Sharing our thoughts on the world of today's media.

Month: November 2015

How to Make Your Customers Your Biggest Cheerleaders

In today’s fast world of communication bad customer service will spread like a wildfire. AND, so will great customer service. Repeat customers, and customers who refer you, are the epitome of a successful business.

In working with our clients, we often find our conversations turning to customer service. As someone who runs a business, either as the owner, manager, or both; you know how important great customer service is to your business. The questions we have to ask ourselves are:

  • How do we know we’re giving great customer service?
  • Are we asking our customers?
  • How is our referral and repeat business growing?

If you were to ask ten of your customers how they would they rate your business, what would they say? And how likely are they to recommend your company to a friend, family member, or neighbor? Lots of questions and yet no answers.

How to make your customers your biggest cheerleaders blog

What you can you start doing today (or in the near future):

  • Define excellent customer service. What does this mean for every employee/team member in your office?
  • Measure it! Ask your customers, create a questionnaire to see if you are giving the type of service you want to be giving.
  • Set expectations and provide any necessary training.
  • Reward improved performance by team members. Recognize improvements as they happen along the way. All positive reinforcement.
  • See if you can reward your current customers in a way which wows them. Maybe this is better service, maybe this is a gift (think outside the box), and if you need ideas, ask your team and your customers. They may have some great ideas you haven’t thought about.

If we invest in advertising our business, then we need to invest the time in checking on our customer service to answer these important questions. Our customers should be our biggest cheerleaders! Think about this: If your receptionist, cashier, sales person, service tech, etc., is not giving service to cheer about, how much more do you have to invest in advertising to hit your business goals for the year? It all starts with the person greeting your customer for the first time, whether on the phone or in person. Either way, this is the first impression your customer gets of your business. Is the impression your customers are getting a WOW or is it a dud? (P.S if it isn’t a WOW, then maybe it is a dud!) In many businesses, this first interaction with the customer may be the deciding factor towards making the decision to do business with you. Could the first impression improve? And if it can improve, what could this mean for your business?

An effective marketing plan will help your business and its goals. Even more importantly, an incredible customer experience from your team will really help your goals. The money spent in training and in rewarding your current customers will provide a solid return on investment, immediately and in the future.



Email Marketing

Advertising is a big play on the numbers game. With the thousands of e-mails people receive every day, it is an ongoing test to find the best e-mails, with the best time, to the best audience.

There are two different type of e-mail marketing:

  1. Newsletters to Existing Customers or Even Potential Customers – This type of e-mail marketing is used to engage your existing customers, to communicate things of value to them and to get them to be a more valued customer. It takes a bit of time to find the right message to communicate to your customers, but in doing so, you can help create a more loyal following of fans.
  2. E-Mail Blasts – This type of e-mail marketing allows businesses to target potential customers in their core demographics and send out an e-mail to promote their business, promote a new or existing product or to offer something of great value to get the consumer to try your product or service. E-Mail Marketing takes time. It takes time to come up with the content that will engage either audience. If you start off weak, it will take longer to get them engaged with your company and your brand. Other than time, it is relatively inexpensive and there are companies out there that help find your target client if this is needed. You can also create sign ups to newsletters to encourage people to sign up to get your newsletter. If you have something of value to offer or can create something of value, you can create a nice following this way and work to improve your existing customer base while generating new customers.

Email Marketing blog

E-mail marketing is a commitment to better understanding your customers or the people you are targeting with your e-mail blasts. This commitment needs to be understood on the front end so you don’t waste time trying something without a bit of time and money to fine tune it to help it work better for your company.

Some businesses feel they have had good success with e-mail marketing and others not. It takes time to test an e-mail campaign to understand how it is working for your business and then to spend time tweaking it to make it work to improve your results. Prior to starting an e-mail campaign, it is important to establish the goals and objectives and what you want to happen from this campaign so when you are reviewing the results, you have a basis for the measurement.

In today’s world of analytics, there are many measurements that help with understanding the actual engagement from your e-mails, so businesses can better see what is working, what is not, and work to improve the level of engagement. From the data, you can see how many people opened the e-mail, what links people clicked on, and what they did while they were reading the e-mail or visiting your links. A/B testing can be done to determine a better subject line, better content, and better layout to give insight to improve this as times goes.

Real Value or Hype

For e-mail marketing, this depends on businesses who have used this and their level of success. It isn’t for every business.
When we talk with a business about e-mail marketing, we will be open in looking at it and recommend only if it makes sense with the overall marketing picture. E-mail marketing is never “the” marketing plan: it can be a part of an overall marketing strategy.

We don’t send the e-mails ourselves. There are some great companies who do a fantastic job with e-mail marketing and we established a great relationship with them. They assist us in helping our clients for both e-mail newsletters (or e-zines,) or e-mail blasts, where together we purchase lists of e-mails based on the target demographics.