Did you hear about when a group of senior marketers grouped in a kiddies playroom and delightfully messed around with crayons and other play-stuff? LOL, yeah? Well, what they were doing was to get to the actual experience of the kids using their products!
Just like when I described a very interesting, award-winning invention for personal safety to a middle-aged Mum. "Hmmmmm" she said "what if the teen forgets to adjust the mechanism and it goes off falsely alerting parents and friends?" GOOD point! And then she went on to suggest how to tweak the gadget.
Really, really, however great a product or service may be in its design, only when it is in the hands of the end-user does its true practicality show! And you know what? That goes for services too! Yonks ago a regional company wanted to get feedback from its Heads of Departments and requested a facilitation session with a difference. The venue was to be luxurious; the room was to be large, spacious and comfortable so that they could lounge around on day couches to the strains of evocative music or even stroll around in the gardens outside - all this to induce their creative juices into identifying which company-type to acquire so that they could expand! Now, did you see THAT coming? It was one of the more interesting sessions I have facilitated, and at the end of the day VOILA! the profile of their ideal company to buy over, surfaced. :)
So, whether you are selling a product or service, are big or small, getting honest feedback from your paying customers can actually increase your profits. Sure, those standard survey forms help, but you can do even better by getting candid comments about how to get more sales. Want some suggestions about HOW? Call me at 6-03-21697704 or email evelyn@atheneumgroup.net.
BRING ME THE BRAND AND I'LL INCREASE ITS PROFITS!
Showing posts with label Customer loyalty. Show all posts
Showing posts with label Customer loyalty. Show all posts
Friday, November 4, 2011
Sunday, July 24, 2011
Interpersonal skills impact Brand Delivery
Shhhh! I think I'm going to resign too, you know. OH NO!
Sigh, she is SUCH a nice person who goes out of her way to please, BUT her complaints were only echoes of what others had said :( Can you believe that until a year ago the staff had been one big happy family, joking and sharing their comments about music, clubs etc. with customers? And then POW! They began resigning one by one. Some left quietly; others became sullen before leaving, yet another - bless her heart - wrote on my bill that it had been paid when I don't remember having done so. Ooops! And now this disappointing whisper in my ear.
So what's the AXE factor? Yes, you guessed it - a new manager. Now, I can tell you that he says and does the right things but, not pleasantly. He doesn't connect with the customers and he irritates the hell out of the staff - hence the series of resignations. WHY does the owner keep him? No prizes for guessing: he can push products - it's all about the immediate $$$$$$ and not about customer loyalty or recommendations. Owner hasn't got it that it is more expensive to acquire customers than to retain them. (The upside to this is they treat me like platinum because I'm one of the few regulars. It's an ill wind that blows no good eh?) Owner's latest tactic is to install elegant coffee machines on the premises to keep us happy. Fancy that!
Definitely a Branding problem wouldn't you say? Owner himself is warm and chatty (great that he loves watching my tv show) but doesn't get that his manager needs to be the same to maintain consistency. But WHO is going to bell the cat and sound the alarm?
Well Owner has asked me to train his staff (it's the tv shows that sold him) so there's an opportunity there to improve his Brand. What will it take? It involves a subtle feedback system for Manager to discover that he needs to improve his relationship skills to deliver the Brand in an appealing way.
Do you have a valuable staffer who needs some gently but constructive feedback? Delivering the essence of your Brand WILL increase its @ value. I'd be glad to help: call me at +6032169774 or email evelyn@atheneumgroup.net?
BRING ME THE BRAND AND I'LL INCREASE ITS PROFITS!
Sigh, she is SUCH a nice person who goes out of her way to please, BUT her complaints were only echoes of what others had said :( Can you believe that until a year ago the staff had been one big happy family, joking and sharing their comments about music, clubs etc. with customers? And then POW! They began resigning one by one. Some left quietly; others became sullen before leaving, yet another - bless her heart - wrote on my bill that it had been paid when I don't remember having done so. Ooops! And now this disappointing whisper in my ear.
