Smart Marketing with Customer Loyalty
One of the best ways to build a more profitable and sustainable business is by increasing customer loyalty. Your marketing dollars go much farther when customer loyalty is high. Discover new ideas and tools to keep your customers coming back.
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ArchivesIncentives Don't Achieve True Customer Loyalty
July 22, 2008, 11:15 AM
Just about every company wants more loyal customers. Many think the way to increase loyalty is with bribes. Not real bribes of course. Bribes are bonus points, frequent flier miles and any other program that pays customers to continue doing business with a company. These programs seem to work because people use them. But there's a big difference between someone who stays with a company because they want to and someone who stays because they get paid to. Think of it this way ...
Murky Coffee Debacle Offers Lessons in Customer Service
July 21, 2008, 12:15 PM
My introduction to Murky Coffee began with an article in our Sunday paper. It shared some details of the most unusual coffee-shop-customer-service tale I've ever heard. It started when a customer ...
Be Careful What You Measure
July 14, 2008, 11:20 AM
No doubt we've all heard the saying "what gets measured gets done." And if used right, this idea can be an effective management tool. But make sure what you're measuring helps your customers get what they want. Otherwise you might ...
Build Your Brand by Showing Not Telling
July 04, 2008, 4:25 PM
There's a lot of talk about branding. How to brand your business so you can attract the right customers (and a lot of them) is an important topic. But many people get it all wrong. Too many people think branding is all about ...
Scolding Customers Will Not Increase Loyalty
July 03, 2008, 10:35 AM
Yesterday I was reminded of how (for many companies) customer service has changed. And I was reminded how there are still companies that do not get customer service. This particular example brought me back to the technology boom days we enjoyed a decade ago. Back then it was common for technical support people to ...
How Customer Service Could Help the 2008 Republican National Convention
July 02, 2008, 4:05 PM
In September (just 2 months away) almost 40,000 people will descend on my hometown. They'll come here from all over the USA and the world. They'll come in all shapes and sizes. And they'll have a variety of expectations in how they should be treated during their stay here in the beautiful Twin Cities. Big events like these can be a boon to a local and regional economy. Estimates of several hundred million dollars are common when people talk of the RNC economic impact to the Minneapolis-St. Paul Economy.But the impact can reach much farther than that. In fact, if ...
What I Learned from the Lady in the Post Office
May 31, 2008, 12:30 PM
There I was, standing in the Burnsville Post Office, staring at a pile of work. I had 21 books to mail that each required 5 stamps. (Yes, that's 105 stamps total.) It was 5:36 pm and the deadline for pickup that day was 5:45. The clock was ticking so loud I could barely think straight. I felt dizzy and unsure of myself. There was no way I was going to ...
Referrals Increased by Over 100%
May 30, 2008, 8:25 AM
The headline of this post comes from a blog post by my friend Brian Carroll. His post describes a conversation he had with a client where they discussed how lead generation often ignores current customers. As a result of the discussion, one CEO decided his company would begin focusing more on current customers. He even referred to their new focus as ...
Dell Stumbles with Customer Loyalty
May 28, 2008, 10:30 AM
Someone had messed up. I'm not not making a legal judgment here because I don't have to. The court that decided this case might be right or they might be wrong. But no matter which, someone messed up. Because you don't get to this situation without ...
More Loyal Customers wins book review award
May 21, 2008, 2:55 PM
My latest book, "More Loyal Customers" has won a book review award.
Latest Comments in Smart Marketing with Customer Loyalty posts
Hi Kevin,
I LOVED LOVED your post, and completely 100% agree with you. The attitude of service is one huge resource that does not have a cost but a high reward... in all areas of life, not just business. If management teams realized the rewards their organizations will reap, more of them would foster this attitude from the top down.
I come from a background of service, and I apply that term to my professional, corporate experience as well. Giving service to others also included my colleagues, not just clients.
What I have come to learn about service, after so many years of life experience is this... the act of service is not a means to an end. It is an attitude and an end in itself. What may come from that one simple shift in perception will be huge but it is not ever my primary goal!
Sam
copywriting coach ...
By: Copywriting Coach
on
What I Learned from the Lady in the Post Office
I LOVED LOVED your post, and completely 100% agree with you. The attitude of service is one huge resource that does not have a cost but a high reward... in all areas of life, not just business. If management teams realized the rewards their organizations will reap, more of them would foster this attitude from the top down.
I come from a background of service, and I apply that term to my professional, corporate experience as well. Giving service to others also included my colleagues, not just clients.
What I have come to learn about service, after so many years of life experience is this... the act of service is not a means to an end. It is an attitude and an end in itself. What may come from that one simple shift in perception will be huge but it is not ever my primary goal!
Sam
copywriting coach ...
Kevin- This is a terrific post. When I work with employers on service training they always want to talk about the difficult customer. I include training and role plays of positive customer interactions before moving on to the problems. Interview candidates for positions that involve customer service and if the only examples that they can give you of customer interactions are negative steer clear!
By: Rebecca Mazin
on
Choosing Service Means Choosing Responsibility
The greater concern to me about cold calling isn't whether or not you can get people to respond; it's the fact that cold calling is a non-leveraged activity. It severely limits you by time, which in turn severely limits your income. Cold calling is okay if it's done IN ADDITION TO other marketing activities, but alone will never get you to a six-figure income.
By: Frank Rumbauskas
on
Is Cold Calling Dead?
Hi, Kevin! This is an interesting survey. Easy for respondents to accomplish, and the results are easy to understand and interpret. :) Can I use the same parameters? I'd like to survey customer experiences among friends here in the Philippines. If yes, please email me: ma.merdekah@gmail.com. Thanks!
