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.

Writing a Proposal

WRITING A PROPOSAL

My main focus of proposal writing here is in relation to Marketing Research and Information.

My assumption is that at this stage, you have once or more times presented a proposal, or being a recipient to one at a particular time(multiple acceptance may lead to emotional imbalance-lol)

I will stick to my assumption. Except that the mode of delivery was verbal rather than written. It is usually easier to speak but when it comes to writing, a number of students do not know where to start.


2. Start with the introduction where you will explain what the reader must expect in your paper/presentation.

2. Proceed with a background. What is it that made you write the proposal? It could be that you are doing so in response to a brief. For the exam, you will usually be given a brief which as the name suggests, is brief.

3. Set your objectives. Clearly specify what it is that you would to achieve when and after the implementation of your proposal. The good thing about this part is that all that could be doing is reflecting what the objectives as were given in the brief.

Always remember that the objectives must be SMART.

I have noticed that some students include a set of questions to ask in achieving informational objectives. There is really nothing wrong with that. You may then however need to change the heading from Objectives to something like Objectives and Respective Questions.

4. Now that you have the objectives and questions to be asked to achieve the predefined goals, identify from whom answers will come. Yes, it is at this stage that you do your sampling.

Avoid sounding too academic my beginning to explain what sampling is and the different methods available. Notice that i did not say do not do it but rather that you must sound professional and talk about how you will select your sample and how. Explain how you will reduce the risk of errors there are always inadequacies when sampling.

5. specify data collection methods. It is important for students to here note that a justification for a data collection method must be given for each. It is therefore not just a matter of stating that questionnaires will be used.

It is here that any other matter related to data collection methods be addressed. Examples include administration of questionnaires and moderation of focus groups.

6. Budget. Your proposal must show how much you intend to spend and on what. Usually, in an brief, a block figure may be given. It is then your responsibility to show how you will spend the money.

7. Schedule. Draw a Gantt chart showing what activity will be conducted when. Since work is now submitted typed, this should then not be difficult to design. However, it more than just design...

8.

9.

10.

No, i am not crazy. I have left 8-10 blank so that you can fill them up yourself.

What points do you have in mind? Share them here.

Join my blog. Contact me if you have any special needs relating to proposal writing.

If you would like a free assessment on your ability to write a proposal, email saboi@marketinginzambia.com. I will send you more details. Or if you wish, you may call/sms +260966930260.

All the best!

Analysing a Case

It is common on and before the exam to be given a case. It is from such that questions will be asked.

Cases are a way of presenting to the student real life kind of situations in which application of their marketing and
business skills are tested. These real world kind of situations can originate from any enterprise development of indeed
company activity.

It is important for students to appreciate that the theories that they learn such as those of segmentation, positioning and
branding need to be translated into practice if they have to be meaningful at all. For a number of assignments i give, i
give cases with the objective of testing the student on a number of areas such as

- analysis skills
- problem solving
- presentation
- general marketing theories and subsequent application

It is no different on the final exam. Now, how then does one analyse a case. Here are a few tips.

1. Internal Factors.

-what is the name of the organisation?
-what is the size or how big is the organisation?
-is it service or production oriented?
-what is the vision and mission of the organisation?
-what is the hierachy structure?
-for how long has it been in business?
-what products does the organisation offer?
-what are the organisational profits?
-ht pricing strategy has the company adopted?
-what promotional tools does the company use and why?
ou will usually be given a brief
You need to have an understanding on the above.

2. External Variables

Micro

-who does the organisation work with, who are the stakeholders?
-what are the interests/concerns of the respective stakeholders?
-what role do the respective stakeholders play in the success of the organisation?
-what factors affect the demand and supply of what the organisation has to offer?
-who are your competitors and what variables about them are of interest and importance to your organisation?
-who are ts customers and what variables affect them individually or collectively?


