(c) Joseph Barnes http://www.Digital3000.net
Remember when Bill Clinton was running for president? The key strategic phrase the campaign used everywhere was, “It’s the economy, stupid!” They didn’t say it like that to the public but that was the phrase that everyone, including Bill Clinton, used to remind themselves to stay on target with their messaging.
Today, whether you are an online business, brick and mortar, education or nonprofit your phrase should be “It’s the Relationship Economy—Stupid!”
Everyone throughout your business needs to view customers, clients, patients, donors and/or students as “family.” Without each one of them, your business goes nowhere.
Today word of mouth about bad experiences can be shared to hundreds, even thousands of people. One needs to look no farther than the backlash at Bank of America’s attempt to start a debit card fee or Verizon’s attempt to charge a fee for paying your bill in a certain way. “It’s the Relationship Economy—Stupid!”
Whether you like it or not your brand is at stake in every touch point, right down to how people answer the phones at your business.
The only way to build a trusting relationship with your customers is to demonstrate it. Every part of your business needs to be “remarkable.” That means, an experience that your customer feels so good about they will tell others—-otherwise you are only average. And average isn’t good enough.
Want your business to grow? Ask yourself these questions:
- When people in our business answer the phones, is it a “remarkable” customer experience?
- When people go to our website, is it a “remarkable” customer experience?
- When people to to our Facebook page, is it a “remarkable” customer experience?
- When people come into our business, is it a “remarkable” customer experience?
If you answered “no” to any of those questions, create a plan to fix that immediately. Stage a remarkable customer experience. Train the staff to create remarkable experiences.
Remember: “It’s the Relationship Economy—Stupid!”
(c) Joe Barnes www.Digital3000.net
Forrester is out with a new report about retailing and it’s incredibly revealing. The report, titled “The Future of Retail and Tomorrow’s Consumer,” demonstrates just how powerful the “customer experience” is — at every touchpoint.
The number one finding: “The impact of delivering poor experiences in one channel extends across all touchpoints.“
This means a bad experience in one channel cuts across an entire company and all touchpoints.
Another important finding:
“Retailers fall short of many consumers’ mobile expectations. Consumers are using mobile devices to inform
their purchase decisions across touchpoints and indicate a strong desire to leverage them even further in
As for the younger demo, Forrester reports they have the highest expectations of the experience.
The bottom line from Forrester:
“A retailer who delivers a sub‐par online or mobile experience, for example, will see the impact of that experience
reflected in how consumers view the company’s other channels.”
There’s a lot of buzz about banking these days, mostly negative. Why? Fees, people feel like they are just a number, they are constantly waiting for the traditional teller, and they need to go to different people for different transactions. Oh but wait—some now offer a free cup of coffee or a piece of candy.
If you want to write copy that persuades people to buy a product or service realize that it’s an art and a science. First, no copy will ever make up for not providing a GREAT customer experience. That’s most important. But after that, how you message your points can be critical. These words are powerful.
YOU: Don’t write about the customer as if she/he is some 3rd party. It’s about helping “you.”
FREE: If you have something of value you can offer your customers for free, as a sample, as an incentive, etc., FREE carries weight, especially in today’s economy. People love FREE stuff.
SECRET: Have a “secret” you can share to your readers/followers? Do it. We love secrets and the word has magic IF you actually can deliver on the word.
GUARANTEE: This is powerful. A guarantee is a great way to convince your customer you stand behind your product or service. But what are you willing to guarantee? Their satisfaction? The product? The quality? Your commitment?
The words are just the start. What matters most is the customer experience.