ABSTRACT
Many organisations having recognised that the research has revealed a sales force weakness have combined the introduction of a long-term mind-setting programme with a weeding of the patch. Even perfect companies delivering perfect products and services can be misunderstood. This chapter discusses some of the issues and methods of effecting performance improvements. The local media and specialist media are more likely to have formed opinions about the organisation. Those opinions can be identified using our classic research techniques. The key to managing the media is to have a media management plan. A crisis can arise from a number of negative and positive events. These sorts of event can seriously damage our reputation so having a well rehearsed crisis management plan pays handsome dividends. In touch point mapping we need to focus on how the customer is affected by the process.