Macro

-what are the prevailing economic variable? Examples of these include inflation levels, GDP and exchange rates.
-what are the does and donts of the society you operate or intend to do business in?
-politically, is the environment stable and friendly to foreigners, for example.
-what technological tools/equipment are need for operations and what are the variable factors relating to them?
-what are the laws relating to the business you are in and is there any body mandated to look into such issues?
-ecologicially, where applicable to your organization, what are the main issues needing consideration?
-what specific demographic variables should you pay attention to?

That is about it. There are a number of other questions that may need answers but that may then vary from one organisation to another.

It is important to note that there can be a lot of irrelevant information given in a case. With that in mind, you then need to identify
key success factors and relevant information to help plan and execute your program.

Please do feel free to contact(email saboi@marketinginzambia.com or call/sms +260966930260) me if you need assistance with a case. One point i should however mention is the fact that you are likely to face problems with analysis if you do not have adequate knowledge on the principles and theories if the respective subject.

Assisting with a case does not mean analyzing it for you. Instead, it means thinking through the information with you and guiding on what needs to be done.
At the end of it all, you make the decisions of what to include and what to omit.

We will soon begin to analyze December exam cases. To be a part of this, join my blog and actively participate. We will then meet with a number of other students to compare notes and further enlighten each other.

All the best!

Service Encounter

What service encounter is, and its importance was examined in the June 2009 exam of the subject planning and control of the chartered institute of marketing professional diploma study program. Having discussed it with some of my clients, I will here address that topic.

What is service encounter?

There are two words here, service and encounter. When asked to explained phrases, it does help to break one down by its different words. Let us proceed.

Service. This is a product. Examples of services include study tuition and consultancy.

Encounter. An encounter is an experience resulting from an interface. The interface here is with a service. A service encounter therefore is

...an interface and experience that a customer has of a service...

There you have it. That is what service encounters means.

A service encounter can be positive or it can be negative. This means that a customer, prospective or actual, can have either a negative or positive experience with a service. Marketers must always work at ensuring that customers have a delightful experience with services. There must be adequate investment of financial, physical and human resources into the extended marketing mix. When talking about services, people, physical evidence and processes are important variables to consider when talking services.

PEOPLE

A customer will not be happy to be attended by a services representative who does not have adequate knowledge of what the company has to offer and on the interested product in particular. If this takes happens it will result in negative service encounter. Agents and representatives must know their services well to be able to advice a client accordingly. In fact, it is also important to know about key competitor products.

From agents and services support staff, a customer will also expect attention, patience, kindness and courtesy. Marketers and indeed front-liners must always put a smile and maintain calmness even when doing so makes one looks foolish. There are difficult customers who openly express their dissatisfaction loud. Let them speak and assist them where you can. When they feel that they have been helped and received the attention they needed, it can be said that the service encounter has been positive.

There is another important point to include under this sub-heading of People. Staff members must be uniformed. In case that came out too blunt, what I am trying to say is that there is way in which it must be easy for customers to identify who is a customer support staff and who is not. At Shoprite, they all put on company branded shirts and tops. At other organisations such as Multichoice, they place name tags on their shirts/tops. There must be a way in which staff members and indeed front-liners are easily identified.

PROCESSES

A process is simply a combination of related steps or stages to achieving a predefined objective. In this case, these are stages in accessing and providing the service. Easy access is important to customers and must also be to marketers. Customers must always be thought to be busy people, each preoccupied with their own business and therefore their time must not be wasted. So, the process must be easy, making the product accessible. Convenience is an important point to add. Accessing the service must be something that a customer must be able to do without unnecessary huddles. Lines must be reduced. Technology must be integrated and used to make the life of the customer easy and ensure that the encounter they have with your service is positive.

Today, processes have been greatly affected by technology. A number of organisations now exist that will make at your disposal products that will enable your create better services to customers. Even just delivery can make a service more supreme to those of competitors. Talking of technology, take the Internet for example. Customers of banks such as ZANACO and Stanbic can access their account records online and transfer money into other accounts straight from the Internet. This is good because the customer does not have to worry about getting to the bank before it closes up at 15:30hrs. They can bank at any time and indeed, almost anywhere as long as they have an Internet connection.

