the experience matters
DESCRIPTION
TRANSCRIPT
The Experience Matters: Creating A+ Customer
Relationships
Today’s Speakers
Ali Carbonel
Online Services Team
Jenny Urbano
Online Services Team
+
Agenda
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Goal
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A+ Customer Relationship
s
Happy Customers
Online Reputation Improves
How to get customers
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How to get customers
Email is:
• Instant• Free to use• Simple to use
Emails: Website
• Incorporate a section to sign up for newsletters
Emails: Postcards
• Incorporate your other sites on the postcard• Make sure your sites contain a “call to action”
or a way for them to give you their information
Advertise Special Events
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• Create an event on your Facebook page
Advertise Special Events
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• Advertise your event on other websites
Networking
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• Connecting with potential customers• Establish professional relationships
Networking
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• Attend a business conference or business event
Share Tips/Ideas Make Contacts
Build Your Network
Networking
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• Participate in the community
Retain Your Customers
Customer Loyalty Programs
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Frequent Buyer
Loyalty Program
Strengthens the Relationship
Decreases likelihood of leaving for competition
Grows DatabaseCollect emails and
phone numbers
Increases MoneyIncentivizes clients to
spend more
Importance
4 Steps to Success: Designing
your program
Select Benefit
Design Card
Online Campaign
Create form
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Select Your benefit
Complimentary Services
Percentages/Dollars Off
Gift Cards
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Design Your Card
Jerome’s Fancy Flowers: VIP ProgramBuy 5 bouquets and receive one for free!
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Create Your Form
Jerome’s Fancy Flowers
Jerome’s Fancy Flowers VIP Program Registration
Name:
Email:
Cell:
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Keep in touch
Exclusive offers
Invite only events
Increases Spending
Increases Loyalty
Exceptional Customer Experience
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Case study-Ecco
“We were still a small company competing with much larger companies. We couldn't differentiate on price…so we made a strategic decision that the place we could differentiate ourselves was on customer intimacy.”
-Ed Zimmer
Barrett, Amy. (2001, March 1). INC Magazine. How to Provide Great B2B Customer Servce. Retrieved November 13, 2012, from http://www.inc.com/magazine/20110301/customer-service-case-studies-ecco-ed-zimmer.html
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First Impression: It matters
86% of consumers will pay for better customer experience
51% said companies are impersonal
16% said they are “anti-social”
Beat out low cost competitors
Recognize them by name, be friendly
Remain active on social media
2011 Customer Experience Impact Report. Right Now
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Use the clients name often
Make small talk
Focus on what you can do
The Experience: the basics
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“I’m cool”- QR codes/check-in reminders
“I’m connected” -Facebook/Yelp
“I care” –Postcards/email
The experience: advanced
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Grow Your Customers
Email Marketing
Email communication
Repeat business
Referrals, Reviews and Reputation
Campaigns online drive traffic offline
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5-8 words in subject Highlight benefit of
Send out a campaign 1-
2x a month
Segment based on
events or promotions
Best Practices
Referrals
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Referrals
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• Give people a reason to refer• Don’t be afraid to ask for referrals• Keep in touch with your customers• Make it easy to refer• Don’t forget to thank them
Online Reputation
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Great customers + Great customer service =
Great reviews online
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Recap
1. Acquire Customers2. Retain Customers3. Grow Customers
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Our Next Webinar is December 6thSocial Media 101:
Your Holiday Social Media StrategyJoin us for this holiday-themed webinar, focusing on social media
engagement and best practices for promotional activities
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[email protected](800) 220-1136
Questions?
Ask us anything!