Ellis Communications, Inc.

NEWS STORY

Defy the Economy, Stock Market and Consumer Doldrums; Steer Your Telecom to Prosperity With Road Map to Success
Seven Tips for A Thriving Business from Phoenix-Based Measure-X

FOR IMMEDIATE RELEASE              CONTACT: Tom Ellis
Oct. 11, 2002                                Ellis Communications, Inc.
                                                      Phone: (417) 881-5635

      Terrorist attacks, a seesaw stock market, corporate layoffs, a sluggish economy - all these factors have softened the American consumer’s attitude toward spending. In this environment, it’s more important than ever for telecommunications companies to have a road map showing where they want to steer their business.

      “Without that road map, the fast track to success can turn into a slow, bumpy ride,” says David Saxby, president of Phoenix-based Measure-X, a company that specializes in helping telephone companies and other telecoms improve their customer service and sales. “A map makes it easier to see where you’re going and how good a job you’re doing at reaching your destination.”

      Saxby offers the following seven tips on how to guide your telecom toward prosperity.

1. Measure Customer Satisfaction and Loyalty. When the economy was booming, it didn’t matter if a few customers decided to take their business elsewhere. “Now every customer counts,” Saxby says. “Ask your customers what they like and don’t like about doing business with you and have them rate their satisfaction with hold time, response time and how they are handled as a client.”
2. Evaluate CRM Software. “Giga Information Group says half the companies that implement customer relationship management have no way to measure the results,” Saxby notes. “The latest CRM software doesn’t necessarily help you develop long-term relationships with your customers.”
3. Keep Employees in the Loop. Do your employees know your company’s customer service and sales goals for the next month and the next year? “If the people on your team do not have a clear picture of the company’s objectives, goals and anticipated outcomes, how can you expect to have everyone united in a common goal?” Saxby asks.
4. Practice Open-Book Management. Every employee should be involved in running the business. “Show your people how to read a profit-and-loss statement,” Saxby says. “Ask them for ideas on how to decrease costs, improve profits and increase sales. Post your weekly and monthly numbers for all to see.”
5. Measure Customer Service Performance. “If you aren’t measuring and monitoring customer service, how do you know if you’re doing a good job?” Saxby asks. “Share the results with your employees and establish a recognition program to reward them for a job well done. If results are below expectations, give your employees additional training.”
6. Benchmark the Company. Measure key components that are vital to your telecom’s longevity and growth and compare yourself to other telecoms. “How do your standards measure up against your competition?” Saxby asks. “What improvements can you make?”
7. Keep Your Talent. Give your employees the skills they need to do their job and exceed customer expectations. “Most people want to grow and learn in their job,” Saxby says. “Offer them the tools to become better at what they do.”

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For more information on Measure-X, call 888-644-5499 or visit its Web site at www.measure-x.com.

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