If you do not have time, if you are too busy, if you have many things to do, if you are juggling different tasks. Then avoid sending important messages or giving important speeches. Effective communication requires time and intentional effort. No, you are probably not a natural communicator, and people will not get it one … Continue reading Prepared to communicate
Tag: customer service
Squeezed or integrated
There are two ways to do product marketing. Reactive product marketing is when product marketing is squeezed between departments. Product marketing managers react to the needs of the other parts of the organization. When product releases a feature, product marketing has to find a way to communicate that feature. When sales targets a new type … Continue reading Squeezed or integrated
All-encompassing
When you are sending a message to the mass, the tendency is to make it as all-encompassing as possible, and by doing that you probably fail to make it relatable, motivating, effective. A great example is what happens every year when companies share season's greetings with their audience. And as it is possible to send … Continue reading All-encompassing
Alignment
Every single company is on a mission to talk about value. Value proposition, value selling, value chain, added value. And (almost) every single company fails to appreciate what value is. That's because value is defined not by your management, but by your customers. It is not about increased productivity or improved workforce efficiency, but it's … Continue reading Alignment
Culture
I made a list of the happiest periods in my life, and I realized that none of them involved money. We believe that it's really important to come up with core values that you can commit to. And by commit, we mean that you're willing to hire and fire based on them. The ultimate definition … Continue reading Culture
Broken trust
Trust is given, trust is built, trust is broken. And when it is broken, it needs repairing. A great way to go about this is to start with "I am sorry". And honestly stop there. At the very least until the other party signals that they are ready to move forward, under a tacit agreement … Continue reading Broken trust
Levels of understanding
When is the last time you felt good about somebody trying to outsmart you? Probably, never. Yet, most B2B marketing feels like a run at outsmarting the customer. Obscure language, unclear pricing, absurd experiences, inconsistent services. And that is mainly because at some point the company decides that their product is better than anything else, … Continue reading Levels of understanding
Patches
Many organisations mistake customer centricity for customer support or customer success. Yet, having the customer at the core of what you do is not about being there when they need help and collecting high scores on a satisfaction survey. It is actually more about aiming at getting rid of those things, because when the customer … Continue reading Patches
The distance
You have spent resources improving your product with features analysts said are necessary in your category. You have hired hundreds of new employees and built an organization that can sustain higher revenue. You have rolled out a new tool because the old one was clunky and not providing enough flexibility. You have gone all-in on … Continue reading The distance
Converge
Customer focus is not a marketing thing. Every day, in every situation, we deal with customers. Sometimes it is people paying us money for a service or a product, more often it is a person we feel might be better off with a different perspective or performing a different action. Of course, calling all of … Continue reading Converge
