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Leveraging the Human Equation  
    Major Media provides training and consultation to help you and your employees develop focused strategies, tactics and skills to measurably improve customer and employee loyalty, and organizational performance.  We provide an integrated set of products and services to improve bottom-line performance and profitability in mission-critical areas.  

    Maximizing the Customer Relationship  

    Customer loyalty research has demonstrated that customers who are users of five or more of a company's products or services are far more loyal and profitable than average.  Many organizations have used this research to focus on cross-selling opportunities, product promotions and customer loyalty programs. 

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 Major Media's products and services optimize the results of these efforts, by building the trust and loyalty of all customers, and responding to strategic business opportunities, at every stage of the customer relationship.    

The following chart, from our executive program, Managing the Human Equation, illustrates some of the key business opportunities that exist in a typical organization, at various points in the customer relationship, and some of the key actions and skills required to realize these opportunities.   
   

Strategic Business Opportunities
Key Personnel - Functions Involved
Key Skills and Actions
Customer Acquisition Stage
Increase the average value of new accounts.
Improve the prospect- to-customer conversion ratio.
Decrease the average length of sales cycles.
 
Employees & managers in:   
  • inside and outside sales, 
  • inbound and outbound telemarketing, 
  • marketing, 
  • strategic planning.
  • Determining the expectations of new customers and convincing them that your products, services and people will better satisfy their requirements than will the competition.
    Account Development Stage
    Building Customer Loyalty & Account Value
    Goals in this column apply to all activities listed in the account development stage.  
      
    Increasing lifetime revenues generated by each account.    
     
    Decreasing customer's propensity to defect to competitors.  
     
    Seeking and utilizing each customer contact to maximize satisfaction and loyalty. 
     
    Communications  
  • marketing & customer communications, 
  • customer education, 
  • internet content development
  • Proactively setting and satisfying customer expectations by providing them with information that adds value to your products. 
    Customer Support  
  • call center staff (CSRs)
  • service center staff
  • tech support
  • help desk staff
  • billing, A/R staff

  • shipping department 
    Fulfilling baseline customer expectations by conducting transactions, providing product and service information, answering requests, scheduling, updating records promptly, accurately, and courteously.   
    Customer Satisfaction  

    All members of the organization, including but not limited to the above. 

    Consistently exceeding customer expectations and  preventing attrition by continually identifying customer expectations and needs, solving problems, resolving complaints and complex or difficult issues in a way that builds trust and loyalty rather than contributing to attrition. 
    Building Account Value  
  • inside and outside sales, 
  • inbound and outbound telemarketing, 
  • marketing,
  • customer service
  • tech support
  • customer communications

  •  
    Continually identifying and effectively acting upon opportunities to cross/up-sell products and services to enhance the organization's value to customers and increase the financial value of existing accounts.
    Pre-attrition Stage 
    Customer Redevelopment & Retention
    Averting customer defections.
    Rebuilding account value 
     
    Proactive Retention  
    Marketing  
    Sales  
    Telemarketing  
    Customer Service  
    Customer Communications  
    Customer Retention 
    Proactively identifying and redeveloping targeted accounts whose purchasing levels have dropped, or who exhibit other characteristics of being at high risk of defection. 
    Preventing loss of account/customer value in past-due accounts. 
    Insuring maximum yield. 
    Returning marginal accounts to profitable status.
     
    Preventing Loss 
    Front-end collections 
    Credit
    Accounts receivable
     
    Maintaining account value and credit worthiness by restoring collection accounts to "current" status.
    Reducing customer "churn"
     
    Reactive Retention 
    Sales 
    Marketing 
    Dedicated retention reps 
    Customer Service 
    All others with customer-contact responsibilities 
    Identifying and reselling customers who are at the point of defecting to the competition. 
    Post-attrition Stage
    Reacquiring customers whose business has previously been lost. 
     
    Account Reacquisition 
    Inbound and outbound telemarketing 
    Sales 
    Marketing 
    Dedicated retention reps 
     
    Targeting lost customers for special sales efforts. 
    Decreasing write-offs
    Improving  yield on aged receivables/collection accounts.
     
    Loss Minimization
    Back-end collections
    Credit
    Legal
    Insuring maximum yield on collection accounts by negotiating appropriate payment arrangements
     
     
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    Major Media Learning Resources, 3326 Commercial AV, Northbrook IL 60062, phone 847-498-4610, fax 847-272-1534, email webmaster@major-media.com