Five Ways to Provide Mind-Blowing Customer Service

Did you know that surprising and delighting your customers is something that starts before they are truly aware of your business and brand? Each interaction throughout the customer lifecycle is an opportunity to provide mind-blowing customer service that people simply must share with their friends. Creating true advocates for your business should be your goal, and that only happens when customers are over-the-top excited about your product and service offerings. How do you inspire that type of loyalty in what can be a fickle audience? These tips will get you started down the path to lifelong devotion from your fans.

Guests getting key card in hotel

1. Treat Employees Like Gold

Your most important asset when it comes to ensuring long-term customer loyalty is closer than you may realize — your staff! When your employees are empowered to react quickly to negative situations and provide proactive support to ward off challenges, your customers will feel the difference. Employees who feel as though they’re simply showing up to punch a clock are lacking something, and that will show up in their interactions with customers. Employees who are regularly rewarded for going above and beyond expectations will continue that trend.

2. Foster a Culture of Possibilities

When you foster a culture of possibilities for your staff, they will be much more likely to take exceptional care of your customers. Why? Because employees take more ownership, and “your” customers become “their” customers . . . and friends. Good customer service is expected (and even demanded) by today’s customers. Going the next step to completely blowing your customers’ mind takes extra effort to provide unexpected benefits. This could mean providing free custom proofs to clients, adding in 10% overages “just because” or delivering earlier than expected. On time and on budget are expectations — you have to raise the bar to blow their minds.

3. Create an Easy Button

There will always be customers who are looking for the fastest and cheapest items. However, the customers you really want to cultivate are those who are willing to pay a premium for truly exceptional service and delivery times. The majority of people in America today have severely limited time, and when you’re able to show customers that you respect their needs and move quickly, they will be surprised and delighted. Optimize each process, remove unnecessary clicks from your website and apps and generally think through the user experience at every turn.

4. Focus on What’s Important

Customer-facing organizations are often looking for ways to reduce the amount of time required to interact with the public on each transaction. While this can result in efficiency for customers and staff alike, it can also cause a measure of frustration when poorly implemented. Forget the long list of meaningless metrics that don’t impact service levels or profitability. Look for measurements that directly impact customer satisfaction such as the number of calls required to resolve a return, for instance.

5. Stand Out from the Crowd

Are your competitors sending out postcards? Take their concept and go bigger: send a unique mailer that is truly attention-grabbing. There are rumors going around that “direct mail is dead”, but nothing could be further from the truth! As fewer competitors rely on print, customers are more likely to be engaged with the unique and interesting pieces that do hit their mailboxes. Have fun with your promotions and your customers will reward you richly.

The reality for businesses today is that customer retention is much less expensive than attempting to find and recruit new customers. Sure, you’re always on the lookout for new customers, but shouldn’t you also look for ways to create an over-the-top excellent service culture that keeps people returning for more?

 


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3 Opportunities for Better Customer Follow-up

Have you ever considered an online purchase but been put off by taxes or shipping costs? That’s what a Reddit user (Doug D.) experienced when he fell in love with a sweatshirt from Archrival Clothing. Doug, a UK resident, added the item to his cart, but was disappointed to find he couldn’t get Archrival’s alluringly low shipping prices since the company was based in the US.

 

Winning Follow-up

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Game over? Not quite. Someone from Archrival took note of Doug’s abandoned “Shopping Cart” and realized the shipping prices were probably to blame.

This  resourceful employee immediately e-mailed Doug, offering several alternatives to ship the order for less, including a FedEx International Economy option, Delayed First Class Overseas Mail (on the company’s dime), or European purchasing options.

Doug’s reaction? Rave online reviews for the company itself:

“Wow. My mind is blown. This is potentially the best customer service I have ever experienced. You definitely deserve a purchase just for this e-mail.” Doug and his girlfriend bought several items, ordering more than originally intended, all due to proactive customer care.

Leaky Buckets Bring Lost Opportunities

Business is all about relationships, and good relationships are built on great communication. In today’s wired world, we communicate constantly, yet connections are frequently missed. Author Dan Kennedy describes these botched follow-ups as the “hole” in our buckets. If business is the bucket where we pour energy, ideas, and money, the “holes” are wasted time, money, or failed follow up. This may include failing to track contact information, not rescuing lost customers, or belated follow-up with prospects.