By: Ma. Merdekah Delid
on
The State of Customer Service (Sneak Peek)
Actually, I work in a hotel. We tell people at check in about the safe charge and tell them if they do not use it they will not be charged. We have everyone initial the policy on their registration papers. If they use the safe our computer posts the charge automatically. If not they are not posted. So no, we aren't sneaking this charge on anybody. They know all about it. They do however, love to lie and say they didn't use it when they obviously did. It's $1.50 by the way it isn't that big of a deal. If you are too poor to afford a 1.50 for a service then just don't use it. Its that simple.
By: Amanda
on
Customer Manipulation Does Not Improve Loyalty
very true! I dont see the use of throwing away money in campaigns which hardly work. There are so many other ways a business can market themselves. I myself have been using this tool called MyPRGenie (http://www.myprgenie.com/business/) for my business's marketing strategy. It allows you to get connected to the right audience and helps you reach out. I recommend everyone to try it. As sindhney said, gaining the loyalty of customers is most important.
By: andy
on
Invest in People, Not Advertising
Letting go of the past is difficult for the best of us. Much has been said on the surface about the knowledge economy, yet little has been done to integrate that new economy into existing businesses. This gap is usually identified as poor customer service. The authors of Mobilizing Minds talk about the new intensive thinking business model instead of the labor intensive business model. Most of the customer service is still aligned to the old business model. Customer service as we knew it has indeed changed and is now more expansive than ever before mainly due to technology. This change has created greater expectations in external and internal customers. Yet what has not changed are the 2 constant measurements of business - relationships and profits. The later is always found on any balance sheet; however the former is almost never found. Those businesses that adopt key performance indicators about relationships and make them a part of their measurements specific to their financial reports truly understand the customer loyalty is the strategic competitive advantage in this brave new world of the 21st century.
By: Leanne Hoagland Smith
on
The End of Customer Service (As We Know It)
You nailed it Kevin. Great moves to make to get your customer service in line. Most companies try to start at the ground level and work their way up with a customer service initiative and that seldom ever works. If the management doesn't offer good service to their employees and customers, chances are that the employees will not offer it either. It starts at the top and then the trickle down effect takes place. Be friendly! Smile at someone today for no apparent reason and see what happens! You may just make someone's day and get a return customer as well.
By: Kim Shuford
on
Four Things Any Company Can Do to Improve Customer Service
Kevin- This is a terrific summary of steps that move a company toward a culture where great service is provided. I have found it really helpful to put employees in the shoes of a customer and check for standards at their own company, a competitor or a typical service experience. Rebecca ...
By: Rebecca Mazin
on
Four Things Any Company Can Do to Improve Customer Service
After you capture leads from the web, did you know that your chances of connecting with them drops dramatically after the first hour? My company has this really cool dialer with integrated software that will actually deliver each fresh lead directly to a waiting phone rep. It's pretty amazing. A recent MIT study shows that your chances of connecting with a lead drops dramatically after the first 5 minutes and you may as well not bother after the first 24 hours. Pretty amazing stuff, don't you think?
By: Lisa
on
Lead Generation Help: 75% Response Rate
Thanks for the kind words on my report and offering it to you readers. I sincerely believe there is a nugget or two of valuble information for everyone who reads it. And I hope it spurs new thoughts on creating sale-ready leads. Thanks again Kevin!
By: Jim Logan
on
Lead Generation Help: 75% Response Rate
Kevin, This is a great checklist for training new hires on customer service: What do to... And just as importantly, what NOT to do. This checklist could even be easily extended to some role-playing during an employee orientation session. Another use... extend some/all of this into customer satisfaction surveys. But here's the real kicker... In a small business especially, EVERY employee is in customer service in some way, shape, or form. Thanks!
By: Joshua Feinberg
on
What Real Customers Say About Customer Service
I agree totally with your post. I had been of the same opinion for some time now. Not to mention, I , too, have invested in ad campaigns and not receive the type of business enhancement boom I expected. After reading your post, I now understand why. I'm glad I did read your post though, because I am currently working on a marketing campaign for my company. I intend to integrate many of your suggestions in this post, mainly I intend now to focus on people. I believe if I gain the loyalty of my customers then the campaign ad of patting my business on the back will be done by those customers who have be catered to and feel satisfied with the service or product they receive. Thanks for the insight.
By: Sindhney
on
Invest in People, Not Advertising
There is one thing about customer service I have noticed over the years. Customers often emphasize the 'accepted motto' that the customer is always right, when it comes to customer support. However, I do not believe this is the case in every situation. Sometimes, I think customers use this attitude to their advantage and some times try to bribe business owners based on this philosophy to do things they would not otherwise do. Am I completely disillusioned about this?
By: Sindhney
on
What is the State of Customer Service Today? You Tell Us!
Yes, blogging helps local businesses. The information blogging provides is invaluable in promoting the business. Clients can also give immediate feedback to the local business. Have you heard of the Young Entrepreneur Society, it has some stuff related to this topic. www.YoungEntrepreneurSociety.com.
By: Potenciano Reyes
on
Blogs for Local Business
Couldn't agree more. Since the Chase name is already well-known, it's not like they need to introduce potential customers to who they are. But with most banks targeting similar markets, their marketing funds would be far better spent focusing on giving great customer service.
