Marketing quotes to inspire

How to Use Marketing Quotes to Inspire and Catalyse Action

Posts which include quotes are amongst the most shared on social media. Everyone seems to love them. This is because they are short, simple and often inspiring. They also usually fit conveniently into the 140 word limit of Twitter posts.

C³Centricity is no exception; our marketing quote posts are always the most popular, year after year. In fact it has become something of a tradition to share a post of the recent and most inspiring marketing quotes during the Summer and Winter vacation breaks.

Here are some we have found recently and love. As usual, we also add our ideas on how they can inspire action in your own organization. We know you will love them too, as you can add them to presentations and reports to inspire and catalyse needed actions and changes.

“If your dreams don’t scare you, they’re not big enough.”(>>Tweet this<<)

Ellen Johnson Sirleaf, 24th & current President of Liberia 

IDEA: If we don’t aim for the stars, we might just end up with a handful of dirt! Customers want to believe that you can bring them the best experience they can get for the price they are willing to invest. Remember it’s value not cost that really counts. With consumers quickly sharing their experiences online these days, the true value of your products and services is known almost immediately after launch. Make sure yours are worth it, and why not even a little more?

“Marketing used to be about making a myth and telling it. Now it’s about telling a truth and sharing it.” (>>Tweet this<<)

Marc Mathieu, Global SVP of Marketing at Unilever.

IDEA: It is almost impossible to pretend to be what you are not. As mentioned above, customers share their opinions – quickly – so be the best you can be and proud of it. Aim to go beyond satisfaction to customer delight. Read more about this concept in “The New Marketing Challenge“.

“IncreasiSegmentationngly, the mass marketing is turning into a mass of niches.” (>>Tweet this<<)

Chris Anderson, Editor-in-Chief of Wired

IDEA: Gone are the days of mass marketing. Customers today expect you to understand and speak to them as individuals. This can only be achieved through a deep understanding or their needs, desires and hopefully dreams as well. Use the 4W™ Template and watch the video series about this topic – both available for download in the members area – to ensure you are going deep enough.

“Marketing is telling the world you’re a rock star. Content marketing is showing the world you are one.”

Robert Rose, Chief Strategy Officer for the Content Marketing Institute

IDEA: Customers aren’t listening as they used to. There is so much “noise” today that they turn off to anything that is not  useful, interesting and relevant to them personally. Make sure you’re sharing what the customer wants to hear and not (just) what you want to tell them.

“Your website is your greatest asset. More people view your webpages than anything else.” (>>Tweet this<<)

Amanda Sibley, Campaign Manager at Hubspot

IDEA: Do you spend as much on improving your web pages as you do on your advertising testing? If not, you’re probably wasting your online spend, or most of it. Eye-tracking linked to facial coding for emotional analysis, will quickly tell you what needs to be changed, in all your communication platforms.

“What you prefer or what your designer prefers doesn’t matter if it’s not getting you conversions.” 

Naomi Niles, Brand Strategist

IDEA: Apologies to the C-Suite, but your ideas don’t matter that much anymore. OK you still get to approve the budgets, but think customer first when reviewing product marketing, concepts and communications, rather than expressing purely your own opinion, please.

“The key ingredient to a better content experience is relevance.” (>>Tweet this<<)

Jason Miller, Senior Content Marketing Manager at LinkedIn

IDEA: Just because it’s worked for another brand, doesn’t mean it will work for yours. Start with your customers; is it relevant for them? If it is publish; if it’s not, rework it or forget it! Despite what many online articles may lead you to believe, not everyone wants to watch babies or cats all day long, unless you’re following Gerber or Friskies.

“We need to stop interrupting what people are interested in and be what people are interested in.”

Craig Davis, former Chief Creative Officer at J. Walter Thompson.

IDEA: Listening is the new skill that marketers need to learn – quickly! No longer can you talk to customers, they now talk to you and they expect you to listen – really hard!

Storytelling in business“If your stories are all about your products and services, that’s not storytelling. It’s a brochure. Give yourself permission to make the story bigger.”

Jay Baer, Speaker & Author

IDEA: Make the customer the hero of your story and not your product or service. We all dream of being a hero, so why not grant it if you can? This doesn’t mean that you shouldn’t speak about what you have to offer, of course not. Rather, you should show how your product or service fits into the lives of your customers and makes them easier, simpler or more enjoyable. Remember too, that showing is better than telling. (>>Tweet this<<)

“Either write something worth reading or do something worth writing about.” (>>Tweet this<<)

Benjamin Franklin, one of the Founding Fathers of the US.

IDEA: There is so much information out there, that customers have (too much) choice as to who and what to believe. Make sure you are that one – every time!  It’s customer value that counts, not what the value is to you, to share your information with your customers.

“Content builds relationships. Relationships are built on trust. Trust drives revenue.”

Andrew Davis, Author of Brandscaping

IDEA: Even if the world has and continues to change, it remains built on trust. We spend money on products and services that we trust will deliver the experience for which we are looking. Your content  should provide the reason to believe and help build that trust.

These are some of our favourite marketing quotes of the moment. You will notice that many refer to social media this time. We believe that advertising and customer connection has reached a tipping point, where mass messaging is replaced by relevant, useful information that is also time relevant. Have we missed your favourite? If so, please add below.

Winning Customer Centricity BookThis post includes images from Denyse’s first book Winning Customer Centricity. You can buy it in Hardback, Paperback or EBook format in the members area, where you will usually find a discount code. It is also available on Amazon, Barnes and Noble, iBook and all good bookstores. If you prefer an Audiobook version, or even integrated with Kindle with Amazon’s new Whispersync service, you’ll have to be patient a little longer.

Connect with customers

4″Free” Ways to Connect with Customers for World-Class Understanding

Last week I spoke about five of the most important actions you can take when starting your journey to improved customer centricity. If you missed it, you can read the post here; it will be good background information to build from for this week’s ideas and suggestions.

In this post, I would like to continue to support your efforts with some suggestions on an area that many struggle with, that of connecting with and understanding your customers.

I believe that one of the main reasons for this, is that the target customer segment has been poorly defined. Perhaps it is too wide, such as all category users, or only superficially described just in terms of demographics. C³Centricity’s 4W™ Template, free to download in the members area, will provide a simple way for you to complete a more detailed description of your customer. Once you have that, you can then start to connect with them to deepen your understanding of them.

