BUILDING UP FROM...

It is not easy to take over a position at an organisation facing numerous problems much owing to your predecessor’s performance. It is so bad sometimes that there are literally no handover notes or reports. Customers may have since migrated to competitors with sales almost hitting zero. Think far and wide about possible problems. However, go further and direct attention and energy on possible solutions.

The starting point...

The best starting point would be to appreciate the current state of affairs. It would not be helpful to blame anyone, including the predecessor. That would be a waste of time. An analysis of the current situation would be a good starting point. Clearly identify what is wrong and what is going on well. What assets do you have at hand? Clearly list down what could work to your benefit and advantage and capitalise on that. Then identify what opportunities are available to correct and improve.

That would be the starting point. To however proceed without creating a context would be immature. Therefore, let us create one of a professional institution because they are public bodies and they seem to face more membership problems.

Just a point to note...

Public bodies such as the Zambia Institute of Marketing (ZIM) and the Zambia Institute of Chartered Accountants (ZICA) are what they owing to the fact that their existence is by an Act of Parliament. They are legally institute. An organisation can also be said to be a public body if what it does is a function that would otherwise be a direct responsibility of the government without the blessing of an Act of Parliament. However, these have less bargaining power compared to the first described and therefore we will not focus on them.

Because of their legal status, public bodies have provisions for punishing offenders, individuals and organisations that may not adhere to specific requirements. It is important and right to adhere to the law and I personally encourage it, period. However, if you take notice of reminders for subscription/membership renewals by most public bodies you will notice that they do not emphasis on benefits but rather on punishment for not doing so. This is the point I would like you to note. Why do you think this is so? Do you think this is right?

Solutions...products...

Here are a few things that public bodies, especially professional institutions could do. We will focus on benefits available to all, irrespective of membership level. These are what can be said to be fundamental benefits. Some of the things are already being done and mention will be made where it is known to be so, as there are always lessons to learn.

1. Website. In this time and age, a website is very essential, especially for professional institutions such as ZIM and ZICA that are also examining bodies. There is no reason why there must not be a website. How best then does the organisation reach to all its members especially those geographically spread, amongst other things?

The Zambia Institute of Marketing Study Program

The Zambia Institute of Marketing (ZIM) study program has three levels – the professional certificate, professional advanced certificate and the professional diploma. The following are subjects in each;

Certificate

-          Principles of marketing

-          Business environment

-          Business law

-          Customer communications

-          Mathematic and statistics

-          Financial accounting

-          Principles of economics

Advanced Certificate

-          Marketing research and information

-          Logistics management

-          Consumer behaviour

-          Marketing communications

-          Management and cost accounting

-          Entrepreneurship

-          Cost and management accounting

Diploma

-          Strategic Marketing Management

-          International marketing strategy

-          Sales management

-          Service marketing

-          Marketing planning and analysis

-          Project

FEES

-          K100,000 per paper in the certificate stage

-          K150,000 per paper in the advanced certificate

-          K30,000 for the application form

EXAMS

These are held in June and December.

TUITION

You can study for yourself, enrol at a college or engage a private tutor. The last two options are where I come in. You are can enrol at DigiTech University College and indeed ask management there that I take you your course work. I am already affiliated there. On behalf of the institution I would then meet with you as per time table and schedule. In addition, or as a stand alone option if you cannot make it for class at pre-scheduled time, you and I can meet in person.

Some of my past students hail from organisations such as ZAIN, ZESCO, Lusaka Water and Sewerage Company and the Anti Corruption Commission (ACC). Other students have come for addition assistance from institutions such as the National Institute of Public Administration (NIPA) and Cavendish University.

Where from here?

Two things:

One

Contact me so that we can together prepare a schedule and begin studying. It may be on the entire syllabus of a subject or just chapters. A private tutor must offer you such flexibility.

Two

Attempt the following two subjects and submit your work for review. There is no financial obligation on your part. This can get us started. I will look at your work and give you a report on your performance. Each carries 25 marks.

