Deliver top-quality services with frontline expertise
Deliver top-quality services with frontline expertise
The expertise of the personnel who produce and deliver the service is a major key to success. Service expertise is analogous to production and product quality for physical products: It captures the degree of professionalism and training of personnel who will deliver the service.
Remember to follow through with the last play of the game: a quality launch effort
New services featuring a superb launch—the top 20 percent—have a stellar success rate of 81 percent. By contrast, services with poor launches—the worst 20 percent—have only a 30 percent success rate. Indeed, launch quality is the number two driver of the most successful services. The following are the ingredients of well-executed launches:
• First, top performers have marketing launch plans that are carefully crafted and very detailed. A formal promotional and marketing communications program with sufficient resources backing the initiative is part of this plan.
• Second, all staff understand and fully support top-performing new services. The services have been extensively marketed internally before launch to both frontline and field sales people to ensure their lull buy-in.
• Third, customer contact staff possess the necessary knowledge, marketing, and selling skills before launch. Frontline service personnel receive extensive training on the service.
• Finally, the winning new service has been thoroughly tested for sign problems prior to launch.
The expertise of the personnel who produce and deliver the service is a major key to success. Service expertise is analogous to production and product quality for physical products: It captures the degree of professionalism and training of personnel who will deliver the service.
Remember to follow through with the last play of the game: a quality launch effort
New services featuring a superb launch—the top 20 percent—have a stellar success rate of 81 percent. By contrast, services with poor launches—the worst 20 percent—have only a 30 percent success rate. Indeed, launch quality is the number two driver of the most successful services. The following are the ingredients of well-executed launches:
• First, top performers have marketing launch plans that are carefully crafted and very detailed. A formal promotional and marketing communications program with sufficient resources backing the initiative is part of this plan.
• Second, all staff understand and fully support top-performing new services. The services have been extensively marketed internally before launch to both frontline and field sales people to ensure their lull buy-in.
• Third, customer contact staff possess the necessary knowledge, marketing, and selling skills before launch. Frontline service personnel receive extensive training on the service.
• Finally, the winning new service has been thoroughly tested for sign problems prior to launch.
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