PHYSICAL EVIDENCE

Imagine you walk into a club like ZENON and you find in there a choir sing the hymn Amazing Grace. I do not know what your immediate thoughts will be, but one thing for sure is that the presence of the choir and the song being sung are very inappropriate. One would ask what has happened to the churches...

Physical evidence encompasses not just what you can see that attests that a particular service is offered in a specific place, but also that which you cannot see. It matters how the desks and tills are arranged. The arrangement in a restaurant is different from that for a classroom. And the walls, yes, even them, it matters what is placed on them. In banks, you expect to see an electronic exchange rates board. And at a hospital, posters of health tips on what, what not to do and what to use.

If you were blind folded and without being told you are lead into a cold storage, would you know where you are? Maybe, maybe not, but one thing for sure is that you would know is that you are in a cold place. Obviously! You can guess it to be indeed a cold storage room, a butchery or Ice Cream Land (thought not really cold in there). The point here is that the temperature and general surrounding is an important aspect of physical evidence. The word used to describe the surrounding is Ambiance.

People, processes and physical evidence are important to ensure positive service encounter between the organisation and the customer. Marketers must plan the three in consultation with its customers as that their blend is one that will lead to customer satisfaction. A satisfied customer is an asset because they certainly will return to purchase more and more, and better still, they will influence more to do the same.

Developing Relationships

There is so much talk about the need to continuously develop relationships in marketing and business. The reason for this is because it is cheaper to keep a customer than to win a new one. The possibility for continued business is great, which itself may result to increased profits.

It is not a surprise then that there are now concepts such as Relationship Marketing. There are two approaches to Relationship Marketing, the traditional way and the electronic approach. In the CIM paper of Stakeholder Analysis students are required to explain e-Relationship Marketing and how it can be developed in an organisation.

It is important to always translate theories into practice. Case scenarios and now tasks are a way of bringing out this ability in every student. The world out there is real. To be able to make progress, marketers must be realistic and they must take steps to have an implementable program. Relationship Marketing Management is one such program and the marketing student must be able to explain how a relationship can be created, developed and maintained.

Here are some tips;

- Have a clear objective of why you need to have a long term relationship. It is important to note that the objective must be based on principle and not just convenience. People are now becoming more familiar about marketing strategies and a number try as much as possible to avoid the “gab gifted professionals.” So set out your objectives straight from the start and ensure it is part of culture to have long term relationships.

- Identify key stakeholders with whom you need to have a long term relationship with. It is this point that results into segmentation of customers, putting them in groups which may be given subjective attention depending on their respective levels of involvement in the buying and decision making process.

- Identify the needs and wants of your stakeholders. Talk to them, put forth your offers and listen to them as they speak. Show attentiveness and be sensitive towards what they say and how they say it. Respect their input and do not look down on their points of view. Relationships must always be mutual. The meaning of this is that there must be due respect.

- As much as possible, try to meet the needs of these respective stakeholders. A satisfied stakeholder is one who has had a positive experience. Because of an acceptable interface, there is always a natural need of wanting to return for another transaction – money or data. Always remember that a satisfied customer will always return, he/she will also influence more people to do business with you.

- Invest in consistent two-way communication. Do not just talk to stakeholders, instead, talk with them. Allowing stakeholders to express themselves is key in the development of a relationship. Examples of such include online discussion forums and blogs. These allow for two-way communication in an environmentally cost efficient way.

- Admit it when you make errors and take a step further to correct your mistakes. Whilst marketing oriented companies focus on a “get it right first time” approach to satisfying customers, it is important to be realistic and note that it is rear to achieve a 100% satisfaction.

- Do not over-exaggerate your company or individual abilities. Limitations must be acknowledged and at the same time, strengths must be elevated.