By: rickey gold
on
Invest in People, Not Advertising
Kevin, You make a couple of excellent points. I'd like to add another couple of thoughts based upon my recent experiences with the launch of my new industrial B2B sales training and consulting practice. The old saying goes that "Do what you love, and you'll never work a day in your life." What I find that happens to many people who struggle with success is that they gravitate to the activities that they enjoy, even when those are not the activities that need to get done to drive success. It may be unfortunate, but it is the way of the universe...that the road to every desirable destination will have bumps and potholes along the way. Sometimes, there will even be an entire road along the way that is dirty and miserable. If that is the only road, then it must be taken. Unfortunately, you cannot always get to your destination by taking the highway for the entire journey. If you refuse to take the dusty road when it presents itself, you may never reach your destination...Yes, you may enjoy the smooth ride of the highway along the way...but... I have recently found myself selecting the smooth highway as I develop my consulting practice. I have invested more time than I should in developing and tweaking the website http://www.SalesRaceHorses.com and the blog http://www.SalesRaceHorses.com/blog/, and not enough time networking and really communicating with would be clients about how I can help them. While I've 'justified' this activity as "building the foundation," what's really been happening is that I ENJOY doing the website work and the blog....but...it alone will not drive the revenues in the business, nor will it be the 'definition of success.' So...for the other readers out there...Here are a couple of thoughts to take away with you: 1) Identify what it is that you DON'T want in your life (your frustration); 2) Define and believe in (Faith) what it is that you DO WANT. ...and here is the most important part... 3) MAP OUT the path from your point of frustration to your destination of desire, and 4) FOLLOW THE MAP ...Yes...when you map out your route, it's okay to select the most possible smooth highways...but if there are dusty dirty roads required along the way...you must take them...drive them as fast as safely possible (fail fast) if necessary, but don't avoid them...and if you need to find ways to make the bumps more enjoyable, find a way to make that phase of your journey a game. Remember...The Law of Attraction...Envision yourself in success, and there you will arrive. Scott Trunkett ...
By: Scott Trunkett
on
Two Keys to Improving Your Business
I'd add that you should revamp your reward & recognition policies to encourage this kind of behavior. The reason why cashiers ask you if you'd like to open an account with their store is because they receive a commission on each new account. Regards, Glenn ...
By: Glenn Ross
on
Train Your Employees to Grow Your Business
It's true, but companies can also spend too much time marketing themselves and building websites, and neglect developing their business, strategies, and product. http://JobShuk.com ...
By: Zvi
on
The Biggest Reason Small Businesses Fail
Kevin, I sometimes wonder if including a search function means we haven't anticipated the questions our customers will ask, and designed the site accordingly. (Of course, despite my belief, I routinely add a search function, too).
By: Chuck McKay
on
Every Business Website Should Have Search
You make it sound like work!
By: Oscar
on
Three Simple Survival Tips for Small-Business Startups
I totally agree with you! I have been in a customer service/sales field for over 20 years and have often asked myself, "What happened to customer service?" I have always held true to fact that our customers ARE our business. People can tell the difference if you treat them as an individual or as a number. Just think of all the business a "numbers" salesperson leaves on the table by not individualizing their clients. Those of us that cater to the customer will be glad to take all of their repeat business!!
By: Kim Shuford
on
Selling is (Not) Just a Numbers Game
Thank your article, i'm creative director of one company and just gotten my solution from here..
By: Baasanbat
on
Your Brand is What Your Customers Experience
Amen, Kevin - think of how much money is left on the table when all of us collectively stop going to places that don't treat us well? If someone quanitfied it - it would be a phenominal amount. I don't know how many times I've gone once somewhere and never returned, and on the other hand, gone many many times spending lots of dollars with those locations that treat me and mine well. thanks for the post. Lori Lori Richardson All Business Sales Coach ...
By: Lori Richardson
on
We Sell Experiences
Focusing on your existing customers, (treating them like guests in your home), to ensure you are providing a more than expected experience, will guarantee return business and recommendations.
By: Belinda Cook
on
How to Get Referrals Without Really Trying
Sir I have been impressed about your brand treatment,there are a myriad of views but yours is simple and understandable. May i ask if i want to make my employee understand the brand like the inside out relationship you mentioned,how do i handle them to understand the brand critically and as such make customers understand our brand because i work through those employees ...
By: Richard Mawanda
on
Your Brand is What Your Customers Experience
Kevin, thank you for sharing your frustrating experience with us. I too use Hertz a lot, but will take your experience into consideration next time I'm shopping for a rental car. I have had similar frustrations with AT&T. The company actually called me last night during dinner to pester me about an issue that has been a thorn in my side for a month now. In a nutshell, my phone completely died, and instead of jumping on the chance to provide quality customer service and replace their defective phone immediately, they put me through the ringer trying to prove the phone was really dead. After about 3 phone coversations with a belligerent, script-reading service rep, I finally got them to send me a new phone. Problem is, the phone cover that was on my old one doesn't fit. So I've held off mailing the old one back until I can talk to somebody about the issue, although I dread calling again based on the interactions I had with the first rep. They called me at 6:30PM last night to demand I return the defective phone, and when I told the woman I needed to talk to someone (mentioning I wasn't satisfied and the phone issue was still a problem), she ended up connecting me to another rep and forcing me to wait for over 10 minutes to talk to someone. I eventually hung up, frustrated and angered the way this company behaves. Imagine calling a customer late in the evening and then connecting to another person that never answers? It's absurd. Companies like AT&T and Hertz need to wake up and start providing quality customer service. Unfortunately, with these phone companies there is the added issue of yearlong contracts, a very shady way of keeping you around and forcing you to put up with their shoddy service and lack of concern for their customers.
By: Dexter
on
Hertz Hurts
Be real should be #1. That is what people are looking for in a blog.
By: Pepper
on
Should You Blog for Your Business?
Kevin: The first time someone asked me for a referral I was creeped out. I like your point of telling your clients what to expect and delivering more. These are very wise words. Better than requesting referrals is developing new business and keeping everyone satisfied. Thank you for your insight into this 'touchy' subject. Tom ...
By: Tom Ryan
on
Why You Should Never Ask for Referrals
Telemarketing industry is very huge. No, cold calling is not dead yet. It is going to take a long time for it to die.
By: Maychic.com/freebook, On Cold calling
on
Is Cold Calling Dead?
Lori - thanks for your thoughts. The phone lines were burning up all over MN last week with people calling in from all over. It's nice to know people care! Kevin ...
By: Kevin Stirtz
on
We are here to help each other
Lori - thanks for your great example. Isn't it amazing when that happens?
