Do you remember a commercial that featured a woman who just finished shopping, walks out of the store and yells to her husband “start the car, start the car”, because she thought they hadn’t charged her enough for the things she purchased?  What message does that send to the consumer?  In a roundabout way, it says that it’s okay to cheat.  What they wanted to convey is that their prices are so low, we can’t live without them. Call me crazy, but there are better ways to get the message out.

Here’s something else on my mind.  We’ve all gone to trade shows and conventions and have put our cards into drawings that promise something free.  Have you found that free isn’t really free after all?  I recently received a call from a company that said I had won $300 in free services.  But, I would have to come in and “talk” to a specialist before I booked my appointment.  So was it really free?  Not in my book.  I should be able to make an appointment and use my gift.  By the way, I never heard back from them.

This next example speaks again to dishonest customer engagement.  My online contact lenses provider often sends me emails to reorder my contact lenses.  One of the last emails they sent me reported that they had an overstock of my lenses and that they blamed it on someone in their company who had over ordered.  In the email, they specifically said they wouldn’t “name names”.  Wow!  They were willing to throw to someone in their company “under the bus” (or pretend to) so that they could sell products.  So I sent them an email asking them why they used this marketing tactic.  They kindly responded saying that it wasn’t what they meant.

I have seen more and more companies getting desperate and dishonest in their marketing.  I know times are tough but your customers deserve better.  If I were consulting with companies that do this, I would tell them to STOP, because it isn’t how customer engagement works.  We are smarter than you think and see right through these messages.  If you think I’m off base, let me know. If you need better ways to engage your customers, call me. 

Norma is an innovative Customer Experience Strategist, Business Coach, Blogger and Speaker. Her goal is to inspire business owners to captivate their customers and turn them into raving fans so that their businesses can experience increased profits and more fun. Contact Norma at (480) 694-6940, or visit the website at CaptivatedCustomers.com or email her at norma@captivatedcustomers.com

 I want to share with you 5 LinkedIn® Tactics that will help you optimize your profile and get found more easily.

1)     Power up your Headline

Your Headline is one of the most important pieces of real estate on your LinkedIn® Profile.  The headline is meant to grab the reader’s attention and should showcase your business and/or skills.  Use colorful adjectives, showcase different services, and be creative. For example, if your headline read that you are “Owner of the Best Florist Shop”, it doesn’t do much to grab my attention.  However, if your headline read “Floral Specialist, Creative Floral Designer, Flower Whisperer”, it would make me want to take a closer look at your profile!

 2)     Make your Website Links SEO-Friendly

Instead of using the default “My Website” in your profile, rename each link.  Use the drop down menu to rename the link by selecting “Other”.  This will allow you change the link title to your Company Name, Blog Name, Personal Name, etc.

3)     Get Clients to Testify

Recommendations establish your reputation as an industry expert and should reflect your work ethic and integrity.  The number of recommendations determines where you will show up in a search.  Your goal is to have at minimum 5+ recommendations for your current position.  Remember to go back and ask for recommendations for each job you have held.

4)     Got a Company Profile?

Many business owners forget to add their Company Profile in addition to their Personal Profile.  Have your employees post their profiles to maximize your presence on LinkedIn®.  Did you know that if your company provides a service, you can be listed as a service provider as well?  Get listed by requesting a recommendation from former clients.

5)     Check your Account Settings

Click on the Settings Tab at the top of your Profile.  Change the setting for your profile to full view and your status and member feed visibility to be viewed by everyone in your network.  It will help you stay top of mind with your contacts as you update your status and make changes to your profile.

We have just scratched the surface of some of the LinkedIn® tactics you can use to get found.  For additional information on the services we offer our clients to create/update a profile or market your business on LinkedIn®, click here.  Happy connecting!

Norma is an innovative Customer Experience Strategist, Business Coach, Blogger and Speaker. Her goal is to inspire business owners to captivate their customers and turn them into raving fans so that their businesses can experience increased profits and more fun.  Contact her at norma@captivatedcustomers.com or visit the website at http://captivatedcustomers.com or phone (480) 694-6940.

The last time I was at my doctor’s office, I noticed a sign that sat on the counter next to the admissions clerk. It said something to the effect that “we will not tolerate abuse of our staff.” Hmmm, I thought to myself. Could they have been victims of customer rage? I want to give your front liners a tool that will make them more effective in dealing with a complaining customer.  I call it our STOP, DROP and POLL technique.

