True Confessions

I am a web professional and lover of technology. I designed websites for many years and now write web content. I love computers, laptops, tablets and gadgets. I do not, however, love phones. I have never liked phones. Phone calls make me feel trapped. I just want the call to be over. That's me. I have always been that way. So, guess what? I do not own a smartphone. I use a simple little Tracfone with pay-as-you-go minutes. It makes calls, it handles text messages, it even has a web browser that I never use. It does exactly what I need it to do - exists in case I need it. It is unobtrusive and it is inexpensive.

I was at the grocery store a few weeks ago, looked down the aisle and three of the five people I saw were looking at their phones! Really? I simply don't understand the need to constantly be "connected," even as a business professional. In fact, I believe the constant "on" has a negative impact on productivity and company budgets.

Smartphones are not only costly initial purchases, but the digital plans they require are outrageous. If you are a business owner, does necessity really outweigh the costs of supplying staff with smartphones and plans? I see very few situations where benefits outweigh costs.

Smartphone marketing is impressive. People get caught up in the "have to have" mentality and spend money on items they don't really need. I have a feeling that very few people use even a tiny percentage of the bells and whistles on their phones.

And, kids with smartphones? Don't get me started on THAT one!

Dread Customer Complaints? Here's What to Do!

No business owner or employee escapes dealing with customer complaints. The trick to dealing with unhappy customers is to somehow turn a negative into a positive for both you and the customer. Complaints often open the door to more efficient business practices that benefit you and your business in the long run. Handling complaints in a positive way also increases the likelihood that a customer will stick with you and not go elsewhere.

Here are some tips for dealing effectively with customer complaints:

• Listen to your customer: It's easy to react defensively when you're dealing with an angry customer. Don't do it. Two angry people accomplish nothing. Keep your cool. One of the best methods to diffuse a tense situation is first to listen, then calmly repeat in your own words what you believe your customer just said. Repeating and listening to the ensuing comments enhances your understanding of the situation and lets the customer know you are listening to what they have to say.
• Determine the source of the problem: Did you or one of your employees mess up? Is there a problem with a subcontractor or manufacturer? Satisfying a complaining customer may be as easy as replacing a product or fixing a gap in service. 
• Be honest and open: If you are responsible for substandard products or services, be honest. Don't try to shift the blame to someone else. Take responsibility for the problem and offer solutions.
• Offer complainants something of value: Whether you feel the complaint is legitimate or not, offer something of value to the customer after you fix the original problem. Give them a discount on a future purchase, a free item or account credit. Keeping a current customer is much more cost-efficient than finding a new one, so do whatever it takes to keep the one you already have. 
• Use complaints as a path to grow: I recently read of a restaurant that turned a bad Yelp review into a clever marketing campaign. A patron posted that the restaurant had the worst burger in town. The restaurant bragged about the review on their Facebook page and invited followers to come in and experience the worst burger in town for themselves. Not everyone would feel comfortable boasting about a bad Yelp review, but complaints give you a unique opportunity to analyze practices and come up with more efficient methods of doing business. I'll bet the restaurant makes one mean burger these days. 

Sure, there will be the occasional customer who uses the situation to get something for nothing. It's even okay to "fire" customers sometimes. Most of the time, however, complaining customers respond positively to efforts to resolve problems if they feel listened to and valued. In fact, former complainers often become a business's biggest online and word-of-mouth advertisers. Look at each complaint as an opportunity to grow.  

The Art of Customer Service

I often hear people say that there is no customer service anymore. Most of us snicker when we hear the infamous "your call is important to us" line. Phone trees, recorded calls and automated emails add to the feeling that businesses no longer care about their customers as people. Business owners themselves may struggle with providing optimum customer service in a technological world. Fortunately, there are effective ways to improve customer service, even if you've slipped up in the past.

Here are some tips to improve your customer service style:

