Client Newsletters

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DO NOT IMPLEMENT OFF-SHORE TECH OR CUSTOMER SUPPORT!

There is NO ROI in off-shore tech support or customer support! Sure it's initially cheap. But please ignore any such recommendation by your agency or an agency pitching your business. Please do not go "off-shore" unless you're prepared to take a big hit with your loyal customer base. Don't go offshore unless you can be assured they won't be guilty of those idiosyncrasies that drive folks mad.

Want to trigger an emotional eruption? Talk to almost anyone about the infamous off- shore (typically Indian dialect) customer support; the phony cover names, the fact they sound virtually identical. Add the fact that when we call from the US, we're talking with people that ought to be sleeping and who have the uncanny talent to ignore most of what we say, and instead encourage us to follow a

step-by-step process from their one-size-fits-all support manuals.

How many times have we heard that it's cheaper and more effective to cultivate more business from current clients than to create new ones. So when off-shore support drives your customers away, that's not cost-effective!

CMO TENURE @ 23 MONTHS - DO YOU BELIEVE THAT?

The media is full of CMO/Death stories, warnings and speculations as to what's going on. We heard it from the podium as well. What I meant to do but didn't was get a question directed to the attending audience of 400 representing 4,000 or so client CMO's (400 agencies x 10 clients per agency) and ask - is that your perception or experience with the CMO's at your clients? If CMO's are as gun-shy as the press reports, agencies should take the initiative to let clients and prospects know that they (the agency) are willing to share the blame as well as the success. Remember, no one has the magic wand. This business of advertising, public relations and marketing is a series of carefully and intricately planned, pre-tested and executed steps that must be observed, measured, adjusted, corrected and done again and again. There is no magic bullet!