Comments on: Email Objective, Improve Customer Satisfaction and Branding

By: Gary

Gary — Thu, 12 Jun 2008 13:28:27 +0000

I found an excerpt from Fred’s Book, “The Loyalty Effect”, it is something we all know …but occasionally it is good re-learn. Fred said,

Forget Profits, Focus on Value…
“The true mission of a business is to create value. Any business muddled enough to believe that its real purpose is producing profit is probably not long for this world. Profit is absolutely essential, to be sure, but it is a downstream outcome of creating value, and so it functions very poorly as an objective in itself. One of the reasons so many businesses fail is that all their analysis and learning revolves around profit, so they become aware of problems only when their profits begin to decline. In struggling to fix their profits, they concentrate on a symptom and miss the underlying breakdown in their value-creation system.”

By: Craig L-P

Craig L-P — Thu, 12 Jun 2008 12:39:22 +0000

Gary, I’m glad you are mentioning loyalty. You raise a valid point about using emails to leverage loyalty. Fred Reichheld and his book “The Loyalty Effect” is a great read.

By: Nash79

Nash79 — Wed, 11 Jun 2008 21:57:48 +0000

Right on, I’v worked with a company few years ago that basically relied 99% of the time on automated/generated emails sent to our clients every month and after each project. The result was losing the “human face” of the company and not to mention clients’ loyalty.

When we started out company, we paid extra attention to this part, we can humbly say we have over 80% of clients always coming back.
I think what you are saying here is a KEY feature in marketing and customer service. The more you connect with a client and various levels using diverse approaches, the more they are assured that they are not just a contact on an emailing list, or a survey target.

Great job highlighting this point mate, I already pointing people to your blog. Keep it up.