Business success depends on
customer. Since the advent of the Internet and other exciting new technologies,
communications with customers have never been more important. Four or five
decades ago most people were happy if their products simply worked. It really
was a sellers’ market, and buying was more often made on the basis of needs
rather than wants. However, as organizations have expanded and become global,
all this has changed, as competition has increased, customers’ expectations have
also increased, and as a result companies are now realizing that good
communication with customer is essential if business is to survive.
Identifying your Audience
When planning an external
communications strategy it is important of all to identify all your audiences.
Not all audiences will need the same information, so this step is important so
that you can think more clearly about what it is that you wish to communicate
with them. This Figure identifies some of the external audiences with whom a
company may communicate.
Why is Customer Care so
Important?
More and more companies are
realizing that positive action is needed to make customer satisfaction their
prime aim. If companies are to fight the competitive battle taking place in the
marketplace it is essential to make sure that the quality of the product or
service is not only satisfactory but exceptional.
Today’s companies need to place
great emphasis on marketing communications as well as providing quality
customer care and aftercare so that they retain their customers in the long
term. There are many more reasons why quality customer care is important today.
- increased competition
- product similarity
- better informed customer
- customer’s willingness to pay for value
- rising expectations for improved support
- everyone wants everything yesterday!
The ultimate goal of successful
customer care is to increase your company’s market share by increasing your
customers’ satisfaction. All members of staff have a responsibility to help
achieve this aim.
Yesterday’s customer
care was: Today’s
customer care is:
Best price Best
quality
Satisfaction Exceed
expectations
Getting the job done Get
the job done promptly
Competence A
real bond, real caring
Tips: If your company is to survive in business today, your aim should
be to endeavour to exceed customers’ expectations… even when their expectations
continue to rise.
Change of Company Name
Dear
CHANGE OF COMPANY NAME
We are pleased to announce that
further to the 100% acquisition by FGB Insurance (Asia Pacific) Holdings
Limited. Ruben Insurance Pte Ltd has been renamed FGB Insurance (Singapore)
Pte Ltd. General insurance operations will start using this new name from 2 August 2004.
You will continue to enjoy the
same high level of service that you have previously received from Ruben
Insurance Pte Ltd. You will also see additional benefits arising from the
wide-ranging expertise, products and services of the FGB Group, as well as the
strong financial standing that FGB brings to our 34 million customers all over
the world.
With effect from 2 August 2004 we will be
relocating to this new address:
45 Robinson Road, No. 02-06 Wisma Supreme, Singapore 234381
Our new telephone number will be
+65 63453456
Please visit our website at www.fgbins.com.sg
for the latest information.
Your current Insurance policy
remains legally valid and we will honor all our obligations and liabilities
under documents bearing our former corporate name.
If you have any questions at any
time please call us on 63453456.
We thank you for your support and
look forward to being of great service to you.
Yours sincerely
Notification about new association
Dear Client
It gives us great pleasure to announce
that on 1 April we have entered into a close association with Gamer Accountancy
Co Ltd of 22 High Street,
Cheltenham.
We have formed a new company that
will practice as Gamer and Barret Accounting Co Ltd, and as a result we will be
moving to bigger premises at:
21 Hillington Rise
Sheffield
S24 5EJ
Telephone: 01143787634
Fax: 01143787644
Website: www.gamerbarret.co.uk
This association provides us with
a much bigger base that will enable us to offer improved services to our
customers. We will of course ensure that we retain the close personal contact
and interest in our clients’ affairs.
We also take this opportunity to
announce that Mr Robin Wilson, who is already known to many clients, will
become a partner in the new company with effect from the same date.
Yours sincerely
Appointment of new Managing Director
Dear
NEW MANAGING DIRECTOR
We are pleased to announce the
appointment of Richard Wilson as Managing Director with effect from 2 September 2004. His
appointment follows the early retirement in July of Francis Billington due to
ill health.
Richard is already known to many
of you through his position as Marketing Director. He has has 12 years’
experience Yangon Electrics, and he is looking forward to taking over this more
challenging role in the company.
We are happy to assure you that
we shall continue to provide the high-quality service for which we are proud to
enjoy such a good reputation.
If you have any urgent queries please
do not hesitate to contact me personally.
Yours sincerely
Survey of customer attitudes
Dear
Mansor Communications are
committed to providing quality service, and as such we like to keep in touch
with customer needs and views on the products that we sell.
To maintain our high standard of
quality products and services to you, I hope you will take a few moments to
complete the enclosed questionnaire. In appreciation of your trouble, I shall
be pleased to send you one of our superb Mansor Pens on receipt of your
completed questionnaire.
I look forward to receiving your
reply, and can assure you of our continued good service to you in the future.
Yours sincerely
Notification of price increase
Dear
I am sorry to inform you that,
due to an unexpected price increase from our manufactures in Europe,
we have no option but to raise the prices of all our imported shoes by 4% from 6 October 2004.
Orders received before this date
will be invoices at the old price levels.
We sincerely regret the need to
these increased prices. However we know you will understand that this increase
is beyond our control.
We look forward to a continuing
association with you, and can assure you of our continued commitment to
good-quality products and service.
Yours sincerely
-Swapan Chakraborty