What impact does correspondence have? According to Harvard Business Review, the most frequent customer complaint is poor follow-up. Fifty-six percent complain that they need to re-explain their issue when calling back. Sixty-two percent need to repeatedly contact the company to get issues resolved. As a result, 65% are likely to speak poorly about the company and 48% go on to tell 10 or more people about their bad experience. Poor communication can influence not only your customer but spill over into the public as well.

Show Them the Love!

Sometimes we fail to communicate because we are forgetful, have full schedules, or we fear looking pushy. But consistent follow-up builds sturdy bridges, and any step toward better communication will bear long-term fruit. Consider these opportunities for better follow up:

  1. Always acknowledge a message from a customer: with gratitude, with further questions, or with a confirmation of the request
  2. Give a brief status update of the issue at hand
  3. Respond via the customer’s preferred method of communication (e-mail, website, phone call). If uncertain, reciprocate with the method the customer initiated with

Use stronger written follow-up communication to:

  • Make a calendar request or recap a meeting
  • Ensure your last message was received or inquire about further questions or concerns
  • Express gratitude for an introduction or appreciation for their business
  • Congratulate clients on a recent accomplishment
  • Wish customers luck on an upcoming project or personal endeavor
  • Solicit feedback on a future project or decision
  • Send helpful information or resources (pertinent to your previous conversations)
  • Make people personally aware of upcoming incentives or promotions

To make good intentions a reality, consider adding correspondence goals to your schedule (placing reminders in your phone or calendar or sending unique printed thank you notes on a bi-annual basis) and chart a new course of consistency to ensure your relationships receive the optimal care they deserve.

 

 

 


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Stay in the Game

Finding the Off Switch

Do you ever lay awake at night feeling restless about work? Do you take projects home each evening or over the weekend? When the day is over, is it difficult for you to quiet your racing thoughts?

You work hard. And you enjoy it. But in this mobile generation, devices meant to create freedom have tethered us to the desk as we toe the line between productivity and workaholism. A study of 3,000 UK workers showed that 69 percent regularly work outside their office hours, and the average worker fails to use six days of paid leave each year. In the midst of an overwork epidemic, are you preserving your own well-being?

Digging Your Own Grave

While our parents said “hard work never killed anyone,” research says otherwise. Men who are unable to mentally relax after work nearly triple their risk of heart disease and psychologist Mark Cropley, studying health and stress at the University of Surrey, says an inability to detach brings disastrous consequences:

“Inadequate psychological recovery, or poor disengagement from work, is associated with a range of health problems including cardiovascular disease, fatigue, negative mood and sleep disturbance,” Cropley said.

What is the difference between an industrious person and a workaholic? Experts say the industrious can push past typical office hours but remain emotionally present for others, enjoying fulfilling relationships and intentionally scheduling time for things they love. Hard workers experience short bursts of stress for a deadline but follow this with a purposeful schedule reduction (like comp days or shortened office hours) to restore depleted energy.

StayInTheGame

Workaholics struggle to find this off switch. The troubling feelings or facts accompanying their lifestyle stress fails to curb their unrealistic performance ideals. Workaholics are obsessed with work and the adrenaline rush it brings; often they walk fast, talk fast, eat fast, and struggle to delegate for fear others will not do “as good a job.” While appearing externally healthy, their internal overdrive brings physical distress: panic attacks, claustrophobia, depression, decreased immune function, sleep disturbances, or an inability to enjoy life’s pleasures. Workaholics have an increased risk for metabolic syndrome, a higher need for recovery, and struggle with cynicism and emotional fatigue; when your biological systems keep working around elevated set points, you have a greater risk of cardiovascular disease (CVD), diabetes, and even death.

Worried you may be digging an early grave? Here are a few checks to flag your workaholic tendencies:

  • Your work eats into meal times
  • You are often first to arrive and last to leave
  • You are always on your phone or computer
  • You appear relationally distracted and find little time for leisure activities
  • You experience anxiety or irritation when interrupted or kept from work
  • You feel guilty when you’re not working and find it difficult to relax at night

Quality Trumps Quantity

Beyond improved health, accounting firm Ernst & Young found that for every additional 10 hours of time off taken, employees’ annual performance ratings improved by eight percent. How can you make productive changes if you are stretched too thin?

