By John Monahan
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Are customers continually kept informed of cost and progress? ❏ ❏ ❏ ❏ ❏ Do staff reassure customers that their problems will be solved? ❏ ❏ ❏ ❏ ❏ Credibility Does your organization demonstrate credibility, trustworthiness and honesty? ❏ ❏ ❏ ❏ ❏ Does your organization have a good reputation? ❏ ❏ ❏ ❏ ❏ Do contact staff demonstrate integrity and trustworthiness? ❏ ❏ ❏ ❏ ❏ Does the organization avoid hard-sell techniques? ❏ ❏ ❏ ❏ ❏ Security Do customers feel physically safe when dealing with the organization?
Is the department buying for itself or for the whole organization? The marketing planning process – analysis 37 – How might this affect your customer’s expectations of you or your company? – What more can you offer? ■ Is their department a large or important part of the company? – How might this affect your customer’s expectations of you? – What more can you offer? ■ Is the cost of your product or service a large or small one for the customer? – How might this affect their expectations of you?
Do staff give customers individual attention? ❏ ❏ ❏ ❏ ❏ Do staff recognize regular customers? ❏ ❏ ❏ ❏ ❏ Tangibles Are the physical facilities user friendly? ❏ ❏ ❏ ❏ ❏ Do staff look pleasant and friendly? ❏ ❏ ❏ ❏ ❏ Are any tools or equipment properly maintained and looked after? e. cards signage, literature) clear and informative? The strong areas are the ones with the most ticks in the left-hand Y or O columns; the weaker ones have more ticks in the right-hand N and D columns. If you cannot distinguish between stronger and weaker elements, go through the checklist again and rethink your answers.