1. Retail connections

There are numerous ways that an organisation can connect with its customers. If you have a retail presence, then this is as simple as going to a few of them and then talking to the customers present. If you yourself don’t own the outlet then you will need to ask permission of the owner, but since retailers are also interested in getting to know their customers better, they will usually accept in exchange for your sharing any learnings with them. (>>Tweet this<<)Customers are more sensitive to value than price

Another opportunity to connect with your customers in retail is through promotions, demonstrations and sampling activities. These have the added benefit of being able to speak with customers who are already interested in what you have to offer, because they have stopped beside your stand. They also are generally more willing to take the time to talk to you even if they are busy, something which can be a struggle if you are just walking up to customers in the store. (>>Tweet this<<)

In addition, I have found that both these exercises can be a great way to improve your image with the retailer and may even warrant special treatment for your brand.

2. Secondary connections

If you don’t have the luxury of meeting your customers in person, then there are still ways to learn more about them. If you have a call centre, then why not listen in or even spend time answering calls? It is both a rewarding and useful exercise to do. This is why many organisations such as Zappos, make their new employees do just that in their first few weeks after being hired.

Market research can make you more customer centricMarket research projects are also another easy way to observe and listen to your customers, although in general you will be a silent observer behind the interviewer, who is asking the questions. Some people prefer to follow focus groups or in-depth interviews, even from behind the two-way mirror, since they will have the opportunity to impact the discussions by feeding questions to the moderator.

A third way for you to make these less direct connections is by following social media discussions. These can either be on the major platforms such as Twitter, FaceBook, Pinterest and Instagram, or your company’s own panel if you are lucky enough to have one. In either case, I would encourage you to observe and not get actively involved in the conversations. There have been many infamous embarrassments caused by under-qualified people responding to heated customer conversations on social media. DiGiorno (Nestle) and Progressive are just two of the more recent examples; this post gives many others that can heed as a useful warning should you be tempted to get personally involved.

3. Website connections

Today, most organisations rely on some form of online presence, to be available wherever and whenever their customers would like to connect with them. Understanding why your customers need to contact you is important to providing them with the best experience. (>>Tweet this<<)

The first place to ensure you are supplying the right information is on your contact page. Are you requesting customers to complete an online form where you request many details from them? If so, it is definitely worth checking if everything you are demanding is really necessary for that first connection. Name, email address and perhaps telephone number if you plan to call them back, should be sufficient, together with the reason they are wanting to contact you.

Connect with customersSecondly check that you are giving your customers multiple ways for them to contact you. (>>Tweet this<<) The form mentioned above is a rather anonymous connection, since there is no way for the customer to follow up, other than by sending a second completed form. The vast majority of consumers hate such forms with a vengeance and prefer to chat directly, or at least to be given alternative contact choices. Therefore you should provide your email address, telephone number and ideally a postal address. How many times have you been interested in a company only to find that you don’t know in which country they are based? Frontiers today are more linguistic than geographical, so your customers have the right to know whether or not they can visit your offices in person.

One area where this becomes vital is in online purchasing. Ensure that you make it as easy for customers as possible to shop your website. Enable them to check-out as a guest if they want, rather than imposing the completion of a long form of their details. Kissmetrics wrote a great post on this topic, with good and bad examples, which is worth a read if you are selling online.

Finally you should check the performance of your website; how many visitors do you have, where do they come from and what are they looking for in terms of information? This understanding could be a whole post topic on its own, but since there are many already available, suffice it to say that if your website is getting few visits or your customers are bouncing away quickly, then it is not serving its purpose of building a relationship with your customers. (>>Tweet this<<)

4. Sharing connections

Meeting and getting to know your customers is probably one of the most enriching and inspiring experiences an organisation can have. (>>Tweet this<<) There is so much you can understand about your current category and brand users by talking to them, that everyone should find ways to do so on a regular basis. As already mentioned, this could be by speaking with them directly whilst shopping, during a market research project, or over the internet.Share experiences when you connect with customers

You won’t be able to speak to everyone, so you will also rely on your colleagues to make such connections, or even external hostesses. This is why it is important that you get a full debrief, ideally in person, whenever you can.

It amazes me every time I speak to demonstrators, that they just go home at the end of the day with rarely any sort of debrief back to the client. On the rare occasions when they do tell their supervisors something of interest that they discovered, they are generally met with a lack of interest and enthusiasm. What a waste of intimate knowledge about the customer, their likes, dislikes and unmet needs and desires! Therefore share whatever you learn with your colleagues and ask them to do the same.

These are four ways for you to get a deeper understanding of your customers and which are probably already available to you today. How many are you using on a regular basis? Which have you found to be the most useful or inspiring. Please share your experiences below; it would be great to hear about your own successes.

Winning Customer Centricity BookThis post has been inspired by the first chapters of Winning Customer Centricity and includes images from the same book. You can buy it in Hardback, Paperback or EBook format in the members area, where you will usually find a discount code. It is also available on Amazon, Barnes and Noble, iBook and all good bookstores. If you prefer an Audiobook version, or even integrated with Kindle with Amazon’s new Whispersync service, you’ll have to be patient a little longer.

Connect with customers

4 Marketing Essentials for 2015: What You Must Do Differently to Excel

As you will have seen, if you’re a regular follower here, I was in the US last month, catching up with a few partners and clients. We discussed their marketing priorities for 2015 and what they still needed to accomplish to meet their annual targets and objectives.

At the beginning of last year I wrote a popular post you might have seen, on the marketing essentials for 2014 and how marketers could meet the needs of the new, more demanding customer. Eighteen months on, a lot has changed. That is why I decided to review my last post and update it here, with some suggested actions.

Also, June is the ideal time to review annual plans, and decide what needs to be stopped, started or changed in the coming six months, before the vacation period is upon us.

Social Media versus Email

Last year we saw a lot of articles discussing whether, with  social media’s popularity, digital (email) marketing wasn’t losing its importance. One such post in AdWeek made a useful comparison of the pros and cons of each, and came to the conclusion that we need both. As was the case for almost every new media, it appears that digital marketing is an addition and not a replacement for other forms of marketing.

However, your CEO is still not that interested in how many Facebook Likes you’ve managed to get, or how many retweets your Twitter messages got. And he still wants to know, as we all should, what the impact of social media is on the business. Some standard numbers, as mentioned in “10 Social Media Measurement Best Practices” on the SalesForce website, can help, but engagement and listening remain better metrics for customer understanding, as stated in this Business Insider post. What everyone does agree, however, is that every campaign must have objectives and metrics to gauge their efficacy; do yours? (>>Tweet this<<)

ACTION: If you are not completely satisfied with your current measures, take a look at these two articles mentioned above for inspiration, then review and refine them.

Blogging isn’t Enough

When blogging started out, we all thought that customers would appreciate all this free information. However, there is now far too much to read, and we must also keep in mind that reading doesn’t appeal to everyone. Therefore, we should try to offer more variety in our content. That means adding Podcasts, Instagrams, Webinars, Pins and other forms of content, to complement our blog posts. This post on PRNewsWire listed 77 types of content, to feed your audience!

