The Partner Channel Magazine Fall 2016

LEADERSHIP
TELL THEM WHAT YOU THINK THEY
Already Know
story by TRACY FALEIDE
illustration by SHAWN OLSON
Recently I was part of a dialogue about staffing for “customer communications.” I’ve been in
this conversation many times. Here’s how it usually goes:
[Service Leader] Marketing has communications, so they should just add it to their list.
[Marketing Leader] Yes, we have communications, but to take this on, we’d have to stop
some key lead-generation activities, or add a headcount.
[Finance Leader] We already have account managers who talk to customers every day.
Why can’t they own this?
I’ve seen how all the possible scenarios play out, so trust me when I say you need to: 1) Create a relationship
marketing position; 2) Put it in the marketing department with a dotted line into services; and, 3) Call a company
meeting to make sure you all understand that “customer communications” is everyone’s job.
Here’s why: Achieving customer loyalty needs a continuous stream of purposeful, integrated messages. Marketing
is good at that kind of thing. Services is closest to the hearts, minds, and needs of your customer base, which is
why your new position should also be considered part of that team. And lastly, people who work in your customer
organizations have a thousand things to do other than knowing the intricacies of your solution. This is why it is
paramount that everyone in your company knows the importance of telling customers what you think they already
know. Don’t worry – the concept is easy. Doing it all the time requires that everyone get and stay onboard. To
illustrate, I’ll share what happened to me and my friend when we went to a movie not long ago:
[Cashier] Here’s your ticket. Now go over there and choose your seat.
[Me] Why do I need to choose my seat?
[Cashier] That’s the way it is now.
[My friend] Can we save a seat for our friend who is meeting us? He’ll be a few minutes late.
[Cashier] He’ll have to take whatever seat is left when he gets here.
[Me to my friend] I guess I can get his ticket now to make sure he gets a seat by us.
[Cashier] Ma’am, can you please make up your mind? There’s a line here.
After hesitantly clicking “Accept” on our seat selections, we headed toward the popcorn counter only to be yanked
into another line so our tickets could be scanned. By the time we got to our screening room, we were irritated and
thinking about walking out. And then – finally – a theater manager welcomed us to the newly renovated theater.
She eagerly escorted us in and turned us around to see rows of luxurious, reclining seats with abundant aisle space
and armrests nobody need fight over. Ah, so that’s what the added process steps were all about!
The whole experience could have been delightful if every theater employee knew what to say. “Welcome to our
newly renovated theater. You’re in for a treat. In order for you to enjoy a first-class movie experience, you first need
to use this touch screen to select your seat. The available ones appear in gray.” And, “Thank you for choosing your
seat. There’s just one more step. Please hold up your ticket so I can give it a quick scan.”
58 FALL 2016 | THEPARTNERCHANNEL.COM