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How To Make Sure You Stay In Your Customers’ Good Books Indefinitely

StrategyDriven Customer Relationship Management Article |Customer Relationship|How To Make Sure You Stay In Your Customers’ Good Books IndefinitelyHaving a great product that satisfies people’s annoyances, or creating a wonderful service that solves problems is obviously great. If you can do the job that’s required of you and do things swiftly, then you’re going to have more good days than bad. In business, however, it’s not just about doing the job on the day and bringing in the cash – you need to be able to keep the work flowing; you need to be able to make people want you again and again and again. You want to maintain your business for a while, and then build on what you have, after all.

If you can’t keep your relationships with your customers/clients healthy, then you may end up falling a little or going stale. You’ll survive if you manage to monopolize your market, but that’s not really how most verticals stay. Competitors will come along and take people away from you in an instant if you’re not careful. You need to stay perpetually in your customers’/clients’ good books. Want to know a few ways you can do this? Well, here are some for you now:

Work Hard For Them

If people see that someone is working hard at their craft, then immediate affection is thrown at them. We all appreciate a trier, after all. If you actually get off your backside and bother, then you’re going to be seen as a group that will do whatever is necessary to get the job done. Sitting idle and shrugging your shoulders when things get tough will not exactly boost customer satisfaction, will it? You need to show that you mean business at all times.

Don’t Make Constant, Quick, Dramatic Changes

People gravitate towards your business because they feel as though they can relate to it in some way or another. If they don’t and they still find you magnetic, then it’s because you’re doing something that they feel is correct. You should stick to the fundamentals of what you’re doing – that foundation is what got you to where you are now. Sure, change a few things, but don’t make massive alterations. It’ll more than likely upset the applecart and cause people to question where you’re going with things. They’ll wonder what else you’re going to shake up.

Focus Your Energy On Customer Experience

From the initial meeting onwards, you’re going to want to ensure you treat customers with the love and respect they deserve. Customer experience is absolutely massive in keeping relationships flowing. If you’re unfamiliar with the whole idea, then you can always read something like this guide to customer experience here. Basically, if you nail your interaction with your customer base at every single point, then you’re going to be in a much better position in the long-term.

Build On What You Have

This may sound like a contradiction regarding the idea of not changing too dramatically, but it’s not. You don’t need to move things around when you’re looking to grow. If you show that you’re ambitious and are looking to add more to your repertoire, people are going to be even more attracted to you. Wanting the best, and wanting to be the best is a very emotive idea for most.

Adjusting Your Marketing Strategy: What to Implement and What to Avoid

StrategyDriven Marketing and Sales Article |marketing strategy|Adjusting Your Marketing Strategy: What to Implement and What to Avoid2020 has kicked off with a variety of new marketing trends.

Marketing is all about getting your business out there and building a relationship with customers. In many cases, businesses will start marketing campaigns to push products or rebrand themselves.

Whether you’re starting a business or already have one, marketing will be essential to the long-term success of it. Many business owners understand that they need to develop an effective marketing strategy but they’re not sure where to start.

Read on to learn about some of the most effective trends to use in your marketing strategy.

Customer Experience

As companies are settling into their 2020 plans, improving customer experience has become a priority of many.

Providing quality customer experience is a major part of marketing because it will encourage customers to keep coming back.

As the internet has grown, customers are given a lot more power in terms of what kind of content they’re seeing.

Nowadays, most customers are purchasing products as a result of their research and not advertisements.

When you provide great customer experience, people that are researching your company will see that in reviews and referrals. You can’t tell customers that you have a great product. Instead, you’ll need to show them why what you have to offer is a good investment.

Although many businesses are prioritizing customer experience into their business marketing strategies, they often don’t know what makes a great customer experience.

Quality customer experience consists of these things:

  • Efficiency
  • Convenience
  • Intelligent and Friendly service

By focusing on these, customers will start coming back and recommending your company to others. Consider including easy payment options to further simplify the purchasing process and make customers happier.

Employee Management

Proper employee management goes hand in hand with customer experience. If you have employees that are rude or don’t know what they’re doing, most people will stop doing business with you.

The best way to approach employee management is to develop efficient and effective training programs. If your company has a variety of positions, you’ll need to make training programs for each one. Everyone will need to understand the basics of the business, but put the focus on their role in the company.