By: Kevin Stirtz
on
The Most Important Secret to Success
Kevin, thanks for this post. Those of us around North America, and abroad, I'm sure, have been stuck to those images on CNN that one would never suspect a bridge to collapse like that without warning. I have a very dear friend in MN and our thoughts are with you. Thanks again. Lori ...
By: Lori Richardson
on
We are here to help each other
Great posting. I just had a similar experience in receiving a handwritten note from sales guru Jeffrey Gitomer. You are right on with why the successful people are successful.
By: Lori @ Zen Rabbit
on
The Most Important Secret to Success
Great posting. I just had a similar experience in receiving a handwritten note from sales guru Jeffrey Gitomer. You are right on with why the successful people are successful.
By: Lori
on
The Most Important Secret to Success
I agree Frank, especially when traveling. Why risk ruining an otherwise nice vacation with lousy food or service? So, cute and clever lose...again!
By: Kevin Stirtz
on
Eat Here. Get Gas and Worms.
Right on Chuck. It reminds of the "bikini ads" made famous by so many beer companies. They might get my attention but they'll never get my money!
By: Kevin Stirtz
on
Eat Here. Get Gas and Worms.
Small Towns seem to have that kind of marketing mentality. North of Seattle, there is this town called Sedro Woolley (yeah, I know, it even sounds small). One of their 'restaurants' has a sign that says "Great Grub Lousy Service". I believe whoever does their marketing must be from the same 'eat and get gas' school. Cute and yes, you remember it, but who really wants lousy service especially when food is concerned?
By: Frank Ross
on
Eat Here. Get Gas and Worms.
Kevin, what a fabulous example. I wish more people understood that catching the shopper's attention is only what pulls him into the ad. If he has to find his own way out, he won't be thinking about buying. It's like thinking the value of a kiss is in the pucker.
By: Chuck McKay
on
Eat Here. Get Gas and Worms.
One of our primary Smart Marketing rules is to give our customers what they want, but do it in the context of your business. In other words, you need to make a profit so you can stay in business. Offer them what you can do best for them - not everything they want. Do what you do best and let others take care of the rest.
People might say they want a lot of things. Part of the reason is their "talking" to a survey, not a real person.
When you have a real conversation with a real person (not a survey) they'll be more realistic with you. It takes more time but it gives you better information. Also, if a customer really does want everything, then dump them. They're not a good customer.
By: Kevin Stirtz
on
How to Thrill Your Customers
People might say they want a lot of things. Part of the reason is their "talking" to a survey, not a real person.
When you have a real conversation with a real person (not a survey) they'll be more realistic with you. It takes more time but it gives you better information. Also, if a customer really does want everything, then dump them. They're not a good customer.
Surveys are a great way to show you are doing something about making your customers happy but what do you do when they ask for the moon? I can't afford to give them the moon.
By: Petunia Blum
on
How to Thrill Your Customers
Well Stated!! I can't tell you how many conversations I've had with people who were disillusioned by their advertising efforts. The chief problem being they had no other goal for the advertising campaign other than a rush of people through their doors. A deeper look at their marketing strategy usually shows a lack of understanding of who their target market is and what would attract them. Proper advertising is more than just an introduction, it is an elevator pitch that must be crafed for specific publics. Unfortunately, it is not cheap to be that targeted in your advertising campaign. Therefore, if your company cannot afford to design a piece that would be effective in driving business, then consider using the campaign for impressions. The more your target market sees your product the higher the likelihood of them choosing you when the need arises.
By: Elgin Carelock
on
Is Your Advertising Working?
Thanks for the linkback Glenn.
Kevin ...
By: Kevin Stirtz
on
Smart Marketing by Real People
Kevin ...
Steven - thanks for your continued comments (lengthy or otherwise!). And I appreciate your apology.
My comment about B&N's intention is my opinion. Just that. Nothing more. Of course, I'm sticking with it but that does not mean it's the only view of the world. I could be completely wrong about their motivations.
For me, "better service" means offering me the option for "laser shopping" when I want it. And, my opinion is that Borders does that better. That's been my experience.
On the other hand, when I do want "browser shopping" I go to B&N because it's closer.
Either way - thanks for reading and for sharing your thoughts!
By: Kevin Stirtz
on
Why I Buy from Borders Instead of Barnes & Noble
My comment about B&N's intention is my opinion. Just that. Nothing more. Of course, I'm sticking with it but that does not mean it's the only view of the world. I could be completely wrong about their motivations.
For me, "better service" means offering me the option for "laser shopping" when I want it. And, my opinion is that Borders does that better. That's been my experience.
On the other hand, when I do want "browser shopping" I go to B&N because it's closer.
Either way - thanks for reading and for sharing your thoughts!
just pretend that they are there since this text box won't allow for them.
By: Steven.
on
Why I Buy from Borders Instead of Barnes & Noble
I realize my original post was defensive and accusatory and I apologize for that. Perhaps it was the fact that I could not sleep last night and wrote my initial post at 4am. I honestly think that B&N only recently introduced the online inventory system was because they wanted to get the actual online store running seamlessly. They have had to play catch up in the .com world while Borders used Amazon's online presence (a relationship that they will be desolving in the next year). This allowed them to work on other things (such as an on-line inventory system). One thing I've learned about B&N is that they seem to always want to get a good foundation and base before adding bells & whistles. Now that the website it one of the top in the industry (bn.com topped amazon.com in customer satisfaction the past 2 holiday seasons, but I think amazon.com is back on top this spring) they are making substantial upgrades. Of course, this is just conjecture on my part. However, I would be wary of just relying on an online inventory to get status on a book. Neither site informs you if the book is already being held by another customer. It could have also been sold earlier in the day or perhaps it's in the stock room and not on the shelves. If you've been able to find every book you've looked up online first, then consider yourself lucky. It's just always a good habit to call and confirm that the book is there just to be safe. The last bit of contention was your statement that, "Instead of offering me better service, which fits my plan, they encourage me to do what they want, which fits their plan. I want 'laser-shopping'. They want 'browser-shoppers'. In other words it's all about THEM, not me." This couldn't be further from the truth. The driving force behind the company has always been to "put the book in the customer's hand." This means catering each individual bookstore to the needs of its community. If a customer wants to find a particular book, we do everything in our power to get it to them. If they would rather sit and drink coffee while looking through books, that's fine too (although if you want to stay on a bookseller's good side, do not leave a stack of books behind that rivals the leaning tower of Pisa). Just because we did not have a particular online element,until recently, that our competitor did does not mean we do not value "laser shoppers." Is for the girl who mucked up your order, we'll have words.