So what's the AXE factor? Yes, you guessed it - a new manager. Now, I can tell you that he says and does the right things but, not pleasantly. He doesn't connect with the customers and he irritates the hell out of the staff - hence the series of resignations. WHY does the owner keep him? No prizes for guessing: he can push products - it's all about the immediate $$$$$$ and not about customer loyalty or recommendations. Owner hasn't got it that it is more expensive to acquire customers than to retain them. (The upside to this is they treat me like platinum because I'm one of the few regulars. It's an ill wind that blows no good eh?) Owner's latest tactic is to install elegant coffee machines on the premises to keep us happy. Fancy that!
Definitely a Branding problem wouldn't you say? Owner himself is warm and chatty (great that he loves watching my tv show) but doesn't get that his manager needs to be the same to maintain consistency. But WHO is going to bell the cat and sound the alarm?
Well Owner has asked me to train his staff (it's the tv shows that sold him) so there's an opportunity there to improve his Brand. What will it take? It involves a subtle feedback system for Manager to discover that he needs to improve his relationship skills to deliver the Brand in an appealing way.
Do you have a valuable staffer who needs some gently but constructive feedback? Delivering the essence of your Brand WILL increase its @ value. I'd be glad to help: call me at +6032169774 or email evelyn@atheneumgroup.net?
BRING ME THE BRAND AND I'LL INCREASE ITS PROFITS!
Sunday, February 27, 2011
The Gracious Bank Officer
What do you mean the bank account number is wrong! How ever am I going to have the $ traced and retrieved then?!!! OMG! that email was an absolute shocker!
Earlier, the company overseas had requested my payment by a deadline (fair enough) but which was not possible to meet becaue of a stretch of local holidays coming up. So we had been in communication via phone and email to arrange for an extension. Nice! So, after the holidays I hot-footed it to the bank and sent what they wanted via telegraphic transfer. Done and dusted wouldn't you think? All I had to do was await their confirmation of having received the payment.
But noooooooo. The next day the shocking email said they had made a mistake with the account number. Aaaaargh! My payment had gone to cyberspace. Horrors! The last time something similar happened it took weeks and weeks to get the $ back. Did this mean I had to fork out the payment once again while waiting for the retrieval. Sob sob sigh.
Ummmm. Let me try my luck - the officers at this branch have been ever so helpful thus far. "So sorry to trouble you, but here's what has happened - can you help me?" "The $ was already sent yesterday ma'am." Gulp. Then, music to my ears: "Let me see what can be done".
BINGO! A day later it had all worked out without my having to do anyting more; the payment had been retrieved and the company overseas had received their fees too. Wht a relief!!! Thanks to an officer who was willing to be of service beyond normal requirements. :)
Do you encounter annoying problems and have to disappoint your customers sometimes? Would you like my help in devising some ways of serving your customers so that they are delighted and stay loyal and recommend your services too? I'd love to help out - just call me at 6-0321697704.
BRING ME THE BRAND AND I'LL INCREASE ITS PROFITS!
Earlier, the company overseas had requested my payment by a deadline (fair enough) but which was not possible to meet becaue of a stretch of local holidays coming up. So we had been in communication via phone and email to arrange for an extension. Nice! So, after the holidays I hot-footed it to the bank and sent what they wanted via telegraphic transfer. Done and dusted wouldn't you think? All I had to do was await their confirmation of having received the payment.
But noooooooo. The next day the shocking email said they had made a mistake with the account number. Aaaaargh! My payment had gone to cyberspace. Horrors! The last time something similar happened it took weeks and weeks to get the $ back. Did this mean I had to fork out the payment once again while waiting for the retrieval. Sob sob sigh.
Ummmm. Let me try my luck - the officers at this branch have been ever so helpful thus far. "So sorry to trouble you, but here's what has happened - can you help me?" "The $ was already sent yesterday ma'am." Gulp. Then, music to my ears: "Let me see what can be done".