One of the latest technical additions in the mobile area is the smartwatch, which has forced those who have been slow to adapt to adaptive content, to catch up. This can only be a good thing, since mobile passed desktop for online access in the USA in 2014, and other countries are not far behind.

The good news is that we no longer have to produce all the content ourselves, since we can count on curation and customers themselves, to provide some of it. However, that does mean that our own content must be of the highest standards possible. With so much content available today, customers will quickly leave if we are not providing the best quality content to keep their interest. (>>Tweet this<<)

ACTION: Make sure you are not sacrificing quality for quantity of output. Find new ways to invite your customers to engage more and even provide content for you to publish.

Virtual Storytelling

Prepare for the marketing essentialsTelling stories remains the most liked form of content, whether in articles, videos, podcasts or other audio content. Good storytelling will keep your customers coming back for more, which is the first step on the road to trust, consideration, purchase and loyalty.

According to a recent article in Wired, in the not-too-distant future, we won’t just be listening and watching stories, we will be standing in the middle of them. They will involve new technologies which allow us to experience the story, with panoramic vision, smells, and probably an occasional feeling of vertigo or motion sickness.

Virtual reality will also enter the retail environment, enabling shoppers to see how products they might buy could be used, or how they would look in their homes, office or even on themselves. It also enables retailers to hold less stock and still offer maximum choice to customers. (>>Tweet this<<)

ACTION: Find new ways to tell stories throughout the purchase cycle, by using 3D catalogues online, or providing more interactive and engaging in-store environments. These provide customers with the experience of your product before it’s purchased, and helps you tell a better story of all the possible ways that it can be integrated into their lives for increased satisfaction.

Customer Experience as a Priority

As a result of both social media and the greater transparency now offered by many organisations, customers expect a rapid response to every question, comment or issue they might have. Disatisfaction is shared widely and rapidly with the world online, rather than with just a few friends and family as in the past. Customer ratings are being published not just for hotels, restaurants and online purchases, but also for all types of experiences that the customer has had.

Some companies such as Amazon, Zappos, Yelp and Angie’s List have built their companies on customer satisfaction, as much as the products and services they sell. They even specifically mention this in their vision and mission statements:

  • Amazon: Our vision is to be earth’s most customer centric company; to build a place where people can come to find and discover anything they might want to buy online.
  • Zappos: The mission statement of Zappos.com, is referred to by its employees as their “WOW Philosophy,” is to provide the best customer service possible.
  • Yelp: Connecting people with great local businesses.
  • Angie’s List: Our mission is to help the best consumers find the best service providers and promote happy transactions.

ACTION: Review where customer service excellence sits in terms of company priorities; if it is not one of the top three, it’s time it was. (>>Tweet this<<)

These were just four of the topics I discussed with my US partners and clients. Have a look at your own plans and see whether you are not just playing it safe, by adapting what you did last year. The same media, the same content style, the same stories told in the same way; that just won’t work today.

There’s still time to make 2015 the year of exponential growth and change for your company. Let me know in the comments below what you think and what you plan to change in your own plans this year.

Winning Customer Centricity BookThis post used images from Denyse’s latest book Winning Customer Centricity, which is now available on Amazon, Barnes and Noble and in all good bookstores. If you are not yet a C³C Member, sign up (for free) in the C3C Members area, where we frequently offer discount codes for the book, and where you can also download many of its useful templates.

 

 

 

 

Customer satisfaction is not enough

The New Challenge of Marketing: Customer Satisfaction is Not Enough!

We all know how extremely demanding consumers have become in recent years. Constant innovation and novelty has made us all more impatient and critical. We want things better, faster and sometimes cheaper as well, especially when innovation isn’t happening quick enough. And customer satisfaction is becoming insufficient.

I was recently in the US and as seems to be the norm these days, the hotel in which I stayed asked me to rate their performance afterwards. I completed their form, giving only four and five-star ratings, as I had been very satisfied by the hotel, its rooms, the staff and their services. Imagine my surprise therefore when I got the following mail a day or so later:

“Thank you for taking the time to complete our online survey regarding your recent stay at our hotel.

On behalf of our entire team, I would like to apologize for failing to exceed your expectations. Your satisfaction is important to us and we will be using the feedback you provided to make improvements to ensure we offer an exceptional experience for our guests in the future.

I hope that you will consider staying with us again so that we can have another chance to provide you with a superior experience.”

Shocking mail isn’t it? To think that a Hotel apologises for not exceeding my expectations! (>>Tweet this<<) But I believe that is the reason why they get a 4 1/2 star rating on TripAdvisor. For them customer satisfaction is not enough; they want their guests to be enchanted, enthralled, excited, so that a return visit is a “no brainer”; no other hotel choice would make sense!

How do you treat your own customers, consumers and clients? Do you do just enough to satisfy them, or do you consistently look to exceed their expectations?

If you are a regular reader here – and I’d love to know why if you’re not, so I can do better in the future – you will know that I often talk about “surprising” and “delighting” our customers. These are not hollow words; there’s a very real reason I use them. The reason is that our customers can be satisfied, but will never stay satisfied for long. (>>Tweet this<<)

The above example I gave is one way that the hotel staff ensure they have enough time to correct whatever is not a “superior experience” as they term their own desired service level, and to continue to offer total customer satisfaction.

Here are a few examples of other companies who go above and beyond in terms of their own customer service; I hope they inspire you to do the same and to aspire to exceed customer satisfaction whenever and wherever you can.

Amazon

Amazon's amazing customer satisfaction logoI have to start with Amazon because they clearly mention in their mission statement that they want “to be the Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online.”

Although they don’t specifically mention exceeding their customers’ expectations, they are known for regularly giving extra in their customer service. This might be by surprising their customers by sending the ordered goods by priority mail when only standard was paid for, or refunding the total cost of an article that failed to totally meet if not exceed expectations.

They are also known for being extremely helpful in proposing other articles you might be interested in buying, based upon your current or past orders. Yes it might also make good business sense to do this, but as a result of this practice, who doesn’t trust Amazon and start their search online on their website? Customer service to Amazon means going beyond customer satisfaction alone.

Zappos

Zappos is built on customer satisfactionTheir mission statement, also referred to by Zappos employees as their “WOW Philosophy,” is “To provide the best customer service possible.”

CEO Tony Hsieh is often quoted as saying that “We believe that customer service shouldn’t be just a department; it should be the entire company.” That makes it crystal clear how customer centric they are.

Another of his quotes is “To WOW, you must differentiate yourself, which means do something a little unconventional and innovative. You must do something that’s above and beyond what’s expected. And whatever you do must have an emotional impact on the receiver.” 

