Guerilla Marketing – a term first coined by Jay Conrad Levinson in 1983 [11 years before CRM (Customer Relationship Management) was coined by Tom Siebel – but both reference the same idea] to describe low or zero cost marketing methods. Your customer interface is the basic mechanism for providing high frequency, low cost, and high value marketing and branding.
The customer interface has to be a provider of information both to and from the customer, acting as a conduit of communication between the business and the customer in a much more effective way than through simple surveys. When working properly, the interface ensures that the customer is kept fully aware of the abilities of the supplier while at the same time the supplier can gain insight into the changing needs of the customer. “Marketing” and “Branding” can be expensive exercises and difficult to make certain that they are correctly focused: it is often said that 50% of marketing spend is highly valuable and 50% is wasted - the problem is to differentiate - highlighting the very inefficient mechanism that marketing/branding can prove to be. Even 5% of most marketing budgets would probably cover the whole budget set aside for training the interface staff, but at least it can be ensured that 5% was well spent!
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