By: Steven.
on
Why I Buy from Borders Instead of Barnes & Noble
Steven - thanks for your comment. First, you're wrong, my objective is not to avoid human contact. That's got nothing to do with it. And I'm not saying a phone call can't be quick. But checking online is quicker and easier.That is the point. The point is also that Borders gives me the choice - B&N does not. Furthermore, I'll go to a store if I KNOW they have what I want. It's much less convenient to go to any store and only HOPE they have what I want. Then if they don't, I have to spend time with an employee tracking down the book and driving elsewhere to get it, assuming they have it locally. That would not be what I call convenient. So, if B&N does have an online inventory system now, great, I'd be happy to use it. They have many more stores in my area and that would make it easier. Also, most of their employees are helpful and friendly - except the one who said she placed my order and never did! Maybe you could talk to her...
By: Kevin Stirtz
on
Why I Buy from Borders Instead of Barnes & Noble
It has been a year since this article was published, so things may have changed since then. However, I still wanted to comment on it. I have worked at B&N for the past 3 years and after reading the article, it seems as if your definition of "convenience" is to avoid as much human contact as possible. I just don't understand why it's so hard to call a store and ask if a book is there. If it is, they would pull it off of the shelf and hold it for you behind the registers. Now you can bypass the entire process of looking for the book in the store and just get in line and be on your way. If it's not in stock, they could tell you if and where it is available in the area. I fail to see how that is more inconvenient than driving 20 minutes out of the way. That being said, the point is now moot as bn.com has introduced an inventory system for local stores.
By: Steven
on
Why I Buy from Borders Instead of Barnes & Noble
Kevin, Excellent story! Here's a "manual trackback:-) http://www.allbusiness.com/sales/customer-service/4301689-1.html Regards, Glenn ...
By: Glenn Ross
on
Smart Marketing by Real People
I do find it difficult to stay in touch with everyone, and do so sporadically at best. One more online service that I recommend is LinkedIn.com, which makes it easy to find old colleagues through sources like previous companies where you've worked, colleges attended, etc.
By: Josh Westbrook
on
There is no "B" list
For some businesses, there's another way. In addition to seeking more customers, they can focus on getting more sales from existing customers. There's the famous statistic floating around that it's 3-5 times more expensive to acquire a customer than retain one. For example, if you train your staff to be more polite, to listen better, and to follow up better with customers, you may increase sales with little or no cost. Your cusotmers, once they find their needs being exceeded, will begin generating positive word of mouth about those businesses.
By: Glenn Ross
on
I want more customers but...
Hi Frank! I agree, aside from kids selling candy, businesses should not be bothering people by knocking on their doors. The evidence is in, the jury has decided, the verdict has been rendered: door to door is a bad way to get loyal new customers. Add lying to that and you reach a new low.
Thanks for the comment Frank. Good to hear from you!
By: Kevin Stirtz
on
Get More Customers by Lying to Them
Thanks for the comment Frank. Good to hear from you!
James - you're right, people will often justify a little dishonesty because it has the potential for a short term revenue boost. But it's really a bad tactic. If they lie to me upfront I assume they'll keep lying throughout our relationship.
Thanks for the comment!
By: Kevin Stirtz
on
Get More Customers by Lying to Them
Thanks for the comment!
In reading your story, if I had to guess, I would say this woman was part of an MLM company (aka Network Marketing). Unfortunately, many MLM's still teach tactics like this in the spririt of "more customers are better if they're unhappy ones!". Also, you were right when you said who sells door to door these days? Answer: MLMs and Kids selling candy. The latter group we can safely buy from.
By: Frank Ross
on
Get More Customers by Lying to Them
..."All Marketers are Liars" As a marketer I have to let people know how much better their life will be with my product, it helps if it is a sexy product. But there is a difference between embellishing the truth and completely disregarding it. Every marketer has to find the zone they are comfortable in. For the short term lying might be good at generating revenue but to continue to sell to those customers you have to keep your promises.
By: James
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Get More Customers by Lying to Them
Hi Shaun, Actually, it's not fear based selling. Fear based selling is when you try to create a fear that didn't previously exist for the customer. This is different. I'd call this marketing based on the outcomes you help people accomplish. If people want to protect their data, then you're selling what they are looking for.
By: Kevin Stirtz
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Our Name Says it All - (Uh, No, Actually, it Doesn't)
Yes, it is much more effective to use fear in selling a service like shredding.
By: Shaun
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Our Name Says it All - (Uh, No, Actually, it Doesn't)
You're right Allen and kudos to UPS for their smart ad placement.
By: Kevin Stirtz
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A Tale of Two Brands: FedEx Kinkos and Mens Wearhouse
Just as I read your article about the horrible service at FedEx Kinkos (which I've experienced myself all too many times) I noticed on the right a smart, clean ad for the UPS Store. If FedEx Kinkos had been smart, they would have put banner ads on sites like AllBusiness.com that say "improving customer service every day" or something like that to blunt the impact of your column. However, they didn't. I doubt anyone is surprised. The UPS Store, smartly seeing a strategic target audience, is advertising on sites like this one. And I bet their business is doing better for it too!
