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Customer Focus Team
New emphasis is placed on contact with the customer, by including all the supervisors of each department that touches the customer. This “Customer Focus Team” concentrates on customers’ preferences and coordinates services across all those who “touch the customer.”
The Customer Focus Team activates and alters the contact with the customer as it learns more about the customer. When successfully implemented throughout the company, the Marketing Plan supports the customer through the Customer Focus Team.
Expected benefits to the marketing strategy will likely be:
¨ better and faster response to changing needs in promotional materials, based on sales needs and customer service issues;
¨ finding unrecognized target groups that traditional demographic studies miss;
¨ better and more direct campaigns devoted to market niches;
¨ on-going and shorter response to new trends and customer wants;
¨ heightened awareness and ownership of customer care through out the company;
¨ a sense of accomplishment and community in the ranks as front line people are supported by supervisors for customer needs.Addition of certain customer feedback systems would normally accompany the new Marketing Plan in the form of a new element. However, with the implementation of a new Customer Focus Team, this should now fall to this group to design and implement. Management discussions have included focus groups, more and better exit interviews, formal feedback from the specials driver and extended surveys. It will be interesting to see what the group sees as important. “It is better to teach one how to fish, than it is to give one a fish.”