BINGO! A day later it had all worked out without my having to do anyting more; the payment had been retrieved and the company overseas had received their fees too. Wht a relief!!! Thanks to an officer who was willing to be of service beyond normal requirements. :)
Do you encounter annoying problems and have to disappoint your customers sometimes? Would you like my help in devising some ways of serving your customers so that they are delighted and stay loyal and recommend your services too? I'd love to help out - just call me at 6-0321697704.
BRING ME THE BRAND AND I'LL INCREASE ITS PROFITS!
Saved by the bank officer!
"Hello Evelyn! This is SS from XBank!" I was still at the baggage carousel at the airport and had barely switched my cellphone on when the call came through, and I froze. What on earth!!!
"No, I can't come in by that time - I have only just landed, my luggage hasn't cleared yet, and it would take me a couple of hours! What do you mean there isn't enough $ to cover my cheque - I made a deposit before I left, and it showed up online too. Something is very wrong!"
"Let me check ............... you deposited into another account. What I can do for you is to transfer funds from that account so that the cheque can be cleared, and you can come in later to sign the order ok?" PHEW! What a saviour!
Now, how's THAT for good service? You know, everytime I go there the staff are always so personalized in their servic that I would not want to use another branch. If I re-located, I'd probably still drive over there, because building good relationsships is time-consuming and who'd want to start all over again anyway?
Having great service touch points not only brings in repeat business, but I would happily recommend new account holders to this branch too - they would take good care of them.
When customers find your service irresistable, you are well on your way to increasing your profits!! I'd love to help you to chart your service touch points to identify which ones you can infuse with a WOW factor! Just call me at 6-03-21697704?
BRING ME THE BRAND, I'LL INCREASE ITS PROFITS!
"No, I can't come in by that time - I have only just landed, my luggage hasn't cleared yet, and it would take me a couple of hours! What do you mean there isn't enough $ to cover my cheque - I made a deposit before I left, and it showed up online too. Something is very wrong!"
"Let me check ............... you deposited into another account. What I can do for you is to transfer funds from that account so that the cheque can be cleared, and you can come in later to sign the order ok?" PHEW! What a saviour!
Now, how's THAT for good service? You know, everytime I go there the staff are always so personalized in their servic that I would not want to use another branch. If I re-located, I'd probably still drive over there, because building good relationsships is time-consuming and who'd want to start all over again anyway?
Having great service touch points not only brings in repeat business, but I would happily recommend new account holders to this branch too - they would take good care of them.
When customers find your service irresistable, you are well on your way to increasing your profits!! I'd love to help you to chart your service touch points to identify which ones you can infuse with a WOW factor! Just call me at 6-03-21697704?
BRING ME THE BRAND, I'LL INCREASE ITS PROFITS!
Friday, January 28, 2011
Can you actually prove your selling points?
It was a light-hearted and hilarious but strictly business session with everyone enjoying being educated about the more personal facts of life. Yeah, yeah, libido was on the list too of course :).
The burly, macho, VIP corporate men were politely challenging the petite, feminine representative of a health and beauty company, but were clearly not taking her very seriously! BUT the feisty woman from the public-listed company returned their questions with a volley of facts and evidence that knocked them into respectful acceptance.
"Why should we believe your claims?" "But there are other products which say the same thing!" "How do we know that these results can really be achieved?" These were some of the questions she faced. Familiar? You know what? ANY respectable business person ought to be able to defend their products and services in ways that earn respectful acceptance shouldn't they. Sure, you may not get an immediate sale for a variety of reasons, but you surely are earning their willingness to recommend what you are promoting, and with pride too!
As with personal leadership, respect gains an audience which then leads to customers who will recommend other customers to you. Branding stands apart from the types of selling that are quick-fixes.
What are some areas for you to highlight? Track records, innovations, awards, research, testimonials, profitability, etc AND also e prepared to defend how negative aspects are handled - projecting a bed of roses without the thorns raises more suspicion than confidence among discerning customers. Which assets will help you to be planted firmly in the minds of potential customers?
