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It's a fact that in today's marketing environment, products and services are becoming more commoditised and homogenised; it is tough creating and maintaining a demonstrable difference and sales advantage when competitors are so fast to react and imitate product or service innovations.
No matter how sophisticated the application of marketing techniques, buyers are finding it harder to differentiate between products and services - when the scorecard is reduced to the single dimension of price, marketing is in trouble.
There is one differentiator that operates outside the features and benefits of your product or service or the traditional relationship fostered and maintained by face-to-face sales staff. That is the relationship that exists through the communications interface between the customer and your business.
That interface, and the experience of your brand, is being decided more and more on a new battleground: electronic communication. The fact is few companies have a comprehensive understanding of its function, the integration possibilities of diverse, relatively new technologies or the significance of the irrevocable changes taking place.
Establishing a seamless electronic customer interface presents an opportunity to re-balance the scorecard in your favour, and the smart money today is being invested in that holistic process.
The companies that implement a coordinated prospect interface capability, supported at every level by all personnel, will be the future winners.
Their new focus will be on developing cost-effective lifetime relationships - in other words, a genuine and ongoing dialogue between the brand and its customers in which feedback and response drives brand loyalty.
These companies will have an intimate understanding of their competitors' interface capabilities and be one step ahead of them. They will have ceased the emphasis on short-term customer acquisition campaigns and the consequences of churn and burn and re-prioritised their sales and marketing focus on building relationships at all stages of the sales cycle.
They will have established a leadership position in customer acquisition and retention and an advantage that their competitors may take years to equal.
VCT and the switched on group are the only companies in this communications space that understands the science behind the electronic communication revolution and has the experience, technology and resources to engineer your prospect experience process.
This is why we exist... |
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The new Runway4 brochure is now available for download - if you'd like to know more or want to arrange a 30 minute demonstration, please contact us.
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Martyn Hale, Senior Partner with VCT, recently worked with a number of students from the 'Brooke Western' academy Corby, facilitating a two day workshop.
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VCT is delighted to announce that it has recently secured the contract to provide multi-lingual post production services to Sealed Air for five new product videos.
Migration work has now been completed bringing the internationally based business consultancy group, Icon Business Solutions to the UK. This will mean a significant improvement in performance for their UK users and peace of mind that they can now get support from a locally based UK Support Team.
VCT is delighted to announce that ATS Euromaster has chosen Runway as its eMarketing platform. VCT is working closely with ATS to develop a successful eMarketing platform to service its various markets; car & van, trucks and agricultural.
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