Tag: customers

Is your brand a “bad boy?” 3 signs you might be breaking hearts

Posted on by Red Slice

You know the type. They knock you off your feet and you’re hooked. They come on all strong with promises of love. And yet, the reality of dating these bad boys (or gals, for that matter) falls so short of your dreams. They are always late. They never call when they say they will. And they continue to betray your trust and hurt you – but when they do, they always apologize in some grand style that you can’t help but falling for their charms once again. Stuck in this cycle, you begin to wonder if maybe it’s just easier to accept this unhealthy relationship because you’re tired, it’s comfortable and you just don’t want to be alone.

But did your mama ever warn you about those bad boy brands?

Oh, they exist. You know they do. And based on the last few years of bad experiences with United Airlines, an airline I used to adore, I’ve come to realize how easy it is to wake up one day and realize you’re in bed with a bad brand….and you know you’re going to come back again.

Here are 3 signs you are in a relationship with a bad brand. Or worse, that your business, organization or project is doing this to your poor customers:

 

  • You’re a smooth talker and sharp dresser – but you break your promises: United makes some pretty great ads and videos touting their renewed commitment to serving their customers. Each flight, you are forced to watch smiling, happy real-life employees talk about their job as more of a calling in caring for you like a mother hen. The CEO, with his silver-fox haircut and dazzling smiles reinforces how much United has improved in customer service over the years. Yes, they talk a good game, but after that screen goes dark, you are back to surly gate agents, chaotic ticket counters and a complete lack of respect of information. Good-hearted brands walk their talk. Recently, I witnessed a ticket counter worker refuse to help a poor non-English speaking passenger during a chaotic cancellation fiasco at SFO. She waved him away and barked quick and incoherent orders at him that even I, a native English speaker, couldn’t understand. It bordered on racism. And the other night, we had a horrendous experience with delayed flights at Orange County airport, where they kept making us go back and forth between gates, confused 2 SF-bound flights,  and had no clear information – and then the gate agents had the nerve to get snitty when people who had gone beyond the bounds of patience got anxious and frustrated. Like a bad boy, they made us feel like it was our fault. As if we had no right to be upset.
  • You make the grand gestures – but you keep breaking hearts: After my delayed flight fiasco last week, the crew and in-flight team finally apologized over and over again (“Baby, I’m so sorry. I swear I’ll never do it again!”). We received follow up emails routing us to a special website for our feedback and also offering some sort of compensation. Yes, I took them up on their offer for 3,000 bonus miles. But if this kind of behavior were not par for the course with them, I might be more willing to talk about how delightful was this gesture. Instead, I know they are just slapping a Band-Aid on the problems and that they tried to buy my loyalty and silence rather than earn it. Make-up gestures only work when they are rarely needed, not when they are the rule. Nice try, but too little too late.
  • You pretend you’re listening – but you’re not: Tweet @united if you ever get a chance. I’m not sure how they run their social media, but the first time I ever did this, I got a reply that was so obviously automated, it was laughable. It didn’t even address my original Tweet topic. Fast forward to sharing my fiasco last week and…..radio silence. Not even the automated garbage this time. Nothing. Nada. Zip. Do the same thing with airlines like Jet Blue or Virgin America and real people with real personalities are there to serve, responding right away to see what they can do. And they actually DO SOMETHING. Don’t bother playing the social media game if you have bots replying to people’s issues. It takes more than opening a Twitter account to say you’re engaged effectively in social media. How do big brands with the kind of resources that United has still not get this?

I always had a special place in my heart for United, as they were my first airline loyalty program. When I was a consultant for a Big 6 firm right out of college, I traveled with them every single week and got to enjoy the status perks that came along with that. Plus, I live in San Francisco, which is one of their hubs. But that brand love has been eroded by their bad behavior over the last ten years to the point that I don’t believe a word their CEO says. Sure, heroic acts of kindness from individual workers over the years has helped keep me “on the hook” and that is why I just can’t seem to say goodbye – plus being in a hub city, I’m often forced to fly with them.

But is that really the brand you want? One in which your customers are just “hanging on” and settling for the abuse until a better option comes along?

