Page 361 - Duct Tape Marketing
P. 361
Index 345
cash register and, 310 database of direct mail respondents,
communication and, 308 creating, 205–206
Customer Satisfaction Analysis, 54
customer service dayparts, 174
adjusting, 59 deadline, knowing and sharing, 111
benchmarking, 293–294 deal, closing, 285–287
complaint, 297–300 declining phase of product, 46
definition of, 10 defensive marketing, 304, 306
dissatisfaction, clues to, 298–299 defining
eliminating indifference, 296–297
environment for, 301 brand, 93
evaluating, 292 business, 92, 93
fundamentals of, 289–290 market in marketing plan, 332–333
improving, 291–292 market situation in marketing plan,
service cycle, 290–291
testing, 81 331–332
word-of-mouth, developing positive, 300 delivery, automatic, to customer, 308
Customer Service For Dummies (Karen delivery plan, gaining agreement to, 287
Dell Computer statement of purpose, 64
Leland and Keith Bailey), 339 demographics
customer, share of, 51, 306–307
customer targeting, 56 defining market with, 23–24
customers. See also customer research; definition of, 18
direct mail and, 195
customer satisfaction; customer descriptive name as business name, 320
service design studio, 119
believing in captivity of, 327 designer, 138
brand and, 90 designing
converting prospects to, 276–278 brochure, 216
cultivating “best”, 294–295 e-newsletter, 220–221
defining in marketing plan, 332 newsletter, 218–219
determining number of potential, 57–58 print advertising, 159–161, 168
keeping good, 296 Web site, 254–256, 258–259
life-long, making, 304–305, 307–308, 329 developing
liking, 329 e-commerce site, 260
loyalty of, 303–304, 311–315 new product, 46–48
portraying as fools, 326 positive word-of-mouth, 300
privacy of, protecting, 19, 208 statement of purpose, 64
prospective, reaching, 137 digital art submission, 241
role-playing, 81 direct competition, 52, 54–55
target, knowing, 9, 11, 106 direct mail
testimonials from, 215 building list for, 195–196
valuing, 305–306 following up, 204–206
wants of, 308 as junk mail, 207
customer-service phase, 9 letter, writing, 202–203
cycle of customer service, 290–291 mailer, creating, 201–202
cyclotron, marketing, 279 mass media advertising compared to,
•D• 192–193
nonrespondents, second mailing for, 206
database marketing, 192 offer, deciding on, 200–201
one-to-one communication, 142, 191
overview of, 191, 192, 194
renting mailing list, 198–200