First, STOP what you are doing and give your customer your full attention. Actively listen to what they are saying to you. Empathize with them (even if you think they are wrong) and let them know you are there to help.

Second, DROP your defenses. It is a natural response to take it personally. Your complaining customer has a beef with your products or services, not you. Remaining calm and composed helps you stay in control of your own behavior.

And third, POLL by asking as many questions as it takes to get to the bottom of their issue. Personalize the conversation by asking for their name and give your name. Clarify your understanding of the problem by repeating the facts back to the customer.

When the facts are gathered, tell the complaining customer what you can do to solve their problem. If you are unable to help them right away, tell them what you will do next. Confirm that they are clear about your next step and what they can expect to happen. Follow through on your promise to get the issue resolved.

Using the STOP, DROP AND POLL technique can help keep a complaint from elevating to customer rage. Teach this easy and effective technique to your front liners. They will thank you for helping them be proactive rather than reactive when dealing with complaining customers.

Norma Huibregtse is an innovative Customer Experience Strategist, Business Coach, Blogger and Speaker. Her goal is to inspire business owners to captivate their customers and turn them into raving fans so that their businesses can experience increased profits and more fun. Contact her at norma@captivatedcustomers.com or visit her website at http://captivatedcustomers.com or call our office at (480) 694-6940.

So many business owners spend quite a bit of money to attract new customers.  But if too many of your customers are leaving on the backend, what good was the money that you spent attracting them?  It’s time to stop (or at minimum reduce) the churn.  Here’s how:

 1)  Look who’s churning. 

Make a list of your top 20-40 customers by spend for the prior year.  Then, make a list of your top 20-40 customers based on their spend for this year.  Compare these lists.  Have there been any changes in the list of names?  Who has left you?  Do you know why? 

2)  Find out how much it’s costing you. 

Compare the current spending amounts of your customers to the prior year.  If you are seeing a general decline, it is understandable considering the economy.  If you see significant differences in spending amounts for a customer, it could mean that they are buying some of their products and services elsewhere. 

 3)  Find out why they left you.

Getting feedback from your customers is one of the best ways to find out why they left you.  Research company Polaris found that the most successful methods for reaching out to lost customers is to conduct phone interviews with them.   Here are a couple of questions you want to ask:

• What changed for you?
• What do you feel our competitor does better than us?
• What would it take to get you back?

 4)  Implement changes based on the feedback.

Look at this feedback as a gift.  Use it to improve your systems, products, services and customer engagement.  Here’s the good news.  According to Jill Griffin of the Griffin Group, sales statistics show that on average a company has a 20-40% sales profitability of successfully selling to lost customers.  Compare that to the fact that on average, a company has a 5-20% probability of selling to a NEW customer. 

Can we stop all churn? No, some is involuntary and some is necessary.  But if you are losing the best of your customers, take action now to stop the churn.

Norma is an innovative Customer Experience Strategist, Business Coach, Blogger and Speaker and owner of Captivated Customers. Her goal is to inspire business owners to captivate their customers and turn them into raving fans so that their businesses can experience increased profits and more fun.  You can contact Norma at norma@captivatedcustomers.com or call her at(480) 694-6940.

Building employee loyalty has its rewards. Employees that are loyal are less likely to leave you.  According to the U.S. Small Business Administration, with each additional year that an employee stays, turnover is reduced by 81%. When you lose a valuable employee, the cost can be high. Estimates range from 1.5 to 3 times their salary when adding in the expenses of benefits, taxes, training, rent, etc.

Driving loyalty is possible. Employee loyalty will grow when you build meaningful connections and compensation for your employees.  I want to share our 3 C’s of Employee Loyalty – Care, Connect, and Compensate.  These are basic concepts that can help you build and improve the employee relationship.
 
1) Care is about developing a culture where employees are respected, honored and appreciated. Putting employees first is one way that you can honor and appreciate them. Hiring the right people shows that you care about the culture you are building. Develop hiring standards and don’t budge from them.  Also, give employees the freedom to make decisions that will allow them to do their jobs effectively and that puts them in the best light with your customers. 

2) Connect by communicating often with your employees.  Management should recognize and acknowledge any extra time or effort that employees put into their jobs. Get in the habit of saying thank-you to show your appreciation.  Listen to your employees. Spend time with them and find out how things are going on a regular basis. Show that you care about them by celebrating birthdays, employee anniversaries and the like. 
 
