The Last Word: Customer Solutions Profit Ideas

I often visit the location of a multi-unit client’s business and find that while they are executing the promotional point of sale they often can’t deliver on the promise of the product/service.

Their signage is controlled corporately but the impact of people required to execute and deliver the final product/service to the customer means there is room for major inconsistencies. These inconsistencies become the leading brand impression left with the consumer. Compliance monitoring may be one solution to that disconnect

Companies need to put as much into the point-of-sale delivery of the promotional offer as they do in the marketing to do the promotion. It is a crime to drive business that then falls short of expectations when delivered.

This can be corrected by managerial controls on staffing, compliance training, monitoring and surveying at every point of contact or “Touchpoint.” These efforts should be considered just as important as the creation and marketing efforts for the offer – in fact, they should go hand-in-hand.

Unfortunately, most companies have silos controlling these areas – sales/marketing and operations. The companies that meld these functions or create a shared responsibility for sales, customer retention and brand perception are the ones who succeed. Compliance monitoring and training are tools to performance manage a consistent approach to the market.