I just finished reading Juicing the Orange, by Pat Fallon and Fred Senn. Why didn’t I read this book sooner! As a marketeer, I think this book is a must-read. It reviews, in my opinion, several fantastic and creative advertising campaigns by Fallon Worldwide, an advertising agency based in mid-west USA.
For me, the key takeaway, the one theme that runs through each outlined campaign, is the agency’s ability to get to the heart of the audience it’s trying to reach. What are their needs? What challenges them? What makes them tick? What are their hopes, dreams and frustrations? Once known, the agency created targeted campaigns that struck a very strong chord. This is the golden rule of marketing — know your audience.
So, I hear you asking, “How and why does this relate to a Service Desk?” Well, this relates to practically ever organization and every department that delivers a service. To do a good job, a great job, you need to know your audience.
For a service desk, one of the easiest ways to do this is through the creation and management of a service catalog. A service catalog defines the types of support customers can expect, but first, you need a realistic view of the type of support — and for what products — customers require. Host a workshop and start the conversation. Yes, get to know your customers…your audience With this information, you’re better positioned to strike a chord with your audience…to better meet their expections. It’s a win for everyone.
If you need some help getting started with a Service Catalogue, have a look at a Guide to Service Catalogs – Part 1 or this webinar Service Catalog – A Practical Approach to Design & Definition.