Posted by Deborah Chaddock Brown on February 25, 2010 under Connecting Moments, Greeting | 
I was at lunch today with another woman business owner and we were talking about the different generations and their approach to communication, business and customer service.
She’d read that this newest generation was taking on traits of their grandparents; embracing the homemade handicrafts.
“They are looking to learn how to make or purchase things made especially for them,” she said.
Well, you know how sometimes you hear something and then later in the day it is confirmed by a different source?
I was reading the posts over at Small Business Trends (something I highly recommend you do) and ran across an article by Barry Moltz entitled the 10 Customer Service Trends of 2010.
One of the trends is called All About You:
It’s All About You. Technology has allowed companies to personalize my visit when I go to buy from their web site. When I visit Amazon’s site, they welcome me back by name and suggest things I might want to buy based on what I bought in the past. This is the type of personalization I come to expect when I go to any face to face retail establishment. When I check into a hotel, I want them to greet me by name if I have been there before or I am a member of their frequent buyer program. This always happens when I visit the Portland Paramount but at The Nineshotel in the same city, they never remember who I am. With the immediacy and personalization of this fast paced Internet world, great customer service is only what the customer says it is at a particular point in time.
Not homemade, but still that warm and fuzzy feeling of a simpler time when we knew our neighbors and the grocer greeted us by name.
I agree with Barry about the whole personalization thing. I know that when I go to my fitness center I’m going to be greeted by name at the front desk and in the workout room by the trainers. The swimming instructor knows my name too and makes you feel at home; like family.
I take advantage of the caller ID on my phone to greet my customers by name rather than with my standard “Thank you for calling AllWrite Ink, how may I help you.” Instead – with joy in my voice and a smile on my face – “Hi Chris! How are you?” hopefully makes my customers feel glad they gave me a call.
In what way can you add personalization to your relationship with your customers?
p.s. I made the little bear above using scraps from one of my father’s old shirts – a wonderful keepsake of someone I’ve lost – speaks to the desire for personal handicrafts.
Posted by Deborah Chaddock Brown on January 29, 2010 under Connecting Moments, Customer Moments, Resolving Conflict, social media |
There is nothing worse than silence. Whoever said “no news is good news” or ”silence is golden” must have been the parent of a new born because as an entrepreneur and the mother of a college student – there is nothing worse than NO NEWS.
It’s Friday. The end of the work week. I should be wrapping things up – preparing for a girly weekend with my middle schooler, but no. Why?
SILENCE.
On a personal front, my son is facing the consequences of his actions today and I’m awaiting news. His phone is turned off – probably to avoid my text messages – and the silence is killing me. So I focus on work. Except, guess what?? SILENCE.
I am presenting a series of four workshops on Social Media scheduled to begin February 10 and follow for three additional Wednesdays. I’m very excited about the events and have receive great feedback from potential attendees.
Using the social media I so strongly believe in – I set up registration for all four classes on Events Bot. It was a fairly simple process and even included HTML code for spreading the word and creating cutsie REGISTER NOW boxes. Except here’s the rub. Sign up for my class and get charged an unexplainable shipping and handling fee of $19.80. What needs to ship? Who are we going to handle?
So I contacted the help desk. The email gave me no answers.
I sent another message to the help desk. Nada.
So I sent a message to the abuse email. Nothing.
I changed my account and paid for premium service thinking that maybe there was a glitch in the free service. I got a lovely canned welcome email. It included another customer service address to contact. So I sent them a message. No return message.
This is my first time using their service and could have been a long and mutually beneficial relationship as I am now using their premium service. But no communication isn’t sitting well with me. I see from the reports that a really good number of people are clicking on the events. If only 10% of them purchased, my classes would have been filled yesterday. So how many are getting to the invoice – seeing an additional $20 charge and cancelling out on their reservation?
Silence from Events Bot is not helping my business or theirs.
I was reading a recent post by Drew McLellan on follow up and the importance of being available and touching base and being responsive to your customers. HA.
How true is that?
So once again, I’m hoping social media will work for one of two things:
1. You might know of a different event site I can go to and set up my events – please share and quickly.
2. Events Bot has a Google alert set up for their name – will see this and finally give me an answer.
Cuz here’s the deal. I’m new. This is my first time. It could very well be my fault. In fact, I’m sure it is. I’ve probably clicked something I shouldn’t have. But TELL ME.
As for my son? Prayers.
Okay. don’t be silent – help me out here. Anyone have advice for me? Thanks a bunch!
Posted by Deborah Chaddock Brown on under Connecting Moments, making a difference, social media |
Yesterday morning I attended the monthly ABC meeting: Akron Bloggers Connect and we had a wonderful turnout w ith some friendly, familiar faces and a few that were new to the group.