By: Allen from Flat Creek
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A Tale of Two Brands: FedEx Kinkos and Mens Wearhouse
I'm a B&N employee, and I want to raise a few points brought up by this article. The first is the gripe that you cannot always find the book at the Barnes and Noble locations. We do have big stores, but many more books have been published in the past few hundred years than we have shelve-space for. Often-times we barely have room to put the books we do have on the shelves.
Also, we do have a live store inventory. We can tell you if any of our nearby locations have it, and we can order most any title for the customer as long as we have an available vendor (which is more often than not). We can usually get the requested titles in about two days ...
By: Mark
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Why I Buy from Borders Instead of Barnes & Noble
Also, we do have a live store inventory. We can tell you if any of our nearby locations have it, and we can order most any title for the customer as long as we have an available vendor (which is more often than not). We can usually get the requested titles in about two days ...
Mark, while I appreciate your comments, they miss the point of this post. The point is that Borders makes it easier for me to know if they have the book I want at the store I want to go to. While I'm sure Barnes & Noble can get any book, that's not the point. So can Borders. Barnes & Noble still makes the customer take the time to call or go to the store. And I understand many people are fine with that but I'm not. I'd much rather check online at MY convenience. Borders makes it easier for me to be their customer. I believe Barnes & Noble can do the same thing but they have chosen not to. I'm not criticizing that decision. I'm simply saying it makes Barnes & Noble less useful to me than Borders is. Thanks for writing.
By: Kevin Stirtz
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Why I Buy from Borders Instead of Barnes & Noble
maybe the second idea ( solution wants) is some difficult and needs more effort and some more special knowledge to do it but the first part( people wants) can be performed by every company or business place easily. "Since we're all people, it shouldn't be hard for any of us to put ourselves in our customer's shoes in this regard." If someone is a business owner in his company, he will be a customer in another place. So, everyone of us has experienced the feeling of a customer.
By: Razib Ahmed
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What do customers really want?
Your thoughts ring true with the 'Chicks.' They have almost become obsessed with their focus upon themselves. When you think of entertainers and the current climate in the world, their focus is a huge mistake, as their fans are trying to tell them.
By: Gary Bourgeault (bizofshowbiz.com)
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Dixie Chicks Still Don't Get It. But their Customers Do.
The other obvious reasons for having them staffed are to prevent theft (often accidental as people forget to unload the bottom of their cart), check IDs for alcoholic purchases, and to assist some of the less inteligent customers who don't belong in self-checkout in the first place. The fact is that the intent of self-checkout is clearly for customer convenience rather than cutting cost because they limit the number of products you can checkout at most because they are only convenient for those customers (people that don't scan things for a living are slower, so for people with 50 things to purchase it's probably faster to wait in line and let the 'pro' handle it). Of course they save costs on employment as well, but how much is unkown to me as I don't know their true costs (purchase, installation, maintenance, etc...). Your point about purpose and intent is a good one, but the anecdote could use some work.
By: Matt Bowgren
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Sorry, the self-service checkout is closed.
Well Matt - there's no such thing as a perfect anecdote. We play the cards we're dealt. Thanks for your comments and thanks for reading! Kevin ...
By: Kevin Stirtz
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Sorry, the self-service checkout is closed.
Kevin, As a Dixie Chicks fan, let me just say, "Amen!" to your post. I hope they read it. Regards, Glenn ...
By: Glenn
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Dixie Chicks Still Don't Get It. But their Customers Do.
There is an author by the name of Michael Vickers who has written a book called "How to become preferred" and suggests when prospecting for new business and finding out the contact is already using a supplier for your product/service, ask for permission to be their #2 choice. Rather than try to convince the contact that they are better off switching to you, instead ask to be in that #2 spot. The idea being that if at any time the contact is either unhappy with their current supplier or is looking for an alternative solution, they'll call you. It goes in the face of how most people pitch their services and is more memorable.
By: Rajan Sodhi
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You Don't Have to be the Best. Just be Very, Very Good.
A coworker and I thought that one up sometime around the time of the Gulf War. We had decided that the earnest version neded to be punctured a bit, and created a sticker with white on blue letters, roughly the same typeface as the original. The coworker had a bit of money, and printed them. The rest is history...
By: Pat
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Visualize Whirled Peas
All too true. Most people think of marketing to come only when you're already successful and have a huge revenue. However, how are you supposed to GET that revenue when you don't market...?
By: Faucets
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Kitchen Faucets and Smart Marketing
Heh. I found this article by searching google for "barnes and noble store inventory." I guess this answered my question!
By: john Lyon
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Why I Buy from Borders Instead of Barnes & Noble
Kevin is right - it's refreshing to to see someone that knows their audience intimately and reaches out to them. Most small business and ecommerce types don't have the dough to travel much, however there are ample opportunities to connect directly with customers on the Web. Commenting on blogs is one way ;). Publishing information at Amazon, eBay, MySpace, Wiki, and Linked-In venues is another. There are lots of ways to connect directly via Web. Newsleters (I use Aweber to do this)... Direct email contact with your warm/hot contacts. Offer valuable information, free stuff (e.g. stickers, promo materials -- depends on audience).. and hey what about good old fashioned direct mail? You can also find my AllBusiness Blog here: http://www.allbusiness.com/blog/eBayEdge/11217/ ...
By: phi
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Get results by making it personal, even in Hollywood
Kevin, I've noticed that trend in Grocery Self Service around here -- where sometimes it's closed sometimes it's open. I asked a friend (who works there) about why that is. He said that even though they are 'self service', they must be staffed. In that particular store, they're in a cove of four stations, supervised by one person. The systems apparently are so problematic that they require an employee to deal with the issues that come up. (I can vouch for the problems). He also said that they schedule around the busy times so the self serve stations are seldom open in the early morning for example, but are open when the store is busier. I doubt however, that anyone in the store management has given as much thought as you have about how that looks to their brand. Great post, thanks!