- Involve key stakeholders in the decision making processes where their input is relevant and needed.

- Show appreciation of what the stakeholders do. There are different ways in which this can be done. For example, you could periodically hold open or guest days at your office premises or elsewhere, where gifts can be given accordingly. Barclays Bank Zambia is one of the organisations that invest in such events.

- Having specific individuals dedicated to respective stakeholders is a good step to take in building and maintaining a relationship. It is for this reason that organisations such as Standard Chartered Bank have relationship managers and key account executives. When the stakeholder has a problem, he can then approach the respective individual who looks into his needs. This creates confidence that there will be a listening ear. It also to a better understanding of each others needs.

There are indeed more steps that can be taken in the development and maintenance of a relationship. The points mentioned above apply to both the traditional and contemporary approaches to Relationship Marketing and indeed subsequent management.

Designing Questionnaires

Designing a questionnaire is easy. What is challenging about the activity is on what information to include in one. On this, you are examined on your creativity and ability to come up with appropriate questionnaires that will provide answers to the questions/situation at hand.

Here are tips on what to consider when designing a questionnaire;

- Make it clear to the respondent what your objectives are and why they must complete the questionnaire. It is about stating why you are collecting the information. Put yourself in their position, would you straight ahead begin completing a questionnaire when you do not even know for what reason the information you provide will be used.
- Give clear instructions on how questions are to be answered. If there are multiple answers to select from, must one tick the correct one or cross the wrong one? Be clear on this,
- Let it be known to the respondent how many questions are in the questionnaire as a whole and even under each sub-section. This is so to allow one know how long they may take in completing the questionnaire. I was once completing an online questionnaire where the number of questions just kept increasing and increasing. It was not possible to know how many were remaining from the point at which one is. I then just closed the tab.
- Break down your set of questions under appropriate headings. Structure your work. This makes it easy to make cross references where appropriate.
- Use both open and closed questions. Use a very set of questions,
- Let the respondent know exactly what to do with a completed questionnaire. There could be, for example, a free postage address to which it could be sent before a specific date. It is important for you to here strategies on how you can increase response rate;
- Be mindful of what personal information you ask for and indeed how you do,
- Use simple English for words and sentences. This use of images is also fine. However, this will depend on the type of information being sought and who the respondents will be.

There are indeed a number of other factors. Please do feel free to add to the list.

In justifying the use of questionnaires, you must also be specific on how you intend to administer them. It can be via post, one-to-one interviews, telephone or through the Internet. Each has its own advantages and disadvantages.

Competitor Analysis

Competitor Analysis

Unless you are a monopoly, you need to continuously monitor your competitors and work at offering better goods and services.

What you need to know are

- who exactly are your competitors?

You must really be specific on this and always make sure that you mention them by name. In Zambia, some of the competitors of QFM are Sky FM, UNZA FM and BBC. In some industries, there are few and as an organisation you can profile them.
But if you sell tomatoes, competitor analysis may be much more difficult but not impossible. What you need to do is focus on the players that are closest to you and/or those that customers will compare you to.

And by the way, there are more competitors to ZAIN and MTN which are not in the country but have a "pull" presence via the Internet. Can you think of any?

There are infact a number(figure it out...)

- what products do your competitors offer?

You must have detailed knowledge about what your competitors have to offer, including the strengths and weaknesses of their offers.

Always remember that when prospective or actual customers make comparisons, it is against that offered by other players.


- who are your competitors target audience?

Yes, who are they targeting? There is always a certain class, or set of needs that your competitor seeks to satisfy. This you must know. Is is the same need you
intend to satisfy?

- Size of your competitors

This may be measured by factors such as existence in other countries, number of branches, end-year financial statistics and even number of employees. But be careful when applying some of the measures mentioned. It is possible for a small organisation to have much more branches than a competitor.

- What promotional techniques does your competitor use the most?

