The Difference Between Full Service and Lip Service
The Difference Between Full Service and Lip Service by Gilbert Chavez, Automotive Consultant 
The Internet marketing business is a highly dynamic environment, with new technologies continually emerging and new players entering the game almost monthly. But just like your business, one thing has remained constant: the value of the relationship. Maintaining a client relationship is much easier and less expensive than creating one. So it stands to reason that those relationships are considered among an Internet marketer’s most valuable commodities, even more valuable than technological expertise. On the other hand, even though these relationships are so valuable, the desire to continually boost the bottom line among service providers creates the temptation to reduce the costs that come with servicing clients. Full service or empty promises? As you search for an Internet marketing provider, you’re going to hear a lot of promises about customer service. Because as the rising level of competition forces prices to fall, this is one of the big areas where providers can truly differentiate themselves. But before you make any commitments or fall for any sales pitches, there are a few questions you should be asking. Questions you should be asking. 1. Who will own my relationship? Many providers will expend considerable time and effort getting you to commit to a long-term contract, but they aren’t set up to keep those relationships going. So the maintenance of your account is outsourced to a third party, which also has a bottom line to maintain. Do you think you’re going to continue to get the same level of attention you were promised? 2. Who’s answering my phone call? In an effort to boost profitability, providers do everything they can to cut costs, and call centers are no exception. It’s far less expensive to have your call routed to a call center in India or the Philippines, where entire industries have been created around the outsourcing of phone-based tech support and customer service. Unfortunately, with little control over the quality of service, the experience can sometimes be lacking. 3. Where’s the human touch? Some providers figure that once they shut down for the night, you should too. But when you want to make some changes to your site or it’s crashed at 11:30pm, do you really want to be talking to a machine and leaving a voicemail message? Having access to 24/7 tech support and even "live" online chat capabilities should be a must. 4. Who’s in charge here? While you’re being sold on the benefits of entering into a relationship with a provider, you may spend a lot of time speaking to an experienced sales rep. But once you sign a contract, that smooth-talking rep mysteriously disappears, very often replaced by a harried account manager trying to juggle the demands of dozens of accounts. It’s a matter of simple math — the more accounts a rep has, the less attention each one gets. Before signing a contract, find out how many accounts your account rep is going to be handling. That’s a good indication of the kind of customer service you can expect. 5. Which "specialist" do I call? Your potential new provider is promising to create a site for you, help you with search engine optimization, and lots of other things designed to boost lead generation. But with so many "specialists," who do you call if you have a question about something? The importance of having a single points of contact — someone you can call to answer ALL of your questions — cannot be overstated. 6. Am I really talking to experts? Some companies claim to offer all kinds of expertise and experience. But look beyond the surface — does your account rep really understand both the technology and your business model? 7. Can my provider fit me? In this business, one size definitely does not fit all. Make sure you’re working with a provider whose services are scalable enough to create the perfect fit no matter what size your business. Get the service you deserve. Servicing the customer always sounds good, but when the rubber meets the road, it’s the most important part of any business relationship. Before you sign a contract with any Internet marketing provider, make sure you ask all the tough questions. Otherwise, you may be in for some rough sledding. About the author - Gilbert Chavez - a.k.a. CarZeus One of the original automotive Internet pioneers, Gilbert A. Chavez, a.k.a. CarZeus, grew up in the automotive industry. Chavez has been recognized as one of the leading experts in retailing automobiles. He is a true innovator and renowned for his success in team building. Once called the Vince Lombardi of car guys, Gilbert has been chosen as one of Dealix Corporation’s Top 25 Marketers, and has had an ongoing advice column in the Dealix Newsletter called "Ask Gilbert." Gilbert has also written numerous articles for a variety of other publications. A true Car Guy, Gilbert has worked in all departments and in a variety of capacities in dealerships. He consults single point to multi-car franchises on how to improve their e-initiatives.