1.      Following your sponsorship to a Marketing Conference by your employer, communicate to your immediate supervisor the importance of marketing in the tele-communications industry.

2.      Using practical examples, explain the marketing planning process within the context of a learning institution.

Please feel free to contact me for any clarification and additional information you may need. My email address is saboi@marketinginzambia.com/chochosaboi@yahoo.co.uk. My cell number is 096-6930260.

STUDENT-TUTOR CONTRACT

It is clear that the reason why students move from one institution to another is because they are dissatisfied with services they receive. It is sad that despite students being the ones paying, they get raw deals and at placed at a disadvantage. This is not right, it is wrong. Students must be able to stand up and claim service for which they pay; they must be empowered to do so and this must be made clear at the first meeting with their respective tutors, the two must agree on a Student-Tutor contract (STC).

Simply put, a STC spells out what will be expected on a tutor and equally what will be expected of the student.

The following are fundamental expectations of a tutor;

1.   Come for class sessions on time  
2. Adequately prepare for class
3.  Give work and actively assess performance 
4. Be kind, patient and courteous with learners

Of students, the following are expected;

1. Pay up tuition fees on time as agreed 
2. Come for class sessions on time
3. Talk and discuss with tutor how best to improve class sessions  
4. Attend to work given by tutor  
5. Not to use cell-phones or other electronic devices in class that may interrupt class and disturb others students

It is very important that there exists a good student-tutor relationship. This cannot be over-emphasised. It will be to their advantage when both are constructively open with each other. They will then know and better understand each other and how best to respond in different situations. When a Tutor who is usually on time for class does not show up at the appointed time, the student can wait a little longer having it in mind that there could be something unusual holding him or her back. They could then even communicate with each other letting the other they would not be in and or time. This can only happen when there is indeed a good working relationship with each other.

A tutor must never have it in mind that a student is dull and beyond teaching. The whole objective of being a tutor is to give the student personal attention to ensure they make progress which indeed may vary from one person to another. On the other hand, as a learner the student must be mutually submissive to the tutor that together predetermined objectives be achieved.

You?

How is your relationship with your tutor/lecturer? How best do you think tutor-student relationships can be improved? I will be happy to hear from you. Your response will also help me become a better person and offer more quality services. My email address is saboi@marketinginzambia.com and my cell number is 096-6930260.

The Zambia Institute of Marketing Study Program

The Zambia Institute of Marketing (ZIM) study program has three levels – the professional certificate, professional advanced certificate and the professional diploma. The following are subjects in each;

Certificate

1. Principles of marketing
2. Business environment
3. Business law
4. Customer communications
5. Mathematic and statistics
6. Financial accounting
7. Principles of economics

Advanced Certificate

1. Marketing research and information
2. Logistics management
3. Consumer behaviour
4. Marketing communications
5. Management and cost accounting
6. Entrepreneurship
7. Cost and management accounting

Diploma

1. Strategic Marketing Management
2. International marketing strategy
3. Sales management
4. Service marketing
5. Marketing planning and analysis
6. Project

FEES

K100,000 per paper in the certificate stage
K150,000 per paper in the advanced certificate
K30,000 for the application form

For more information email zim@iconnect.zm

EXAMS

These are held in June and December.

TUITION

You can study for yourself, enrol at a college or engage a private tutor. The last two options are where I come in. You are can enrol at DigiTech University College and indeed ask management there that I take you your course work. I am already affiliated there. On behalf of the institution I would then meet with you as per time table and schedule. In addition, or as a stand alone option if you cannot make it for class at pre-scheduled time, you and I can meet in person.

Some of my past students hail from organisations such as ZAIN, ZESCO, Lusaka Water and Sewerage Company and the Anti Corruption Commission (ACC). Other students have come for addition assistance from institutions such as the National Institute of Public Administration (NIPA) and Cavendish University.

Where from here?

Two things:

One

Contact me so that we can together prepare a schedule and begin studying. It may be on the entire syllabus of a subject or just chapters. A private tutor must offer you such flexibility.