Now it’s your turn! What “bad boy” brands have you experienced? What do you do to ensure your brand doesn’t turn into a bad boy itself? Please share in the Comments!

How to brand your brick and mortar business

Posted on by Red Slice

If you are fortunate enough to own a sweet little boutique on Main Street or a bustling restaurant along the wharf or a funky pet store in the city’s hippest arts district, I have to admit my jealousy. Brand is just as important to service- providers that survive on a laptop as it is for physical businesses. But there are oodles of possibility for boosting your brand when you have a tangible location to decorate, staff and gather your tribe.

Here are 9 ways you can boost the brand of your brick and mortar business:

  1. Build your online community – and then gather them together for a Fans Only event: Whether you host an exclusive wine and cheese Tweet-Up or invite Instagram followers to a seasonal sale, use your space to host real-life events to not only treat your loyal fans like royalty but to create memories and connections rooted in your physical store. Nothing endears people to your brand more than remembering a good time they had making new friends that was all because of you.
  2. Decorate with intent: While many of us only have websites as our main customer storefront, you are lucky. You have a whole physical space in which to convey your brand in a way customers can see, feel, smell, hear and taste. Carry your visual identity into the store with paint colors, signage in your official fonts, and brand imagery throughout. Trying to create a fresh, airy, calm brand vibe? Lay out your store in a similar way. Stock merchandise and create a floor plan that delivers the brand promise to your community in a real, live way. Choose appropriate music and even lighting schemes and scents. If you can, choose a location that extends your brand. If you’re all about being hip and funky, can you rent renovated warehouse space with brick walls or exposed steel beams? If you’re all about adorable, frilly and cute, can you find an old Victorian and give it a fresh coat of lively colors, inside and out?
  3. Collaborate with “The Enemy:” Befriend competitors or neighboring businesses and exponentially reap more rewards for everyone. Can you host a sidewalk sale with all the businesses on your street, share expenses for some entertainment and ads, and draw more foot traffic for everyone? Can you partner with complementary businesses to offer a “crawl” of some sort that take people from place to place as one package deal, like a food tour or yarn crawl (something I recently learned small local yarn shops do). By joining forces, you can do something bigger than any of you could do alone – and not only create more category awareness as a whole but reach a heck of a lot more people. And this collaboration will only spark amazing brand goodwill in the eyes of all customers involved.
  4. Support a cause: Do you love animals? Support a local food bank? Contribute to the fight against cancer? Partner with a local non-profit and host a charitable event at your location. You can offer 10% of all net sales to the charity for the night or ask customers to bring a canned good to get $5 off their purchase. Not only is it brand magic (and good karma) to give back and align with a worthy cause (especially one that compliments your brand, like a pet store hosting a mobile animal adoption event or a women’s boutique raising money for breast cancer), it can attract new customers and perhaps garner you some killer press.
  5. Sponsor targeted events: If you’re an athletic apparel store, sponsor the city’s annual 10K Holiday Run. If you’re a pet photographer with a lovely studio, contribute a photo session package to the Humane Society’s fundraising auction. If you’re a spa, sponsor a local women business owners’ luncheon. Similar to #4, this involves going out into the community to support a worthy cause or event related to your target market, rather than bringing people to you. And you can often provide a goodie bag item or some other tchotchke that gives people a reason to visit your location when the event is over: a discount, a free sample, an exclusive invitation.
  6. Offer live classes and educational events: You’re lucky enough to have a space so use it. Just like you promote valuable educational content on your blog, you can also give people a live experience. If you’re a yarn store, offer Knitting 101 for Beginners. If you’re a pet store, conduct a seminar on proper dog and cat dental care. If you’re a book store, bring in a local business book or cookbook author to present a mini-seminar. If you’re a hair salon, ask one of your product reps to educate on the benefits and proper usage of some of their most popular products. Offer attendance incentives, serve some nice appys and beverages and keep the selling soft. Nothing endears your brand more to people than when you give them something useful. They will remember.
  7. Develop a signature touch: OK, so the Tiffany blue color is taken, but what little touch of class can you add that will become your brand signature and delight customers? A local coffee shop places a single chocolate-covered espresso bean on the lid of every drink. Totally unexpected, totally cool. A home décor store wraps your purchased items tissue paper enclosed with a delicate raffia ribbon. Felt like a gift to yourself every time. Examine your business from every customer angle: Can you do something with the packaging, check-out process or even in-store displays that can become a brand differentiator for you? Maybe all your shelves are a unique recycled wood, maybe your hangers are all purple velvet? Get creative.
  8. Hire right: With the unique ability to convey your brand in the physical world comes great responsibility. Just one negative experience in your shop with an employee will ruining your brand forever – and with social media, you don’t want to take the chance of that one unhappy person influencing thousands. Hire good brand ambassadors. Will they support your brand values and leave the right brand impression on customers each and every time? Do they treat people who don’t buy on a visit just as well as the treat the ones who do? Just one employee has the ability to make or break your brand, since that one person represents your entire business to the customer at that moment. Hire people you know will live out the brand when they pick up the phone, turn around a disappointed client or ring up the next person at checkout.
  9. Remove all barriers to purchase: This sounds obvious but I’m constantly shocked by how many times small businesses get this wrong. Make it as easy and seamless as possible for someone to buy from you. This experience will make or break your brand. This means accepting cash AND credit cards (sorry folks, cost of doing business), investing in a really great and easy-for-employees-to-use POS system to expedite checkout. Clearly labeling all items with the right SKU’s. Posting the right pricing information near the product (don’t make me guess). Making sure you staff well enough so people don’t wait forever in line and change their minds because it’s too much hassle. I hate when I’m ready to buy my stuff and the cashier has disappeared for a spell. Ensure your staff is trained well so they can truly serve the customer and are not just some hired monkeys scanning a bar code. I’m always uber-impressed with bike shops. My husband is a cyclist, so we’ve been to many and we never fail to find that any staff person we may grab is super passionate and knowledgeable about cycling. They attract the right people, invest in training and ensure there is no reason for the customer to leave without exactly what they are looking for, unless they don’t happen to carry it. And if there’s ever a wait, a staff member will always drop whatever they are doing to assist in almost every bike store I’ve seen. That’s quality.

