September 28, 2006


Customer-Facing Interactions Can Make or Break A Business

“Customer First” policies aren’t always implemented on the front lines

REDWOOD CITY, CA – September 28, 2006. Companies can improve the well-being of their business by focusing on the interactions customers have with the business’ customer-facing employees, programs and processes, according to a recently published article on entitled Face the Customers or Face the Music.

In the article, Leverage2Market Associates President Linda Popky notes how important it is to remember that a company’s customer-facing employees are really the company’s main face to the customer. “It’s all about perceptions and first impressions,” she said. “When your employees are eager to help, your business seems helpful. When they respond quickly, your company appears efficient. On the other hand, when your customer-facing personnel are rude, uninterested or ignorant, your company seems unfriendly, arrogant and out of touch.”

Among the suggestions for improving customer-facing interactions are to set clear and consistent customer-facing policies, starting with the top of the organization, and to reward proper behavior quickly and publicly by ensuring compensation, reward, and disciplinary programs enforce the correct behavior. Clear, consistent ongoing communication is also important, particularly with functions where employees may be lower paid, not as highly educated and/or have higher turnover rates.

Popky, who was recently interviewed on The Brand Show radio program, also noted that customer-facing programs include websites, interactive voice response (IVR) systems and email systems, as well as interactions with consultants, contractors, and partners. Companies should review websites, email response templates, and voicemail messages from the point of view of their customers. By offering multiple channels for customers to provide input, companies are able to respond to customer issues and concerns in a timely manner.

“Customers have long memories,” she said. “They will remember when they’ve been mistreated, as well as when you go ‘above and beyond’ to take care of them.”

About Leverage2Market Associates

Leverage2Market Associates is a strategic marketing company that helps clients improve their bottom line by more effectively leveraging their investment in marketing programs, processes and people. Leverage2Market works with a wide range of organizations from startups to Fortune 100 companies to use their existing marketing resources as effectively and efficiently as possible. For more information, contact or 650-281-4854.

The Face the Customers or Face the Music article is available on the Marketing Profs website.

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