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ASPonline.com
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> Services Marketing |
Services Marketing
REPORTS
The Great Customer Experience
How to deliver a Wow! experience.
Trends in Fee-Based Support
(2008)
Business models that technology companies have adopted to
deliver support and premium services.
A Guide to Packaged Services
(2007)
Critical success factors for fixed scope, fixed price services
offerings.
How to Grow Professional Services
(2006)
Innovative ideas for building a larger, more lucrative
business from support-related professional services.
Maintenance Renewal Rates
(2005)
Benchmarks for maintenance renewal rates and data on the
impact of key variables like product price and sales
channels.
CAN-SPAM Guidelines for Tech Support
E-mail
(2004)
A detailed look at what support organizations must do to
comply with the new federal anti-spam law.
Support Pricing & Negotiating
Strategies
(2003)
Ten key variables to manage the contract pricing and
negotiation process.
>Service Marketing: The Relationship
Factor
(2002)
As support organizations expand their portfolios of
fee-based services, they need new marketing methods to win
customers. [FREE]
 Trends in Fee-Based Support
(2002)
Data on pricing and features for maintenance, premium
support, training, consulting, and other paid support
services.
Tech Support Newsletters
(2000)
How to build mailing lists and create compelling editorial
content for e-mail newsletters.
EXPERTS
 Indicates
complimentary Open House hours
Paul M.
Dooley, president & general manager
Optimal Connections, LLC
Al
Hahn,
president, Hahn Consulting
Sid
Saleh, Center for Services Marketing
Jeffrey
Tarter,
executive director, ASP
Tom
Sweeney,
principal, ServiceXRG
Françoise
Tourniaire, principal, FT Works
Jeanne
Urich, management consultant, Jurich.biz
LIBRARY
Demand
Creation Is a Myth
(Randy Shattuck)
Responding to customer pain issues will generate better leads.
How to Invent a Service
Product
(David Birnbaum)
A methodology for identifying opportunities for new,
high-margin support services.
Checklist: Subscription-Based
Services
A discussion of key factors in the design, pricing, and
positioning of service offerings.
How to Capture More Training
Dollars
(Dorene Sykes)
Useful advice from a consultant on how to make training
programs more profitable.
Understanding Customer Retention
(Joe Cardosi)
How to translate customer satisfaction into dollars and
cents metrics.
Combining Service Excellence with
Profitability
Purdue University's Dr. Jon Anton offers a strategy for
making the "middle 60%" ("customers who cannot be ignored,
but who are hard to serve in a profitable manner") a new
source for services growth and profitability. (PDF)
A Services Marketing
FAQ (Jeffrey Tarter)
Common marketing questions that emerged during research for
our Services Marketing Workshops.
The California anti-spam
law (ASP)
An ASP flash survey shows how support organizations responded
to a CAN-SPAM predecessor.
FORUM POSTINGS
Channels—With or Without
Support?
"My company is about to take on a few resellers to supplement
our enterprise sales force. Some of my colleagues argue that
our resellers should provide support, while others here want
us to provide all support directly. A third group says we
should leave the choice up to individual resellers. Any
advice?"
Individual SLAs for Major
Accounts?
"Our sales reps routinely negotiate customized service-level
agreements with big customers, and the reps insist it 'doesn't
cost anything extra' for us to respond to a customer in two
hours instead of four or eight hours. But these different SLAs
are a nightmare to manage. Help!" Suggestions?
Selling maintenance contracts
overseas
"We've been very successful at selling maintenance contracts
to our U.S. customers, but we're getting a lot of pushback from
our efforts to sell the same offering in Europe. Our sales reps
say that customers there don't expect to pay extra for any kind
of services—services are supposed to be part of the purchase
price."
How should I spend my public
relations budget?
"Top management wants to make our maintenance and
professional services offerings more visible, so they put
$20,000 in my budget for 'public relations.' However, I just
met with the company's PR people, and their ideas are pretty
worthless. Any advice?"
Using channel partners for selling
training?
"I am trying to set up an indirect model for training
offerings through our channel network. We intend to identify
premier training partners in various geographies... We have
audited possible partners and come up with a checklist of
requirements... I am looking for fresh ideas on how to
appropriately structure the financial terms with such
partners."
USEFUL LINKS
[Under construction—recommendations welcome]
Alexander Consulting,
St. James City, FL 33956; 239/283-7400.
Web: www.alexanderconsulting.com.
Consulting firm specializing in professional services strategy
and metrics.
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How to Talk to Customers
Diane Berenbaum
and Tom Larkin
Click image for details.
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S-Business
James A. Alexander and Mark W. Hordes
Click image for details.
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Customer Surveying
Dr. Frederick Van Bennekom
Click image for details.
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