If you have a brick and mortar business, how have you branded yourself? What has worked for you or been less successful? Do any businesses you love have a signature touch? Please share your wisdom in the Comments!

12 things you will never regret saying in business

Posted on by Red Slice

We all have had that moment when our mouth moves 3 milliseconds faster than our brain. Often, the heart has bypassed the brain’s filter completely and as you say something, you can almost literally see the words flying out of your mouth in slow motion but can’t stop them and stuff them back in.

As a fiesty redhead, this has happened to me way more times than I care to admit. With age and experience, I can honestly say it’s getting better. But tell that to the sassy 8 year-old who walked out of a TV commercial audition for a new snack cracker only to exclaim loudly to my brother, “God, those were soooooooooo gross!” – with the casting agent and client walking right behind me sporting  nervous smiles and shocked expressions. Yeah, not one of my finer. more tactful moments.

But I came to a realization in recent years that there are just some things you will never regret saying in business. You will never want to take them back and, however uncomfortable it may feel at the time to say some of these things, the regret would be in not saying them:

  1. You’re right. This seems like a great idea and offer. Let me think it over before giving you my answer, ok?
  2. I adore working with you, too! Let’s just make this official and put it in writing, so I’m sure I can deliver exactly what you’re expecting and we’re on the same page.  Protects you and me.
  3. I’m sorry. How can I make it right?
  4. That’s a really good way for us to go. Or, another option we may want to consider is….
  5. It would help me serve you better and ensure I’m delivering on my end if you overcommunicate rather than undercommunicate. I don’t mind multiple emails or calls if it means we can be successful.
  6. Let’s set up a weekly status call for this project. Sometimes, voice is easier than going back and forth on email.
  7. I would love to help you with this project but I am just too overcommitted right now and would not be able to give it the attention and care it deserves. Here are 3 other people who may be able to help you out.
  8. Please
  9. Thank you
  10. You’re welcome
  11. How can I support you in your efforts?
  12. Great job!