Chris Brown of Branding and Marketing (Marketing Resources and Results) led us through a packed agenda. But first we went around the table and introduced ourselves. It is an electic group of bloggers and blogger-newbies:
Ivana Taylor of DIY Marketers
Ron McDaniel of Buzzoodle
Norma Rist of Small Biz Coach
Donna Zabel of Dream Maker Destinations
Tom Crain of Going Green Guy
Patti Renner of The Landing Page Lady
and Jill McCauslin and Mary Helscl who are just getting started.
We talked about creating FAST content for the web that is a constant task master wanting more and more words of wisdom. We talked about using Market Samurai to research key words and the value of finding the right niche product to connect with targeted prospects. We shared resources and websites/blogs that we’d found of value like Nathan Kievman with Link Strategies Group and Frank Kern’s videos.
In the end,we all commented about the wealth of information that had been shared and in particular, how some so experienced, were willing to share what they knew with those just starting out.
It was a make or break moment in my mind.
We’ve been taught to hold our cards close to our vest. If we find out something new and exciting – we should keep it a secret so that we have a leg up on our competition. Yet isn’t there some value in sharing what we’ve learned so that we can all become better in business, better using social media, better with our customer relationships?
So do you hold knowledge as a closely guarded secret or do you share the wealth?
Are you local? Consider joining us for our lively discussions. We meet monthly at the Mocha Joe’s in Stow - last Thursday of every month from 9:30-11am. Hope to see you there.
Photo courtesy of Chris Brown and her amazing camera!
Posted by Deborah Chaddock Brown on January 11, 2010 under Connecting Moments, Trust |
A friend forwarded me an email this morning that told of an interview Oprah had in April with Maya Angelou. It was Maya’s 70+ birthday and Oprah asked her what she thought of growing older. She said lots of thought provoking, inspirational stuff as Maya often does but the one quote that really struck me was this one:
‘I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.’
How true is that? Will customers remember the 20% discount we gave them or the fact that we were open in the evenings? Will they remember that we offered them coffee or used their name?
No, but it is all of those little details that add up when the customer thinks back on how the experience MADE THEM FEEL.
“Did you like shopping at the XYZ Store?” we might ask them.
“Oh yes, it was a great experience.”
“What made it so great?”
“I’m not sure, but I just felt good about my purchase.”
How do you make your customers feel? When they leave your store do they feel like they were valued?
Feelings – emotions – don’t come from the deal of the month but rather from the relationships we’ve built, the trust we garnered and the time spent with each customer.
So I just wonder how your customers feel today.
Posted by Deborah Chaddock Brown on January 7, 2010 under Connecting Moments, Customer Moments, making a difference |
What is the cost of a lost customer?
I have often theorized the importance of building relationships with customers and now a recent survey puts dollars to the sense of that theory. I learned today from CustServ that the cost of lost customers equals 338.5 BILLION a year! Further investigation from CustServ’s blog led me to the article from Genesys that shares the details of the customer service survey of 16 countries. The article details the survey particulars (about 500 people per country surveyed), the worst hit industries, what ticked customers off and what set businesses apart.
My eye zeroed in on the key misses by companies. What causes customers to walk and take their business to the competition?
Consumers feel the most significant root causes of poor service are:
- Being trapped in automated self-service
- Being forced to wait too long for service
- Repeating themselves
- Representatives that lack the skills to answer their inquiry
If we look at that list we see consumers who want to interact with another human being but more importantly – the interaction should be one in which the consumer feels like they have been HEARD and are being helped by someone who UNDERSTANDS THEIR NEEDS and has the skills and knowledge to MAKE A DIFFERENCE.
Further, the survey participants listed what improvements they would like to see in customer service:
When asked what they would most like to see companies deploy to improve service, 40% chose human service, but more than half of consumers chose at least one new communication channel among their top choices. In other words, “Treat my interactions as a conversation.”
Again, we are back to human interaction and BUILDING CUSTOMER RELATIONSHIPS. Forty percent wanted to deal with another person rather than an automated system.
So what do customers value?
According to the data, consumer satisfaction increases when companies meet four key needs:
- Competency
- Convenience
- Proactive engagement
- Personalization
Proactive outreach emerged as an area in which consumers want greater engagement. More than 86 per cent of consumers defined proactive engagement as a “strong benefit” or would “welcome proactive assistance” when stuck on the Web or in some form of self-service.
Three out of four of those items involve the RELATIONSHIP between the consumer and the sales associate or customer service representative.
If the prospects that leave your business without purchasing were surveyed, what would be the reason they walked? How much is that costing you? What can you do to turn prospects into customers.
It all starts with the relationship!
For a complete copy of “The Cost of Poor Customer Service: The Economic Impact of the Customer Experience and Engagement” survey, please send a request to: press@genesyslab.com
Posted by Deborah Chaddock Brown on January 5, 2010 under Connecting Moments, Resolving Conflict, Websites, social media |
According to Trend Watching – one of the top ten trends for 2010 will be customers leaving tweets about your business. What will they say?