Two

Attempt the following two subjects and submit your work for review. There is no financial obligation on your part. This can get us started. I will look at your work and give you a report on your performance. Each carries 25 marks.

1. Following your sponsorship to a Marketing Conference by your employer, communicate to your immediate supervisor the importance of marketing in the tele-communications industry.
2. Using practical examples, explain the marketing planning process within the context of a learning institution.

Please feel free to contact me for any clarification and additional information you may need. My email address is saboi@marketinginzambia.com/chochosaboi@yahoo.co.uk. My cell number is 096-6930260.

MY NEW JOB OF Customer Service/Care

Have you ever worked in Customer Care/Service? When asked this question, what comes into the mind of a number of people is working in a call centre environment as is the case with the MTN or ZAIN call centres. Picking up calls, answering questions and advising clients based on feedback and account status on respective software. Whilst this is partly true, it is but a fraction of what customer care or service essentially is. My new temporal time job title is Customer Service Representative with the title of my other part time job being....naa...tell you some other time. Our main focus of discussion here is customer care/service, what it is, its importance and how best it can be applied.

Question...

Is there a difference between customer care and customer service? Food for thought...

What is Customer Care?

It is boring give definitions such customer care is “the moment of truth between a client and service provider owing to direct or indirect correspondence.” Oops, I just defined it! However, quit true, it is boring to give definitions as simple as has just been done. Whilst it is not wrong to do so, it would also not be incorrect to define customer care by implication. However, let us not divert attention to how to answer exam questions.

We have defined customer care. But what does that all mean?

It is one thing place an advert and have it running on television, radio or the internet. This can also be in magazines and other media such as interactive media.  It is also another when there is actual interface with the customer. Let me explain...

Adverts are one way. It is the organisation saying this and that about itself, its employees, its products, corporate social responsibilities, values and bla bla bla with no one asking further, and if so, it is people paid to ask specific questions. Therefore, objective probing is absent and the company can flatter itself with only reason and imagination being the limiting factors, amongst others.

On the other hand, customer care presents an opportunity for the customer to be able to probe the service provider through an agent such as Customer Care Executives. Communication is bi-directional and can never be accurately predetermined, if not possible at all! The customer can ask as many questions as desired to gauge the knowledge of the agent. There is actual interface, meaning, the customer and agent come into contact, directly face to face or directly through other media such as telephones/cellular-phones and online chat rooms. This is where the challenge lies not just for marketers but Human Resource (HR) practitioners as well. We will start with marketers.

Because marketers are the ones that will interface with customers, the following are essential;

• Product knowledge – you must have adequate knowledge about the products offered by the company.

• Interpersonal skills – ability to get along well with others irrespective of their individual backgrounds.

• Knowledge of competitors – This is important for comparison purposes especially when explaining company products.

• Team work – customers need deal with one person because service centres are usually very busy. You must be able to pass on work to others and equally you must prepare to receive such requests.

We now turn to HR practitioners. What role do they have to play in facilitating for effective customer care? 

In addition, the following are important;

• Flexibility – Because customer care greatly involves direct interface with customers, you will deal with different people that may address you differently and sometimes using different languages. Flexibility must also be encouraged especially for call centre agents. For one of the cellular networks providers, their greetings are so standard that they sound like machines. There is need for flexibility.

• Continuous training – This is very important. It is incorrectly common for service representatives to be from different professions such as education and in some cases, secondary school graduates. But even if one is marketer, there is need for continuous training and development. A deliberate program must be in place for this and the progress of one must be communicated to the others with the objective of motivating.

• Procedures and policy – In customer service there must be a standard way of dealing with different situations. The steps to be taken must be universal so that each can be properly followed from the beginning of the situation to where it was halted, even up-to completion.