Photo credit: dno1967b on Flickr

Want even less regrets? If you’re in Seattle on April 23, please join me for a special workshop with the Puget Sound Business Journal: Building a Buzz-worthy Brand on Any Budget, 9-11 am. Click here for details (hurry, space is limited!)

Your turn: I know you’re dying to share your own bit of hard-earned wisdom with us, so please tell us below what phrase you have never regretted saying when doing business.  Or is there a deadly phrase you have regretted saying that led to bad consequences? Please share in the Comments below!

Why small businesses need to pay attention to engagement

Posted on by Red Slice

Today, here’s a juicy guest post by small business writer Erica Bell about why engagement matters.

Starting a business isn’t easy, I know. Small business owners wear many hats, from CEO to Marketing and HR Manager, and are constantly under a time crunch. While managing the business from sunrise to sunset may already be a challenge, small business owners can’t forget to pay attention to customer engagement. Because smaller businesses often have smaller marketing budgets, they need to pay attention to engagement, something that doesn’t require a large financial investment. Customer engagement is how small businesses can drive loyalty, create return customers and boost starting off sales.

Build Loyalty

Small businesses need to spend some time engaging with customers and building customer loyalty. A customer who supports your business from the beginning and has a great experience will return for more! When small businesses get started, it’s the return customers who build the business. Make sure you are engaging with these early on customers to build their loyalty. How? Be personal and responsive to customers and see those same customers return and spread the word.

  • When a customer is engaged with a company, they develop deeper emotional commitment to the companies, granting them an average 33 points higher Net Promoter® score (NPS®), a common measure of customer loyalty (Bain & Company).

Increase Sales

Engagement with customers can lead to an increase in sales. Customers are likely to share their fantastic experiences and interactions with your brand with their friends, family and in some cases the general public. You can keep engaged and satisfied customers coming back while attracting new ones. Remember, it costs more for your business to acquire a new customer than it does to keep current customers. Engaged customers tend to stick with your business longer, buy more often and refer your brand to their friends. (Tweet this!)

  • Customers who engage with a brand online report spending 20 percent to 40 percent more on that brand, or on that company’s products (Bain & Company).

Provide Better Service

Customer engagement and the customer experience often go hand in hand. When you know where your business is falling short in terms of customer service and the customer experience by engaging with customers, either through social media, your business phone or review sites, you can alter your current strategies for better performances in the future. Engage with your customers to find what they do and don’t like and what they would like to see from your business in the future.

  • Poor customer experiences result in an estimated $83 Billion loss by US enterprises each year because of defections and abandoned purchases (Parature Customer Service Blog).

When engaging with customers, make sure your employees are friendly, personal and knowledgeable. Great personal experiences and great customer engagement leads to great customers who talk about your business and brand in a positive light. Help your business stand apart from the major corporations by providing better, more engaged responses to customers, no matter how they choose to contact you. Engaging with customers can make your job as a small business owner easier. You can cover your marketing, customer service and sales bases all at once!

About Erica: Erica Bell is a small business writer who focuses on topics such as small business call center software and making the most of a business phone system. She is a web content writer for Business.com, Media Inc.

Avoid the strong-arm: 3 tips for smarter small business marketing

Posted on by Red Slice

I’ve been hearing some disturbing stories about Yelp‘s aggressive (and sometimes intidimdating) sales tactics to purchase paid advertising – and recently got to experience it on the phone firsthand on behalf of a local nail salon owner friend. I’m still gathering info about this to approach a WSJ reporter who could investigate these claims further and fairly get Yelp’s side of the story. (PS, if you have a story to share, please email me) Makes me not want to use them anymore, and I used to love them.

One small business owner I know claimed that when she turned the ad sales rep down, he said, “Well, this will destroy your business, you know.” Another story I heard was that someone had signed a year long contract with them – and claims it was the worst mistake he ever made and wished he could get out of the contract.