For example, you shouldn’t train a cashier how the warehouse of your business works. Instead, ensure that they understand everything there is about being a cashier. This includes both using the teller and interacting with customers.

What you can do if you’re looking to train everyone about a certain subject is how to behave when dealing with customers. When running a store, cashiers aren’t the only people that customers will interact with.

Building a Brand

One of the main concepts of business marketing is building a brand using a variety of methods. Some businesses prefer to advertise their way into mainstream success whereas others like focusing on what their business stands for.

Building a brand is all about creating an image for your company. Many people have the misconception that creating a logo is building a brand for yourself. When you think about companies like McDonald’s, you think about much more than their signature logo.

McDonald’s has managed to build a brand that makes consumers think about their logo, colors, affordability, and employee-customer relationships. When people think about getting quick, cheap food, McDonald’s is one of the first that comes to mind.

This is essentially what you’ll need to do for your business. No matter what industry you’re in, you must focus on what the goal of your business is and how you’ll portray it to customers.

If you had a business that revolves around fitness, you wouldn’t incorporate video games into your image. Instead, you’d focus on healthy food and exercise. You need to make it make sense.

Advertising on Social Media

Out of all the new marketing trends over the past few years, social media has remained one of the most effective. To this date, businesses focus on social media because there are over 3.2 billion active daily users.

Anyone looking to effectively grow their business will need to use social media because putting up physical ads no longer earn you customers.

Putting up posters and billboards slightly increases the chance that someone will see it. The chances of someone looking into your business because of these ads are much less.

When you advertise on social media, you can choose your target audience by selecting a variety of filters. You can go on something like Facebook or Twitter and choose the age range, gender, and location of people you want to see your ads.

Running a social media account is also effective because it will give customers a way to interact with your business outside of cash transactions.

You should also create a website to give customers something to redirect to from your ads. Having a website allows customers to learn more about your business and they can purchase products from it, allowing you to maximize your profits.

If you’re looking to make a name for yourself in the digital world, you can get involved with a digital marketing service. One of the popular services are Climb Online, so consider checking them out if you want help with SEO and social media.

Start Developing Your Marketing Strategy

An effective marketing strategy will allow your business to quickly grow and start earning regular customers. Your strategy should target those that would be interested in your product or service. By using the marketing trends in this article, you’ll quickly make a name for yourself.

We encourage you to start looking into building yourself up on social media. You’ll be able to start interacting with potential customers and you’ll get an idea of what people want. From there, you can start working on creating a great customer experience.

Browse our articles if you’d like to learn more about marketing.

The Four Stops On the Way To Compelling Customer Story Content

StrategyDriven Marketing and Sales Article |Customer Stories|The Four Stops On the Way To Compelling Customer Story ContentAsk any experienced marketing professional about the top moves you can make to accelerate your marketing campaigns at any level of business, and an overwhelming majority will point to the weight that compelling customer testimonials carry. From the days of infomercials on television making using of customer stories to sell anything from kitchen knives to toaster ovens, all the way up to 2019 in which unboxing videos comprise a major section of YouTube’s most viewed content, and it’s easy to see that we as humans attain some level of comfort in hearing from others experiences with a product.

And while still requiring a little bit of planning and scripting to pull off in the best way possible, customer stories alleviate some of the stress from the marketing team in that they can generate tons of content with a minimal time investment. That’s why we’ve looked at this awesome marketing method and identified the four stops on the journey to a successful customer video venture. We’ve arranged these four stops around four simple questions that you can ask yourself when assembling a customer story video:

  • What do you need to prepare a dynamic testimonial?
  • Which customer should you approach about interviewing?
  • What should the time and locational context of your video be?
  • What platforms do you intend to promote the finished product on?

First Stop: What do you need to get ready?

Think carefully about who you want to interview the customer during the video. Whether you’re the one doing it, guided by a vision for the final product, or a coworker with a more charismatic energy is the one, it’s important to recognize strengths and weaknesses, then find the best person for the job.

  • A good interviewer will help the customer relax and forget that they’re even being interviewed, delving into conversation that flows more naturally.
  • They’ll ask product related questions, but in a way that comes across as organic, tying the overall discussion about the product back to a driving theme in the video.
  • A strong interview relies on collaboration to develop appropriate questions in advance and map out how the interview should be conducted, with pre-established cues prepared

Once you have your interviewer figured out, turn attention towards the logistical matters. What’s your overall budget for the production? How many cameras do you need, and what kind of camera? Multiple will help in getting a stronger viewing aesthetic. Will internal microphones work? How will you handle things like lighting and makeup? What are your post-production options?