  • Reflect on reasons for compulsive work
  • Ask for help from your team and intentionally delegate
  • Set clear rules for how many hours you will work each day, quitting several hours before bed
  • Replace workaholic tendencies with positive habits: cultivating hobbies, building a skill you don’t use at work, and pro-actively scheduling time with friends
  • Resolve to save 25 percent of your energy to bring home at night. Put a fence around weekends to avoid temptation

Self-care keeps you on top of your game and ensures you STAY in the game. And that’s a win for us all!

 

 


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The Dignity of Work

Down But Not Out

Albert Serur was just a young man when he passed out cold in his client’s office. Only four months into his job, a previously undiagnosed heart condition might have sidelined him permanently. But Serur didn’t go down without a fight. Rather than recovering from emergency surgery at home, he hired a driver so he could sleep in the car between sales calls.

“Adversity helps you deal with who you are,” he says. “If you can start preparing for things proactively both personally and professionally, you’re going to be ready, and you’re going to be a better leader.”

TheDignityofWork

Will-Set” that Trumps a Skill Set

At 28, Serur is the youngest state director at American Income Life and chief executive of its Wilmington subsidiary. Serur Agencies brings weekly employee training sessions that focus less on technical abilities and more on workplace camaraderie, helping people develop a “will-set” with emotional tools to handle challenging situations. These offerings are a timely response to a felt need; in a recent Society of Human Resource Management report, “respectful treatment” was a top priority of the workers, even above pay.

“I’ve seen many people who have more God-given talent than I have, but if they have one difficult relationship issue, they just fold,” says Serur.

Valuing the “Dignity of Work

Workforce prioritization was how Starbucks recently explained the “fairly flat” performance of its stock. While a recent reduction of corporate-tax rates made the company hundreds of millions of dollars, Starbucks chose to re-invest this money in its workforce rather than funneling profits back to shareholders. Priorities included closing gender pay equity gaps worldwide, offering stock grants of $2,000 for managers and $500 for employees, expanded paid parental leave, and even access to critical illness insurance for parents of employees. Executive chairman Howard Schultz says people are an enduring priority:

“We’re trying to make long-term decisions,” Schultz said. “We’re trying to value the dignity of work. We’re trying to do everything we possibly can to demonstrate to the world … that the better way is not a zero-sum game where you leave your people behind.”

Microsoft has also seen a shift toward creating workplace wins. Several of Microsoft’s former employees have returned to the company after CEO Satya Nadella took over. These “boomerangs” say workplace culture has changed significantly under Nadella’s emphasis on “One Microsoft,” a collaborative environment that hasn’t existed in the past. Nadella has shifted reviews toward solidarity and teamwork, where employees are rewarded not just for their own work but how well they’re able to make use of others’ contributions. Boomerangs say this step away from the “smartest person in the room,” intimidation tactic has brought a more conversational, empowering environment. Microsoft has emphasized patience before perfection, incentives for developing others, and teaching staff to diffuse tension after disagreeable meetings.

Bonds that Last

Some companies use humor to grow unity. The Improv Asylum comedy troupe teaches communications skills at organizations like Google and Intel. This troupe’s mantra is that one person must always accept the premise given and then expand on the idea. “The sink is going to start spraying pink paint, you say?” “Well, yes, AND . . . lucky for us, we’re hosting the abstract art seminar this weekend!”

As it turns out, this is also a great workplace communication technique:

(The phrase) “‘Yes, but’ is prevalent in the corporate culture, and that shuts ideas down,” says Bob Melley, director of corporate training at the Boston theater company. “‘Yes, and’ encourages everyone on the team to offer ideas. It creates a bond and establishes trust.”

 

 

 

 


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How Has the Internet Changed Lead Generation?

There is no denying that technology has greatly revolutionized lead generation, especially in regard to the internet. Gone are the days of having to cold call prospects and knock on their doors. Sure, these tactics still work, but business owners are continually finding ways for lead generation to be more cost-efficient and effective. For now, let’s take a quick look at how the internet has changed lead generation and the many reasons you need to be taking advantage of technology to expand your customer base.

