- Jun 20 2017
Article: Quality’s New Frontier, Applying continuous improvement tools to marketing and sales
Head of Quality at the Dr. Pepper Snapple Group, Ken Feldman, and John Goodman, Vice Chairman of Customer Care, teamed up to co-author Quality’s New Frontier, Applying continuous improvement tools to marketing and sales. (PDF, 1.2Mb)
In their article, Goodman and Feldman emphasize that data shows a need to apply continuous improvement methods to marketing and sales departments, and they describe how to overcome the fear these teams often have that quality methods suppress creativity. Data clearly shows that customer loyalty is hurt when customers feel they have been misled by marketing and sales personnel. While this may not be surprising, other article findings may well be, including that potential customers are actually delighted when they are warned of possible product problems.
Learn why continuous improvement tools need to be applied to marketing & sales, the primary reasons these personnel hesitate to have quality tools applied to their department(s) and learn how to demonstrate to them the benefits quality tools can bring to their processes.
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A 1970s trailblazer in CX, John turned industry thinking on its head with his groundbreaking research. Author of definitive CX books and more, John is now known worldwide as a leading expert on win-win customer care.