Supercharge your customer touchpoints

This sounds like just another one of those buzz word things – so what am I talking about?

Every business wants their customers to be happy with the service and experience they receive. But, unless you have your customers in mind at every single touch point, you could be missing out on some great opportunities to delight them and keep them coming back for more.

What is a touchpoint? According to SurveyMonkey, the definition of a touchpoint is “…any time a customer or potential customer comes into contact with your brand…before, during or after they purchase something from you”

meeting-1002800_640You may have great products, delivered on time and with a smile, but if your advertising isn’t on target, or they receive billing mistakes, or have to deal with a clumsy and clunky website, you can scare your customers away. Luckily, these touchpoints are easily fixed and within our control.

Let’s take a look at the general touchpoints a customer will come across…these are just some examples.

Before a sale – Social Media sites, Website, Customer reviews, Advertising/Marketing.

During a sale – Shop or office, Catalogue, Phone.

After a sale – Billing, Emails, Newsletter

Make a list of the touchpoints your customers have with you, then look at them in turn, e.g. your website…is it easy to navigate? Do the tabs point to the right things? Do the links work? Are you easy to contact? Do customers get a quick reply if they do contact you?

Supercharge your touchpoints

Now it’s time to supercharge your touchpoints for a better customer experience.

Personal touch – Try and speak to a customer wherever you can as most people like to beard-2286440_640be treated as individuals. I prefer to speak to a real person, not an automated service as I can ask questions and, if there is something I don’t understand, I can simply ask. It is also easier to build a relationship with your customers if you actually take the time to talk to them, as it makes them feel valued. They will feel that they are important to you and your business, that their custom is appreciated and that their opinion matters.

Consistent Service levels – Be consistent across all your dealings with customers, not just on the phone. You have won their custom and now it is time to build their loyalty and gain that all important customer satisfaction. So, not only ensure that you give excellent customer service on the telephone, ensure that they receive the same experience if they email you, such as a prompt reply, with the answer or solution they want wherever possible.

Know your customers – Know what your customers want and who they are. If you can team-2651912_640.pngsolve a problem for a customer, do it…they will always remember that you went that extra mile…and will recommend you to family and friends. Something that you did this year that went really well, might not work next year – never make assumptions where your customers are concerned. One of the simplest ways to know what your customers want is to ask them. This could be via a courtesy phone call (but be careful not to be a nuisance), via a short survey or hold an event, where you can interact directly with your customers and they can see who you are and meet you properly.

Resolve any mistakes – If you make a mistake, own up to it and put it right quickly. Don’t blame anyone else, just resolve it and offer some kind of compensation, such as 10% off their next order. The four step system is a good way to deal with complaints.

sculpture-2275202_640Listen to the complaint…don’t argue or put the blame on someone else – the customer doesn’t want to hear this – he/she just wants you to listen to what they have to say.

Acknowledge the complaint – let the customer know that you understand their complaint by relaying it back to them. This not only shows that you have been listening but gives hope that something will be done. Thank them for bringing the situation to your attention and assure them that something will be done.

Solve the complaint – if you can, resolve the issue, keeping the customer informed along the way. In the first instance, after you have acknowledged the complaint, say that you will look into it and will get back to them within 24 hours – even if you haven’t resolved the problem yet, ring them within 24 hours to let them know what’s happening. Keeping them informed every step of the way is very important in keeping that customer in future and lets them know that they are a valued customer.

gift-553150_640Thank them – you have already done this when you acknowledged the complaint but do it again. If the issue has taken or is like to take a long time to resolve, maybe offer them some kind of compensation – a money-off voucher or a free gift.

Appreciate your customers – Let your customers know they are valued, e.g. send regular customers a ‘thank you’ card, or give them a money off voucher for being loyal, or ask if they’d like their purchases gift-wrapped.

