Who in Your Company Has the Most Contact With Customers?

By Ken Garner
In January 10, 2014

This is not a trick question although the answer may not be as obvious as you think. AMSP members who have participated in my presentations know that I frequently ask this question because the answer has relevance to their commitment to customer satisfaction.

In responding, most immediately suggest that members of their sales staffs and/or members of their customer service teams have the most contact with customers and prospects. I would argue that the staff member that customers speak to the most is your receptionist, or the person who answers your business phone (of course that presumes you haven’t gone the route of highly impersonal automated answering systems). Think about it… the first impression your customers and prospects form about your company are often the result of the quality with which their requests are handled by your receptionist.

This begs several follow-up questions which I encourage you to honestly answer:

  • How much preparation and diligence should you use when hiring the individual?
  • How much training and support will you provide to this key staff member?
  • Do you treat this critically important process and person with the attention it deserve?
  • Have you taken the person and the process for granted?

Review your answers and if they are not satisfactory, you should change your process and think strategically about how you can utilize this vital position.

Ken Garner

President & CEO Ken Garner joined Epicomm – then the Association of Marketing Service Providers – in November 2008 as its President and CEO after a 33 year career in the printing industry – all with the same company. He joined United Litho, a heatset web magazine printing company, after receiving his undergraduate degree. Working his way up the corporate ladder from janitor/delivery driver he held a variety of jobs including V.P of Operations and V.P. of Sales and Marketing. He spent the last 12 years of his printing career as United Litho’s president. In 1994, he engineered the sale of the company to the Sheridan Group and became a member of its Leadership Team.

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