Customer service has always been important to business, however today it has become the best marketing tool you have. People are now sharing information, exchanging ideas and voicing their opinions at a rate like never before. Social media and online communities provide platforms for consumer and peer reviews on brands and businesses which can procure impactful results. Positive customer experiences become amplified and produce word-of-mouth referrals. On the other hand, negative customer experiences also become amplified and can damage reputations of even the top brands and companies.

I recently wrote how I think companies that gain the trust of their customers will be the ones to lead their respective industries going forward. Trust in business is built on many levels however at its foundation are credibility, accountability and responsiveness. These traits or lack thereof are often most measured in the area of customer service.

Customer Service Is Where It Starts

Good customer service is where it starts. Listen to your customers, offer solutions, be timely with responses and provide value. It’s basic stuff. If your customers have positive experiences with your brand or company they will share them. Further, websites and social media communities now allow companies to extend their customer service efforts and engage customers in unique ways. Providing expertise, answering questions and delivering relevant information are all part of the customer service equation.

Of course, your brand or business is being talked about in far more places than your own online environments and unfortunately not always in a positive light. There are solutions here as well which enable you to listen to and engage your customers. When they have negative experiences, you want to hear them, formulate a response and take appropriate action. You’ll be surprised at how just making the effort can convert critics into advocates.

The concept of customer service is nothing new. However the techniques and the reach potential have seen exponential change.

]]> http://www.thecontentstudio.com/2009/12/how-customer-service-has-become-your-best-marketing-tool/feed/ 0 http://www.thecontentstudio.com/2009/10/what-companies-will-take-the-lead-when-the-recovery-kicks-in/ http://www.thecontentstudio.com/2009/10/what-companies-will-take-the-lead-when-the-recovery-kicks-in/#comments Thu, 29 Oct 2009 10:57:36 +0000 Jim Hughes http://www.thecontentstudio.com/?p=566 When recession turns recovery, which companies will be poised to take the stage and lead their respective industries? Sure, history shows us companies that continued to advertise and promote during recessions (even the depression) were the ones that came out ahead when the economy turned. However, I think there’s more to it this time.

Which Companies Take The Lead When Recovery Kicks In?

Certainly there is history to remember, but today’s consumers want more than just intrusive advertising. There are emerging trends in the way we communicate which may reveal the answers.

New Media, New Audience, New Technologies, New Brands

The incredible growth of the Internet and Social Media cannot be ignored by any business in any industry. To do so will be at the risk of your own demise. Don’t agree – look at the facts.

• Over 80% of Americans use the Internet today
• People now spend as much time online as they do watching television
• Facebook has more than 300 million active users
• President Obama used social media to spread his message, gain followers and ultimately win an election (let’s not forget Twitter’s impact in Iran)
• Google is #7 Ranked Brand Name in the World

Stay Relevant With Customers Or Die

Stay quiet during this down time – good luck! Slash marketing budgets, yet do nothing in its place to stay in touch with your customers – who are you again?  However, it’s not about maintaining your advertising – there’s more to it this time.

We Will Do Business With Those We Trust

With the meltdown of the banking and automobile industries, loss of jobs and overall job security as well as the enormous hit to 401k plans, home values and net worth – Americans are reevaluating which businesses they will trust going forward.

Today’s information evolution driven mainly by the Internet and social media has created a media savvy and educated consumer. People want to make up their own mind about what they need. They want to form their own opinions on products and services – and they will express those feelings with others.

The Internet and social media is changing the way we share, exchange and connect with each other. Companies who embrace these new communication platforms to provide relevant and transparent information, share their expertise, exchange ideas, offer solutions and answer questions will gain credibility and build relationships with customers.

So, Which Companies Take The Lead When Recovery Kicks In?

The ones we trust – because there’s more to it this time.

How about you? What do you think will shape the companies that will take the lead?

Regardless if you are communicating in person, online or through other mediums, building credibility with clients takes time and effort. When communicating with a potential client in person, the objective should be to discover and understand that client’s specific needs. Once understood, your goal is to provide information or advice on solutions that best meet those needs. Depending on the business, product and service this process can take several days, weeks or even months. It’s a consultative approach which I believe works best.

The online approach should be the same. I recently wrote that sharing expertise, exchanging ideas, providing solutions and answering questions allows for building lasting client relationships. Brands and companies that provide useful, transparent information become relevant and credible. Again this takes time and some commitment.

Providing compelling content to your prospects via your website, blog, eNewsletters and other communications increases the ability to influence the perception of your company, and ultimately the behavior of your target customers.

How are you developing creditility with your clients online?

Over the past several years many forward-thinking companies have formed a consultative selling approach.  In short, consultative selling is solution-led rather than product-led.  The idea is to emphasize customer needs and meeting those needs with solutions combining products or services.  A consultative seller provides information or advice on which solution best meets the clients’ needs.  When properly and genuinely executed, the salesperson becomes a valued consultant in their respective field to their client, which in turn leads to a successful partnership.

Content marketing has several descriptions.  However I think we all can agree that the concept of content marketing is totally focused on customers’ needs and interests.  It’s the art of engaging a target audience by delivering relevant information about a subject of interest or need, and then influencing a behavior. That’s my description.

Content marketing allows organizations to provide current and potential clients with useful information or advice.  In other words, content marketing is a solution-led selling approach.  When done properly, content marketing positions your company as an industry expert (consultant), it builds trust with your customers, it generates leads, and it leads to doing business.  It’s a solution-provider technique.  Sound familiar.

There are many forms of content marketing which companies can incorporate into their marketing and sales process.  The challenge, like with any strategic approach, is execution.

How is your organization handling communications through emerging technologies?  How are you connecting with current and potential clients?