3) Compensate your employees. Offering fair and competitive salaries and benefits is expected today. Provide incentive programs that are tied to performance.   Recent studies show that cash rewards may not be the best motivators as they are quickly forgotten.  An example of a simple award is to invite an employee to a high-level meeting where they will be noticed and appreciated.  Another recognition program that I have used in the past is to select employees to be part of an “inner circle”.  Being part of a special group can be a big motivator for some.  Find creative ways to reward your employees.

High employee retention and loyalty is something we all want.  Employees who are engaged in providing a superior customer service experience will help you drive sales in this economic downturn.

Norma is an innovative Customer Experience Strategist, Business Coach, Blogger and Speaker and owner of Captivated Customers. Her goal is to inspire business owners to captivate their customers and turn them into raving fans so that their businesses can experience increased profits and more fun.  You can contact Norma at norma@captivatedcustomers.com or call her at(480) 694-6940.

National Thank Your Customers Week – Jan 4-8 or Jan 7-12

Whichever week it is, it is a time to celebrate with your customers. If you did a card campaign (like SendoutCards) for the holidays, now is the time to pick up the phone and personally thank your customers. Or, if budgets permit, take your top customers out for lunch as a thank you. Get your employees and ask for suggestions to celebrate this week.

Customer Service Day – January 17

Use this Day to for customer appreciation and to celebrate with your employees. Invite your customers for a celebration. Give them a small token of appreciation or give them a free offer. Celebrate with your employees and talk about the customer service initiatives you plan throughout the year.

Get to Know Your Customer Day – January 21 (3rd Thursday of every Quarter)

This one is fun because you can really create a buzz with your customers. If you have a Facebook Fan Page, ask them to share one thing you never would have guessed about them. Or, ask them to share what one sentence about their businesses so that other fans can learn about your community. Or, have employees share with their customers that it’s “Get to Know Your Customer Day” and have them ask what is the number one reason they shop there.

Building customer relationships is a must this day and age. Customers wanna’ have fun with you and these special holidays allow us to show them how much we care. Find a good promotional products company like AttaBoy! Solutions. Start tracking these holidays and others using a Customer Promotion Calendar. Happy Customer Relationships to you this year!

Norma is an innovative Customer Experience Strategist, Business Coach, Blogger and Speaker. Her goal is to inspire business owners to captivate their customers and turn them into raving fans so that their businesses can experience increased profits and more fun.  Contact Norma at (480) 694-6940 or by email at norma@captivatedcustomers.com

So repeat after me:

“2010 will be my best year ever because I am going to be proactive instead of reactive when it comes to my customer service experience.”

Here are my Top 10 Customer Service Tips for 2010:

1) Meet with your staff and express your commitment to provide the best customer service experience that you know how.
2) Get your staff’s buy-in. Tell them why you are changing your service experience and how it can benefit them. Let what they must do to be awarded and recognized for excellence in customer service.
3) Start a customer service training plan for the year, focusing on product knowledge and people skills.
4) Take a hard look at your staff. Move people up or out of a position if they aren’t representing your customer-centric culture.
5) Assess your current customer service experience. Ask your staff what they’ve heard from customers and what changes they think that the company should make. Look at your complaint file and review website comments for other clues.
6) Ask a business colleague or two to act as a customer by phone, in person, and on your website. Get their feedback about the customer service experience.
7) Review your Customer Service Policies. Do they make sense? Do they anger or annoy your customers?
Collect Testimonials. Make it easy for your customers to “yelp” about you. When they’ve had a good experience, send them an email with a link to Yelp.com, LinkedIn, and/or your website to post the good news.
9) Plan your promotions. Look at a Holiday Calendar and create an excel spreadsheet detailing your promotions. There are fun, weird and quirky holidays that you can promote. For example, you can celebrate Fruit Cake Toss Day in January. If you own any kind of food-related store, develop a promotion around this and donate the Fruit Cakes to charity. On everyone’s calendar should be National Customer Service Week the first week in October.
10) Last but not least, have fun this year with your staff and your customers. Customers just want to’ have fun so find ways to make it happen in 2010.

Click here to learn more about our services at Captivated Customers.

Do you treat your customers like friends?  That is, do you contact them regularly, ask them how they are doing, listen to them and send them occasional gifts?  It could be that you are suffering from Customer Service Myth 1: Customers are not your friends. A good example of this is a coffee shop I frequent on Fridays.  It’s a pleasant place with nice people behind the counter.  Now, I purchase every time I go to the shop.  I’m wondering why they don’t recognize me or try to remember my name.  It is a simple gesture that means lots!  Your customers want to be treated like friends.  Train your employees to connect with your customers on a personal level when at all possible.

