Customer experience is the new advertising department.

Max Kalehoff, CMO, Socialcode

Excellent Customer Service Is The Number One Aspect Of Your Business That You Should Always Be Focused on. Period.

What would your business be without customers?  it would cease to exist.  So your number one priority has to be to ensure that you delight them every single time they interact with your business, in any capacity.  The question “How will this affect the customer experience?” should be the guiding factor for every business decision that you make.

We all have seen how quickly can someone’s bad experience can go from a simple video on their phone to a viral sensation – where people all across the world learn about the negative experience that person had at  your business <turning negative reviews and feedback into a marketing opportunity is another post for another day!>.   Something like this could make or break you as a business owner.

Think of an experience you personally had with sub-par customer service.   You can very vividly remember the situation right?  Have you returned to that business?

When I walk into a store or business I expect to be greeted, because that shows that I am welcome in that establishment.   When I walk into a shop and the associates are talking to one another, haven’t acknowledged my existence, and although I’m trying hard to find something I’m still being ignored – I hurriedly walk out. I would rather pay $10 more for the same item in another store that values my business.

Here are some easy wins.

Make sure you have the following in place:

  • A quick and easy way people can contact you with an inquiry of any kind (pet peeve. we’ll dig into this later).  Having A Contact Page is critical.
  • Business telephone number
  • Business email address (it’s only $5 a month to have an email address with your business domain name through Google! i.e. hello@tagiconsultancy.com)
  • Business website
  • Business Social Media Pages
  • Clear and concise product descriptions
  • Sizing Charts
  • Favorable Shipping and Returns Policy

A really great exercise to do a few times a year is to mirror the experience a customer will have with you from inquiry to point of sale – we bet you will come up with a great improvement idea every single time!

We can’t talk about customer service without talking about one of my BIGGEST pet peeves – having to dig and spend way too much time trying to figure out how to contact someone!  It’s almost like telling the customer that you’re not available.  Or, when you see someone’s Instagram page and it says “NO DMs” or “DO NOT call.  Email Only” (and yes, in all caps).

Business Owners – what is wrong with accepting any form of communication that the customer wants to use?  Our job is to make it easy for THEM, not make things easy for US.  That sets a negative tone, by telling someone what NOT to do.

Let’s use another example.  When someone comes to your website and wants to contact you, will they find a contact page?  Contact info in your website footer?  Or do they have to search through your about me page and see that you have it in the last sentence on the page.

Your Instagram profile should be a business account – which comes with the ability to have a “Call”, “Email”, and “Directions” button directly on your profile!

If you’re a service-based business, your client workflow process should make it mindless for someone to schedule a meeting with you.  You want to take that first step towards commitment while you have their attention and interest!  There are awesome companies like Calendly who make scheduling easy and you can incorporate their widget in your site.

We also came across this awesome article about using moments that may seem small and turning them into unforgettable customer experiences.  Check it out!

Set aside some time to truly analyze your customer service model and as always, if you need us, we’re here!

DeAnna McIntosh, Chief Global Strategist at The Affinity Group International, is a driven, entrepreneurial, and creative brand strategist with a strong eye for design, and over 13 years of progressive experience in merchandising, marketing, and event management. Her proven results as a strategist for numerous Fortune ranking retailers will drive tangible growth for your business from day one.

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