Insights and Ingenuity

Brand trust seems to be a commodity regularly traded (sacrificed) in exchange for claims denials, close rates, call handling minimums…

My appeal to B2B service providers who overlook key components of basic customer service and advocacy.

In many cases, it’s not the means that count but the results. Social, telephonic, snail mail or pigeon carrier. Companies simply can’t afford to turn a deaf ear to constructive customer feedback, irrespective of the outlet or channel from which the feedback originates. Customer sentiment is customer sentiment, period. Not listening (or perhaps worse – listening, but not acting and/or involving) is tatamount to shouting “Customers, we don’t care what you have to say. You, and your concerns, are irrelevant.”

As consumers, the experiences we have with brands leave almost indeliable marks on our minds and even our hearts. After all, we’re offering bits of ourselves (money, time, personal commitments) in exchange for a promise (whether real or implied or imagined) of delivery (the best taste, the most attractive fit, the most entertaining two hours). Where does experience begin? Where does it end? With today’s technology and consumer value drivers, the perpetuation of experience (duration, reach, strength, even frequency) means so much more than ever before.

Nickel-and-dime is a notoriously quick, easy way to turn any transaction or service-based relationship sour. To get too granular with relatively insignificant charges mocks the trust demonstrated by the customer or client. And it’s insulting, placing little value in their past aggregated patronage. Businesses should take care to consider the bigger picture and larger opportunity that forging a courteous, trusted relationship presents with prime audiences.

Good customer stories – testimonials, case studies, endorsements – help prospects understand your business and solutions beyond the polished marketing-speak.

Serving client interests is a tricky thing. You start in one place with your eyes on another. Take a step forward hoping collectively you all want to head in the same direction. En route you discover technical flare-ups, supplier-side problems, competing priorities, and the ever-present politics along with some disengaged parties (who, nevertheless, will be looking for someone to hold accountable). What do you do? How do you handle the situation so that you all end up at the other end (mostly) together?

Email can be a great tactic for small business marketers. It’s a low-cost, easily deployable way to stay in constant contact with prospects and customers. With well-considered and timely content, email can keep audiences apprised of news, entertained with the human side of your brand, and intrigued by forward-thinking data you may have to share.

Customers offer the greatest wealth of insight for a brand. Does your company cultivate feedback and data to feed into product roadmaps, service initiatives, or image campaigns?

A list of 10 steps to help create and sustain successful business relationships. I think it’s valid for internal cross-functional teams, client-agency/partner teams, and client-customers. Anxious to get thoughts and opinions from others. How do you set your company up for success?

I really don’t know your brand. We don’t have a relationship. I haven’t yet bought your product. I’m not thinking about your service/product area right now, I’m dealing with a crisis. What could you possibly say/email/mail to me right now that would cause me to give pause? Because I don’t have time to waste, and I’m tired of fluff talk.

If you’re not listening to what your customers are saying and building that insight iteratively back into your culture and product or service development, you won’t have to worry about them being your customers for very long. You’ll be relieved of that little problem.

Continuous feedback loops are important to ensure your company stays in tune with its employees, vendors, and clients. There’s a wealth of information (both positive and negative, but always informative) available when yours decides to stop talking and start listening.