The answers to these questions will depend primarily on the first: budget. Just know that you can get this project done with any size budget, from high-tech camera equipment down to your iPhone.

Second Stop: Who should be the focus of your interview?

This is pivotal to the success of your testimonial. You want to find a customer that’s not just interested in doing the video, but that succeeds on camera just as strongly as your interviewer. Be deliberate with this. Entice if needed, through free products or however else you may incentivize active participation. If they represent a client company that you work with closely, ensure that the company is aware of the participation so there aren’t any surprises.

Third Stop: Where and when should the video take place?

This can vary greatly, but one excellent strategy is seeing how a client uses your product successfully in their place of business. Other strategies include setting up a dedicated interview space and having a casual sit-down conversation. You could also introduce a new variant of your product and catch the first glimpses to simulate the unboxing experience. It’s all up to you.

Fourth Stop: Where will the video go?

This question will shape the length of your video, from short fifteen second Instagram stories to extended YouTube comment topping out at an hour or more in length. The awesome thing is a single day of filming may yield multiple production outcomes: you might make one extended video for your YouTube channel, then use footage and soundbites for your social media feeds. Carefully curate it to funnel traffic in the directions necessary.

Make sure to visit each stop along the journey and you’ll soon discover what it takes to draft and publish creative customer testimonial content that will boost your business and maximize your marketing potential!


About the Author

Sean Gordon has an extensive track record recruiting, hiring, training, and unlocking the talent of people. For 20 years, Sean has been on the front lines of business across North America. He started with AT&T, where he built award-winning teams in sales and operations from coast to coast. He delivered equally stellar results for EMC, Aetna and West Corporation before becoming CEO of a technology company in need of innovation.

Sean founded vidREACH.io to engage candidates, prospects, customers and employees – all on one platform. Sean has created new lines of business, reinvigorated stagnant company cultures, and mentored hundreds of employees who have gone on to do great things.

Connect with Sean Gordon on LinkedIn.

How to Improve the Customer Experience Throughout Their Journey

StrategyDriven Customer Relationship Management Article
 
There’s no getting around it; the customer is king. Without them, your business will be going nowhere fast. They have the power to make or break your business, and your aim should be to do everything in your power to make their experience a good one. Once upon a time, it would have been the quality of your product or service that made you stand out from the competition. Nowadays, however, the focus has shifted to the experience a brand is able to offer the customer throughout their journey. Improving the customer experience is not the easiest thing to deal with. There are certain things your customers will expect. These include being able to interact with your company, however they decide to do it. It’s also important that their experience is a personalized, rewarding and effortless one. Above all, they want this to be provided in an efficient amount of time. Here are some things you can do today.

The Customer Experience vs. Customer Service

You might think that they’re one and the same, but they’re actually quite different. Customer service focuses more on the way a service is delivered, before, during, and after a purchase. Customer experience, on the other hand, is the sum of all the experiences and interactions the customers have from your business relationship. The two work closely together, and you can’t have one without the other.

10 Steps to Improving Your Customer Experience

The first contact your customers will have with your business will be via the phone, email or one-to-one interaction, and this is where you can start making improvements.

Create a Customer-Focused Culture

There is little point in trying to make improvements if the whole of your workforce are not behind the changes. From the bottom to the top, everyone has to be focused on customer satisfaction. A good way to do this is to create a list of statements that can be used to guide company principles and focus your staff. Principles can include delivering an excellent service, to show humility and welcome change. Take steps to introduce a staff training program and focus on etiquette, how best to address customer complaints, and the standard responses to use.

Know Your Customers

If you don’t know who your customers are, how can you address their needs to improve your customer experience. The beauty of humans is that we are all so different. We don’t have the same needs, desires or expectations. As well as understanding demographics such as age, race, and residence you need to consider several other things. For example, how will they use your products and services, what are their expectations, and how will they prefer to interact with you.

Understanding who your customers are will result in a deeper understanding. Your employees will be able to empathize with them and look at the service they’re providing from their point of view.