By: Frank Ross
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Sorry, the self-service checkout is closed.
Nowadays too many companies are keeping their customers away from their employees in order to save money. But in the end they will lose more than they save. Customers feel honored if they are served by human beings not by machines.
By: Razib Ahmed
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Sorry, the self-service checkout is closed.
Simply loved your post! If its so inspiring and motivating, how much the movie would be???Thanx for the blog!! And i too believe that everyone should realise the theory of "Existentialism". When you exist, you need to do something or the other and doing what you are'nt meant to do is the matter of great spirit and confidence.
By: Shaun Krislock
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Do You Know What We Get to do Today?
I have worked for businesses that have fallen into the trap of making work a chore for the staff. This usually followed a dip in the turnover or profit. This causes a downward spiral, the unhappy workforce won't lift themselves and the senior management team are already in panic mode. The real thing we need to look at is how to pull the senior teams of these failing (having a glitch) businesses. Try to teach them saving face will not solve any problems and more often than not actual exacerbate the situation.
By: Computer Consultants
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Do You Know What We Get to do Today?
Your comments on doing this simple things taking care of many of the problems companies encounter, is true in my experience as well. It's amazing how many problems come from the type of company culture that managers create. Someone that enjoys their job is infectious to the rest of the workers around them, and eventually the cutomers come in to be around it.
By: Gary Bourgeault
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Do You Know What We Get to do Today?
Kevin, I've read several of your articles and I decided to write after reading about the Crap Filter. It was beautiful, and put into simple words what I've been teaching clients for years: We all have a habit of placing speedbumps in the driveway to our business -- and I define speedbumps as being anything that distracts a customer's attention (such as the Crap you described) before they reach the front door. Too many speedbumps and they go somewhere else. A recent example was an expensive intro to a website, where the CEO's picture appeared next to the company's mission statement, then both faded out of sight and were replaced with a "Click Here to Enter Our Site" button. It took 13 seconds to read the mission statement, but the fade-out occurred after only 8 seconds. Visitors were so ticked-off by that and the stupid "Click Here" button that they left the site without going any further. Mike Atchison ...
By: Mike Atchison
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For Better Marketing, Get Past the Crap Filter
This is dead on. In fact, if you read the book "The Feeling of What Happens--Body and Emotion in the Making of Consciousness" by Antonio Damasio you'll find point-for-point confirmation by a leading neuroscientist of your assertions about the Gatekeeper and especially about the role of emotions in helpfully filtering one's surrounding inputs. Which makes your advice about dealing with this phenomenon very valuable! Thanks, great read!---Mac McCarthy ...
By: Mac McCarthy
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For Better Marketing, Get Past the Crap Filter
Sometimes the little things make the biggest difference and can help a company stand out. Personally I really like it when a company not only takes a different approach, but personalizes their communications. How can companies improve their targeting and in turn create more personalized information? By understanding the whole picture; not just demographic, geographic data, etc., but through a view of spending power. Elissa Fink, EVP Marketing Echelon Marketing Group www.echelonmarketing.com ...
By: Elissa
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Here's How a Tiny Little Company Delights Their Customers
I have this idea of going to a charity to talk to them about raising funds for them (lets say $3,000 in 90 days). For every membership they assist me in raising or allow me to advertise that $3.00 for every member will go to them. My goal would be 1,000 memberships for 90 days. Any thoughts on putting together a proposal to present to the charity. Could someone please explain blogs and how they are used. I am also putting together a Transformational Recovery Coaching business and would like ideas.
By: Cornell
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Cause Marketing and Your Company
Good one. Recently, I have been reading all about marketing and getting more customers and this comment from Seth is spot on ...
By: Jag Kaurah
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How to create customers
Great post Kevin! As I read it, another thought that came to me is that this is a great "commodity" buster. So many people are in fear of their product or service becoming a commodity, and yet here is a powerful, effective way to run a business that protects you from that happening. It creates a powerful barrier-to-entry!
By: Gary Bourgeault (managersrealm.com)
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Marketing without really trying
Being a college student in Marketing and Business, we learn various ways to atrtract a customer, if the customer is dissatisfied somehow make it better, but we never learn that it is ok to let the customer go, but though life experience and dealing with big and small business organizations I would have to say AOL isn't the first or last to behave this way. What I liked about this posting was the customer (Vincent Ferrari) actually did what the companies are supposed to do (record the conversation) and try to make other businesses and customers this promblem is for real and something needs to be done.
By: RIK
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Never Let Them Go...
One of the most fundamental of topics, Kevin, it all starts here. Since blogging is often defined as a channel for communication with prospects and customers, your post sets out well why most companies should regard their business blog as their number one priority. I hope lots will get the message.
By: Barry Welford
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How to create customers
Hi Kevin You article seems to lack attention to the fact that the primary purpuse of advertising is to increase the salient levels of awareness for the product in question. The fact that the billboards are adhearing to the "KISS" priciple and producing cute and catchy advertisement will almost definately have an effect on the consumer when they are at the point of purchase. This effect may come in the form of positive re-assurance ( post and pre purchase), realisation of unsatisfied needs or the controvertial emotional relationships that grow on consumers over time. I would be interested in hearing you comments on my posting ...
By: Johnny
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New Trend in Dumb Advertising
Hi Johhny - I appreciate your comments. First, if a billboard advertiser wants only to increase awareness then, in the case above, they should make the logo much bigger (as I pinted out). Second, the so-called "clever" copy isn't clever or memorable or catchy. That's the problem. If it was it would at least help people remember the brand. But it doesn't. Third, the purpose for advertising (in my book) is not just to raise awareness. It's to increase the amount of information your potential customers have about how you might be able to help them. You're helping them move closer to making the best buying decision as it relates to your product or service. So, your advertising should support that goal. The billboards I mentioned above do not support that goal very well. Thanks for your comments and thanks for reading.