But since this is all circumstantial, and this is a blog of my own perspectives and opinions (and not an investigative journalism outfit), I wanted to instead share three must-do tips to avoid being strong-armed into making poor marketing choices:

  1. Know your audience: Sounds obvious, but be crystal clear on your target ideal customers. Not just “women” but what age, income? Where are they and what do they do for a living? What do they care about? What are their hobbies and interests? Build this character profile and you stand a much better chance of asking the right questions of advertisers to ensure you’re not wasting your money. (Tweet this!) For example, if your business appeals more to high-income working moms in urban areas, you can avoid spending money on advertising to stay-at-home moms or young teen women, let’s say.
  2. Ask about the ROI:  Ask for references, proof points or statistics. If they say their website traffic is “really good” ask to see a breakdown of unique visitors and where they are coming from.  If they say their other advertisers are seeing great results, ask for case studies or if they will let you speak to at least 3 of them as a reference check. Ask if there is any guarantee on performance or credit given if things underperform – do they provide performance statistics for you? Don’t be afraid to ask an advertiser to prove their claims. (Tweet this!) And make sure if you invest that you do so for a test period and track your sales and visits accordingly. Recently, I placed an ad with HARO and they have not responded to requests to provide click through data on the ad. Lesson learned: I should have done a better job of tracking that myself!
  3. Talk to others: Don’t be afraid to reach out to other local small businesses or others in your field and ask about what they are hearing regarding the outlet. Collaborate with others and don’t pretend you know all the answers. (Tweet this!) This will save your butt and avoid mistakes. For example, if you are part of the local SBA, merchants association or a networking group (even one online), ask others if they’ve invested in what you are considering and what their success has been. One small business owner I talked to shared that a business which could have been perceived as competitive shared his negative Yelp advertising experience with other similar businesses in the area, just to help them avoid the same mistakes. There’s enough to go around, and wee’re all in this together so ask about and share these lessons.

Now, I want to hear from you: Have any other hard-earned tips? And do you have a negative experience to share about Yelp or some other similar outlet? If so, please leave a Comment below (or shoot me an email at maria@red-slice.com if you prefer).

Embrace your freakdom: Creating a breakout brand with Kelli Bielema of Shindig Events

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I was hit by the hurricane that is Kelli Bielema at a recent Seattle entrepreneur panel which I moderated. Instantly, I fell in love with her vibrant personality and quirky branding for her event planning business, Shindig Events.  Her business creates “events that rock your face off” so you instantly know you’re not dealing with your everyday event planner.  Kellie longs to be a “Froot Loop in a world of Cheerios” and admits she stole that personal mission off Pinterest. She describes herself as a “Country girl who pines for city life. Chicago. Los Angeles. Seattle.”

Clearly she is not trying to attract your average bride or event maven. And I dig that about her. She boldly presents a unique alternative and either it speaks to you or it doesn’t. That, my friends, is targeting your brand and speaking to your tribe. But one thing is for sure: her brand stands out. So I sat down to ask her what advice she could share as you try to build a breakout brand.

RS: Welcome Kelli! I adore how your brand stands out in a world of very copycat event planning competitors. How did you determine your unique brand?

KB: When determining my business model, I knew I wanted to channel my party-participating energy into my party planning skills. Parties are fun and your planner should be too. The branding or marketing aspect part of an event is actually my favorite task, so I wanted to reflect that in my own business.

RS: Who is your ideal client? Were you ever afraid that claiming such a funky and offbeat brand would mean less revenue?

KB: People who are fun, flexible and funky are my targets.  We spend a lot of time together, doing everything from brainstorming to budgeting and then the event itself is often a marathon event, so you ultimately want to like and respect one another. You’ve got to have a sense of humor during the whole process or you are going to go bonkers.  Maybe once upon a time being unique was, well, unique. Any more, I see it as more the norm. People are embracing their freakdom more than ever (Tweet this!) and I am here to help facilitate that. Takes one to know one…!

RS: Well put! Based on your success, what wisdom can you share about effective positioning and differentiation?

KB: Having a point of view is great, but making it fresh, unique and distinct to your personality is vital. Finding out what it is that makes you and your business standout from the crowd is the key to developing marketing success. I’ll also add that being authentic in your business is just as critical as being authentic in your personal life.  People want to like and trust you…show them you are worthy of it by being real!

You can connect with Kelli and Shindig Events on her website, on Twiter @theshindiggery, or on Facebook: Shindig Events

What quirky brands stand out in your mind? What are you favorite ones? What is unique about your business brand? Please share in the Comments!