This is important to know to avoid unnecessary conflicts. Some promotional tools such a websites may be used by the competitor as part of its positioning strategy.

- who are your competitors partners?

Whilst organisations, and particularly, marketers, want to create and maintain relationships with everyone, it is important to recognize for a fact that in reality doing so is very limited. Your organisation and a competitor cannot have the same advertising agency creating your promos because there will be divided attention. Thus it is important to know who your competitors work with. But doing so does not necessarily mean you cannot work with them. You can. Both Evelyn Hone College and the Zambia Institute of Management work with the Zambia Institute of Marketing which marketing exams which both institutions offers. Likewise, both Trade Kings and Unilever work with Shoprite which is one of the major
retailers in Zambia.

Know your competitors partners.

- Identify competitor strategies

This point is more subject than factual. What pricing strategies is being used? Distribution? Promotion? Why do you think they use the identified strategies, what is it that they could be trying to achieve?

You need to find answers to those questions.

The CIM Stakeholder Marketing paper for this Dec 2009/March 2010, requires students to conduct a Competitor Analysis for an identified organisation.

If that is the paper you are doing, how far have you gone? If you need any assistance, post it here. It is free and you will get a response.

Revision starts October 19th...

That means that we will be together for about 6 weeks.

Plan is that we should then look at past exam papers for the past 6 exams and discuss them in depth.

My responsibilities will be to guide your preparations for the final exam and for the assignment work you will/are doing. Yours is to do all work given and be as open as possible so that i may know and understand where exactly you need attention.

So, 19th October 2009 it is. If you you need to start before, please do let me know. No problemo!

For more information on revision, time, fees, etc, please email saboi@marketinginzambia.com or call/SMS +260966930260

You are welcome, please do come through.

Exam Tips

TIP ONE

Always give definations, you never go wrong with this...

But when you give your defination, avoid sounding like you come straight from a text book.

In MaSCon discussions, when asked to define marketing, most students pick on the Chartered Institute of Marketing (CIM) defination and say it as it is written. It is easy to tell that it is memorized, a thing which is greatly discouraged. On the exam, you will note have a book to make reference to, therefore when attempting to define a concept, use your own words to express your own understanding.

So instead of saying "marketing is the management process of identifying, anticipating and satisfying customer needs profitably,"

you could say,

"Marketing is about developing products that meet the needs of customers. It is a profession practiced by a number of successful blue chip organisations such as Google and Toyota because of its focus on long term relationships with stakeholders. As a result, marketing input is recognised at management level and it is considered as an investment which will yield not only retention but profits as well."

Notice that marketing has been defined but not as memorized, instead as personally understood.

You never go wrong with definations.

TIP TWO

Give answers to questions you have been asked rather than just writing all you know about a specific topic. Always remember that it is content and not quality.

Let us consider a question...

Following your appointment to the poisition of Marketing Services Manager, you have been invited by students at one of the local universities to give a presentation on appraising marketing segments for future investment consideration. Segmentation, targetting and position are highly examined topics that require a comprehensive approach with emphasis on practical application. You have been identified as one of the best individuals to address
segment appraisals and promote your company profile.

Prepare your notes.

It would not be supprising to receive an answer script that will take about the bases of segmetation (geography,demography, etc). Further, a student may
also talk about targeting and positioining.

What is sad is that the student may not have understood the question requiring them to dwell on how a segment can be assessed for potential and prospective.

Give the above question a try and send it to the MaSCon facilitator, me. Email is saboi@marketinginzambia.com.

So always answer the questions you have bene asked.

TIP THREE

Write clearly...

This is a very simple point not needing much explanation.

Examiners have hundred of scripts to mark they will not sit down to try and make sense out of your handwriting.

Write clearly...

TIP FOUR

Structure your work.

What this means is that do not just start writing from start to finish...

Break down your work under appropriate headings. Have an introduction, a body and a conclusion.

Structuring your work makes its more presentable and easy to read.

