Effectively Communicating with Your Customers
Whatever your business, the lifeblood of that business is your customers. Without them, you don’t have a viable business and it won’t make you any money.
Too many businesses make the mistake of constantly seeking new customers to sell to while ignoring the customers they already have. A lot of money is spent on marketing to prospects while little, if any, is spent on marketing to the existing customers.
Just think about it, you’ve spent time, effort and money in getting a customer to buy from you – are you just going to sell to him once, or are you going to make every effort to sell to him over and over again?
If you can communicate to your existing customers that they are special to you, you will find it far easier to sell to them than to a crowd of unknown prospects. Business owners need to remind themselves constantly that their customers are people, and people like it when they are made to feel special in some small way.
So, how can you get this idea across to your customers? By communicating with them on a very regular basis! With the advent of so many new mediums in social media – Twitter, Facebook, and Linked In to name but a few – some people think this is the only way to communicate now. That would be an incorrect assumption as not all of your customers will be in that particular social media audience. There are still those customers out there who want to get something from you via email and snail mail – yes, people still do want to get something in the mail!
My recommendation for effective communication with your customers would be to have several different ways of communicating with your customers
- direct mail
- some well-chosen social mediums
It’s my belief, based on my own experience with clients, with businesses that I do business with, with some of the major corporations that we all deal with on a
daily basis, that using all of these together will reach far more of your customers in their way, at their time. If you choose to use only one method of communicating with your customers, you will be limiting your success with them. Your decision to choose only one could be based on time, money and/or effort – a very normal way to deal with this. But email is relatively inexpensive with a wide reach; social media is free for the most part and direct mail can be inexpensive but have a great return on investment (ROI).
I recommend that you try several different ways at once, integrating them whenever possible. If your website is the ultimate place you want your customers to land, then all other communcations with them should point them to your website. You can connect your blog to your website, use Twitter to promote your blog, use Facebook to promote your blog and your website, use an email newsletter to direct people to Twitter, Facebook, your blog and your website. Are you starting to see the pattern here?
Next post will discuss each of these in a little more detail.
Feel free to ask questions that you want addressed.
Varying levels of customer service means varying levels of customer loyalty
I had the pleasure of another power failure today – one of the hazards of living in Orlando! Anyway this time all my office equipment powered down and did NOT power back up like it usually does. After much rebooting, I did finally get it all back…except my Broadband router. I tried it in several different power outlets, but to no avail! Being the equipment non-techie that I am, I first called my IT provider to report my router being powerless. He asked the right questions of me so we knew the router was from the cable or phone company. Excellent customer service as always, that’s why I pay him more than the average – he is better (for me) than the average.
On to the next call – the cable company that provides my internet service. Several layers of automated voicemail lay the grounds for a build up of frustration. Hey, I can’t help it if their automated system can’t understand my Irish accent! Anywhoo, finally got to speak to some nice lady (not located in the US, but I cannot guess correctly where she was!) who was absolutely no help to me at all, except to get a case number from and then transfer me to tech support – which is where I thought I had already been.
Very nice chap had to break the bad news to me that No, the router was not part of their equipment so he could not assist me. But on a good note, the cable modem showed a nice healthy signal!
On to the phone company. Yes, I have VOIP service and no signal. This time I got a very helpful chap who asked a few questions and then agreed that the router was indeed dead because it did not power up. (It almost makes me afraid to wonder about the level of moron that these poor customer service folks have to deal with!) So, he took about 4 minutes to process a replacement router, free of charge, with free express shipping and to confirm that it would ship out to me bright and early tomorrow morning. Now THAT was customer service that I can live with. Yes, there are all kinds of VOIP phone services being offered today, but no matter what issue I call my phone company with, they solve it and don’t charge me anything for solving it. That is why I will not change my service to the other, cheaper, solutions. Again, I am willing to pay more to get better service.
Have you checked lately how your customer service people are servicing YOUR customers? Might be time to “secret shop” them and find out for sure!
Till next time,