Good Service Gets One Chance

Good service always gets noticed Big companies talk about providing customers with a great service experience, but according to In The Lead, a column featured in The Wall Street Journal’s February 27th edition, “it’s often just talk.”

Earthlink, the Atlanta, Georgia-based Internet service provider, was one company featured in the article. They outsource much of its customer care to other countries. But outsourcing isn’t the problem.

There are plenty of companies in the U.S. with poor service standards. Lack of training and no acknowledgement for the consistent ability to solve customer care issues may be a major culprit.

Customer support is one area where small and solo business owners have the potential to outshine their larger counterparts. It’s one of many marketing hats we wear every day. And it fits well, because consistent blunders will turn the customers we’ve worked so hard to gain away for good.

Here are three ideas to support your customer service.

1. Create a procedures handbook. You can’t possibly keep every solution in your head. Document common problems and how each is solved (also work on eliminating those common problems).

2. Post a frequently-asked questions page on your Web site. For customers who may not have Internet access, document and mail the FAQ in text format. I discussed FAQs in a recent blog post.

3. Ask other solo business owners how they manage the service part of their businesses. You may have to ask many owners this question to find new solutions, but the responses will keep you focused on caring for customers.

I have one client who is owed an apology and complimentary gift, which will be sent today by mail. What do you do today as part of your customer service plan?

Technorati Tags: The Wall Street Journal, Earthlink, customer care, solo business owner, frequently-asked questions, customer service, small business marketing

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February 28, 2006 | Filed Under Customer Connections, Recent Entries | 2 Comments

Be Proactive in Times of Trouble

Be trustworthy when dealing with money Marketing experts predict that H&R Block, the U.S.’s largest income tax preparation company, will see less clients coming through their doors this year.

According to the Associated Press, and reported in the February 25th edition of The Record, the service firm “made a mistake in determining its state income tax rates,” resulting in a $32 million error. H&R Block is preparing to restate its earnings for 2004 and 2005, as well as estimated earnings for the first two quarters of 2006.

I learned years ago at a business school class, and also through the example set by Tylenol in 1982, that credibility concerns should be diffused with a proactive approach.

The sting of embarrassment ends when you are first to alert the public, turning the tables on the media so that clients continue to view you as respectable and responsible. I bet that small and solo business owners understand and would take this approach.

A marketing plan must include actionable options, in good and bad times, to tell your side of the story before the media and competitors damage your reputation. The last thing you want is for clients to distrust you and choose other companies as their preferred suppliers.

Consider the proactive approach to be an ally looking out for your best interest.

Technorati Tags: H&R Block, income tax preparation, Associated Press, The Record, Tylenol, solo business owner, marketing plan, small business marketing, small business owner

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February 27, 2006 | Filed Under Problems & Solutions, Recent Entries | 2 Comments

New York Magazine Article to Read

Business articles keep you on track This weekend, visit a bookstore or library and check out the article, “Your New Life Begins Here” in the February 27th edition of New York Magazine.

I think you’ll like reading about the three entrepreneurs profiled and reviewing a breakdown of their start-up costs and monthly expenses.

Although each business (bakery, wine store, and restaurant) is not a solo venture, their dreams and problems mirror what solo business owners face.

Each story is an easy one-page read, and the insights may help you focus on where to put your marketing efforts.

New York Magazine also provides a synopsis on starting five more businesses (bar, bike shop, handbag shop, furniture store, and kids’ store), giving you an inside look at inventory, start-up costs, pros, and cons.

Try to make this article part of your weekend. It may help your business as next week begins.

Technorati Tags: New York Magazine, entrepreneur, solo business owner, small business marketing, small business

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February 24, 2006 | Filed Under Offline Ideas, Recent Entries, Solo Housekeeping | 2 Comments

Feedback Fuels More Orders

Share compliments received by clients Customer complaints require fast action to fix the problem. The associated emotions can temporarily deplete your spirit. But compliments and other positive feedback send a different type of chill up your spine.

Unsolicited comments have the potential to sell more of your products and services than any marketing message you create.

When a compliment arrives, you have several options:

*Post it on your bulletin board
*Place it in a scrapbook
*Gloat about it for hours

When you finally come back to heaven, it’s time to add these comments in your print literature and on your Web site for prospects and other interested parties to read.

Get permission from the customer to reprint their comments. This is acceptable by phone, but it’s best done in writing. Email the customer, asking him to simply type “I approve,” as an Email response. Keep this approval in a file folder along with the corresponding comment.

Here’s a sample of customer comments added to a Web page. Another idea is to highlight a comment on your order form. Both examples encourage others to buy from you.

Small and solo business owners were born to solve problems. We must make a habit of sharing unsolicited compliments submitted by customers.

How have you used customer feedback to marketing your business?

Technorati Tags: Customer complaints, marketing, solo business owner, small business owner, small business marketing

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February 23, 2006 | Filed Under Customer Connections, Recent Entries | 2 Comments