I'd be absolutely delighted to help you with promoting your competitve advantages and watch you build customer retention and loyalty! Call me at 6-03-21697704?
BRING ME THE BRAND, I'LL INCREASE ITS PROFITS!
The burly, macho, VIP corporate men were politely challenging the petite, feminine representative of a health and beauty company, but were clearly not taking her very seriously! BUT the feisty woman from the public-listed company returned their questions with a volley of facts and evidence that knocked them into respectful acceptance.
"Why should we believe your claims?" "But there are other products which say the same thing!" "How do we know that these results can really be achieved?" These were some of the questions she faced. Familiar? You know what? ANY respectable business person ought to be able to defend their products and services in ways that earn respectful acceptance shouldn't they. Sure, you may not get an immediate sale for a variety of reasons, but you surely are earning their willingness to recommend what you are promoting, and with pride too!
As with personal leadership, respect gains an audience which then leads to customers who will recommend other customers to you. Branding stands apart from the types of selling that are quick-fixes.
What are some areas for you to highlight? Track records, innovations, awards, research, testimonials, profitability, etc AND also e prepared to defend how negative aspects are handled - projecting a bed of roses without the thorns raises more suspicion than confidence among discerning customers. Which assets will help you to be planted firmly in the minds of potential customers?
I'd be absolutely delighted to help you with promoting your competitve advantages and watch you build customer retention and loyalty! Call me at 6-03-21697704?
BRING ME THE BRAND, I'LL INCREASE ITS PROFITS!
Sunday, January 16, 2011
Efficiency + Charm = Loyal $
Drat! That thump, thump, thump, was a flat tyre! And I was in a hurry too! My regular mechanic quickly changed to the spare and I dashed off paying nothing.
While new tyres were being fitted later - yeah, they were due anyway - a stranger looked on. Mr broad shoulders, bulging biceps & a macho crew cut stood out in his light coloured shirt while others wore dark ones. He looked over, nodded, and paid my car a compliment - yes, this was THE boss of the chain of car tyre & service outlets. Before it, I'd been going to another one that was also his - why did I switch? Same chain, same services, but .............. !!!
You can identify with me can't you, when I say that being only minimally knowlegable makes me feel silly when what needs fixing is explained to me? Well, that feeling of inadequacy hasn't gone away and is compounded by my lack of Chinese dialects and their lack of English when we attempt to sort things out.
Well, at the previous place I did not feel they were taking me seriously (they kept giggling, honestly!) while in this outlet I do. The guys are very patient in trying to explain so that I can understand (e.g today I heard 'element' when he meant 'alignment') and show lots of consideration too. Their manner was the first reason I changed over, but the reason I stayed all these years is that their work is always reliable - when they've given advice or an estimate of when something needed to be changed its been accurate, and they've consistently maintained my cars in good order. Yes, my friends have been recommended there too, because I feel comfortable. Different outlets, different brand behaviours - which do YOU think makes more $?
Behaviours of staff can be critical to retaining customers. Recently someone asked for stock phrases for her staff to use in awkward situations so that her customers would feel cherished.
Now, THERE's an idea for enhancing customer relationships! Combine friendly phrases with genuine smiles and gentle tones and voila! an instant improvement in customer care! Call me on 6-03-21697704 and say what awkward situations you'd like to improve and you too can have reassuring stock phrases on hand to draw from :)
BRING ME THE BRAND AND I'LL INCREASE ITS PROFITS!
While new tyres were being fitted later - yeah, they were due anyway - a stranger looked on. Mr broad shoulders, bulging biceps & a macho crew cut stood out in his light coloured shirt while others wore dark ones. He looked over, nodded, and paid my car a compliment - yes, this was THE boss of the chain of car tyre & service outlets. Before it, I'd been going to another one that was also his - why did I switch? Same chain, same services, but .............. !!!
