12 Ways to Adopt a "Customers For Life" Philosophy

12 Ways to Adopt a "Customers For Life" Philosophy

Regardless of what kind of business you are in, you're in the service business. We're all experts in customer service because we're all customers. We buy cars, haircuts, groceries, dinners and hire plumbers. We know the difference between companies that treat us right and companies that don't. We tend to do business with those we know, like and t...

Tom Smith

Tom Smith

7 Steps to Improve Customer Service to Accelerate Sales

Thanks to Kate Leggett, principal analyst at Forrester Research, for her recent article in the June 2013 edition of Customer Relationship Magazine (unable to find article online for link). Here are my thoughts on her seven steps. There’s plenty of research showing that companies that provide outstanding customer service perform better financiall...

Tom Smith

Tom Smith

11 Rules for Customer Retention

Thanks to The Wise Marketer for the list. Don't just collect data -- use it. Let your customers know that you hear what they're saying and here's what you're going to do based on their feedback. Treat customers the way you'd like to be treated. I suggest treating your employees the same, since that's how they will treat your customers. Your ...

Tom Smith

Tom Smith

Emotional Connection, Not Points = Loyalty

Loyalty programs are ubiquitous. But how effective are they? If you agree with the premise that every consumer is unique and different, it's difficult for generic loyalty programs to be very effectve with individual customers. To be truly effective, loyalty programs need to offer something of more value to customers than just another discount. Cust...

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

6 Steps to Improve the Customer Experience

John Tschohl is the president of Service Quality Institute which works with companies to create a service culture by providing ongoing service training every four to six months to keep employees engaged, learning and informed. He has six steps for creating a service culture to improve the customer experience: Understand you're in the service busi...

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

85% of People Want to Manage Their Finances in One Place

Will your financial institution be that place? Be easy to do business with. Engage with customers on an emotional level. Even customers of financial instituions buy with their emotional mind versus their rational mind. People don't like it when you make them use their brain. If you're just differentiating with rates, you're not differentiating. ...

Tom Smith

Tom Smith

Connect With Customers To Accelerate Sales

The current edition of Response Magazine (#responsemag) celebrates the 30th anniversary of TELEBrands (#telebrands) and its founder A.J. Khubani, the creator of "As Seen on TV." Part of the discussion with Mr. Khubani is the future of direct response TV, the evolution of traditional media to online and how to keep the buisiness growing. The answer ...

Tom Smith

Tom Smith

8 Steps to Earn Customer Loyalty

Customers are becoming more demanding, better informed and increasingly empowered. Traditional marketing is no longer working, and customers want richer and more relevant dialogues with the companies they deal with. They want their preferences to be respected and their loyalty to be rewarded. Under these conditions, so-called "pray and spray" commu...

Tom Smith

Tom Smith