• Technology – This is also very important, in customer service, it is very cardinal. When a customer comes through to check on the status of their account, they must be advised appropriately. But for this to be done, the agent must have quick access which cannot be effectively and efficiently done manually by scrolling papers. This can only be done when there is an electronic database. Thankfully one can walk in any bank or Multichoice centre and make such queries and get feedback there and then. Learning institutions seem to be lurking behind, including those that teach Information Technology (IT) and we even get to wonder what it is that they teach...

• Time management – How much time must be spent on one customer by one agent? For most organisations it is two minutes. But this must also be looked at considering what exactly is being done by the respective agent with the customer. It could be that, and this is common, the customer has more than one account he or she needs advice on and thus more time must be given by the agent. But even in such cases, time management is very important.

With the above, it may seem right to say all company employees are in a way or two involved in customer care and not exactly customer service. However, where everyone is responsible, no one is accountable. Service agents therefore have the task of attending to customers and offer quality attention and indeed service. They must exhibit the right qualifications both internally and externally and they must be well schooled and knowledgeable on the fundamental principles of customer care.  

JOINT PROMOTIONS

It is true that no man is an island. It is also true that no company is an island. And even if both were, they need to be in good books with both the land they are on and the waters around them-lol. Narrowing it down to humans, the point is that none of us as individuals or organisations can stand by ourselves without the collaboration and participation of other players. Narrowed down further to joint promotions, we will discuss how joint promotions are planned using the acronym COMPETE.

Here goes...

• C – Co-sponsors. Decide right from the start who it is you will partner with in the joint promotion. It is obvious that it will not be companies in direct competition such as MTN and ZAIN under one program. It is possible that those identified and approached before the promotion can withdraw the way whilst others may want to join. The former is straight forward to deal with. However, there is need for greater care with the latter. Simply because one wants to be join should not mean admittance. There must be clear and comprehensive criteria to be met for organisations seeking to partner in a joint promotion.

• O – Objectives. Every player in a joint promotion has their individual objectives. Whilst these may be different, they may be fundamentally the same – focusing on sales, product trials and so on. It is therefore important that you equally determine it right from the start what it is you would like to achieve at the end of the promotion. As you know by now, objectives must be SMART, an acronym standing for specific, measurability, attainability, realistic and time-bound respectively. You can read more about objectives at your own time.

• M – Mechanism. It must be decided how participants will enter and take part in the joint promotion. It could be through SMS which is very common today, considering the advancement in technology which simplifies the process and reduces the possibility of errors. Other mechanisms usually used include coupons placed in a box or other type of container from which a draw will be conducted.

Different mechanism can be used individually or collectively taking into account the point that each must be appropriate and convenient to the target audience and indeed the participating organisations.

• P – Prizes. Each player in a joint promotion usually has specific responsibilities some of which relate to purchase of media space and/or giving prizes. MTN may be responsible for all cell-phone prizes whilst British Airways may have the responsibility of providing air tickets. It is very important to decide right from the beginning who will do what to avoid unnecessary conflicts between the players in a joint promotion. It is advised that obligations be put in writing.

• E – Expenditure. Part of planning involves the prudent use of resources, be they human, physical or financial. Under expenditure, all these must be provided for through finance-it is the availability of money that is going to determine the availability of manpower and furniture/infrastructure. It must be clear and well determined how much will be spent and on what. In addition, it may be necessary to have a team accountant if none of the team members is well vested in the management of financial books.

• T – Time. No promotion runs for ever. It is very common that after a promotion such as ZAIN’s 2010, there is some moment of silence as the final touches are made on the next promotion. Or it may not be actual total silence as the focus of communication messages would be on other objects of an organisations successful performance.

Under this point it is important to determine when what will be done. If the promotion running, for example, is for a period of six (6) months, it must be how often period draws will be held. A schedule is therefore necessary.

• E – Evaluation. This is the last step and of equal importance. Now that it has all come to an end, some of the questions to be asked are: were the pre-determined objectives achieved? Did each player do their part? What was done well and successfully? How was it done? What was poorly done and why?

These are vey important questions that need answers.

