Philly Phundraising Phollies
I loved today's column. So many times, clients never look at correspondence, don't carry about it, and how customers are falling out the back end of efforts. You rock!
GREAT piece, Denny! Just great!
I am sure you received a hundred e-mails from long term care agents on your recent article. If so, I apologize. If not, may I ask that you please use a broker who handles five to 10 companies next time. Look at companies with good reputations for long-term care. There are a few, when you check their history, who have never raised rates on their in-force policyholders. John Hancock, GE, Allianz and a few others have been at it a long time and have priced their business properly. Or you could look for a company that will eliminate paying annual premiums altogether. Then they can't raise rates, and if you never use it, you (your family) get your money back. I enjoy your column, thanks for all your insight.
Absolutely dead bang on, Denny! Of the six catalog/direct response firms I worked for over almost 30 years--ranging in size from a startup to several established firms with annual sales of over $400 million--none conducted such a review of "customer communications" before my arrival, and the last one did so only after an outside consultant recommended it as part of a process re-engineering/cost reduction project ... As was the case with the one you cited, pulling the requisite communication info/printed pieces, and the criteria/guidelines for distribution for each were monstrous tasks! Let's just say that it was interesting learning what each department thought was happening with customer communication, and the looks of astonishment when they learned what was really happening! Getting it right is so easy--yet so difficult for business organizations regardless of size--a sign of the dearth of truly strategic thinkers either at the top or in the ranks of middle management. Unfortunately, I don't see this as unique to the direct response businesses ...