Page 182 - Marketing the Basics 2nd

174 Marketing: the Basics
they believe the cost to society is greater than those realized. Because companies understand the importance of retaining customers for the long term, direct marketers are especially aggressive in targeting impulse or less-sophisticated clients: dinner-time phone calls, nearly deafening television commercials advertising incredulous savings, claims of large prizes awaiting or stuffing inboxes with SPAM. Furthermore, the amount of waste direct marketing generates is considerable. Too often consumers throw promotional material into the garbage, fed up with their mailboxes being stuffed full with advertisements. A lot of trees were cut down for no benefit to society. The aggressive and sometimes illegal tactics some direct marketers employ damage the reputation of the entire industry.
Critics are also concerned that with the rapidly declining cost of data-storage technologies, saying that the consumer’s right to privacy is under threat. With the notable exceptions of Europe and Canada, companies can use information they gathered from consumers in any means they see fit; it could be used by another department, sold to another company or given to a government agency. Direct marketing offers many advantages, however, the need to regulate the industry to balance privacy rights and commerce is clearly needed.
SUPPORT STAFF
Employing a well-trained and knowledgeable sales force, or employing a direct-marketing strategy will build customer value and satisfaction. A third way to build customer value and satisfaction is by employing a well-trained and knowledgeable support staff whose activities are designed around satisfying customers. Take the airline industry for example. Before boarding a plane, the traveller presents their boarding pass to the checkout counter, is seated by a flight attendant, is flown to their destination by a pilot, and finally receives their bags placed on the carousel by baggage handlers. Though the consumer may not be aware of the ‘behind the scenes’ activities when they are working well, they certainly will notice when mistakes are made. This is one of the biggest areas for airlines to differentiate themselves from competitors in a way highly relevant to customers.
Even online vendors such as Orbitz recognize the importance of support staff as a means to reassure users that their travel packages