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Artificial Intelligence Technology Enhances Lead Generation

Thanks to advancements in artificial intelligence technology, you can engage with leads online like never before. In fact, you don’t even have to be the one engaging with them. An AI software program can do the engaging for you. Take, for example, if your website offers a chat feature. Before connecting the customer with an actual representative, artificial intelligence software can engage them in a natural-sounding conversation to determine which department the customer needs to be directed to.

Targeting Leads Has Become Incredibly Simple

When you distribute content, whether through direct mail print marketing or online, you need to have a specific target audience in mind. This target audience, of course, needs to represent people who are likely to be interested in the product/service you are selling. Thanks to the internet, it is now easier than ever to target leads.

It’s All About the Analytics

If you aren’t using analytics to track website visitors, you need to be. An easy-to-use tracking platform that is excellent for determining which pages on your site are performing the best is Google Analytics. There is a good chance the service provider that is hosting your site also provides some type of analytics to take advantage of. Regardless of the tracking tools you use, though, analyzing data on page performance can help you pinpoint which pages need to be further optimized and which ones need to be left alone. This enables you to improve time management because you can focus your attention on the pages that need improvement rather than wasting time on the ones that are already attracting quality leads.

Automated Email Sequencing

You want your emails to be as personable as possible to improve the odds of turning a cold lead into a warm lead, but you can’t accomplish this through a single email. Instead, you need to create an email sequence that is automated; this will engage your leads in a systemized manner and it allows you to warm them up to an offer.

The Takeaway

Your existing customers deserve your attention, but at the same time, you need to be focusing some of your operations on lead generation. Thanks to advancements in technology and the internet, it is now easier than ever to generate leads in a timely and cost-efficient manner. By deploying the four tips outlined above, you’ll be well on your way to capturing leads and improving customer satisfaction at the same time.

 

 

 

 


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Print Marketing Is About Selling Value, Not Services.

There’s a common misconception that far too many marketers have that needs to be put to rest once and for all.

A Satisfied Customer Is The Best Business Strategy of All

A lot of people still seem to think that if you’re really going to carve out a stronger competitive advantage for yourself in an increasingly crowded marketplace, you need to make your services appear objectively better than everyone else’s. You need to talk about how your products are better, stronger, faster, longer-lasting, more cost-efficient, etc. All this to steal as much attention away from your competition as you can.

In truth, that is a myth. You shouldn’t be selling services at all. You should be selling the value that those services provide. In other words, the thesis at the heart of your print marketing campaign shouldn’t be “here’s what I can do that nobody else can,” but rather “here’s what I can do for you.” Mastering this approach requires you to keep a few key things in mind.

Everything Begins and Ends With Your Customer

The art of selling value instead of services is one of those situations where buyer personas come in handy.

When you begin to come up with a buyer persona for your ideal customer, you try to add as much information about that person as possible. But once your persona has been completed, you shouldn’t be asking yourself, “Okay, what do I need to tell this person in order to convince them to give me money?” Instead, you need to get answers to questions like:

  • What problem does this customer have and how do my services solve it for them?
  • In what ways will that person’s life be easier after their purchase than it was before?
  • What does that person want to accomplish, and how can I help make that happen?

Then, you work your way back to the products and services that you’re trying to sell, thinking about the problem and positioning yourself as the solution.

A Whole New Approach

This is one of those areas where specificity will carry you far. Think about the individual portions of your sales funnel and what someone needs to hear at each one to move from one end to the other. Use this “value-centric” approach not to convince someone that the time is right to make a purchase, but to give them the actionable information they need to arrive at that conclusion on their own.

In the end, there are probably a lot of other companies in your industry who do what you do – but nobody does it in quite the same way. That key thing that differentiates you from so many others is the value that only you can offer and what should be at the heart of all of your marketing messages.

 

 

 


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Is Your Advertising Take You Up or Down?

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Marketing and advertising can be quite costly. However, marketing can attract customers and earn you money. So, you need to be asking yourself “is your advertising taking you up or down.

Let’s take a quick look at three of the best ways to make sure your marketing efforts are boosting your sales revenue instead of draining your budget for nothing.

