Think Like a Marketer

Chapter 13

Identify Your Common “Service Points”

Making the most of important situations

 

 

Now that you have identified individual marketing elements, let’s identify specific marketing moments. I call these service points. They are those standard situations, occurrences, exchanges, events, and interactions with targets of every type—customers, prospects, associates, vendors, staff members, anybody—that occur during the normal function of business.

Service points carry tremendous marketing weight. The consequences of neglecting them, or fouling them up, are costly. They are the moments when you relate with customers in some important and meaningful way: when you earn a customer, when you lose a customer, when a customer becomes a large customer ...