ENHANCING THE CUSTOMER EXPERIENCE

March 27, 2012

In looking at enhancing our customer experience we never have to lose sight of the fact that the customer is King. In today’s very competitive market place it’s those businesses that put themselves out for their customer and also train this philosophy into all their team that succeed, to help your team get on board with this why not offer them an incentive for exceptional customer service. The cost of getting new customers is a big cost to which you also need to allocate time and resource to do this all of which can be better utilised in more effective ways. How do we keep our customers, there are a number of key things we need to consider.

COMMUNICATION

Ensure you maintain regular communication with your customers and the most effective way of doing this is by email. Firstly we need to ensure that we capture all our customers email addresses and then when we email them ensure it is personal to them, you know how you feel when you receive a personalised email. This regular email does not always have to sell them something just keep them informed of what’s happening, so that when they do want to use your service or buy one of your products you are at the forefront of their mind. Also actively encourage customer feedback with a customer comment book, satisfaction surveys and then when you receive useful comments act upon it and let the customer see that you have taken their advice.

PRODUCTS & SERVICES

Look at the products and services you offer and build up additional products and services to offer your customers. If you don’t have any products or services further to offer look at companies in a similar market place and set up a joint venture to extend your offer to these existing companies, remember there is more profit from a relationship with an existing customer. Customers always want to know what is in it for them, what benefits can they receive, so look to add perceived value by adding something on, a great example is Sunday newspapers giving away free CDs/DVDs which customers perceive as to having a value of about ten times the value of the paper, but to the paper it is very little cost.

MARKETING

All forms of communication with your customers, be it websites, correspondence, emails, advertising, menus or price lists reflect on your business so regularly take a ruthless look at these and ensure they are portraying the correct image. Ensure in all your marketing material you focus on the benefits to your customers, not the features of the company, tell them how you can add value to them. The majority of our customers are coming to us via the internet so use this and your emarketing effectively, ensuring that you use the opportunities to capture email addresses. One of the most effective ways of achieving this is by offering something free. We should all look at turning our businesses into multi level marketing machines. Advertising is very expensive and not as effective as the marketing tools we all have already at our fingertips. We can also capture further customer information by asking them what they think of our services in the form of customer satisfaction questionnaires and when we receive this feedback we should always take all comments on board in our journey to improve quality and exceed customer expectations. Also look at the major high street retailers and how they capture all the information about our shopping habits on their store cards and then target us with specific offers why not offer your customers a loyalty card. It is estimated that 68% of people leave a business because of indifference, correspond regularly with your customers. There is a golden rule in marketing that will make you wealthy, once you have someone’s details keep on following up until they buy, die or tell you to stop.

STAFF

The people who most represent our business in focusing on the customer are our staff and used correctly they can add significant value, so keep them informed and involve them, they can be a source of valuable information. Look at their communication methods and skills and ensure like your marketing material they are portraying a positive message. It is your staff that can upsell to your customers. Look at the fast food chains who are the greatest exploiters of upselling, by asking at every transaction is that large or super and of this upsell 85% is profit and though a single transaction does not offer a lot, do it a million times a day and it makes a very large difference. Also allow your team to be involved in the business, hold regular brainstorming sessions, you will be amazed where some of the best ideas come from. If the staff are involved in the business and are made to feel part of the decision process, then you will see return in their loyalty and effort in moving the business forward. Always Remember

Together

Everyone

Achieves

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USE YOUTUBE TO PROMOTE YOUR BUSINESS

March 1, 2012

WHY HAVEN’T YOU CONSIDERED UTILISING YOUTUBE FOR BUSINESS

YouTube was founded in 2005 and it describes itself as a platform which allows billions of people to watch and share originally created videos. It provides a forum for people to connect, inform and inspire others across the globe. YouTube is now a subsidiary of Google and has 800 million registered users and only last month it announced that it currently has four billion video views a day!!

For business YouTube can be utilised as a highly effective tool to share knowledge, market your products and connect with actual and potential customers and colleagues. It will help to build more personal relationships with your client base and it does not require a big budget, just a video camera, creativity and time to plan. Let’s highlight some of the uses for YouTube in your business:

  • Upload recordings of presentations to demonstrate public speaking skills
  • Create videos of valuable tips for your customers
  • Interview an expert
  • Record a meeting to share with employees and shareholders
  • Advertise your YouTube channel in all of your marketing materials
  • Explain your product or service
  • Utilise it as an active website
  • Introduce your team
  • Video your venue/premises

The key to ensuring that your video is a success and portrays the correct message is in the planning; do not try to short cut this as it will surely back fire on you. Your clip needs to inform, educate and entertain your audience. Prior to starting your video consider these key points:

  • Good content – ensure that you engage with your audience so they want to share the clip with their friends
  • Plan ahead – start with a clear vision of what you want to achieve and your target audience. Planning will save time and energy and ensure better content
  • Don’t think like it should be a commercial. It should be a soft sell, entertaining viewers, offering valuable information and marketing indirectly
  • It needs to be a high quality production as this will reflect on your business
  • Keep it short and precise and under two to three minutes as YouTube viewers tend to have a short attention span. Longer content can be broken down into a number of clips
  • Attracting traffic to your video works in the same way as your website so the title and summary to your video has to utilise search engine optimisation (SEO). When deciding on the title and headline ensure you select words and phrases that when potential customers are searching online the search engines decide that your video is the best match.

Once you have uploaded your video don’t just forget it invest time and energy in promoting it. You should post links to your video everywhere including your website, Facebook, LinkedIn, tweet about it, company stationery, email signature and all your marketing material.

You also need to ensure that you are achieving a return on investment and YouTube has very good analytical and demographic information so review this to check that your video is reaching the write audience and if not correct it to maximise return.

 


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