NO is not a dirty word

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I think we’re programmed to see “No” as a dirty word from a young age. No candy before bedtime. No, don’t touch that outlet. No, you can’t have the car tonight. No, you absolutely cannot date that guy who’s ten years older than you and plans to pick you up on his motorcycle…

Here’s the truth: Saying No is actually a gift. Why?

It’s a gift for you because sometimes we need to say no in order to focus on what matters. We need to keep our eyes on the prize. If you say no to the wrong clients or customers and focus on serving the ones you enjoy, who will pay you what you’re worth and who will gladly spread the word about how awesome your products or services are – your business is going to be a lot more successful.

I don’t care how big or small your company is. You’ve got to treat loyal customers better than the rest. You’ve got to serve their needs first and offer then special perks, privileges or rewards.

Remember your brand strategy. Who are you talking to? Who are your “people”? Who matters to your business? Your customers and clients represent your brand to others, so choose wisely. (Tweet this!)

I’m not suggesting you act rudely toward prospects or those in your audience. Not at all. I’m talking more about managing your time, attention and budget better and invest in the right people for your business. If you are too busy dealing with the wrong people, you won’t have the bandwidth to serve the right ones.

Saying no is also a gift to those to whom you say no. You enable them the freedom to find a better fit, to find what they are looking for at a price they are comfortable paying. You also avoid becoming bitter as time goes on and just making both you and the customer unhappy in the end. If something is a bad fit from the start, it’s better to cut bait right then and there.

Also, you give them a gift because you don’t agree to something you don’t have time, energy or passion to deliver. Instead of overcommitting and making everyone unhappy, focus on quality rather than quantity. It may hurt to say no to that client, customer – or even volunteer opportunity – but remember that you do them more harm if you can’t truly deliver your best for them. Let them find someone who will invest their best.

See? No is not a dirty word and, frankly, it needs to be said with love and respect way more often.

How do you turn down work or say no when asked to volunteer? Any tips for how to do this gracefully? Please share your insight and wisdom with us in the Comments!

What is your customer script?

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Oh, wait, you didn’t know they needed one?

If brand is all about reputation, than nothing beats it when that reputation spreads organically through word of mouth. You can’t be all places at once, so it pays to turn your customers into your own private evangelist army.

Many power brands revel in the fact that customers love them so much, those fans will generate content on their own accord – without pay – that promotes the company. Virgin America enjoys You Tube videos created by their happy passengers. Local businesses love seeing hundreds of stellar Yelp reviews from fans.

But you also want those messages highlighting the things you want your brand to represent. Meaning, you have to find some way to give your customers a script – or the main talking points – so that the message they are spreading is aligned with the one you want out in the world.  Do you want people to talk about your low prices or your artisan craftsmanship? Do you want the first thing they talk about to be your generous return policy or your quirky and fun email newsletter and brand voice?

What do you want to be known for? What is most important? One way to ensure customers know the script is to ensure that YOU do. I work with clients to build messaging platforms. Messaging platforms are internal tools designed to keep all your marketing on script for the three main messages you want to communicate about your brand. It then digs into each benefit and provides proof points that can be cited to explain why you can make that benefit claim.

Think about a conversation between a customer and a friend. What do you want them to say about you? What do you want the headline to be? Craft your messaging platform to ensure three clear benefits are conveyed in everything that you do, such as your website, your marketing, your ads. This way, you are arming your customers with the right script to share with others.

In order to control the external message as much as you can, you need to clarify the message internally first. Don’t just hope your customers will say the right things. Craft your messaging platform based on your brand and your authentic strengths and then bang the drum around those three main messages over and over again. Pretty soon, your customers will learn the script, too.

What is your customer script? What are the three main benefits you provide or things you want people talking about? Please share in the Comments!

The Seattle Freeze: How customer service differs by city

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There are lists for the best cities to start a business and  the best place to be a pet.

But when I tried to find a list of “Best cities for good customer service” you know what I found? Zip. Nada. Survey geeks, get on this. Would be useful to know.