Many of you love to shop at Costco.  I usually do but I am annoyed by them.  First, why do they have to check to see if I have a Costco Card before I can enter their store?  Not only that, why do I have to wait in line while an employee checks my cart for theft when I leave?  Myth 2: Customers prefer lower prices over service.  How about this idea Costco?  If someone goes to Costco and doesn’t have a card, you can charge an extra 10%- 20% for their purchase or the customer can buy a Costco Membership at checkout.  And, if they are so worried about theft, put tracking devices on high-value items.  This should remind us to look at our customer service policies. If they are unfriendly and leave your customers feeling like they can’t be trusted, don’t expect loyalty. 

Myth 3:  There is no return on Customer Service.  This is my favorite.  As a Customer Relationship Consultant, it’s a discussion I have often with clients who don’t understand what to measure.  Do you know your total number of “truly” active customers, customer retention rate, customer attrition, average purchase amounts, average number of new clients a month, purchase frequency, etc.?  The customer loyalty programs you develop should incorporate these variables.  Monitor the progress of your customer loyalty programs by calculating these variables and using them to establish goals.

If you are suffering from any of these myths, call me for a free ½ hour phone consultation.  Captivated Customers can help you take a laser-focused look at your customer service experience and how you can optimize it.

It began with two special orders that we placed with our server.  He wrote these requests down and made it clear that he understood what we wanted.  The order gets delivered by someone else.  When the server comes to check on the order, we let him know that both of our orders didn’t reflect our requests.  He looks at the plates with a disappointing look and sweeps them away.  He delivers the special requests a few minutes later with his apologies and lets us know his manager is going to come out and “talk” to us.  It sounded more like a threat than an attempt to smooth over the mishap.  The manager comes out and gives a weak apology.  Missed Customer Service Opportunity #1:  He wasn’t really interested in explaining what happened to our orders or whether it was an inconvenience.

So I ask myself, who was ultimately responsible for the order, the one delivering it or the server.  The server showed his disappointment and made us think it was the one delivering the order who was at fault.  The restaurant is not busy and they have time to make sure orders get out correctly.  Where is the quality control that I see on “Hells Kitchen”?  Restaurants can’t afford to get it wrong these days. 

Shortly after the entrees were delivered, our order for French fries made it to the table.  Anyone looking at the plate of fries would have noticed that they were overly salted.  We were busy talking so we didn’t notice at first.  After a few bites, we both began to feel the burn in our lips from the salt.  Frustrated that they don’t really care, we just didn’t eat them.   Missed Customer Service Opportunity #2:  The server never came back to check on the quality of the French fries.  Worse yet, he should have seen that they were overly salted.

We finish our meals and I request a doggie bag for my leftovers.  The server brings out a container and bag.  I asked my friend, why don’t they bag the leftovers anymore?  I noticed that this is a service they no longer provide at many restaurants.  Are they concerned about contaminating my food?  They just served my meal so I don’t think that’s the case.  Are they too busy?  Missed Customer Service Opportunity #3:  Please, someone tell me why this little act of service is beneath them now.   

Okay, you get my drift.  Let’s step up the customer service experience for our customers.  As a business owner, take a closer look at the customer service experience at your establishment.  Get the little things right so that they don’t turn into big things.  Oh, by the way, you can see my post about this service experience on Yelp.com.

Atkinson talked about developing “strategic speed” because of the impact it has on sustaining our businesses. The 1980’s and 1990’s were about first-generation speed. It’s now time for second-generation speed which is about mindset and mobilizing people.

Strategic speed means delivering value to customers faster. The key to strategic speed is how your organization’s leaders think and act. They don’t aim for speed per se, but rather for increases in three people factors:

1) Clarity – shared understanding of the situation and the direction you are heading. Employees should be able to answer the question “where are we going and why?”

2) Unity – collaboration across departments, geographic boundaries, etc, is the main driver of unity in business. A culture of collaboration helps projects and strategies hold together.

3) Agility – Encouraging people to find ways to meet strategic objectives in a constantly changing environment rather than sticking to a rigid plan. Companies which can quickly resolve customer issues win.

Atkinson stressed that strategic speed requires leadership and that leaders need 4 key abilities to succeed:

1) Affirming strategies
2) Driving initiatives
3) Managing climate
4) Cultivating experience (learning and sharing by all)

He challenged the audience to think about these concepts as they return home to develop new strategies. Visit Forum’s website at Forum.com to read more about this concept.