This mentions another of the reasons it is important to go beyond what customer’s expect today – the emotional connection. That is what touches our customers and makes them feel differently about our brand, company or service. Customer satisfaction is not enough, we need to stimulate their emotions too. (>>Tweet this<<)

Apple

Apple-logoSteve Jobs is famously quoted as saying that “It’s really hard to design products by focus groups. A lot of times, people don’t know what they want until you show it to them.”

It was therefore his philosophy to do limited market research and never to ask the advice of consumers on his innovations. What he did ask questions about however, was their pain points.

In a video last year Tim Cook, who replaced Jobs as CEO, talked about being “better.” While Cook mentions the environment, the bigger picture in what he was saying was that he wanted Apple to produce world-changing products that leave the planet better off. This can be in a literal sense like pollution, but also in a more figurative sense, like the iPhone, which has made millions of lives better.

In conclusion, these examples provide a clear roadmap for anyone wanting to move their customer service and engagement to the next level;:

  • Surprise your customers with something unexpected. Whilst I know it is more difficult than ever to do these days with such demanding customers, it is definitely worth the effort to build their loyalty.
  • Touch the customer emotionally so your product or service resonates with them. (>>Tweet this<<) As Maya Angelou is famed for saying “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.” 
  • Strive for better in everything you do; never be satisfied yourself with just repeating previous successes. This is perhaps the greatest lesson from all these great companies. As the Hotel mentioned, they want to exceed the expectations of their guests.
  • Make it a part of every employee’s objectives to ensure products and services that not only obtain customer satisfaction, but go even beyond that in any way they can. As Tony Hseih says, customer service is not the responsibility of any one department.

I am sure you too have examples of companies that were not satisfied until they had gone above and beyond what you expected of them. In a previous post I mentioned Dyson; what others can you add to this list? Please share your suggestions below.

This post used an image from “Winning Customer Centricity” Denyse’s new book out next month.

Show your customer care

No Trust without Respect: 7 Rules to Winning Customers

I got an email this week that was just so wrong I almost replied to it offering my help to the sender, as he clearly needed it.

The email started, “Hello Deny, I will keep my introduction brief. I’m Scott XXX, CEO for YYY.” He was informing me about his company’s training offers, which he then went on to explain in excruciating detail! What was wrong with this email? Well a lot, for which I thank him, as it gives me a perfect example of what we need to do when looking to connect with our own current or potential customers:

  • My name is Denyse not Deny. If you are going to write to someone, get their name correct. This is the second time I have received a letter that was not correctly addressed this week! This attention to detail is absolutely essential, otherwise customers are likely to feel that you don’t care enough to get their name right, so why bother reading any more!
  • Scott started by saying he would keep the introduction short, but I could see from the length of the email that he hadn’t done this for the contents. I’ve noticed that when someone takes space to say he’s going to be short then it’s certain he won’t be! People are less patient today so delivering the goods as quickly as possible is the second business essential.
  • He is offering marketing training; I’m a customer centricity champion and know a lot about marketing. Clearly he didn’t segment his list and select the most relevant group to whom he offered the training. Relevance is the only way to be of benefit to customers.
  • The letter mentioned that “We proud to be partnering with …” No, that’s not an error on my part, it’s taken directly from the mail. I don’t know if Scott is non-mother-tongue English but if you’re selling professional services, you have to be professional. (>>Tweet this<<) I know I make mistakes too from time to time, but in a mailing going to hundreds or even thousands of people, it’s definitely worth getting a spelling and grammar check made.
  • Highlighted in the text is a bold claim that “Quite simply, our e-Learning curriculum will be the cost-effective way to build … skills, knowledge and capabilities.” My question is why? No mention of prices is given so why has he made such a claim? Today’s customers want proof not just thin claims and promises. (>>Tweet this<<) 
  • Towards the end of the email I am told that “This information is being shared with the understanding it will not be shared with others outside our consortium partnership team.” What? I’m not a partner and you’ve just shared it all with me! Is it supposed to make me feel special or threatened? Either way I’m not buying, sorry. We need to give something to our customers, be of value to them before asking for their collaboration and respect. (>>Tweet this<<)
  • The last sentence sums up all of these errors beautifully; “Deny, I look forward to further discussion and to understand your interest as a consortium partner.” As far as I know we haven’t had a discussion yet; YOU Scott have been talking AT me. We haven’t had any sort of engagement and I will definitely not be responding, as I have absolutely no interest in what you are trying to sell me.

To conclude, I’d like to thank Scott for this week’s Blog post topic and for these valuable lessons that I can now share with all my followers and readers. 

What should Scott have done?

To sum up the above seven learnings, when looking to engage potential customers and convince them to buy what you have to offer:

  1. Pay attention to details. We all like to think we’re different so treat your customer as an individual, not just a number or name on a list. And get the name right please!
  2. Fast is never fast enough, so if you promise fast or easy service then you have to deliver. Adding an example or proof of what you have already done in the past, will also help customers believe you can give it to them too.
  3. You can only attract customers by being relevant to their needs or desires. This means it is essential to segment your mailing list when identifying your target customers. If you try to attract everyone, you end up being too general and appealing to no-one.
  4.  You want to build a great reputation with your customers so decide on your personality and then fully support it. Fun, serious, professional or creative, choose how you want to be perceived and then live it and demonstrate it in everything you do.
  5. Stand by your claims and deliver on your promises. It’s a waste of money to make advertising claims that will not be met in the customer’s experience. You may get the first sell but there will be no repeat purchases, no loyalty. And you might also damage the company image too!
  6. To be valued you need to first give value. Respect and trust are built over time, not through one connection. Be patient and consistent and they will follow.
  7. Customers want connection and engagement. Whether it is online, on your website, your advertising or your CRM activities, share information the customer wants to hear, not (just) what you want to share. Listen more than you talk; that is the start of a discussion and relationship building.

Thanks to Scott, I was reminded of some of the essential rules of customer engagement. Hopefully I live them every day; at least I try really hard to do so.

Do you have examples where a brand has not respected you or one in which you lost trust because of their behaviour? If so, then I would love you to share them here.

If you are struggling to gain the respect and trust of your own customers then contact us for a short discussion on how we might help; I’m sure we can.

C³Centricity used an image in this post from Denyse’s forthcoming book Winning Customer Centricity out next month.

Businessman worried about jeopardising customer loyalty

Are you Jeopardising your Customers’ Loyalty? Or is it Going to Disappear Anyway?

As you have no doubt already noticed, my Blog posts and those of many other Bloggers too, are often prompted by real-world experiences. This week is no exception.

