Know-How Exchange : Strategy

Well...of course an outside eye can see things an inside eye will always miss . . . a brief consulting engagement with someone good can uncover a lot that is hidden to you--3 to 5K can yield a lot of value.

You might want to look at some of the drills I've published on my web site...you'll find them off of the home page.

Key element for me of communication is customer focus. Do you talk about them or about you? About their needs or about your product? For me, this is the foundation of everything. Like a golf swing . . . if you don't address the ball (Helllloooooooo Ball!) correctly, every other element is going to be off kilter.

Heather...

I tend to agree with Bill's comments above, but when I re-read your question, I wonder if you are referring to:

1. your external communications with customers

2. your external communications with other stakeholders

3. your internal communications

4. or all three?

The approach to an audit could be very different for each one - can you give us a little more info?

Good luck,
Bob

Hi all,

Thanks for the comments thus far. I would like to make a few clarifications however, as Bob has suggested.

First off, the audit would look at external communications to our customers and also our stakeholders. Also, this is not an idea of the week, but something that we have been thinking about for some time, but wanted to do it at the appropriate time. As mentioned we are at a point where we have met and exceeded many of the hurdles that we faced that were primarily issues that communications had to address.

Secondly, we have been using all the necessary tools and revising and improving as we went along. For example, when I joined the ogranization three years ago, I completely redid our website. It looked like a five year old did it. Our visits have grown exponentially. As well, I created a monthly e-newsletter which has had tremendous results.

We also do regular surveys (telephone, email and interviews) with our clients have therefore have feedback approximately eight times a year.

Over and above the surveys, we also conduct stakeholder meetings and conduct information presentations to our stakeholders at least six times a year.

We are well aware of what our clients think and what they want us to do next.

The reason that I am hesitant to have a consultant do this is that all the ones that I have spoken to thus far, do have a personal stake at this. Each of them has pitched their "services" to me about what they can do once they do the audit. The audit will be tailormade to do their work. Once even admitted it. So, from the discussions they are already passed the audit and trying to do the work of the people who work for me. In fact, one of them said that they could do the work and I could look like a hero for downsizing.....Downsizing will not help my marketing and communications situation..

So, I hope that gives a little more information on this issue.

Thanks again,
H

I'll just add that you should do a financial anlaysis of what it would cost to learn how to do this inside--your time has a dollar figure attached to it both in terms of labor and other work not done--as opposed to hiring an outside firm. Many firms already have the methodology and processes and questions in place and can hit the bricks running. If you have such a firm see what they can do. If not, cast about for a firm or an experienced consultant who has this background. Then see which is really cheaper.

I've watched companies try to do this themselves, and watched the experts do it and there's a big difference. Surveys and audits and such are a specialized skill.

Not every financial person will look at it that way of course. I've