Tag: customer service

Prepared to communicate

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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 way or the other.

Depending on your role, communication might have different degrees of importance for you. If you are a leader, or if you are in a position of power, you should probably have it among your key priorities. But unless you can dedicate enough time to prepare for it, silence is your second best option.

[The time it takes me to prepare for a speech] depends on the length of the speech. If it is a ten-minute speech it takes me all of two weeks to prepare it; if it is a half-hour speech it takes me a week; if I can talk as long as I want to it requires no preparation at all. I am ready now.

President Woodrow Wilson

Squeezed or integrated

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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 of customers, product marketing has to come up with a custom presentation. When marketing is running a specific campaign, product marketing has to come up with some content for mid and bottom of the funnel.

Proactive product marketing is when product marketing is integrated across departments. Product marketing managers engage other parts of the organization to coordinate the whole flow of information: from customers to product, moving through marketing, customer success, customer support, sales. And the other way around. In this scenario, when product releases a new feature, how to communicate it is already known, because the feature was actually developed following to research promoted by product marketing. When sales targets a new type of customers, custom presentation are already in place, because the new strategy was recommended by research promoted by product marketing. When marketing runs a specific campaign, product marketing is actively involved in planning what content is needed, as well as who to distribute it to and where.

I understand most product marketing organizations are probably somewhere in the middle. Just always be aware of what type of product marketing you aim to be.

One is execution, the other is the cornerstore of go-to-market.

Which one are you?

All-encompassing

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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 a Merry Christmas and Happy New Year (accompanied by the emoticons of your choice) to a vast number of people, individuals got lazy as well.

Next year, instead of sending a mass message to all your team, your group of friends, your family, pick a finite number of people that had a significant impact on your life in the past twelve months, and share a personal and emotional message with them. Tell them why this Merry Christmas is different. Tell them what they mean to you. Tell them how they have succeded in their job. And let them know why you want them close in the New Year as well.

The return on this small investment will be huge.

Alignment

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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 about what you enable your customers to do day after day (to increase productivity and improve workforce efficiency).

Value is how, what, and why.

It is one of the most difficult lessons to understand and put in practice. It is the only way to find a unique and consistent way to talk about value across people, deparment, and stakeholders. It is the alignment you are missing.

It is worth it.

Culture

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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 of success is, you could lose everything you have and truly be OK with it.

People may not remember exactly what you did or what you said but they always remember how you made them feel, that’s what matters the most.

Our philosophy has been that most of the money we might ordinarily have spent on advertising should be invested in customer service, so that our customers will do the marketing for us through word of mouth.

Our belief is that a company’s culture and a company’s brand are just two sides of the same coin. The brand is just a lagging indicator of the culture.

Tony Hsieh