Live Chat

Providing your customers with a live chat option is crucial to improving the customer experience. If your audience is within the 18-34 age bracket, you might do well to appreciate that more than half of them prefer this option over phone interactions. It is particularly popular among online retailers. However, there’s more to providing live chat than just having a person to answer customer questions. It can include co-browsing, which is where an agent takes control of a user’s browser to provide technical support or to direct them to pages where they will find what they want. Audio/video chat services, integrated knowledge bases, and Chatbot services are also being added to the list.

Mobile Customer Support

More than 91% of adults in the US own a mobile phone, and more than 63% of them use their phones several times a month to search for products and customer support. Providing a mobile interface for your customers is vital. Unfortunately, many are poorly designed and cumbersome to use, even if there is an optimized website. The result of these poor designs is that customers are forced to contact a business directly for simple queries. Contact centers are then flooded with queries. Allowing customers to solve their problems using their mobile phone will improve the customer experience.

Social Media Support

It’s possible to use social media to communicate with customers in a customer-centric way. Many large companies use it very effectively. Using a variety of social media platforms, companies can share content and answer questions from customers. The marketing department can also ask interesting questions and gain a better understanding of the customer base.

Self-Service Portals

There are two ways self-service portals can help a company. Firstly, they improve the customer experience. Secondly, they reduce workload and thereby increase company capacity. A self-service portal provides customers with instant access to information. A series of self-help functions are open to the customer and accessible through a company’s website. Features include:

  • Self-resolution of issues through the use of a knowledge base
  • Password reset
  • Self-logging of incidents
  • Service request
  • Collaborative spaces
  • Chat services

Empowering customers to find information, request services, and resolve their own issues is a great way of improving the customer experience.

Provide a Range of Communication Channels

Not so very long ago, customers would have been more than happy to call customer care to get assistance. Those days are long gone, and today’s customers want to have access to more options. These should include text, email, and social media, depending on which your customer is most comfortable with.

Younger age groups may prefer to use social media while those over 40 might prefer to call customer care. The industry you’re working in can also influence the channels you choose to use. In a more professional industry, phone calls or post might be more appropriate. There is no one size fits all, and some experimentation will be required to find which fits best.

Customer Experience Manager

This is a relatively new role and has come about because customer experience requires effort from across a company, which means someone needs to be managing it. A customer experience manager will look across a range of departments such as customer service, sales, market, production and more. They will act as the link between customer and company, coordinating work across all the different departments.

Researching and Gathering Data

A crucial part of the customer experience is conducting research and gathering data. Customers expect a certain quality of service when calling your company. The service you deliver has to be above average. If the service received is excellent, it is more likely they will pay more for your products or services and return time and time again. To provide exemplary customer service, you first have to do some research and gather feedback from your customers. Asking customer testimonial questions will help you to establish their needs, wants, and expectation. It will also help you to grow your company with the help of customer reviews.

Benchmarking and Evaluating

There is no point in implementing any changes if you aren’t going to spend time evaluating whether the processes, teamwork, and technology are paying off. It’s important to measure the return on investment of customer experience. Finding the best strategy will be much easier if you’re able to try different things. Collecting data to ensure you know what works and what doesn’t. A good question to ask customers that will gauge the effectiveness of a strategy is “Would you recommend this service to a friend or relative?”. Provide a point-scale to measure how happy or unhappy they were.

The Benefits of Optimizing the Customer Experience

Companies who invest time and effort in improving the customer experience will reap the rewards, both in terms of revenue and financial health. There are many benefits of providing an excellent customer experience including increased customer loyalty and higher customer retention. It’s also interesting to learn that a high percentage of customers will pay more for a better customer experience.

There’s no way you can anticipate every customer issue, but you can anticipate there being an issue and making it easy for customers to contact you. Being reactive and proactive will pay off. Customers want to be treated well, respected, understood, and get what they want. They want a good experience when dealing with your company and an assurance that every time they get in touch, the experience will be equally good. The modern consumer has an immense amount of power, and they can choose to wield it as they see fit. Providing an excellent customer experience will instill trust and boost revenue.

Providing the best customer experience can help you to build meaningful relationships with your customers. The experience you provide is a reflection of your business. Your brand image depends on more than just a single moment when a purchase is made. It is a culmination of every interaction they have with your company. Provide a superior customer experience, and you will have a competitive advantage, build customer loyalty, encourage positive word-of-mouth, personalize relationships, and provide customer satisfaction.