I want to share with you some examples of how companies jeopardise the loyalty of their customers and also seriously limit their chances of getting repeat purchases. But manufacturers aren’t the only guilty party; there have been some interesting comments on retail loyalty as well these past few weeks, so I will touch upon that too.

Promising More than the Customer Gets

This week I bought a new brand of bacon; I fancied a real English breakfast for once. When I opened the pack up, I was shocked to see that under the first three or four deliciously lean slices, was a pack of rather fatty, poor quality meat. Now why would a company do this? To make the sale of course. Seeing such great quality you would rightly expect the pack to contain similar meats to the front slices.

Another example which uses a similar ploy involves packaging. How often have you been enticed into buying a new product because of the picture on the pack? Or perhaps it was in an advertisement showing a delicious-looking meal or an amazing improvement to the skin or hair? Sometimes the pack content or product result may be acceptable, but when it’s not, you’re disappointed rather than delighted, aren’t you? (I previously wrote about one such experience in a post on brand honesty here) Again, why would a manufacturer set themselves up to deceive the customer into buying – once?!

Are such behaviours customer-centric? Certainly not! They are deceitful tricks used to sell customers less than they were led to expect. Yes you may get the sale, but you won’t get repurchase and certainly not loyalty. Which do you want? One, several or long-term purchases?

Raising Prices without Saying so

Most major markets have seen low rises in their CPIs (consumer price index) in 2014 with Switzerland actually in the current situation of a deflation! However that hasn’t stopped several manufacturers from increasing their prices. Or should I say decreasing the content of their packs, as that seems to be the more usual response of many of them? This is not a very customer-centric approach to pricing.

The shopper is buying the same brand at the same price, but the contents, which the consumer rarely verifies, have decreased. If the reduction is significant, consumers may notice that the pack is significantly larger than the contents inside, which may then prompt them to check the actual weight they have bought.

A recent article in the UKs “The Telegraph” talked about some of the most noticeable offenders, including Birds Eye (Pirmira’s Iglo Group) and Twix (Mars) candy bars. However many categories were using the same method of hidden price rises.

A survey of 1,257 UK’s Which? members found that over half (58%) said they would rather prices rose than packs got smaller. A further 37% would rather the pack shrank, but only if they were told. (>>Tweet this<<)

 

Mandatory Sign-ups for Free Products

There are hundreds of new offers on the internet every day, trying to entice new customers to “try before you buy”. However some sites demand mandatory sign-up to the paid program before allowing their customers to test their service. Credit card details and other personal information is requested, supposedly to “help the customer to subscribe more easily” should they decide to buy after the trial period.

However there is also most likely an automated transfer included from the free to a paid service should the customer forget to cancel in time. They then find themselves in the situation of buying a paid suscription without full knowledge of it. Is this customer centric? Of course not. If a customer decides to buy, he would be much happier to provide the necessary information to do so at the time of purchase. Again, you may have sold one more membership, but are extremely unlikely to get a happy or loyal customer.

 

Cheap isn’t Always Less Expensive

More and more airlines and hotels are selling their services “on the cheap” or at least that’s what it looks like. However, when you start adding on the extras, those attractive prices don’t seem quite so cheap anymore.

Take a low-cost flight for instance; in Europe that would probably be with Ryanair or EasyJet, and in the US with SouthWest Airlines or JetBlue. In addition to the cost of the flight, you will often pay for hold luggage and sometimes  carry-on items too, as well as food on board, priority boarding, seat reservation, pillows, blankets, headphones and even entertainment.

Hotels will add on charges to guarantee bed type, taxes, WiFi, breakfast, gym use, bag storage, resort fees and even mandatory gratuities.

IMG_0217Retail advertising and promotions are other areas where shoppers need to have their wits about them and a calculator on hand. The old adage that bigger is better no longer seems to apply. If several sizes are offered purchasers really need to check prices per 4 ozs or 100 gms. The BOGOF (buy-one-get-one-free) and BOGO promotions can also sometimes work out more expensive than buying one pack at the usual price charged.

One of my favourite promotional ads of all time is one I photographed in the UK at the local Pound Store, the equivalent of the Dollar Store in the US. See the photo above. Now that really is a bargain!

Consumers are Getting Wiser

The above are just a few examples of “tricks” that manufacturers and retailers play on their customers. It’s almost as if they are trying to see just how far they can go before their clients notice. Well, I think we have noticed, and this is confirmed in an article on CMO.com that caught my eye last week. It mentioned a panel discussion at the National Retail Federation’s Big Show in New York City. Faisal Masud, Staples’ chief digital officer and EVP of e-commerce, who was part of a panel discussion at the event, made the following comment:

“Consumers are agnostic to where they shop. The days of window shopping and just paying the price you think is fair are gone. A lot of folks don’t even want to interact with people or companies. They just want their goods fast and at the lowest possible price. For that reason, a lot of the retail loyalty programs are a little bit doomed.”

I would add that a lot of brand loyalty will go the same way if practices such as those mentioned in this article continue. I believe these behaviours are short-terms acts of desperation of a losing brand. In fact I spoke in detail about using pricing in another post calledAre you on the way to brand heaven or hell?

Winners treat their customers as important people who have a choice and to whom they offer the best product or service they can, to satisfy, delight and why not also surprise them? If you are still thinking of such trickery as a way out of your current brand decline think again. It’s just not customer centric.

Do you have other examples you have seen of behaviour that is not customer centric? If so, I would love to hear about them.

And if you would like help in finding a solution to your own current business issue I would love to help. Just contact me for a chat and let’s see where it takes us.

C³Centricity used an image from Microsoft in this post.

Lady on customer service phone

Five Essentials of Customer Service Excellence

Recently, I took a very early flight with British Airways (BA) out of Geneva airport and once again, BA staff demonstrated their excellent customer service.

That morning Lionel was on duty and I appreciated the fact that he allowed me to have a quick coffee in the club lounge even though he had already called the flight. The rule in such circumstances is not to admit lounge access to passengers once the flight has been called. It was refreshing to be treated as an individual and not as just a part of the mass of passengers taking that early morning flight. Allowing me to have a quick coffee before dashing to the gate certainly made my morning and my own speed in doing so enabled him to empty the lounge as he was required to do without too much delay. What has this got to do with your own customer service excellence? You’re not in the airline business? Well in my opinion, quite a lot; let me explain.

All over the world people are moving from rural to urban areas, and they are challenged with living a crowded life, with little chance to be alone let alone to be treated as an individual. This has created an increase in the perceived value of space and individualised service. (>>Tweet this<<) People today desire and actively seek out that little bit of extra service and recognition that means so much to them. In the case of Lionel, he apparently saw me as a low risk and that he could trust me to have the quick coffee I so desperately needed. I am sure such behaviour wasn’t specified in his customer service manual; he took the initiative himself. Isn’t it time you let your own customer service people free to best serve your customers?

