Why Customer Experience Should Be Your Focus in 2018

Editor’s Note: We’re excited to welcome Dan Ridge as a contributor to the CCC blog!

The customer is always right has long been a business adage. In today’s highly competitive environment, it’s more than just selling products to customers; it’s about providing them with a seamless and enjoyable experience throughout the time they’re in touch with your business.

Why Customer Experience Should Be Your Focus in 2018

Whether they’re looking at your website, talking to a sales rep, or reading one of your brochures, the customer should gain value and insight from their experience of dealing with your business, which is why everyone is talking about customer experience.

Good customer experience has a huge role to play in whether a customer buys from you and can be the key decision-making factor. I interviewed Rory at Promotions Warehouse and asked for his view on why customer experience should be your focus for 2018.

A good experience increases overall customer satisfaction

Research has shown that providing a consistent approach to customers throughout their customer journey with your business can increase customer satisfaction by around 20%. If every touch point the customer has with you from initial contact to purchase to post-sales communication is consistent and positive, that customer will be far happier than one who bought your product, but experienced poor service while doing so.

A good experience means customers are more likely to come back

It’s far less expensive for businesses to carry out repeat business with loyal customers than to constantly attract new customers all the time. Enjoying a great customer experience is a very good way to ensure customer loyalty to your brand. If they have a positive experience dealing with you, they’re more likely to come back again and again. Customer experience is what will make you stand out from your competitors and adds value to your customers, so they won’t want to risk switching their business elsewhere.

Customers who are happy will spread the word

If your customers have a good experience, they’re more likely to spread the word among their friends and colleagues, which can lead to an increase in referrals.

They’re also more likely to write favorable reviews on your website and to praise you in online forums or groups on social media. All this free word of mouth publicity can only enhance your business reputation and spread your name to other potential customers who might not otherwise have heard of your business.

“Good customer experience is more than just selling customers a product they need at the right price; it’s about providing them with consistent communication, tailored messaging and information which is valuable and interesting to them.”

Good customer experience is your key differential

Unless your product or service is completely unique, you have some competition out there in the marketplace. With others offering the same product, the only differential for customers is their experience buying from your business.

Offering superior customer service compared with your competitors is a clear way to make your brand stand out and help your customers with their decision-making process. It’s also a better long-term strategy than trying to beat competitors solely on price.

Happy customers spend more money

Customers who enjoy the experience of working with you or dealing with your business are far more likely to spend more money with you. Research has shown that customers who enjoy good customer service are 70% more likely to spend more money with a business than those who have experienced an adequate level of service.

They’re not just more likely to become loyal and repeat customers but also customers who spend more each time they use your products or services. This is one of the biggest reasons why customer experience should be your focus for this year if you want to grow your business.

Building long-term customer relationships

If you can create a great customer experience, you’ll be able to build a long-term relationship with your customers, keeping them coming back repeatedly.

In today’s consumer society, customers are bombarded with messages and marketing material at every turn. Creating consistent personalized, tailored customer communications will help your brand break through the noise and stand out in their minds.

If customers look forward to your emails/mailers/catalogues/offers because they know they’ll be relevant and interesting, you’ll be able to build lasting relationships with them to help create a sustainable business.

Good customer experience is more than just selling customers a product they need at the right price; it’s about providing them with consistent communication, tailored messaging and information which is valuable and interesting to them. Customers need to have a great experience at every single touch point with your company, from the first ad they see to when they walk through the doors. If that happens, your business will benefit.

Weigh In on Customer Experience

How does your company offer a good customer experience?
What companies provide you with an enjoyable customer experience?
What other benefits do a quality customer experience deliver?

Dan Ridge is a freelance writer specializing in marketing and small business.

 

4 Retro Ways to Connect with Modern Audiences

Everywhere we look lately, from entertainment to business, what’s old is new again. Well established franchises are selling out movie theaters, the toy aisle is straight out of the eighties and businesses everywhere are turning back the clock to stand out in this fast-paced, digital world.

Clearly Conveyed Communications -- We give you a voice.

How can you go retro to connect with customers and grow your business today?

Make it personal with a handwritten note. When you receive a handwritten note, card or letter, it feels more personal. The recipient will appreciate that you took the time to put your thoughts on paper. The next time you want to thank a loyal customer or employee, don’t send an email. Jot down why you appreciate the recipient and how much you value the relationship, job he’s doing, etc. A little writing will go a long way!

