Competence and Customer Relations Seminar pulled the crowds
The Competence and Customer Relations Seminar, organized and held by Prewise in the Restaurant Bank, proved very popular on 30 November. The objective of the seminar was to open new perspectives into customer relations and tell us how developing the competence and skills capital shared by the customer and the company can boost and enhance customer relations.
Heli Arantola (D. Sc. (Econ.)), Partner in Vectia Oy, discussed the interesting issue of customer relations asset management. According to Ms Arantola, customer data should be collected systematically, analyzed from different perspectives and exploited more in decision-making. The approach to customer data should be widened in scope, so that it becomes relevant throughout the entire business operation. After all, we never invest in equipment alone, since investment decisions always ultimately relate to investment in customers.
Mika Sarimo, Managing Director of Advertising Agency Bob Helsinki, approached the issue of customer relationships from the point of view of the brand. Mr Sarimo raised an interesting issue, namely the use of referees. He claims that training faces a wholly new challenge with reference to brand mobilization, when satisfied customers are used as referees. Using a referee with regard to the brand should be controlled and managed, and anticipatory action has an important role in this. We were given examples of how networks can be exploited creatively to train referees as valuable "brand professionals".
Iiro Pohjanoksa, the CEO of Prewise Group, used his speech to discuss the concept of information marketing in the development of the competence of customers and the company alike. Mr Pohjanoksa gave us practical examples of how customer relations can be developed by enhancing competence. He also illustrated the various opportunities that a network can offer to meet the different information marketing needs of companies.
Tuula von Zweygbergk, Director of Corporate Communications at Mehiläinen Oy, talked about the role of network services as part of Mehiläinen’s customer service package. Network services are an important part of the communication and service strategy deployed by Mehiläinen Oy. Network services are used to convey information and interactive services to customers. The users of Mehiläinen’s network services are very satisfied with the services. They complement the company’s total customer service package and support its positive image as an innovative provider of health care services.
The Competence and Customer Relations Seminar was the last Prewise seminar this year. We would like to thank all seminar participants for the past year. We will be continuing our series of seminars in 2006 – please keep an eye on your mail!
Text: Jaana Raaska