Call Centre Scripts

In most companies interactions with  customers are carefully scripted. The call centre metrics are designed for operational efficiency rather than customer satisfaction. Time per call is targeted down and calls per advisor are constantly being targeted up. Last year I shared the story of a CEO who had decided to throw away the scripts for his customer service personnel and to trust them to satisfy the customers in the best way possible – for the client! I am sure you can see how satisfaction went up, for both the advisors and the customers.

In an excellent post by Dave Paulding of Interactive Intelligence on the dos and don’ts of call scripting, he summarised the results of some research he conducted amongst a panel of experts as follows:

  1. Use scripting sparingly on inbound contacts, whether by phone of email
  2. Pre-written statements for online use. It can be useful to have a bank of pre-written statements with pertinent information in them, to insert into text, This particularly important when health, safety or legal issues are discussed.
  3. Don’t read out scripts for outbound use, to avoid mechanical and impersonal responses. However many find it useful to have key words and phrases written down as bullet points to act as an aide-memoire when speaking with customers.

 

Employee satisfaction

Time and again research has shown that employee satisfaction is closely linked to customer satisfaction. If customer service personnel are valued and respected, then they will respect and do the best they can for the customer. In an excellent article by Iwona Tokc-Wilde in Raconteur, she gives several new examples of organisations where everyone from the CEO down is involved in satisfying the customer. They are given the freedom to do whatever it takes and this responsibility makes for happier employees. No matter which level you are at within your own company, when did you last talk to customer service personnel? When did you last engage with customers directly through your call centre, online or through email? Everyone should do it. Regular connection keeps your finger on the pulse of customer change and provides an amazing amount of information and ideas.

In another article, this time on Entrepreneur, entitled “30 Ways to Show your Customers they’re Always Right” they include some great phrases your care centre personnel should learn and abide by, to keep your customer happy. These include:

  • “How can I help?”
  • “I don’t know, but I’ll find out.”
  • “I will keep you updated.”
  • “I will deliver on time.”
  • “It’ll be just what you ordered.”
  • “I appreciate your business.”

These should not be said without the conviction to follow-up and deliver what is promised. For instance, on-time delivery means just that, if not even earlier, as Amazon often does! Keeping your customer updated means that you will get back to them, even if it is just to say that you are still working on the issue. Knowing that they have not been forgotten is a wonderful emotion for customers and confirms their importance to you. They are more likely to accept waiting without any build up of negativity in the meantime until a solution is found.

Rebecca Brown of SalesForce added a further three phrases, that I particularly like for reducing customer frustration; they are:

  • “I have your information right here”
  • “What do you think?”
  • “Help me help you”

These additional ideas work because they recognise the importance of the customer to the company and avoids them getting frustrated when they have to repeat their issues over and over again. These phrases also build the spirit of teamwork to resolve the issue and empowers the customer and employee to work closely together without being on different sides.

How do you Train your own Customer Service Advisors?

If throwing away your call centre scripts is too far for you to go, at least for now, but you could do with improving your care centre operations to make them even more customer centric, I have a few more ideas for you:

  1. INVITE: How are you currently inviting your customers to connect with you? On your pack or in your advertising? Is the invitation clearly legible and does it offer your customers a choice of channels that they can use to connect? You should want as many connections as possible with your customers, so openly invite them wherever they will have the chance to see it. Some of you will certainly see this as a risk; more contacts equal more complaints, no? Well yes – hopefully at the same proportion as currently – but wouldn’t you rather know if your product or service has problems so you can quickly resolve them?
  2. LISTEN: Advisors should listen attentively to what the customer has to share: it always amazes me how often they try to interrupt the customer in their explanation of why they called. Perhaps this has to do with the call-time targets that have been set. Why not replace them with satisfaction targets? Let the customer talk until the reason for calling is fully explained and they feels that the advisor has really listened.
  3. RESPOND: If your care centre has scripted responses and you can’t throw them away, at least give your advisors permission to go the extra mile and do whatever it takes to respond and satisfy your customer. Your customers have taken time and effort to reach out to you, so don’t disappoint them. Surprise and delight them with your response and generosity. Don’t just offer them a replacement product or coupons; everyone else does that. Add samples of new products, send the replacement by express mail, or offer an additional, usually paid service for free. What more can you do for your customer, so their problem turns into a positive story that they will share with friends, family and even the world if they are active on social media?
  4. KEEP LISTENING: Don’t assume that the first thing your customer talks about is the real reason for their call or connection. Sometimes there are other things that would be useful for you to know but you never get the chance to hear them because your advisors are ending the calls too quickly. Perhaps you customer believes you wouldn’t be interested so never calls about their ideas or suggestions. Before ending the connection, why not ask if there is anything else your customer wants to share of talk about with you. More information in this area is always better information.
  5. ASK: Only when your customer is fully satisfied with your responses and has no other things they want to share, can you broach the subject of whether or not they would be willing to answer a few questions for you. If they are, keep it short and if necessary arrange for a follow-up call for more. Please don’t go through your full segmentation questionnaire; just ask the three to five questions that will help you know them better.If they are not, respect their decision.

In summary, to satisfy customers, make sure you invite them to connect with you, then listen, give employees the freedom to respond appropriately, and then listen some more before asking anything yourself. Your customers’ surprise and delight turns any problem into a reason to share their experience as positive advocacy.

These are my steps to customer centric excellence for care services. Which are the most important in your opinion? Do you have any others you would add? I would love to hear from you if you have.

Need help in improving your own customer care? Let us help you catalyse your customer understanding and connection; contact us here for inspiration.

C³Centricity sourced images from Dreamstime.com for this post

This post is an update of one that was published on C³Centricity in December 2011

Customer satisfaction just works better

For Greater Customer Satisfaction, Should Marketers Answer Their Needs or Desires?

In 1943 Maslow proposed his theory about people’s needs in a paper entitled “A theory of human motivation”.

He used the terms Physiological, Safety, Belongingness and Love, Esteem, Self-Actualization and Self-Transcendence to describe the pattern of needs that motivate people. At the time he didn’t present it as a hierarchy, nor as a pyramid, but that has become the accepted representation these days.

Maslow's hierarchy of needs

While the hierarchy remains a very popular framework in sociology, management training and psychology instruction, it has largely been supplanted by attachment theory in clinical psychology and psychiatry. However since attachment theory is concerned with how people respond to hurt, separation and threat within relationships, it has less relevance for marketers.

