Asking questions and understanding your customers’ business is the foundation of great service.
I’ve heard estimates that more than 60 percent of customers who moved their business to a different supplier did so because they were dissatisfied with the people who were servicing their business. They felt that they weren’t understood and received poor customer service.

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Marketing 4 Digital (M4D)

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Wisdom and knowledge are not the same thing. Wisdom is the application of knowledge: the ability to recognize a fact, trend, or signal as significant; the ability to take a technique and apply it to accomplish a goal. Modern enterprises know plenty about their customers-every day transactional systems chatter, Web logs fill, and customer activities are tracked. Most companies don’t need to know more about their customers, they need to know what to do with the knowledge already in hand. Fortunately, there are a number of emerging strategies for companies that need to gain wisdom about what they already know-and many don’t require opening up the corporate coffers, only taking a new approach to turn customer knowledge into wisdom.

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EBSCO Publishing’s Stratton Lloyd explains how a close read of customer challenges enabled the firm to increase loyalty and sustain its rapid growth.

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Preventing waste is paramount when creating an efficient marketing fulfillment program. For Columbia, S.C.-based Colonial Life Supplemental Insurance, revamping collateral management processes maximized the company’s existing investments, saved money, improved productivity and boosted the bottom line.

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