• People before calls: This is one of my pet peeves. Oh how I hate standing in line for help and have the person behind the counter take a phone call and talk for five minutes. This should never, never happen. Well, maybe if it's the president of the United States. Most of the time, though, people take precedence over phone calls. The best way to handle incoming calls is to quickly answer and ask the person to hold. Remember to thank the person for holding when you get back to them. 
• Answer emails and contact form questions immediately: I've covered this before, but it bears repeating. Answer emails and contact form inquiries as soon as you receive them. If you have to do some research first, at least acknowledge receipt immediately. A kind, "Thank you so much for contacting me. I need to do some research and will get back to you as soon as possible," promotes customer confidence. Oh, and, one more thing - get back to them as soon as possible.  Never blow someone off. (Are you listening DISH Network? You are so outta here!) 
• Personalize each customer experience: If you know the customer's name, say it. If you don't, find out. Introduce yourself.  If you use automated email responses, make sure the responses are set to use the individual's name. Make each customer contact, whether in person or through email, a personal, friendly experience.
• Send handwritten thank you notes: Old school? You bet! At a time when many elementary schools are debating the elimination of teaching cursive writing, which I am wholeheartedly against, sending handwritten thank you notes is one of the best ways to build customer loyalty. Handwritten correspondence is especially beneficial for local businesses.
• Train employees well: You may find an employee who is a natural at customer service, but most employees require some training. It never hurts to have customer service refreshers from time-to-time, either. Refreshers are also a great way for employees to share different experiences, discuss what worked and what didn't and offer practical suggestions to one another. 

Practicing the art of customer service really comes down to one thing. Customers are not numbers. Customers are people. As soon as you start treating them as people, the better your customer service practices become.

Go Dog Go Gets a New Website

Officially launched this morning, Go Dog Go Mobile Dog Grooming, has a new website. A small local mobile dog grooming business in Erie, PA, Go Dog Go didn't  need a complicated site with all the bells and whistles. What they needed was an updated look and informative, targeted content.

Websites are never "finished."  Each site needs a careful plan for the future and developers must be aware of changes in technologies and search engine algorithms in order to keep pace. For Go Dog Go, the plan is to eventually add before and after pictures to highlight Nancy Carroll-Hunt's extraordinary dog grooming talents. A personal service business, particularly one like Go Dog Go that is geared toward a beloved pet, requires a website that makes potential clients comfortable with the provider.

Go Dog Go of Erie PA

A Little Courtesy is All I Ask

Email, text messages, social media, blogs and chats - all are relatively new ways for businesses to advertise and communicate with customers, potential customers and colleagues. In the old days, there were strict rules about communication. Letters required a certain format and employees were trained in phone etiquette. With the newer forms of communications, however, we seem to have forgotten how to treat people. Instead, we often appear cold and unresponsive. Not a good thing, either in business or personal life.

Why is Courtesy Important?

Depersonalization is a huge obstacle when it comes to doing business online. Many potential customers comparison shop on the web, but run to their local store, to that familiar face, when it comes time to buy. Shopping carts are abandoned for a number of reasons, but one of those reasons is that people do not feel special when shopping online. They want do deal with someone who knows their name. They want to deal with someone who treats them with respect. Obviously, it is more difficult to do that online, but there are ways to improve the courtesy factor. Here's how:

1. Answer emails and answer them promptly. Whether it is a customer, potential customer, employee or colleague, answer those emails, preferably within one business day.

2. Personalize the experience. In emails, return phone calls, on Facebook or wherever, use the person's name if you have it. If you don't have it, get it.

3. Do not blow people off. Don't say, "I'll get back to you on Tuesday" and then forget about them.

4. Answer back immediately, even if you don't know the answer yet. If someone sends you an email or communicates with you in some way, let them know you heard them. Email or call them back. Let them know that you are working on getting the information they need. There is nothing worse than sending an email and getting absolutely no response.

5. Be polite and respectful. Every day business requires that we deal with all kinds of people from every age group. Some may be older. Others may be from a different culture. Treating everyone with respect and common courtesy is not only good business sense, it's the right thing to do.









 

Is Small Business Social Networking Important?

With all the things small business owners have to worry about, the question of using Facebook as a marketing tool begs the question - do I really have to? Is it worth the time and effort? What possible benefit would using Facebook bring a small business?

In truth, it's unclear whether or not using Facebook as a  marketing tool increases business or not. As part of a marketing campaign, however, it is difficult to ignore the possibilities. Facebook keeps growing. It's easy and free to use. Lots of businesses are using it. The question now becomes "why not use Facebook?"

Facebook offers some real advantages over, for example, maintaining a blog. In an instant, a small business owner can post sales and other types of customer information on the company Facebook page. Interaction with customers or potential customers is fast and straightforward. Facebook is easily accessed via computer, tablet or smart phone, making it just about as convenient as it gets.

Perhaps the real reason to use Facebook, however, is that customers expect it. A business that does not use the latest marketing tools seems out-of-touch. Even though there is no research that indicates using Facebook increases revenue, it is without a doubt a marketing tool that should be utilized.

Just a quick note hoping everyone is enjoying the season and is not inundated with end of the year woes. Wishing everyone a Happy New Year!