Most marketing campaigns are designed to attract new customers, and of course, every company needs to focus on expanding their customer base. However, turning new customers into devoted brand ambassadors is the key to long term success.
Don’t Take Them For Granted
Small personal gestures go a long way to creating solid relationships with your best customers. A guaranteed attention getter is a handwritten thank you note. With our email inboxes constantly filling up with special offers, codes, coupons, etc. trying to get us to spend money, it would be nice to feel appreciated for being a loyal customer. I am super impressed when I get a customer service call from a company, just checking to make sure I’m satisfied. I’m not talking about an annoying 4 minute survey with questions that rarely have anything to do with the product or service I’ve purchased, but a personalized call from a sincere sounding representative. Ask for feedback on how they like your product or service, and suggestions for where they would like to see improvement.
If you have big customers, sign up for their email newsletters so you can watch for opportunities to personally congratulate them on their achievements. You can also set up google alerts so you are notified when there is any news about them. Acknowledging what is going on in customers’ business is an extension of the family business model, it shows them you care and makes the relationship more personal.
Like A Virgin
Reading Richard Branson’s books and blogs make me wish he ran the entire world. I’ve experienced Virgin customer service firsthand, and what struck me was the “can do” attitude. The first representative I spoke to tried to tell me that I had missed the deadline for a special offer, but when I assured her that I was looking at the email and the date was clear, she quickly got a supervisor to override the computer at her end and fix it. What was refreshing was that her tone, the entire time, was calm and courteous. To me, she seemed confident that my issue could be resolved, and even when she couldn’t sort it out herself, she asked me to wait a moment for a supervisor. She didn’t make me ask to take it up the chain of command. So many times with other companies I’ve been made to feel like I’m doing battle.
No I In Team
Another Bransonism that resonates with me is, “Catch Employees Doing Something Right”. In his blog, Richard tells an anecdote about an employee who quickly made a decision and fixed a problem for an unhappy customer, then got grief from her supervisor. The Supervisor ended up getting more training to learn how to have his crew’s back. If possible, it’s important to give the people on the front lines of a service industry the ability to make judgement calls and know their decisions will be backed up.Creating a team environment gives employees more of an interest in providing the best experience for customers. Encourage feedback from employees because they know better than anyone how to improve customer service.
This article about social media automation tools was written by Garrett Payne in tandem with SEOMap - a group specializing in keyword strategy.