Speed Dial: 60-Second Marketing Insight Newsletter
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Getting the Right
Things Right: The Benefits of Benchmarking the Basics
Our family just spent a quick weekend in Nashville, eating at the aquarium restaurant, strolling the
Gaylord, geeking out at the Science Museum, and getting the blues at BB King's. And our hotel? Brand
new! Clean, nicely furnished, free wi-fi & breakfast, a pool/fitness center, one of those big
sunflower shower heads...
...but the worst nights' sleep I've had in a long time. They must have stapled a quilt to
a hunk of plywood to make that mattress- - owww! At home, we've got one of those Select Comfort
beds because my husband and I sleep differently, but we were both miserable on the Rock of Gibraltar in room
221.
Here's my point: this hotel chain did everything else right, and got the one thing that
really matters in success with customer relationship management absolutely wrong.
Success with Customer Relationship Management: Simple
Competencies Matter
As an experienced market researcher, I'd guess they tried to 'check the box' on all the
latest-and-greatest items consumers say they like so they could create a "lodging experience." Not
a bad idea, except they didn't focus on the fundamentals, and none of those fluffy extras
matter when your guests spend the day poppin' ipubrofen like Pez.
We disdain the mundane. It's a lot more fun to focus on neat new add-ons
than to become brilliant in the basics, to dream up trick plays rather than running block-and-tackle
drills. But when it comes to success with customer relationship management, it's the little things that
often matter the most.
We can use last week's Speed Dial
concept here. What's the ONE THING that's the very heart of your
business- - the one thing that you've got to absolutely, positively ACE in order to be a smashing
success? How's that going- - I mean, REALLY going?
Listen to your gut. You probably know what you need to do. If you could use extra
clarity or help taking advantage of the benefits of benchmarking, don't just guess- - team up
with an objective marketing research partner like Avalaunche and figure it out from the ground
up.
A firm foundation can support the vision you have for your
business- - and your life. In order to achieve success with customer relationship management, remember
the benefits of benchmarking the basics so you can master what truly
matters.
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