It’s also really crucial to look past the sale…once your customer has bought something from you, don’t make it the last time they hear from you…follow up the sale and ask how they are getting on with the product. Are they happy with it? Do they think it could be improved? Do they have any questions about that or any other product that you sell? They may tell you about a problem they have that you can solve for them, or give you an idea for a new product.

smiley-163510_640If your customers are really happy with the goods and/or services they receive from you, ask them if they could write a short review, either on your Facebook page or on your website…or if they prefer, they can send to you on email. Ask if it’s OK to share their review with other customers and potential customers.

Whether your business is a huge concern, or just a one-man/woman team, excellent customer service must be at the heart of everything you do. It can take extra time and resources, time and money, but good customer service leads directly to customer satisfaction, which can generate great business for you via word of mouth. It can also you’re your business thrive and ultimately be a success. Never underestimate the power of good customer service – it’s your businesses life-blood.

 

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Grow your customer base

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ID-10086506Our customers are the lifeblood of our businesses, so it’s crucial to gain new customers and to retain the existing ones. At this time of year, I’m always thinking of ways that I can grow my customer base, so after a brainstorming session, here are some of the ideas I’ve come up with…

Collect email addresses

It’s a great idea to take your customers’ email addresses when they buy or contact you. You can use these addresses to let them know of special offers or to send them your newsletter. But, please note that the data protection act states that you need to have written permission from customers expressly saying that they agree to be contacted via email or to receive a newsletter, (they agree to opt-in), so please ensure you get their permission.

Newsletter

Research suggests that people don’t like to part with their email address unless they are going to get something in return. A monthly or bi-monthly newsletter is a great way to let your customers know about your business, what’s new and any offers you have running. A newsletter needs to be of value to your customers, so include…

  • Relevant information about your business and what you can do for them – people are interested in what value you or your products can add to their lives
  • Details of special offers or new products
  • Valuable, unique content that customers can’t get anywhere else. The more valuable your emails are, the more people will sign up

imagesNF5Z7BI7Develop a calendar for your newsletter, planning specific activities that run throughout the year, for example, something around special times of the year; Valentine’s day, Easter, Christmas, Halloween etc. It’s also important to promote your newsletter everywhere; on your website (via an opt-in link or ‘sign up to our newsletter’ page; put it on the bottom of your email signature or on invoices and receipts; include details in any order you send to customers and if you speak to a customer on the phone, ask if they’d like to receive regular updates from you about your products.

Events

If you go to an event, or have a stall at a market, there are ways to attract new customers…

  • Have slips of paper where people can give you their email address – include a statement saying they agree to opt-in to your newsletter and maybe have a fishbowl or something similar where they can ‘post’ their slips
  • Give away small samples in exchange for an email address so you can let them know about your products and future promotions
  • Include your business card and a flyer with every purchase, which gives details of your website and newsletter
  • If you’re at a tradeshow, you might want to run a short presentation on a laptop giving details of your business and what you can offer customers

Recommendations and referrals

Don’t be afraid to ask your existing customers for a recommendation. If they like your products and are happy with the service or services you provide, they will be happy to write a few words stating just that. Then you can publish this recommendation on your website and social media pages. Potential customers viewing your website will be able to read your recommendations and know that you are trustworthy and provide a fabulous service. It’s reassuring for new customers to read about how a previous customer has been satisfied.

You can also ask your customers to refer you to their friends and family. You could provide an incentive, so if they recommend you and that person becomes a customer, they get 10% off their next order.     

Survey

ID-100349134Ask for your customers’ opinions on your products or services. Is there something you could be doing better? Customers like to feel valued and it is good customer service practice to ask a customer what they think, listen to their answer and act upon it. It shows you listen. You could run a short survey and ask opinions – again, give an incentive to reply. You could put something like this at the beginning of the survey in the introduction… “We place a high value on our customers, so we would like to ask you to take five minutes of your time to answer a few questions about the products and services you receive from us. If you complete this survey, you will receive 10% off your next order as a thank you for giving us your opinion.” People like to be asked to help, like to give their opinion and most of all, like to get something in return so they feel that their opinion matters to you.

