Monday is my reading day, a day when I prefer to interact only with the best marketing thinkers that I know of. Who are they? Since you asked, I’ll tell you.

Wilson and Gilligan invite deepest reflections, but it is Tom Ingram, Buddy LaForge and Bill Bearden who draw the widest smile because of their outstanding work, not only on marketing but also on sales management. And the insights from Hooley, Piercy and Nicoulaud are priceless. (Hush, Kotler, maybe next time.)

I’m excited, but at peace. Suddenly things happen and I must leave home. Not to worry, because I will get back to favourite company in an hour.

A POLITE GENTLEMAN FROM JPS

Ouch! Not right now! The engine refuses to turn over. Not even a click from the ignition. Battery is dead, or if you prefer, discharged and useless.

I live in the foothills of the Blue Mountains where traffic jam means that three cars went by in ten minutes. But I need a jump-start. Now! And the cables are in the wife’s car!

The first two drivers stop to enquire, but neither has a jumper cable. The third is driving a JPS pickup. “Sorry I can’t help you right now because there’s something that I must do first. But give me 10 minutes and I’ll be back.” Polite gentleman, I thought to myself. All right, let’s see what happens.

Seven minutes later, polite gentleman is back. His JPS colleague fashions a jumper cable and car is up and running in a flash, or was that a spark? We exchange names and he departs quietly, but seemingly happy for assisting a stranger in distress.

REPORTING A PROBLEM

Down the road I see the same polite gentleman with a JPS crew clearing overhanging branches that could interfere with their transmission lines. We wave to each other and it suddenly dawns on me that I do have a problem with JPS. Should I bring it to his attention? He has already been so kind.

The street light at my gate has not worked for months. I keep reporting it; various people from JPS keep promising, but nothing happens. Particularly disappointing is being told that the correct procedure is to report it to customer service and they will take care of it. And have a nice day. Yeah, right. Don’t they know I’ve been doing that for a couple of months?

So back to polite gentleman who gives me his mobile phone number, takes mine and asks me to look on the light pole for its number and WhatsApp/text it to him when I return home.

I don’t know if he will take care of business since it is not his department and he can’t assign anyone to fix my problem, but it was worth a shot.

MR VADEN WILLIAMS DELIVERS

Over the next couple of weeks I was updated regularly, and last week I was given a specific date. Promise made. Promise kept. And it wasn’t even your area. Thank you, Vaden Williams of JPS! You made me feel as if I am your only customer, and that is micromarketing at its finest.

THE IMPORTANCE OF HAVING THE RIGHT PEOPLE

For those who need a reminder, micromarketing is about having staff who understand their company’s strategic marketing objectives, their role in its implementation, and who possess the skill set to create positive feelings and judgements about their brand, one customer at a time.

In this regard, Hooley, Piercy and Nicoulaud (2013) claim, “While important in any business, the quality, training and enthusiasm of people employed in the organisation are absolutely critical to service businesses. Happy, skilled and motivated staff are much more likely to serve customers well and effectively, and establish an ongoing relationship that can be mutually beneficial.”

One caring JPS technician got it right, and doubtless he is not the only one.

Big up, Mr Williams for unexpectedly excellent service. Now JPS, you have a good prototype on your hands; let’s see that replicated!

Written by Herman D Alvaranga of the Caribbean School of Sales Management the region’s first specialist sales, marketing and brand management college. E-mail

hdalvaranga@cssm.edu.jm