You can identify with me can't you, when I say that being only minimally knowlegable makes me feel silly when what needs fixing is explained to me? Well, that feeling of inadequacy hasn't gone away and is compounded by my lack of Chinese dialects and their lack of English when we attempt to sort things out.
Well, at the previous place I did not feel they were taking me seriously (they kept giggling, honestly!) while in this outlet I do. The guys are very patient in trying to explain so that I can understand (e.g today I heard 'element' when he meant 'alignment') and show lots of consideration too. Their manner was the first reason I changed over, but the reason I stayed all these years is that their work is always reliable - when they've given advice or an estimate of when something needed to be changed its been accurate, and they've consistently maintained my cars in good order. Yes, my friends have been recommended there too, because I feel comfortable. Different outlets, different brand behaviours - which do YOU think makes more $?
Behaviours of staff can be critical to retaining customers. Recently someone asked for stock phrases for her staff to use in awkward situations so that her customers would feel cherished.
Now, THERE's an idea for enhancing customer relationships! Combine friendly phrases with genuine smiles and gentle tones and voila! an instant improvement in customer care! Call me on 6-03-21697704 and say what awkward situations you'd like to improve and you too can have reassuring stock phrases on hand to draw from :)
BRING ME THE BRAND AND I'LL INCREASE ITS PROFITS!
Tuesday, January 11, 2011
The Platinum Rule? Maybe not
Mum! The emperor is NAKED!!! yelled the astonished lad watching the grand parade. Oh yeah! His royalness got into that situation by being treated the way he wanted to be treated by his suppliers.
Does that happen today though? Guess what! At a dinner party a friend was proudly telling us of his newest wife's gift to him - how unique and expensive it was. Lovingly, she had taken him to the store to choose it himself. THEN "Darling, may I use your card? - the limit on mine is not enough" Ahem.
Well, people who have $ to spend are commonly surrounded by those who are willing to make them feel powerful, and all parties are happy with the outcomes. 'Willing buyer, willing seller' as they say. This is not unusual and a popular sales strategy; but what does it have to do with Branding?
Simply: Branding is about creating entry barriers for your competitors while nailing down your desired customers. It's about repeat sales that are sustainable, NOT just emotional appeal that a challenger can seduce your customer away with. If a product or service retains its core values while being flexible to suit a customer, then repeat business is VERY achievable. But when a Brand wavers in delivering what it stands for, that's when customers will go for whatever the better offer seems to be. Your competitive advantage then erodes along with your percieved value.
So, how can you know what your customers really want from your Brand? What are the core values of your product or service? Can you re-package them to suit trends without sacrificing the essence of your Brand?
You get the answers from a well-designed system for getting measurable feedback, and responding to what your customers want without sacrificing your Brand. You'll be able to diversify and appeal to a variety of customer types, anywhere, anytime. 'Standardize your core values but differentiate your offerings' is the name of the game :)
If you'd like a system for getting feedback, or a workshop on Strategic Customer Care, just call me at 6-03-21697704? Glad to help you prosper from customer retential and sustainable sales!
BRING ME THE BRAND, I'LL INCREASE ITS PROFITS!
Does that happen today though? Guess what! At a dinner party a friend was proudly telling us of his newest wife's gift to him - how unique and expensive it was. Lovingly, she had taken him to the store to choose it himself. THEN "Darling, may I use your card? - the limit on mine is not enough" Ahem.
Well, people who have $ to spend are commonly surrounded by those who are willing to make them feel powerful, and all parties are happy with the outcomes. 'Willing buyer, willing seller' as they say. This is not unusual and a popular sales strategy; but what does it have to do with Branding?
Simply: Branding is about creating entry barriers for your competitors while nailing down your desired customers. It's about repeat sales that are sustainable, NOT just emotional appeal that a challenger can seduce your customer away with. If a product or service retains its core values while being flexible to suit a customer, then repeat business is VERY achievable. But when a Brand wavers in delivering what it stands for, that's when customers will go for whatever the better offer seems to be. Your competitive advantage then erodes along with your percieved value.