Provide great customer service

When asked why they go back to the same business over and over again, people often say it’s because of the friendly, helpful person they interact with. Customers remember if they are treated well and a positive customer experience will result in repeat business. Going the extra mile to meet your customers’ wants and needs is part and parcel of giving good customer service.

ID-100245378How do you ensure you provide good customer service? Well, firstly make sure that there is a clear and easy way for customers to communicate with you – in person, by phone or email and that when they do contact you, you reply in a timely fashion. Always have a positive and friendly outlook and attitude to your customers. Pay particular attention to any customer concerns or complaints. If a customer complaints, they are giving you the opportunity to resolve a problem – if you do this in a fast, effective and friendly manner, they will remember that and refer you to their friends and family. Always remember that the reputation of your business relies heavily on providing excellent customer service.

‘How to…’ leaflets on your website and/or video on YouTube

  • Produce ‘How to…’ leaflets or articles on your website. People love a freebie – promote on your social media sites
  • Produce short, instructional and informational videos on YouTube and a link to it from social network sites, website and blogs

These are just some ideas on how to grow your business and get more customers. If you have any other ideas, please let me know…I’d love to hear from you. Contact cindymobey@outlook.com

Do you speak the same language as your customers?

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To be successful in business, you need to really understand your customers, know their likes and dislikes. But in this age of increasing technology, are you losing the basics on how to speak the same language as your customers?

Why is it so hard?

  • Due to the internet, social media and ‘easy to navigate’ online stores, your customers and potential customers have a huge array of choices, as well as the cost comparison sites to help them. Customers have more power than ever before.
  • ID-100164372Customers tend to be less loyal and much less trusting these days. They will think nothing of flitting from one company to another, depending on who is the cheapest…and easy access to the media means that they read a lot more about customer experiences so are more suspicious than they used to be, the trust has waned.
  • Customers are constantly bombarded with data on their social media sites and through spam email, causing an overload, which makes it harder for them to make decisions about what they want.

When you weigh all this up, it’s not hard to understand why you don’t know what your customers want.

How to find out what your customers want

The quickest and easiest way to find out what they want is to simply talk to them…yeh, just talk to them – why is something so simple being forgotten?

When was the last time you picked up the phone to speak to your customers without a hidden agenda….just to say ‘hello’? So, why not arrange to meet some of your customers face to ID-100372771face – arrange a coffee morning. Show them that you care about their custom and that you’re genuinely interested in them and their businesses. Ask them how they approach problems in their business and ask them to describe how they deliver value to their customers. Listen carefully to their replies.

Ask them to describe your products and services? Are there any particular words and phrases they use? Ask them what they think of your competitors – listen to how they describe them, what words and phrases they use. Take note of their language and how they describe things and use the information to adapt the language of your marketing, use their way to describe your products….if you’re using their language, they will more easily identify with you.

If you talk to your customers on a regular basis, asking them questions about the products they’ve bought (not necessarily just from you) and listening to what they have to say; their ID-100291427worries, concerns and frustrations, you will learn what makes them tick. Listen to the questions they may have about your products and services, including any objections or criticisms, and ask them how you think you could solve any problems.

This is just the tip of the iceberg, but for the small business, talking to customers can have a huge effect on how customers view you and your business. Everyone likes to feel valued and, by talking to your customers, you’re showing them you care about them and their opinions. If you also go ahead and put some of their suggestions into practice, they will feel even more valued…and are more likely to be loyal to you and your business. So, cut out the fancy, long  words and heavily descriptive text, just describe who you are, what you do and who your products and services are aimed at.

ID-10075421Nothing will increase the popularity of your brand than speaking plainly in language your customers can understand.

Good luck and get listening to your customers – they will teach you how to speak their language and give your business the ‘thumbs up’!

 

Images courtesy of 1) Feelart 2) kapongza 3) Stuart Miles 4) kookkai_nak at FreeDigitalPhotos.net