How House of Cards is Winning the Marketing Game

Develop long-term relationships. Relationship marketing is a buzzword today, but the concept is straight out of a bygone era. Take the time to get to know your clients and employees, business partners and vendors. Let them know you’re in it for the long haul, not just a short-term sale. People want to do business with people they trust and that takes time to develop.

Give your audience your undivided attention. Viewers loved the alcohol carts in offices on Mad Men, but many of them missed the point. The ad men (and few women) would sit down and spend time with their clients when they stopped in. They weren’t too busy running from meeting to meeting to listen to their clients’ challenges and concerns. Many creative solutions were born over Old Fashioneds with no outside interruptions.

Mad Men: Master Storytelling In Any Era

Embrace paper in the digital age. In an age of email and the cloud, using paper is one way to grab recipients’ waning attention. Feature direct mail in your next marketing campaign, and reorder your physical business cards. In fact, go old school — embossing, engraving, bold lettering and colors set off with white space — to stand out from your competition. Going all digital removes your audience’s sense of touch, which limits their sensory experience while interacting with your brand.

In Summary

Handwritten notes, developing long-term relationships, giving your undivided attention and embracing paper will help you connect with today’s audiences. Don’t be afraid to be different, even if that means being inspired by a bygone era.

We’re grabbing our fedoras to head out for Old Fashioneds and Vodka Martinis with clients. Care to join us?

Embracing the future with help from the past,
Jaime

Let’s chat (about building relationships, your communications needs or otherwise):
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Content Marketing: Transforming Business Since 1895

The Story of Content: Rise of the New Marketing by the Content Marketing Institute

Recently I had the opportunity to attend a big-screen showing of The Story of Content: Rise of the New Marketing. What a great story!

The Story of Content: Rise of the New Marketing by the Content Marketing Institute

Image courtesy of the Content Marketing Institute

If you’re not familiar, the Content Marketing Institute made a documentary telling the story of content marketing — past, present and future.

Yes, content marketing has a past, and I’m not referring to 2015. In fact, John Deere has been succeeding at the art of content marketing since 1895, when it introduced The Furrow. Some of the earliest printed ads were prime examples of content marketing before the ad industry switched directions.

So where are we today? Content marketing is all the rage, but like any other form of marketing, it requires a strategy and commitment. While you may receive extensive engagement on one piece of content, content marketing is a long-term strategy, not an overnight success story.

However, if you stick with it and do it right, you’ll become a valuable resource to your clients, partners and online communities.

Looking for inspiration? The documentary contains real-world case studies of companies in various industries succeeding in the content marketing arena today. We also welcome you to check out some of our past posts on the subject.

Is your company interested in developing relationships and creating value with content marketing? Let’s talk about a strategy that’s right for you.

What brand excels at content marketing in your eyes?

All about the content,
Jaime

Let’s chat (about content marketing, your marketing needs or otherwise):
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33 Lessons in 33 Years

I recently came across a fun post, 32 Lessons from 32 Years of Life. The timing was perfect as I was pondering what to post about on my birthday (Yep, Pisces here.), and I had actually been toying with the idea of this type of post.

I hope you find these short lessons useful, and please feel free to chime in with your own at the end. So, here goes… lessons I’ve learned from 33 years of living:

1. You’re only as good as your word. Don’t break it. (Read: If You Say You’re Going To Do Something, Do It!)

2. Take care of your body. It’s the only one you have.

kicking toward the finish line

Running makes me happy and clears my mind. What’s your favorite activity?

3. Own your decisions. You are responsible for you — not anyone else.

4. Pay it forward. Karma has a way of reciprocating. You’ll  benefit more than those you help anyway. Trust me.

5. Make time for you. It’s not selfish; it’s necessary to recharge and be at your best.

6. Some “vices” are OK. If you really enjoy something, do it (unless it harms others).

7. Pay attention. You’ll learn so much by being observant, in business and in life.

8. Learn from the past, look forward to the future, but live in the present. It’s the best show there is. If you’re constantly reliving things or worrying about future events, you’ll miss a lot of wonderful moments.