Real Time Reviews takes into account that people around the globe are jumping on the band wagon of telling anyone who will listen what they are doing right now. Whether they are using the status updates on LinkedIn, Facebook or tweeting away in 140 characters or less on Twitter – they are sharing their opinions.
Last year we asked “why would anyone care what I’m doing?”
This coming year we are going to be asking “what are people saying about us and what can we do about it?”
Gone are the days when a dissatisfied customer grumbled on the way out the door and maybe told 15 of their closest friends. Now they are on their mobile device sharing their bad experience with the world – or at least the hundreds of friends, family and various and sundry other folk that follow their updates.
Companies need to quickly get on board with reading what is being said about them on line – hopefully it is ALL GOOD – but on the off chance it isn’t, Twitter will become the fastest, easiest, most visible way for companies to “nip it in the bud” and show consumers they are on top of their customer service.
As more people are reviewing and contributing, the sheer mass of opinions will lead to a real-time stream of information, findable and viewable to all. In addition, online access and device convergence will allow more on-the-spot reviews. Twitter is the much-deserved poster child for real-time reviews: it has established itself as the real-time snapshot of what people are thinking/feeling/experiencing and yes, reviewing, around the world.
So what can you do?
- Make sure your company name, your name, your top product names are set up with Google Alerts so you receive an email the minute someone writes using those names
- For Twitter – consider the Twitter Beep for alerts about your company
- Twitter Alarm is another free tool
- FlitrBox offers a similar service
Any other suggestions or tools for keeping your finger on the pulse of what is being said about you on the Internet? Please share.
Posted by Deborah Chaddock Brown on December 21, 2009 under Communication, Connecting Moments, Websites |
One of the primary services of my company AllWrite Ink is providing content for websites that connects with the reader. I always find it interesting that most website content focuses on the company; their history, their products and their services. I understand that the company wants to put their best foot forward and reassure the reader they have what the reader is looking for – but does that build a relationship?
The purpose of your website should be to get the reader to take a predetermined action: pick up the phone, send you an email or fill out a contact form.
When it comes to building relationships on your website with the reader you have to first:
- Get their attention
- Show them you understand their problem/pain
- Convince them to read beyond your headline
- Inspire them to take the action
We only have 3-7 seconds to grab the reader’s attention once they land on our website page. So how do you get their attention?
- Start with a question. Questions require an answer and if the question hits a chord with the reader, they’ll find themselves answering the question and reading the next line. bonus!
- Use short sentences, lots of bullet points – make it easy and fast to read the most important points
- Use BENEFIT STATEMENTS – don’t talk about your line of widgets, instead talk about the difference they’ll experience because they’ve used your widgets: a life that is better, faster, cheaper, better looking
- INVITE them to pick up the phone and call you – MAKE IT EASY TO CONTACT YOU
The real relationship building comes when you have actual contact with the reader. That’s when you can ask additional questions, uncover needs and make recommendations. It is that relationship development that begins the process of building trust in the mind of the prospect and hopefully turns them into a customer.
So does your website capture the attention of the reader and inspire them to call you so you can start to the process of building a relationship?
Visit Ohio Web Writer for a free web paper on the 5 Elements of a Website People Read. Make sure your website is doing its part to capture the reader’s attention and get them to pick up the phone so you can do your magic.
Posted by Deborah Chaddock Brown on December 10, 2009 under Connecting Moments, Listening |
We did a book swap at Boardroom this morning and I picked up the book 5 Minutes with the VITO - a Sandler Sales book. VITO stands for Very Important Top Officer and is the one person in the company that can say YES. The prospect every sales person longs to meet and build a relationship with.
The book talks about walking and talking the same way a VITO does so that you are peers – co-conspirators, if you will on a journey to achieve the goals the customer has set.
Part of this sales process is understanding the “pain” the customer has. Not a new concept; I often talk about understand the customer’s expectations and needs so that you can find the solutions that will make their life easier, better, faster, more profitable.
But this book divides the “pain” into three parts:
- The problem itself
- The reasons for the problem
- The impact of the problem
I’ve always just thought of the problem and the solution. However, adding the impact allows you to attach a dollar amount to the pain. Understanding the reasons behind the problem gives you an opportunity to point out different alternatives/solutions.
When you divide the problem/pain up like this what becomes clear is the GAP between what they currently have and what they long for.
Someone in Boardroom talked about a presenter who spoke at a luncheon and they referred to the entrepreneur’s sweet spot as “owning the gap.” If you can understand what separates the customer’s pain from their goal – the gap – and can offer a service or product that removes that gap; you have the opportunity to be the hero in the eyes of the customer. Or the VITO – the person who can truly appreciate the value you bring.
