate communications assistance. These marketers now realize advertising, Web design, public relations, marketing communications, social media, etc. should not be disparate efforts, but rather parts of what should have always been a single, strategic effort aimed at delivering the right message to the right audience. Similarly, all departments must be integrated in a single, coordinated effort to deliver offerings to customers.

Oh, and don’t forget to check your “general” voice mail box. One company was recently alerted to messages left weeks prior from prospects responding to an advertising campaign.

Tim Coco has served as president and chief executive officer of COCO+CO. Inc. since 1991. He pioneered the integrated approach to marketing more than 20 years ago and created Beneficial Benchmarks^SM to help guard against marketing/operations disconnects.

Submit your comments to creative@cocoboston.com.

Social networking program Nov. 13
Where does FaceBook, Twitter belong in your tool kit?

Tim Coco of COCO+CO. will be among the presenters discussing social networking at 7:30 a.m., this Friday at Showcase Cinemas, Lawrence.

The Merrimack Valley Chamber of Commerce is sponsoring the program. The Chamber invites participants to “Learn what Social Networking is, how your business can use it to effectively promote your company, and interact with your customers!”

The cost is $15 and tickets may be reserved until Wednesday, November  11, by contacting the Merrimack Valley Chamber of Commerce, 264 Essex Street, Lawrence, MA 01840, or by calling (978) 686-0900.