TNNWC Publications And Informational Products Division publishes The National Networker (TNNWC) Weekly Newsletter and The BLUE TUESDAY Report especially for entrepreneurs and early-stage venturers; free weekly subscriptions to these informative publications are available online to all entrepreneurial Members of TNNWC.

Membership in TNNWC is free (it's automatic for any subscriber to any TNNWC Publication) and available at our website. When you arrive there, just click on any of the JOIN US or BECOME a MEMBER buttons or links.

Friday, September 24, 2010

THE RETENTION FACTOR: The Human Touch Is Here To Stay

The Retention Factor with Rosanne D'Ausilio, Ph.D.

Bottom Line:
  • Your competition is literally a click away

  • The (poor) state of customer service today

  • What distinguishes your company from another

Historically, customer service was delivered over the phone or in person. Customers didn’t have many choices, and switching to competitors was cumbersome. Today, these methods are but two of the many possible touch points of entry for any given interaction. With all the options the Internet brings to us and our customers (both current and potential), competition is literally a click away.

However, I want to report that online customer service is not good--to put it mildly. In fact, some people say it stinks. Why? Because the web is but one dimension. It doesn’t have the human response -- the necessary back and forth live communication--that is so critical.

Twenty five years from now your customers will not have metamorphosed. They will still be human beings, and will still be driven by desires and needs. Virtual environments do not create virtual customers. Except for the simplest transactions, customers still need to be connected with and nurtured by a live person. As an example, has learned this. They employ hundreds of traditional personnel using phone lines to help customers with questions that cannot be dealt with online.

In today’s competitive marketplace there is little difference between products and services. What makes the difference-- what distinguishes one company from another-- is its relationship with the customer. Who has the awesome responsibility for representing your company, your industry in general? Every person within your organization who interacts with a customer. In that moment of truth, the customer or potential customer makes a decision as to whether this will be a good or bad transaction, whether they are wasting their (and your) time, or whether or not do business with you or anyone in your industry. In that moment of truth is where it all happens. It doesn’t matter if it’s the receptionist or the CEO.

However, being great on the telephone or face to face doesn’t necessarily translate into the written word, whether it’s e-mail, faxback, or text-chat. As former Labor Secretary Robert Reich has said in the past, one out of six Americans are functionally illiterate. (New York Times, August 11, 1999). The sad news is I don’t think this statistic has changed much.

What can you do about this? Hire for attitude, train for aptitude. For instance, train for language skills, basic or advanced. Train for communication and listening skills, rapport building, empathetic responsiveness, conflict resolution, anger diffusion, and other soft skills. Perceive training as an ongoing process, not an event.

John Naisbitt said in Megatrends: The more high tech the world becomes, the more people crave high touch service.

One of the most powerful documents in the world, the U.S. Constitution, begins with "We, the people..." Yes, ‘we the people’ make the difference.

Please continue to comment, send us feedback, and suggest topics you’d like to read about in future columns. We read every one of them and so appreciate your input.

For more information, please visit Rosanne's TNNWC Bio.

Membership is FREE!The NATIONAL NETWORKER™The BLUE TUESDAY Report™The NATIONAL NEWSPICKER™LEFT, RIGHT and CENTER™Specialized Financing & Credit EnhancementEmerging Enterprises Venture Capital Program™Merchant Payment Processing SolutionsNews Releases, Publicity and Public RelationsBUZZWORKS™ - Branding and Social Media DominationMarket Research, Surveys and PollsAssessment ToolsBLOGWORKS™ - Expand Your Search Engine Presence, Positioning and CredibilityAdvertise with Us!Selected Service ProvidersInternational Connections Service - Go GlobalIntelligence and Information OperationsInstant Mobile Communications, Applications and Training
Visit Our WEBSITE for more!
Capital, Traffic Building, International Customers and unique SERVICES.
The National Networker Publications™ produced by TNNWC Group, LLC
Resources for Business Planning, Development, Capital and Growth

Forward/Share This Article With Colleagues And Social Media:

No comments:

Blog Archive

BNI News Feed

The Emergence of The Relationship Economy

The Emergence of The Relationship Economy
The Emergence of the Relationship Economy features TNNWC Founder, Adam J. Kovitz as a contributing author and contains some of his early work on The Laws of Relationship Capital. The book is available in hardcopy and e-book formats. With a forward written by Doc Searls (of Cluetrain Manifesto fame), it is considered a "must read" for anyone responsible for the strategic direction of their business. If you would like to purchase your own copy, please click the image above.


Site Credits:

Featured in Alltop
ALLTOP Business
News Wire. HOT.
Cool Javascript codes for websites  Fabulous Free Calendars

Create FREE graphics at