All brands, products and services should be designed to satisfy their target’s needs, so Maslow’s hierarchy seems a good framework to use, when defining on what your offer will be based.

If this interests you, and it should especially if your business is global or geographically spread as I will explain below, then here are the three steps for doing so.

1. Satisfying: Firstly identify which of the five needs your brand or service is looking to fulfill. Remember different brands within the same category can play to differing needs, especially in terms of their communications. Whilst it is generally accepted that the lower needs must be satisfied before higher needs can be addressed, there are exceptions.

Think of consumers in poorer countries who will buy a TV over proper shoes and clothing for their children. In such cases status and in particular consumer emotions are playing an important role, but more of that later.

2. Resonating: Next develop communications for your target audience by incorporating solutions to their relevant needs. These will obviously resonate more quickly and easily with them than pure product or service information alone. They may also be more emotional and will therefore have greater impact on them.

Here are some good examples that I have seen in recent years of easily identifiable needs being addressed through advertising.

Knorr’s packet soup in the UK, based on needs of food, safety and love. See video

Cartier’s corporate campaign from last year, which marked its 165yrs, was appropriately named “L’Odyssée de Cartier” and is clearly based on esteem and self-actualisation.

 – Omo washing powder, one from a long series entitled “Dirt is good”, based on safety and love. See video

Peugeot car, based on self-esteem and status: See video

UK back seat safety belt buckle-up campaign, based on safety. Warning, the ending is violent! See video

Interestingly, all these are examples from a few years ago. Although newer examples are available, they are not as obviously based primarily on need states as are these ones. I believe one reason for this is the increase in the level of pure emotional content of current advertising. In fact all the above examples use emotions as well in addressing the needs they are looking to answer, which is perhaps why they performed better than many.

We find much more content today that addresses primarily desires rather than needs. One reason for this is that marketers have finally realized that people often buy out of desire and not because of a need alone. However, what makes it difficult for marketing to respond, is that people find it easier to speak about their needs or what they don’t want, than their desires.

Henry Ford apparently already knew this when he said:

“If I had asked people what they wanted,

they would have said a faster horses”

He resonated with them by providing a solution to their need of travelling more quickly, but in an exciting new way. A more recent quote with a similar sentiment comes from the late Steve Jobs of Apple. People often claim that he was against Market Research, but that was not true. He was in fact only against market research in which questions were simply being asked of consumers, an nd marketers were then responding directly to the answers given without further thought. As he was quoted as saying:

“It’s really hard to design products by focus groups.

A lot of times, people don’t know what they want until you show it to them” (>>Tweet this<<)

I believe he understood that it was better to respond to a consumers desires than to their needs. Look at Apple’s advertising; it has almost always been resonating emotionally rather than merely rationally with its target customers. As a typical example, check out their ad from last Christmas, a real tear-jerker called “Misunderstood“.

However, I know that many good examples of needs-based advertising do still exist. If you yourself have any representing identified human needs, then it would be great if you would share them in the comments below.

3. Going Global: Another advantage of using Maslow’s hierarchy of needs to position your brand / service, is that the same needs are felt by all human beings. That is why these communication ideas are often referred to as “Human truths”. This means that you are more likely to be able to successfully roll out such a campaign regionally or even globally, than if you were basing communications on local specificities alone. The examples above, although mentioned as being from certain markets, were actually all regional or global campaigns.

So coming back to the question asked in the title of this post, the answer is BOTH. To guarantee satisfaction, your customers must feel that you really care about them, truly understand their needs and that your offer also resonates with them emotionally. If you are successful in doing that, then your communications will be understood without any effort on their part. It will be so obvious to them and they will simply identify themselves with what is being shown. Furthermore, an emotionally charged ad is more likely to be shared with their friends on social media. An important additional benefit that is particularly appreciated today.

If you believe that your communications are not appropriately addressing your target customers’ needs AND desires, then please contact us. We have some great case studies from some well-known brands that we can share to inspire and support your own improvements. You will also be excited by the unique methodology we use to understand the meaning your customers take away from your ads.

This post is based on a much shorter one that was first published on C³Centricity in September 2011.

C³Centricity used images from Dreamstime and Microsoft in this post.

Halloween scares & solutions for marketing

Halloween Scares & Solutions for Marketing

Halloween is coming, even earlier than usual this year, judging from all the retail displays already in the shops! Although it is now more associated with children dressing up in scary costumes and demanding “Trick or Treat”,  it is actually a Christian remembrance of the dead on the eve of All Saints’ Day.

So what does that have to do with marketing? Apart from the obvious effort of many companies to include the pumpkin shape, flavour or aroma in almost every product they make, at least in the US, marketing too has its scary moments doesn’t it?

What scares you marketers the most, or to put it another way, what keeps you up at night? One of the most recent studies on the topic, issued a few months ago, comes from The Marketing Institute (MSI) and was summarised by David Aaker of Prophet as seven issues, which he divided into three tiers:

TIER ONE: The hot topics

  1. Understanding customers and the customer experience with particular emphasis on the impact of social and digital.
  2. Big data and analytics, with how they will impact predictive modelling and the marketing mix.

TIER TWO: The other concerns

  1. Following on from the opportunities of Big Data, the next concern is Marketing Accountability and its ROI.
  2. Developing marketing excellence and the new skills required such as visualisation and storytelling.
  3. Leveraging digital/social/mobile technology and linking it to CRM
  4. Creating and communicating enduring customer value and how to measure it in the social environment.
  5. Developing and delivering integrated marketing

TIER THREE: Previous concerns getting under control

  1. Innovating products and services
  2. Global marketing
  3. Segmentation
  4. Optimizing social contracts

What I find interesting from this and similar studies that I wrote about last year, is the overlap between many of these challenges. Marketers are really concerned about the wealth of information that they have on their customers and how they can manage to turn it all into insights, for more profitable actions and engagement. I therefore thought it would be useful to summarise the “so whats” of all these current challenges and propose actions that will help marketers get these issues under control, so they can change their scares into solutions:

Understanding the customer experience

SCARE: With the exciting new worlds of social and digital taking up much of the thoughts of marketers, they are struggling to find ways to think integration, but that is the only way to understand today’s customers. 

SOLUTION: Starting from the customers’ perspective makes looking at the bigger picture much easier. Instead of thinking single channels of communication, think connection and engagement. (>>Tweet this<<). Instead of thinking purchase and loyalty, think advocacy. Creating value for the customer goes way beyond providing a product or service these days. (>>Tweet this<<)

Knowing what to do with data

SCARE: We have gone from an information rich environment to complete data overload. This challenge definitely keeps a lot of marketers up at night. They feel as if they have to use everything available but at the same time are also aware that they are incapable of doing so.