9. Learn to give — and receive — constructive criticism. (“This is terrible” or “you’re stupid” is not constructive.)

10. Listen, listen, listen. It will take you far in life.

11. Follow your gut. It’s your instinct for a reason.

12. Try new things — foods, adventures, travels. You never know what you’ll fall in love with. (Like ice skating, for me.)

ice skating

Snow, wind & ice. Lots of ice. Enjoying some time on the pond — the best part of winter.

13. Respect your values and beliefs. If you feel uncomfortable in a situation, it’s OK to walk away. (Read: Gray Area: Do Ethics Still Have a Place in Business?)

14. An interview is a two-way conversation about an opportunity. Relax.

15. The devil IS in the details. Handle those and the rest will follow.

16. Do something special for yourself monthly, or more often if you can. Because you’re worth it. (Thanks, L’Oreal.)

17. Don’t project your bad day outward. Just because you’re in a bad mood, everyone else doesn’t have to be.

18. Social media’s great, but get social in real life too. (Read: Social Media’s Nice, But It’s Not IRL)

19. Embrace the mundane. It’s 80% of life. (Listen: This is Water, David Foster Wallace)

20. If you feel like getting dressed up to go to the store, go for it. Likewise, if you head out in workout gear, it’s no big deal. Life doesn’t hinge on what you’re wearing. (Granted, there are occasions where your dress is dictated by the occasion. Embrace it.)

21. Sometimes, you can buy happiness. Just don’t try it all the time.

22. Value those close to you. Don’t take them for granted, because some day they won’t be there.

Color Run Akron 2013

My sister-in-law, brother & I after Color Run Akron.

23. Make the extra effort. It usually pays off — even if no one’s watching.

24. Have a strong handshake, a genuine smile and a killer pair of earrings. (Gentlemen, I hear cuff links produce the same effect.)

25. Laugh a lot. It’s the best medicine, and you don’t need a prescription.

Yours truly, enjoying the moment

Yours truly, enjoying the moment.

26. Don’t waste too much time worrying. It really doesn’t change things.

27. Think through major decisions but don’t be afraid to act. Indecision can be paralyzing and leave you watching from the sidelines.

28. Be impulsive every once in awhile. Do something crazy at least once in your life.

29. Celebrate birthdays. Age brings wisdom and life experience. Appreciate them.

30. Think — every single day. It never goes out of style.

31. Listen to your body. It’s amazing what it can tell you.

32. “Never being satisfied” makes a great motivational poster but leaves you feeling empty inside. Always wanting more can leave you broke and alone. Enjoy your achievements and appreciate what you have. Remember, perfection is unattainable.  (Read: What’s your riddle?)

33. Be genuine in everything you do. It’s easier in the long run, and people will appreciate you for it. Eventually, you’ll even find people who like you for who you are.

“And then I remember to relax, and stop trying to hold on to it, and then it flows through me like rain and I can’t feel anything but gratitude for every single moment of my stupid little life…”  –Lester Burnham, American Beauty

stick em up!

Bonnie & Clyde… back in the day.

I’ve never really grown up (vertically challenged here), but I have learned a lot. Like a good hat can make up for just about anything, even a really crappy day.

Share Your Lessons

What lesson(s) have you learned?

Do any of these lessons resonate with you? Do you disagree with any?

Maybe we can all learn to navigate this crazy thing we call life a little better.

Cheers,
Jaime

Life lesson: Connect with others!
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It’s All About The Little Things

It's all about the little things.

“We sometimes underestimate the influence of little things.”
-Charles W. Chestnutt

Yesterday was my birthday (yep, I’m a Pisces). Upon the outpouring of well wishes from friends, family and business associates, I was reminded that life is so much about the little things.

A message on social media wishing someone a happy birthday. Making time for dinner with your family or lunch with an out of town friend. Calling someone you haven’t spoken to in awhile just to check in. Small acts that cost you little but brighten someone’s day.

Little things are just as important in business. My mantra has always been, “People do business with people.” I always try to put a face behind my company name, make my digital world seem more human and personal. Although much of what I do is electronic – writing, marketing strategy, social media, etc – I love connecting with people and putting a face with a name.

I believe that rich relationships are what life’s all about, in business too. Reach out and connect with people, care about what they do and how you can help them. The business will come, but first you have to connect with people, develop and nurture relationships.

Who knows what could come out of a simple birthday wish?

Your thoughts?

Cheers,
Jaime

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