Larry Perry is CEO of Epic 1 Media. They provide a vast array of media marketing services ranging from graphics, printing and advertising to web design, animation, video production and more.

The logistics industry like many other industries has seen its share of economic downturns as the decisions of consumers have a direct, and in most cases, a near immediate impact on distribution. 2007 was a record year for shipping, but by the end of 2008, most ships were not full when leaving foreign ports like Asia and Europe. With U.S. shipping as a definitive indicator of the state of the global economy, let’s evaluate some ways to weather the changing seasons and emerge even stronger.

Effective use of technology and old-fashioned relationship building can help strengthen relationships with current clients and win over new customers.

1. Re-Evaluate your web presence (develop an effective communications strategy)
Create environments for inclusion of sales, and customer support in the development of your web presence. Websites need to address the needs of users, while meeting or exceeding their expectations. Build a team of internal and external experts that will address issues from an internal and external point of view. Think in terms of development and design. Websites are strategic tools to deliver not only information, but need to be effective resources for shippers, vendors, and customers. It takes a team of individuals, with diverse areas of expertise to develop the ideas that lead to effective online marketing.

2. Relationship Marketing (Social Marketing)
There is no doubt the web is one of the greatest inventions of the twentieth century. We all use it in one way or another. But, are you harnessing its true power? Social marketing was always at the center of this tool and is now at center of a new digital revolution. Mobile technology, texting and network sites make it easier than ever to create global connections, or reconnect desperate relationships. To harness the true power of the internet, use these social networks to build real relationships. It’s “digital word of mouth”, and it works. Use resources like Google, Face book and Feed Burner. Embrace the evolution of communication. This is a key to positive exposure now and in the future.

3. Internal Team Building Strategies (Understanding the connections between Sales, Administration & Information Technology)
It’s all about relationships. Internal communication between decision makers is essential to the success of every project. Identify individuals in your enterprise that can be a liaison to translate the languages and needs of, executives, administration, sales and Information Technology. We all know that they don’t always play well together, so effective translation and communication of internal goals and initiatives from department to department will save time and company resources. With technology changing every aspect of how we do business, it takes uniquely qualified individuals who can harness current processes and develop best practices for the future.

4. Effective Use of real-time information
Global Information is now delivered in twenty four hour intervals, and the need for industry leaders to have real time information at their fingertips is essential. From shippers and vendors to customers, the real-time shipping information, and statistical data has become the standard. “Instant Information” is the way of the world and your company’s ability to deliver that information will determine its future. This process often requires the consolidation of disparaged data and resources into central repositories, and must be displayed graphically for quick analysis. If the process sounds complicated that’s because it is. But, never-the-less, it’s the future and successful businesses will take steps to harness the power of statistical data to make better decisions faster in the future.

Marketing and Publicity
One of the most effective ways of establishing your brand is the combination of both marketing and publicity. They are two distinctly different functions, and should be treated as such. Marketing, which is generally exposure thru paid resources or ads, can be quite costly and the results can be difficult to track. The most successful companies use a defined combination of press releases and paid advertising to create a better marketing strategy. This builds public trust and continues to establish your company as progressive. Statistics may show an economic downturn, but historically, experienced companies understand that this is a seasonal change and take the right steps to endure

Anne Miner is the founder and President of The Dunvegan Group Ltd., a customer care technology company helping businesses keep satisfied customers. She is also the author of “Measuring Up! A guide to success with customer satisfaction", a book for business executives concerned about customer satisfaction and customer loyalty. Contact Anne to order your copy.

Customer satisfaction is typically evaluated using a questionnaire format, as it would be in any anonymous survey; however, in most successful programs, the responses to the customer satisfaction questionnaire are not anonymous. Organizations with the most successful customer satisfaction measurement programs use the questionnaire responses to engage their customers in a dialogue.

These organizations treat the customer satisfaction feedback from each individual customer as a vital component of the organization’s customer care and retention process. Each individual customer who participates is contacted to open a dialogue concerning the responses on their customer satisfaction questionnaire – positive, neutral or negative.

Organizations with the most successful programs have developed systems for tracking both customer satisfaction and the progress of the resulting dialogue. These organizations have invested in training their organization to respond to customer feedback in a constructive and engaging manner so that customers will see the benefits of participation. They have also developed effective processes for uncovering and eliminating the root cause of customers' problem experiences.

When the concerns of dissatisfied customers are resolved, and they decide to stay with your organization, there can be a significant impact on your company’s financial performance because the cost of rescuing customers from defection is likely to be much less than the cost of acquiring new customers to replace the lost revenue.

A similar outcome results from engaging your satisfied customers and appreciating their contributions to your continuing efforts to meet their expectations. Customers who feel neglected or unappreciated are every bit as likely to leave your organization as those who have complaints.

Some companies worry that customers will be less likely to provide candid feedback when they know that their account management team will see their comments. This can certainly happen if the organization does not handle the customer satisfaction information with sensitivity. The quality and quantity of customer input will deteriorate if the outcome of providing candid feedback is not positive for the customer.

When you ask customers to take time to provide insights and feedback, you create an expectation that their input will be of value to both parties. Customers expect to be appreciated for investing in the relationship – whether their feedback is positive, neutral or negative – and they expect that your organization will take action based on their contribution. If the customers do not hear back from your organization, or experience reprisal because of their input, the lack of anonymity may have a negative impact.

When customers express dissatisfaction and no action results within a reasonable timeframe, the depth of their dissatisfaction and the likelihood of their defection can increase. Alternatively, when customers express dissatisfaction and are later challenged about their comments or experience some backlash from internal company personnel, they will be less likely to provide candid feedback or perhaps any feedback at all in future. They may simply leave your organization at their earliest opportunity.

When dissatisfied customers have their individual concerns addressed, there is a greater likelihood that they will renew their contract or make their next purchase from your organization.

When customers who let you know they are enjoying a very positive experience with your organization receive no acknowledgement, they may feel unappreciated and neglected. By giving your most satisfied customers the opportunity to identify your key strengths, and the opportunity to help build your business by providing referrals, you can turn them into your most powerful advocates.

If you are not yet measuring customer satisfaction, you may be missing a powerful opportunity to strengthen your relationship with your customers. If you are in the development stages, consider the benefits of positioning the program as a component of your customer care program rather than survey research. If you are already conducting customer satisfaction surveys, you may want to consider how your organization could benefit if you removed the cloak of anonymity from the customer input. It’s all part of measuring up!

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