1) Keep An Eye On Frequency Rates When Online

Advertising online can an effective way to reach a targeted audience. What you want to avoid, though, is blasting your ads multiple times to the same people. The more times the same consumer sees your ad, the more they will become annoyed by it. In fact, when the same person sees the same ad twice, the click-through-rate decreases by 8.91 percent. Seeing the same ad five times decreases the click-through-rate by 30 percent. And once they see the same ad nine times or more, the click-through-rate is cut in half. More important, the cost-per-click rate increases each time the ad is seen multiple times. This is why you need to check ad frequency  and mix up your marketing mix using other effective channels like print.

2) Switch Up the Background

Both your online and offline marketing campaigns can benefit from switching up ad background colors. Did you know that ads with the color blue tend to make consumers feel calm? Green brings about a sense of peace, while yellow ignites a feeling of happiness and optimism. With this in mind, you need to integrate these colors into your ads based on the feelings you are trying to invoke. For example, if you are advertising massage services, then you will, of course, want your background color to be blue or green to portray a sense of peace and calm. If you’re advertising a theme park or vacation services, then using yellow in your background to bring forth feelings of happiness and excitement will be effective.

3) Run Your Own Blog

One of the most effective and cost-efficient ways to market your business is by running your own blog. Your blog can touch on a variety of topics, including articles discussing products you sell, tips for your using products, how to get good deals on your products, and how your products can be used to make your life simpler. The important thing is to make sure you are providing content to your readers that has value.

Once readers see that you are genuinely trying to make their lives better, they will come back to read your future blog postings. More importantly, they will be enticed to share your postings with other consumers, which is an excellent way to attract and secure new customers. Even better is that running your own blog is very affordable. In fact, if you’re a decent writer, you can write your own blog postings for free. If you don’t write, you can always hire a content creator to create the content for you.

 

 


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If You’re Not Already Blogging, Now Would Be an Excellent Time to Start.

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Many people fail to realize just how important blogs are to a successful business because they still think about what blogs used to be. In the early days of the internet, many blogs were essentially “live journals.” If you wanted to read about what a trendy high school girl was having for lunch with her friends, she probably had a Blogspot blog that would let you do just that.

But today, blogging has become much more powerful and is one of the best ways to connect with your target audience.

The Power of Blogging: Breaking It Down

It’s been said that an incredible 79% of shoppers spend half of their shopping time researching products on the internet. While it’s true that product pages, technical specifications sheets, and other resources are important, users are also gravitating towards something much more human and valuable – blogs.

Think about the things that the right blog allows you to accomplish. First, it lets you dive deeper into certain topics, products, and services more than you ever could on a traditional product page.

Blogging is also a great way to position yourself as a thought leader in your industry, regardless of what that industry happens to be. It’s a chance for you to show that you really can walk the walk in addition to talking the talk, which ultimately helps build brand loyalty over the long-term.

Blogging, in general, also has a number of clear advantages over other forms of communication when it comes to engaging with your audience, as illustrated by these stats:

An Easy Way to Expand Your Reach

Remember, your blog is not a silo. The content that begins on your blog will ultimately make its way across social media as your users begin to share it, thus bringing more people back to your website over time.

Blogging can also help tremendously with SEO and search engine visibility. One of the factors that Google’s algorithm looks for when determining rankings comes down to how often a website is updated. If you publish one high-quality piece of content to your site every day, guess what? That counts.

Nobody is saying that blogging is the ONLY technique you should be using to connect with your audience. In truth, your long-term success will come down to you employing as many techniques as you can in order to further your quest of reaching the right people at the right point in their purchasing journey.

 

 


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That Cranberry Drink of Yours Might be 87 Partnership Years Old.

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The typical perspective taught in business class is that one must compete against other similar businesses to obtain, hold onto, and grow a market share. And for that to happen, either the market must be new, or someone has to give up some of their market shares to make room for a new business. However, while this “top dog” approach is treated as the norm in capitalism, it’s not always the best approach to business succes

Making Cranberries Successful

The Great Depression of 1929 began because of a stock market crash and a sudden loss of cash liquidity. As a result, both successful and not so successful businesses were destroyed when the crash occurred.