SOLUTION: The answer lies in the old “eating an elephant” solution. Rather than worrying about what is not being managed, marketers should review what they already have, and only then decide what else they could use to help answer all their questions. There is so much information available today that we can’t work with it all, but we can ask better questions that can be answered by analysing this data. Start with the right question and then use the data you have to answer it. (>>Tweet this<<)

Engaging customers

SCARE: Every brand has some sort of web presence today. Whether that is a website, Facebook page or Twitter account, most companies have rushed into social media without a detailed understanding of why they are there. If this is your case, it’s time to take a step back.

SOLUTION: How are you connecting with your customers today, both offline and online? The two should be complementary. However if there is too much overlap and you are doing the same on both, then you are wasting your money. You are also wasting your money if you don’t know why you are online in the first place! (>>Tweet this<<)

I had a client once who wanted help in updating one of their websites. In running a first analysis of all their websites, I found that more than 80% of them were being visited by less than 30 visitors a month! We cancelled all those websites and invested the money in the remaining active ones, improving both their ROI and the engagement with their customers. Maybe it’s time to take a look at your own web statistics?

Marketing ROI

SCARE: Marketers are scared for their budgets and even more so for their jobs. With the rise in the importance of technology and IT, marketers need to move from branding and creativity alone, to embracing data and analytics much more than they have done in the past.

SOLUTIONBecome friends with your CIO and see IT as a support of rather than as a threat to your budgets. Yes managing new technologies and data analysis will need more investment, but that won’t (shouldn’t) come at the expense of brand building. In fact with the increased power of the customer and the number of channels on which to reach them, marketing needs increased budgets to be where and when the customer demands connection and information. (>>Tweet this<<)

Acquiring new skills

SCARE: As already mentioned, marketers must get comfortable with large amounts of different data. They also need better ways to analyse and make sense of it all, often in near real-time. This is a challenge in itself, but the new skills they have to acquire don’t stop there. They also need to turn their information into actionable insights and then share them with the rest of the business to gain acceptance and impact.

SOLUTION: Your market research and insight colleagues are the best people to help in making sense of the data and developing actionable insights. It will be the marketer’s job to share these with the rest of the business in a more creative way. Visualisation & storytelling are the new must-have skills for today. No longer can you expect PowerPoint presentations to excite and engage your C-suite executives – if they ever did!

These are five of the most pressing current scares of marketing and some simple solutions to address them. Are you challenged by something else? If so, add a comment below and I’ll help you find a solution. Or if you prefer, you can contact me here.

C3Centricity used an image from Microsoft in this post.

 

 

Checking the 7Ps of outstanding customer service

The New 7Ps of Best Practice Customer Services. Are you following them?

If you claim to be customer centric are you sure you’re walking and not just talking the talk of true customer service?

Last year I was prompted to question this of the Swiss cable company Cablecom. It had been desperately trying to address a long-term deficit in customer care versus its main competitor Swisscom. Swisscom has made customer service their MSP (main selling point or value proposition) and they are renowned for putting their customers first. Cablecom on the other hand had, until then, been trying to win customers through aggressive price cutting. In today’s connected world, especially when internet connection is concerned, dissatisfied customers will be quickly heard – across the net.

Back to the incident that prompted this post. After a few days of being ignored by Cablecom – my perception at least because my emails and phone calls were not being answered – I’m somewhat embarrassed to say that I resorted to Twitter.

It was more than a year ago that Twitter was first referred to as today’s call centre. Guy Clapperton, author of “This is Social Media” wrote an interesting post about this in 2011 and surprisingly this idea was actually questioned at the time. Today, I would argue that it is much, much more than this.

Today’s call centres are a frustrating, if sometimes necessary experience for customers to endure. In many cases they are automated, with an often long and complex self-selection process of button pushing to arrive at the department one needs. Usually the result of all that effort is just a recording that either announces that the department needed is not open at the moment, or that the collaborators are currently busy and to please stay on the line. We are next subjected to music supposedly designed to calm our nerves, interspersed with messages suggesting alternatives to waiting on the line: going to the website to find a solution, to check their available FAQs, to complete a contact form, or to send an email. And then of course to add insult to injury, we hear the infamous message about our call being important to the company! Really? If so you’re not showing it, you’re not walking the talk.

Edison recently ran some research showing the patience that we have or rather don’t have today, on social media. Convince & Convert published some of the first results in an interesting article showing that companies must react immediately to customers using social media. One in five expect an answer within 15 minutes and 42% within the hour. For reference, when Guy Clapperton wrote his post almost three years ago, the level was almost half that at just 25%.

Companies that have understood customers’ frustration with help-line queues have found alternative solutions, such as arranging a call back, or providing sufficient staff to cover the busiest times, or at least to be available when the customer is most likely to need support.

Today there is no excuse for a consumer goods company to not be ready to help their users when they need it the most (>>Tweet this<<); for example:

  • Early morning or late at night for personal care products
  • Breakfast, lunch and evening meal times for food manufacturers
  • Evenings and weekends for TV and technology products

Whilst in a few cases, there may be customers who use Twitter to jump the call centre queues, in most cases, it is a customer’s final cry for help before “going under”.

Taking the customers perspective is the absolute right thing to do for a company, but should we as customers also not take the company’s perspective when reaching out to them, or at least to the poor person who gets our wrath at the end of our email or phone call?

Jimmy N. from UPC-Cablecom, was one of the very best examples of what a customer service advisor should be, based upon my considerable years of working on both sides of contact centres. What did he do so well and what might we all learn from him, despite his relatively young age (early twenties)?

I summarise it as the new 7 Ps of customer services:

  1. Private: He immediately took the conversation offline, asking for my email address and then calling me to speak in person.
  2. Patient: He let me talk first, just listening until I had finished ranting, or stopped to ask a question.
  3. Polite: He never lost his cool, even when I did!
  4. Perceptive: Empathised, knowing when to push forward with the next topic and when to go back to reiterate what had been agreed.
  5. Professional: He was an expert, knew his topic and more importantly knew how to explain its complex details in simple terms.
  6. Pragmatic: Worked with me to find solutions that worked for us both.
  7. Perseverant: He continued to ask and answer questions until he was sure I was happy with everything.

Are these the seven best qualities for call centre advisors, or are there more “Ps” to mention? Let me know, especially you Jimmy, if you read this.

If you need help in optimising your own care centres or customer connections then we would love to support your plans. We know we can help, just tell us where and when. Contact us here and check out our website: http://www.c3centricity.com/home/engage

No Obligation, just INSPIRATION!

C³Centricity used an image from Dreamstime in this post.

This article is based upon a post first published on C3Centricity in February 2013.