Evaluation, in this context, must be done internally and externally with the respective players. It provides an opportunity for the organisation to review and evaluate its strengths and identifying exactly where to do even better. Evaluation can also enable the organisation identify its weaknesses.

Joint promotions are very common now than in the past. Currently, ZAIN has one running in which it has partnered with other organisations such as Zambezi Airlines.

COMPETE.

INTEGRATED MARKETING COMMUNICATION

It is common on the exam to have questions relating to Integrated Marketing Communication (IMC). Thankfully, there are a number of practical examples of programs and promotions IMC that can be cited to answer questions as the come. IMC can be said to be the contemporary way of reaching both prospective and actual customers. It is therefore important that students get it right beginning from the very start and I will here explain the meaning, by implication, of IMC and the core reasons for its use.

AN EXAMPLE...

Before Esther Phiri fought and beat Dudo in a boxing March in May 2010, a promotion was running on TV and radio. Members of the public were being invited to support Esther by sending a text message to enter into a competition. Take notice of the three media being used here, actually, four. These included radio/television, sales promotions and advertising. More than one media was being used to reach the target audience and despite this, each was well combined (integrated) within the overall communication plan so that the pre-determined objectives could be achieved. This is a very good example of integrated marketing communication. Let us consider another example, a hypothetical one this time because I have not seen what I am about to describe in Zambia. If you are an agent for a learning institution, conceptualise this and implement it, make a difference. (Hope you get management support, it seems so dull in Zambia especially at learning institutions)

ANOTHER EXAMPLE – Please try this...

Here is a hypothetical situation...

Swords College of Marketing (SWC) is a new institution that has only been in existence for the past two years. Only four semesters have so far run and not more 500 students have been trained by SCM. However, business prospects are high and one of the college’s objectives is to have trained 500 students within the next 3 years, culminating into its 5 year plan. For its marketing and promotion, SCM has an attractive and very interactive website which is integrated with a text messaging system. Also at swc.com a customer care and service chat room enabling a visitor to have real-time discussion/chat with a representative from the college. In addition to online media, SCW has employed sales representatives and lead generators who report to a Business Development Executive. These have territories where they set up temporal stands, prospecting and discussing with potential clients of study opportunities at SCM.

There are two uses for the text-messaging system at scm.com. The first one is for retention purposes and having a “sticky” element, allowing users and visitors to send up to ten (10) text messages for free. The second is to confirm successful subscription to a periodic ezines.

Another “sticky” features on the website include a how-to discussion forum with different sections each managed by respectively qualified tutors.

In a recent promotional campaign, SCM has adverts running on both radio and television. The audience are asked to send LEARN to 3556 through their mobile phones. When this is done, the sender gets a discount offer of 20% off the full tuition fees. Participants are also sent a code that can be used to create a workspace on the Swords College of Marketing (SWC) website which can later be activated once tuition fees are paid. A Client Representative can then be contacted and seen for completion of the offer.

You will notice from the above that the following media are used;

- Personal selling through the college representatives
- Advertising through radio and television
- Sales promotions through discounts

All tools utilised must be well integrated. They must be able to refer to one or the other in such a way that there is no overlap. Thus, do not refer comedy lovers to buy tickets for a show at Sounds Arcades when you have not yet concluded negotiating with that organisation or refer them to a website that is not yet ready for public access.

Coordination is also very important under IMC. Employees not in marketing must be aware of any promotion taking place. Despite not being under that department, each employee is an ambassador of the organisation to whomsoever they come across and regard must be given to the role that each plays. They must always be communicated to of any developments, especially those relating to customer offers since they may be asked at the work place itself or at their homes and in social places such as churches and parties.

Some of the main reasons of IMC are

- More individuals and organisations forming the target audience can be reached
- The target audience have different premises
- It is practically cheaper
- The company has much more control
- Broadens scope of evaluation control

With the above, you must now be able to answer any question relating to Integrated Marketing Communication (IMC). If there is a point I have missed out, please do kindly let me know. You are equally welcome to contact me if you need a personal assistance with your studies.