Tag: customer experience

Make it better

FabrizioLeave a comment

Customer communication is an opportunity to establish and strengthen a relationship. Not just a way to deflect a possible inquiry.

You should know (and tell) whether a package has been delivered or not. And if it has, spare the customer the clutter in their inbox.

You could add the link to track the delivery. And spare the customer the trouble to dig into their incoming messages to find it.

You could suggest a direct way to ask a question. And spare the customer the time to go through the website, the help section, the knowledge base articles, and the feedback form.

Good customer communication often goes unnoticed, because it makes the experiences smooth and does not impose additional tasks on the receiver.

It’s not impossible, and can be achieved with some intention.

Come together

FabrizioLeave a comment

Three things to consider when you write new marketing content.

  1. It needs to be relevant to your audience – “me” is not relevant.
  2. It needs to be different from what is out there.
  3. It needs to be distributed in a channel where your audience hangs out.

All of the above needs research, so writing marketing content never starts with a blank page and very rarely starts with a brilliant idea. It starts with questions, data, insights, and the right expectations about how long it takes to make it all come together.

A little brand test

FabrizioLeave a comment

If you are having any doubt that your brand is not working, try this little test.

  1. Open Word.
  2. Write down the key claim or message from your website.
  3. Pick 5 competitors.
  4. Go to their websites and write their key claim or message on the same document.
  5. Show the document to a colleague, a friend, your partner. Ideally, a customer.
  6. Ask them to identify your claim or message.

It does not matter if your competitors are lying, if you are the only one who could truthfully claim what everyone is claiming, if your technology is better, if you have a more accurate vision for the future, if your founder has an incredible track record.

The customer does not care.

You are not trying to make an argument in the court room. You are competing on the market.

Note: if you pass the test, it does not mean your brand is working. A message is easy enough to imitate and brand is a combination of multiple items that should reflect the way you see the world. But if you don’t pass the test, then your brand is definitely not working.

Cause and effect

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Not every cause leads to an effect. Not every effect can be immediately linked to a cause.

The fact is, we are not rational beings and we merely use reason to find an explanation to things that have already happened, to decisions that have already been made.

That’s why brands and stories have so much power. They don’t engage with reason and they leverage the most tribal and innate of our insticts.

Belonging.

If your company wants to measure brands and stories, if they want to find the thread that links brands and stories to material results, they are probably missing the whole point. And the opportunity to establish relationships with employees, customers, stakeholders that can determine long-term competitive advantage.

You got to have faith not to miss this opportunity.

Windows

FabrizioLeave a comment

Recruitment is customer service.

For many employees, their first contact with your organisation is via your recruitment function. For most people, the only interaction with your organisation is with your recruitment function.

Both recruitment and customer service deal with a high volume of traffic that makes it difficult to identify what matters. And in both cases, this challenge often translates in poor service and missed opportunities.

The fact is, recruitment and customer service are windows through which people look inside the organisation. They might become employees or not, they might become customers or not. But for sure they will leave with a clear impression of what you stand for – an impression that will spread to the people with whom they will share the experience.

Recruitment and customer service are powerful tools for word-of-mouth.

It is worth investing in them with intention and strategy.