{"id":329,"date":"2007-12-05T20:51:11","date_gmt":"2007-12-05T20:51:11","guid":{"rendered":"http:\/\/www.wensmedia.com\/\/salesarchive\/permalink\/2007\/12\/5\/155111.html"},"modified":"2007-12-05T20:51:11","modified_gmt":"2007-12-05T20:51:11","slug":"managing-the-customer-experience","status":"publish","type":"post","link":"https:\/\/www.ensmediausa.com\/ens-on-sales\/uncategorized\/managing-the-customer-experience\/","title":{"rendered":"Managing the Customer Experience"},"content":{"rendered":"<p><font face=\"Arial\"><span style=\"font-size: 9pt; color: black\">Last week we discussed that value is perceived, and how to manage the customer expectations side of the value equation.<\/span><\/font><\/p>\n<div style=\"margin: 0in 0in 0pt\"><span style=\"color: black\"><font face=\"Arial\">&nbsp;<b><i>Managing both the Expectation and the Experience sides of the Value Equation results in more sales, better customer satisfaction levels and more repeat business.<\/i><\/b><\/font><\/span><\/div>\n<p><span style=\"font-size: 12pt; font-family: Arial\">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Managing the experience, however, takes more intestinal fortitude than most media reps have. &nbsp;It involves being confident enough to ask how a campaign measured up to the expectation you built.<br \/>\n&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Most media reps are afraid to uncover how the client feels about their campaign.<br \/>\n&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; And when the clients report &ldquo;disappointing sales&rdquo;, most reps retort, &ldquo;It&rsquo;s only our job to bring them to your door&hellip;you have to sell them.&rdquo;<br \/>\n&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; It&rsquo;s this kind of thinking that results in us running a &ldquo;promotion&rdquo; to win a free trip for everyone who comes to a men&rsquo;s wear store. The &ldquo;traffic&rdquo; we generate wants trips, not suits!&nbsp; Shouldn&rsquo;t we be giving away a free suit and building the brand for the men&rsquo;s wear store instead of selling &ldquo;traffic&rdquo; comprised of unqualified prospects?<br \/>\n&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; If you&rsquo;ve managed the expectation, explained lifetime customer value and manage the experience with a customer-focused post campaign analysis, you will build customers for life&hellip;..for your client and your station.<br \/>\n&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; The best way to manage the experience, and to improve each campaign, is to do a complete post campaign analysis at regularly agreed-to intervals. Your clients will respect the confidence you have in your product, and you will learn how to make each campaign better than the last. <\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Last week we discussed that value is perceived, and how to manage the customer expectations side of the value equation. &nbsp;Managing both the Expectation and the Experience sides of the Value Equation results in more sales, better customer satisfaction levels and more repeat business. &nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Managing the experience, however, takes more intestinal fortitude than most [&hellip;]<\/p>\n","protected":false},"author":35,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-329","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/posts\/329","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/users\/35"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/comments?post=329"}],"version-history":[{"count":0,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/posts\/329\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/media?parent=329"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/categories?post=329"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/tags?post=329"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}