However, in 1930, amidst the worst economic condition the U.S. had seen and with thousands out of work, the Ocean Spray Cooperative was started in Massachusetts. This cooperative venture, started by three separate cranberry farm growers, was the result of a smart and realistic realization that going it alone in the post-crash market was not going to be possible. Rather than fight and compete against each other, the three growers bonded together to combine their resources and success.

It ended up producing one of the few business success stories launched in the midst of the Depression. Today, that same cooperative now includes a membership of over 700 different farm operations in six states and two countries. The key to their major success was partnership and sharing versus competition and “winner takes all” attitudes.

Half a Loaf is Better Than No Loaf

Going it alone in business may mean you’re accepting pain and struggle that isn’t necessary. Business owners should look around and see if there is any potential to partner up or form an alliance with available competitors, thereby sharing a larger market potential than what their single business is capable of. The results can potentially ensure long-term viability and strength versus suffering from the common “flash in the pan” syndrome so prevalent with new small businesses and startups. This approach can be particularly effective and strategic when a business wants to venture into an unknown, new territory that the potential partner is already present in.

The digital world offers multiple ways for partnerships to be established. Businesses shouldn’t limit themselves to just horizontal relationships with other similar businesses. Vertical relationships with suppliers and end users or business clients can lock in additional market share and business not accessible by simply going it alone.

For those who think that partnerships are temporary mutual positions at best, take note of the fact that 1930 was some 87 years ago, and Ocean Spray is still going strong with cranberries as well as other agricultural products for the national food market.

While cooperating with other businesses may not work for everyone, clearly, the synergy of the many can outdo any singular benefit of a lone business acting in a market isolated and against everyone.

 

 


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Conversational Marketing: Increasing Consumer Engagement.

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As a business owner, you undoubtedly understand the importance of marketing. What you may not be familiar with, however, is which marketing techniques work best.
One marketing tactic that has proven itself to be of the utmost value regardless of the industry you are operating in is conversational marketing. Increasing customer engagement and boosting profit levels, this form of marketing has great potential.

The Ellen Degeneres 2014 Oscar selfie that largely boosted the popularity of the Samsung Galaxy phones is a great example. Samsung didn’t push out the photo everywhere. Instead, it marketed itself and the platforms it was shared because they included conversational engagement. The same can be accomplished across offline marketing platforms when print media is properly integrated.

What is Conversational Marketing?

Conversational marketing intertwines digital marketing mediums with marketing methods that include actual conversations, such as face-to-face or telephone marketing. With today’s internet applications, like Facebook Messenger, conversational marketing has become extremely simplified. The goal of conversational marketing is to make existing and prospective customers feel heard.

What is different about Conversational marketing?

A key feature of conversational marketing that is different from most other forms is that it engages customers through one-on-one conversations. Both inbound and outbound marketing strategies are unified through conversation marketing because data is tracked and analyzed to produce targeted messages that create and promote consumer-specific offers.

Another notable aspect of conversational marketing is that it overcomes channel fragmentation. For example, traditional marketing platforms placed their focus on automated direct communications through outbound channels; mobile messaging, emailing, outbound telemarketing, etc. These automated messages were not producing engagement because they were not ‘real.’ With conversational marketing, though, inbound channels, including website chat tools, instant messaging, and call centers, use real people to carry out real conversations with consumers which greatly improves customer engagement.

Marketers have been challenged to take advantage of inbound interactions as a way to drive their marketing campaigns, and conversational marketing has served as a viable, effective, and cost-efficient strategy for achieving this goal. While outbound marketing tactics are limited in the number of customer interactions they can provide, conversational marketing increases customer response rates.

Developing Conversational Marketing Campaigns

An effective conversational marketing campaign allows businesses to capture consumer conversations and points of contact to develop the right message with the right offer, all the while using the right channel of communication. Developing this type of campaign means using a real-time recommendation engine that allows businesses to anticipate and prepare for consumer interactions before they take place.

Just like the popular 2014 Oscar selfie, your business needs to integrate conversational marketing techniques into its overall marketing strategy. Offline printing, including flyers, newsletters, and advertisements are a great way to accomplish this goal.

 

 


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