So, how can you know what your customers really want from your Brand? What are the core values of your product or service? Can you re-package them to suit trends without sacrificing the essence of your Brand?
You get the answers from a well-designed system for getting measurable feedback, and responding to what your customers want without sacrificing your Brand. You'll be able to diversify and appeal to a variety of customer types, anywhere, anytime. 'Standardize your core values but differentiate your offerings' is the name of the game :)
If you'd like a system for getting feedback, or a workshop on Strategic Customer Care, just call me at 6-03-21697704? Glad to help you prosper from customer retential and sustainable sales!
BRING ME THE BRAND, I'LL INCREASE ITS PROFITS!
Wednesday, October 6, 2010
Better the devil you know, than the devil you don't know?
Oh DRAT!! the laundrette had closed for their loooooong holidays and I'd missed it. But hey! I'd been wanting to look for an alternative anyway and now's a good time. They take ever so long and have to keep going back sometimes; customers stop to tell family stories and don't bother about the queue for service. Sigh. And, getting somewhere to park has been getting more difficult too. Time for change?
What about the one on the main road? They've very accessible and are popular. Hmmmm - The service is brisk and businesslike too! And the load would be washed and dried in less than 24 hours! Can't complain eh? Nice!
But, but, but, what's this? All the above were true; but the clothes didn't feel soft :(. And oh-oh! There were wrinkles that meant ironing was going to take longer. Gulp! WHY do they smell a tad - how can I risk someone I meet wondering why a smell? What a doozy!
You know what? I recall the lady at the regular place saying that she takes extra special care, issuing instructions to give them a gentle spin so that they aren't wrinkled, and making sure they're soft and fragrant too. Well, it's time for the next load and it's back to the grind of looking for parking spaces near the regular laundrette. Sure, it's slow in service and untimely with the returns, but at least I can count on them to care about the little things that show that they care about my clothes.
Off I go, and true enough it's difficult to get somewhere to park. Ah! There it is! But oh no - they're closed! Hah! I rememebr now - they'd decided to close at mid-week didn't they. Humph! So what's it going to be? The newbie who gets the job done without the frills? Ummmm. I don't think so. I'll settle for the tender, loving care, warts and all - I want to be cared for and not be just another number.
How about YOUR customers? Do they know that you value them? Want some suggestions for giving them some TLC that keeps them bringing repeat business? I'd like to help make your business known for being customer-centric. Call me at 6-03-21697704.
BRING ME THE BRAND AND I'LL INCREASE ITS PROFITS!
What about the one on the main road? They've very accessible and are popular. Hmmmm - The service is brisk and businesslike too! And the load would be washed and dried in less than 24 hours! Can't complain eh? Nice!
But, but, but, what's this? All the above were true; but the clothes didn't feel soft :(. And oh-oh! There were wrinkles that meant ironing was going to take longer. Gulp! WHY do they smell a tad - how can I risk someone I meet wondering why a smell? What a doozy!
You know what? I recall the lady at the regular place saying that she takes extra special care, issuing instructions to give them a gentle spin so that they aren't wrinkled, and making sure they're soft and fragrant too. Well, it's time for the next load and it's back to the grind of looking for parking spaces near the regular laundrette. Sure, it's slow in service and untimely with the returns, but at least I can count on them to care about the little things that show that they care about my clothes.
Off I go, and true enough it's difficult to get somewhere to park. Ah! There it is! But oh no - they're closed! Hah! I rememebr now - they'd decided to close at mid-week didn't they. Humph! So what's it going to be? The newbie who gets the job done without the frills? Ummmm. I don't think so. I'll settle for the tender, loving care, warts and all - I want to be cared for and not be just another number.
How about YOUR customers? Do they know that you value them? Want some suggestions for giving them some TLC that keeps them bringing repeat business? I'd like to help make your business known for being customer-centric. Call me at 6-03-21697704.
BRING ME THE BRAND AND I'LL INCREASE ITS PROFITS!
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