5 Keys to Connecting Emotionally with Customers

5 Keys to Connecting Emotionally with Customers

Emotional connections are key to building positive long-term relationships with customers. It's how you convert satisfied customers to loyal customers and loyal customers to raving fans who will buy more per visit, buy more frequently and tell their friends about your products and services. Keys to making an emotional connection is having integrity...

Tom Smith

Tom Smith

Consumer Insights From Moms Accelerate Sales

I am fascinated with the findings of NeuroFocus in "The Buying Brain" by Dr. A.K. Pradeep. While I was not surprised to learn the difference between male and female brains, I was surprised to see the powerful differences between the female brain and a mother's brain. This is likely a function of never being a father. Moms make it all happen in a f...

Tom Smith

Tom Smith

Nice Companies Accelerate Sales

Thanks to Peter Shankman, Stacey Acevero and Vocus for a great webinar today on "Nice Brands Finish First." I urge you to watch the webinar when you have 45 minutes, Peter is a GREAT speaker and storyteller. Peter would probably be happier if you bought his new book Nice Companies Finish First. Peter shares some wonderful examples of companies that...

Tom Smith

Tom Smith

Customer-Facing Employees are Your Brand

I'm not a frequent flyer. I might take six to eight flights a year. When I have a choice, I fly American because I've had consistently good experiences with them over the past 30 years and my dad used to fly 100,000 miles a year with them. I've been surprised to see them ranked so low in customer satisfaction ratings. However, as I said, I'm no...

Tom Smith

Tom Smith

The Importance of Face to Face Communications

Thanks to Carol Kinsey Gorman for her article, "What's So Great about Face-To-Face" (http://bit.ly/jm2UEd, membership required) in a recent edition of Communication World magazine. Ms. Gorman reminds us of the importance of face-to-face communications with the growing popularity of email, texting and social media. She references a recent study by t...

Tom Smith

Tom Smith

Are You Providing an Outstanding Customer Experience?

Over the course of my career, I've worked with more than 80 clients and companies in 18 different vertical industries. My goal in working with each was to identify their strategic positioning -- the long-term positive differentiation of their product service or brand. I also attempted to identify the vision, mission and values of the firm; however,...

Tom Smith

Tom Smith

5 Ways to Nurture Relationships with Raving Fans

Thanks to Vocus for the following along with my thoughts on the five suggestions they provide. Your raving fans are your most valuable customers. They are invaluable on social media when it comes to spreading positive word of mouth. Prospective customers trust 90% of what their friends and family say about a brand and 80% of what a stranger says a...

Tom Smith

Tom Smith

Top 10 Reasons for a Poor Customer Experience

In a survey from BIGinsight.com, more than 6,000 consumers were asked to write in the name of the store that they believe provided the worst service – and the reason why. The survey was fielded among adults 18+ and results are available by gender, age, generation and 12 different classifications of store type. The top 10 responses, and percentag...

Tom Smith

Tom Smith

8 Levels Customer Engagement

The customer experience is defined over innumerable touch points. Branding and customer experience go hand-in-hand. Every time your customer interacts with your brand, from visiting your website to speaking with one of your employees, is part of the customer experience and representative of your brand. A few things to consider about how your custom...

Tom Smith

Tom Smith

What Are Your Customers Telling Others About You?

Even today, c-level executives are avoiding social media because they're afraid someone will say something negative about them, their company or their brand. They will. And they will do so whether you're on social media or not. As such, you might as well participate and encourage your best customers, your "raving fans," to participate on your beha...

Tom Smith

Tom Smith