By: Kevin Stirtz
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New Trend in Dumb Advertising
Hi, this is from china and i used to work for 2 interantional manufacture in zhongshan city south china guangdong province. How to retain the customers, our sales dept colleagues are often sent to visit their customers directly, manytimes in a week, sometimes one day they have to go for more than 2 times for the quality problems because the feedback from the workshop production manager or the purchase director from their customer...
By: phoenix
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The World's Most Effective Customer Loyalty Program
Hi Dina - you ask a legitimate question. The short answer is that many (most?) states in the US make it legal to record a phone call as long as one of the parties to the call knows about it. Mr. Ferrari actually lists these on his website (http://insignificantthoughts.com) Thanks for reading!
By: Kevin Stirtz
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Never Let Them Go...
I know I'm straying from your main point a bit Kevin (which by the way I agree with)... but isn't it illegal to record a phone call without the other party knowing? Hence the famous line, "This call may be monitored for quality assurance." If the service provider is required to announce such plans, doesn't the same rule apply to the service recipient? What kind of consumer has access to phone call recording devices anyway... or am I sorely missing out on some cool new phone features everyone else is privvy to? ;) Is it possible that this is a hoax or falsification of some kind? Can AOL sue this person? So many questions... so little time. Thanks for an intelligent and thought-provoking perspective.
By: Dina Giolitto
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Never Let Them Go...
Frank - I think you're right, AOL seems to have developed a reputation for digging their claws into their customers. Maybe now they'll start to change.
By: Kevin Stirtz
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Never Let Them Go...
Such an attitude is really shocking. When you offer a service or sell something online you should be very strict about your customer service. No matter what you're dealing with order or refund, managers should always remember about customer policy. I agree that a person can have many reasons for taking his money and we have to be polite to each other and respect the customers by offrering them an excellent service.
By: Julia Dorofeeva
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Never Let Them Go...
over the phone conversation is so informal, specially for a customer to cancel doing business with them. The company should have sent some agent to talk to Mr. Ferrari face to face by setting an appointment in his most convenient time.. and if the decision is final, then they have to accept it. it's a customer's right to do so anyway, and besides asking the same question many times is so irritating to the ear..
By: grace g urbiztondo
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Never Let Them Go...
Kevin, that kind of gives new meaning to the old standard "This call may be monitored for quality assurance" doesn't it? AOL has long had the [bad] reputation for the 'twist their arms until they break' method of customer retention. Something tells me that the employee in this case was not entirely to blame - that something in AOL's employee culture or training programs causes them to arm twist like that. Otherwise, we would not have heard this kind of story so many times before. Thanks for the post!
By: Frank Ross
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Never Let Them Go...
Your blog was valuable to me because it offered practical tips I can use in marketing my business. larchak ...
By: larchak
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Marketing Lessons from the Sunday Paper
Gary's right about CRM. But it's not just the "human contact" as he puts it, it's the relationships the business owners build with their customers. It's adopting a philosophy of creating relationships with your customers as opposed to focusing solely on the transaction. As we like to say in the American South, "It's the relationship, y'all!" ...
By: Glenn
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The World's Most Effective Customer Loyalty Program
Thank you for these tips. I would like to add that I'm working with customers all the time and I do care about them . People like when they are familiar with the process of our work. That's why I think it's also important that the customer knows and understands the timeline and the steps of work that will be done by a company. May be sometimes it's difficult to do but it's great when customers have their own "personal managers" who really follow all their cases and events. If you try to use all the techniques you can say that you care about your customers and they will trust you in reply.
By: Julia Dorofeeva
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Give people a reason to care and they'll care
You're right Gary. People want a tool or an application or a system when all it takes is basic common sense. Treat your customers well, like people you want to do business with, and things work so much better. Thanks for your comment Gary!
By: Kevin Stirtz
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The World's Most Effective Customer Loyalty Program
It really is amazing and simple isn't it. After you go around reading all of the CRM strategies and how everyone thinks that it will be the killer app. The problem is what happens when everyone has the same technology? It still comes back to human contact and care and respect. That is as simple and as hard as great customer service is.
By: Gary Bourgeault (managersrealm.com)
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The World's Most Effective Customer Loyalty Program
Hi Abraham - you're right that a lot of salespeople do focus on selling what they have rather than helping the customer. I suppose if everyone focused 100% on helping the customer then I'd have to write about something else!
Helping people is not for the short-sighted, self-focused or faint-hearted. You need to do it because you believe helping people get what they want is the right thing to do. And you need to believe that doing so will eventually lead to you getting what you want.
It's an act of faith wrapped up in integrity. And it's not always easy but it is always right.
Thanks for your comments. You've added a good point to the discussion.
By: Kevin Stirtz
on
Want to sell more? Help your prospects make the best buying decision.
Helping people is not for the short-sighted, self-focused or faint-hearted. You need to do it because you believe helping people get what they want is the right thing to do. And you need to believe that doing so will eventually lead to you getting what you want.
It's an act of faith wrapped up in integrity. And it's not always easy but it is always right.
Thanks for your comments. You've added a good point to the discussion.
I mostly do agree with Mr. Seth and Mr. Kevin. I was fortunate to be part of a Professional sales training program but in today's business environement when the competition is staring right into your nostrils do you think Sales people would go a step futher and sell what they have to offer rather than what the client normally wants. I have heard people say they closed a deal that the client did not want. He sold it to the client and literally he did just that "He Sold It". Sales people would term that as Creating a need or is it that this term is extinct these days. I also feel companies want to make money whatever it takes and good sales people never leave a customer. I am still considering if Ethics and Sales people go together at all. Atleast that how we all look at them. Don't we? Do they want to sacrifice the amazing incentives they get to helpthe customer and n