So how do you identify the gap?
You have to ask questions. You have to learn about your prospect – their customer – their industry – their operational process so that you can uncover the opportunities (gap) and find a way to insert yourself.
Matt Alderton offers suggestions on how to gather that information in his article Finding Out what your Customer Wants.
Last month I wrote a post on understanding customer needs.
Posted by Deborah Chaddock Brown on November 29, 2009 under Connecting Moments, Perceptions |
I just got back from six days in Vegas over the Thanksgiving holiday weekend. Wish I could tell you details, but you know what they say, “whatever happens in Vegas….”
But I can share some thoughts on customer-focused performances based on the four shows I attended:
The Fabulous Four (A Beatles Tribute Band at the V Theatre at the Miracle Mall)
Cher (at Caesars Palace)
The Mentalist (At the V – inspiration behind the current CBS hit show)
Donny and Marie (at the Flamingo)
Ticket prices ranged from $30 for two (the Mentalist – we had to buy one drink each) to almost $200 each for Cher and we weren’t in the front row. In all fairness we had terrific seats for all of the performances however we were in the very front for Donny and Marie and I got to hold his hands TWO TIMES during the performance. If it weren’t for the Swine Flu, I probably wouldn’t wash my hands!
The theatre staff for all of the performances was top notch – no complaints, personable, informative, helpful – all of the stuff of great customer service.
However, if I had to rate the performances for customer connections – I would rank Donny and Marie first (and not because he touched me) and the Mentalist second. Here’s why:
- Customer interaction – both shows involved the audience – answering questions, responding to shouts, bringing people up on stage or coming out into the audience to make a connection.
In Marie’s portion of the show she explained the reason they chose the Flamingo for their show although many other larger venues wanted their act. She said – and I’m paraphrasing:
We chose the Flamingo because it was a small enough theatre that we could actually see all of you and really connect.
They learned audience member names, they acknowledged the crazy fans waving a host of albums from the 60s and 70s, they kidded with those that shouted their love (nope that wasn’t me… however, my Mom…well, once again, whatever happens in Vegas). They picked a place to perform that allowed them a PERSONAL CONNECTION with their customer. And then they took full advantage.
The Mentalist – Gerry McCambridge did the same thing, but then that is the nature of his act. He is totally involved with the audience and once again, that included me. It was the interaction that made his humor and amazing mental capabilities all the more enjoyable.
That’s not to say the Fab Four and CHER weren’t incredible performances. They were terrific. But when you think about the money you spend and the feeling you get at the end of the night – we walked away saying “That was good.”
When we left Donny and Marie we said “That was the best show we’ve ever attended” and no amount of money for that kind of a connection would have been too much money. The perception of our value as audience members to the stars was higher the more interaction there was.
In fact, Cher actually insulted her audience in her opening chat. She flies across the stage in a cage which hovers for a few moments over the crowd while she sings. Don’t get me wrong – she LOOKED amazing and she sounds INCREDIBLE and not for a woman of her age – she was fantastic no matter what her age. However in her chat she talks about her fear of the cage falling in on the audience.
“The newspaper would say Cher dies at Caesars in freak accident and then in a related article “Several unknown tourists die at Caesars.”
It was joke but it also let us know there is the Star and then there are the rest of us. No connection. The perception of our value to her? None. Our desire to pay $40 for a program of her show? None.
Bottom line – the customer connection is what sets us apart from our competition – whether it is Cher, Donny and Marie or you. We all have a customer to connect with. The question is – do you take the extra step to make the connection?
Posted by Deborah Chaddock Brown on November 27, 2009 under Connecting Moments, Trust |
I recently read an article called Don’t Give Customers What They Think They Want in which the writer, Steve Towers reminds us of Henry Ford’s great quote ““if we ask customers what they want they’ll ask for faster horses.” Customers are not always able to think outside the box and articulate what they want, but they all know what they want to happen as a result of what they bought or the service they received.
I talk a lot about talking with your customer to understand what is valuable to them – what can you do or provide that will set you apart from the competition. But Steve is right – if we ask the question wrong – i.e. expect the customer to understand what we need to do or provide to help them achieve their goals, then we could travel down a wrong path.
I’m reminded of a great cartoon that depicts every department’s view on a customer request. You can see what is budgeted, what is designed, what is marketed and then delivered – none of which are what the customer actually wanted. 
Experts.com has an article offering 20 questions to ask your customer to help gain a better understanding of what they need.
Paul Cherry wrote an article offering ways to ask some tough questions of customers considering the difficult economic times. What is the first thing you need to do? BUILD RAPPORT. It’s all about building relationships. Gee – where have I heard that before?
What ways have you separated what the customer thinks he/she wants versus what their ultimate goal is?
I was at lunch today with another woman business owner and we were talking about the different generations and their approach to communication, business and customer service.
