Packaging Goes Beyond the Container that Holds Your
A few years ago, I was the keynote speaker at the Annual International
Paperboard Manufacturers Conference. In the presentation, I covered
the 10 Personalities of a Package. These personalities are attributes
that can be leveraged to give your brand a competitive advantage in the marketplace.
Recently I was asked about my ideas on packaging for a company that is
a "Service" Company. I have written a little on the topic in the past.
However, lately I have been looking closer at the topic. Even
in companies that sell products, there is a secondary packaging operating
between the manufacturer, customer, and consumer. This secondary packaging
is the packaging of your Company rather than your brands.
Think of the elements at play when you explorer the packaging of your
company. How important are the following in the image building of
|Company Telephone Operators
|800 Phone Lines
|Public Relations Dept.
All serve as a packaging element. All can be used to improve the
Company Image and all can also be a deterrent. Anything about your
Company that draws attention is a form of communication or packaging. How
important are the elements? Do they communicate an image favorable
to your Company? How frequently are they encountered by your clients,
customers or potential customers?
Without a doubt, there is a company feature listed above that seems to
be a growing failure across most companies. That feature is the answering
services (800 & 888 lines). It is my position that the answering
system of a business today is the single most universal problem affecting
the image of companies. I am continually amazed at the lack of customer
consideration and poor overall quality of the systems. Does anyone
creating these systems ever conduct a Beta Test? I doubt it. I
even doubt if they know what a Beta Test entails. Does anyone with the
ability to make a management decision ever call in using these systems to
see how they function?
When I ask about these systems, I am told that they are the only effective
and economical answer to the growing number of calls to the company. Maybe
we are not looking at the real problem. Maybe we should be exploring
ways of eliminating the reason for the calls. I don't think transferring
the call time from the company to the customer is really a viable long-term
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The In-Store Research Company