Structuring your work also includes numbering/lettering your points.

Now let us put all the points together in example.

Say you want to talk about the marketing orientation. You work may be structured as follows...

WHAT MARKETING ORIENTATION IS

Your explanation here.

BENEFITS

1.0

2.0

3.0

Remember, always structure your work.

Please email mascon@marketinginzambia.com if you have any question or contribution.

TIP FIVE.

Always give practical examples.

Not doing this is one of the reasons students fail.

You must always demonstrate your understanding of various concepts through the use of examples. These examples need not be of orgsnisations in the United Kingdom even if that is where the exam comes from. You are free to use local examples, even imaginary one...

TIP SIX

This probably had to come as tip one, but even as six its Ok.

Clearly read instructions.

Not following instructions is a passport to failing.

If the instructions, for example, are that you use a pencil for all drawings, do just that. When you use pen, you will lose some marks.

Please do not get tempted to think you are so used to exams you know the rules, they may change so always make sure you read instructions.

TIP SEVEN

Use an appropriate format.

It is recommended that if you have not been told what format to use, adopt a reprt format.

Your judgement on choice may be put to the test.

You must know when to use a memorandum, a report, a brief and other mediums.

Always use an appropriate format.

TIP SEVEN

A number of students ask, "can i draw diagrams on the exam?" The answer is yes.

You are free to use diagrams if you feel the need to do so. Just make sure you draw them correctly...

Using diagrams helps put points together that would otherwise be scattered. For example if you have to compare consumer markets to industrial markets, a
table would be the best diagram to use. One column for consumer markets and the other for industrial markets.

TIP EIGHT

You only have 3 hours for the exam so make sure you time and discipline yourself.

Here is where the discipline comes in...

Know how much time you have to spend on each question. It is common to get carried away with a question you find easier, but this avoid.

Others say it is best to begin with section B because it is usually easier compared to section A. The reasoning is that you would then have more courage to
turn to the "tormenting" section A. There is really nothing with that, just make sure you time and disciple yourself...

TIP NINE

Avoid short cuts and be formal.

Instead of cant, use cannot, etc

If you are going to use appreviation such as PLC or NPD, write them first in full as follows

Product Life Cycle(PLC)...

You can then use PLC after having done that.

TIP TEN

Almost all questions are in themselves incomplete and as a result, always make relevant assumptions.

These assumptions could be

- who you are

- what organisation/business sector, etc.

Some questions actually make it clear that students must state whatever assumptions they make, always do so.

What is interesting about assumptions is that they are not uniform, different students may have different assumptions and marks will vary based of how good
and relevant the assumptions are.

TIP ELEVEN

Seek divine intervention.

If you are a Christian, ask Jehovah for wisdom. If you are a Muslim, seek Alah, if you are a Satanist, seek Satan, etc...

But no mirale will happen if you have not been faithful to study and prepare for the exam.

That about does it for exam tips.

What follow are just other tips relating to your studying...

Remember, you are welcome to email mascon@marketinginzambia.com for any questions/comments or whatever.

TIP TWELVE

Text books are quit expensive and in most cases students may not have all they need.

What you could then do is agree with a friend or three that each of you buy one of different types. The books could then circulate amongst yourselves.

TIP 13.

Attempt as many past exam question papers as possible. You can get some at assignments@marketinginzambia.com. It is automated so you will get them just after sending an email to that address. Submit your work and i will make it for free.

TIP 14.

Obtaining a bank draft and sending it together with other documents maybe expensive as an individual.

What you could then do is come together with two or three friends, put money together and obtain one bank draft.

You can then put money together again and send a single parcel using a courier of your choice.

TIP 15.

As much as possible, have a study partner, two or three.

What is good about this is that you will have someone to discuss with issues relating to studying face to face. This face-to-face element is the main advantage over online discussion forums which you may also use. We soon will also have one...

Your response, let it come through. Post it just here...