On Wednesday, I had a meeting with to a client to discuss the possibilities of their participation in an event marketing coaching program. The emphasis of the coaching program teaches companies how to inform their clients, members, or patrons about their various events in a timely and effective manner using proven Internet marketing techniques. During the meeting the client raised a number of valid points questioning the value of coaching program to their organization and specifically to their patrons. Their primary goal is to provide their clients the highest possible quality of service. While being asked all the questions by the client regarding the service an interesting (yet completely unoriginal) thought came to my mind, can you deliver high quality service through relevant and timely information? I believe the answer is absolutely!
The Value of Information
All information has value. Depending on the type of information, its' presentation, and ultimately how it is used, the value of that information could be insignificant or massive. It's intriguing to see how people and organizations value and act upon various forms of information. If you're a consultant or web developer, how many times have you given away free professional advice only to have it fall on the client's deaf ears? As soon as you take the same exact information you gave away for free and charge for it, the perceived value of the information changes dramatically.
Someone Has Figured It Out
Information marketers are a neoclassical example of selling information which possess a high perceived value. Over the years I've purchased a number of expensive information marketing programs that were crammed with great information. The irony is that you can find most of the information contained in the programs I purchased for free on the Internet or local library. At the same time, it would have taken hundreds of hours of my own time collect all the information. What's worth more to you, hundreds of hours of your personal time or hundreds of dollars from your wallet?
What's Important to Them
One of the key factors to valuing information is asking the question, "What is the value of the information that I'm providing my clients, members, or patrons?" What information do they think is of higher value and what is of insignificance to them? A lack of know the answers to the previous questions is one of the largest disconnects when it comes to companies and their customers. Numerous companies believe that they know what's best for their customers. Trouble arises when companies "think" they know what their customers want and the customers know what they want. That disconnect forms the basis for testing a product or web site repeatedly.
I believe that any organization or consultant that can provide clients, members or patrons, information of that relevant to them and time delivers a tremendous amount of customer service. How can anybody not be satisfied with a company that meets all their wants and needs when it comes to customer service? The challenge is providing the right information to the right people at the right time.