Why, you ask? Because I recently moved from Seattle back to the San Francisco Bay Area and I’ve had a massive epiphany about how customer service differs from region to region.

We’ve always inherently known this by which cities have the friendliest people. Having grown up in both Queens, New York and Columbus, Ohio, I saw first-hand how people carry certain stereotypes based on city. Most people tend to think Midwesterners are kind, honest, friendly and that New Yorkers are brash, loud and rude. There are some kernels of truths in this, but I’ve also seen the exact opposite. I guess when you’re classifying “good” versus “bad” customer service it also depends on the vibe with which you personally are most comfortable.  Personally, I like directness when it’s helpful to my decisions. I hate passive aggressiveness or saccharin sweetness because I view it as fake.

Lately, I’ve seen in sharp contrast the differences between customer service in Seattle versus San Francisco. And I’ve had this discussion with numerous people so I know it’s not just all in my own head!

I really liked living in Seattle. Truly. But one thing that always bothered me was the customer service quality in restaurants, shops, and supermarkets. To me, the service mantra seems to be one of tense tolerance rather than true customer appreciation.

This attitude can make a customer feel like you’re “bothering” them. When asking a waiter for Splenda instead of sugar, I could sense the “Really? Are you going to be that kind of customer?” Or walking into a boutique and asking for recommendations and being told, in a “well, duh” tone of voice, “It kind of just depends on what you like.”

I swear these are not one-offs. I had this experience over and over again, no matter how kind, patient or little trouble I tried to be. It actually seemed to get worse the nicer I tried to be – maybe that was irritating!

Some folks attribute this to a phenomenon known as the Seattle Freeze. Won’t explain it here, but check the link. When I learned of this about two years into my residence there, it was like something clicked. “Yes! That’s it! That’s what the strange under-the-surface tension is!” People in Seattle are indeed fun and kind – and I have a ton of great friends back there that I miss terribly and to whom I mean no offense. But customer service in Seattle often made me feel like I was in the movie Mean Girls or something: rolls of eyes, looks of slight annoyance or standoffishness and always wrapped with an exterior of passive-aggression and faux helpfulness  – so I suspect that when the tape was played back, I wouldn’t be able to really prove any specific wrongdoing. “What? I did what she asked and even smiled!” would be the defense, I’m sure. One of the best descriptions I’ve seen: The attitude is “have a nice day, somewhere else”.

Am I paranoid? Ridiculous? Maybe. But again, I’ve spoken to many folks who admitted the exact same feeling. Customer service reps seem to do as little as possible for you. There is no engagement, no connection. Just spend your money so I can get back to the more important thing I was doing before you arrived, seems to be the message.

Contrast this to where I am now. It’s been like releasing a huge breath I’ve been holding in for so long. Look, I’m not a Chatty Cathy and I like expediency when checking out or ordering food more than the next guy. But engage, smile, ask me something about my dog or my scarf. I feel like I’m surrounded by a hundred new friends every time I explore a new café or check out a new boutique. Maybe it’s the sunshine and abundance of Vitamin D or something, but people seem genuinely happy to help and it shows when they serve customers. Even if they may hate their job – or you – you might never know it.

Am I generalizing? Heck, yes, but really not by much. I’ve had more baristas, clerks, waiters and even office receptionists offer me a delightful experience in the month I’ve been back than in my 4+ years in Seattle. Up there, it was not hard to have your business stand out with friendly, engaging customer service – the bar was set pretty low. Here? There are so many positive vibes that if I have a bad customer service experience, it stands out as the exception, not the rule.

So what’s the point of this rant for you? No, it’s not to bash my former home which I still adore fondly. It’s to prove that you need to be aware of your competition across every vector and find ways to stand out. What is the customer experience for your target audience like among your competition? Ask people, do research, conduct a survey. If you live in a city known for dreadful customer service, this could be the easiest way to stand out from the pack.

By over delivering in an area of low expectations, you can really set your brand apart. Tweet this!

Photo Credit: themyndset.com

What do you think of customer service in your city (or Seattle!) How do you use customer service as a key differentiator? Please share in the Comments.

The Five Must-Have Website Elements, No Matter What You’re Offering

Posted on by Red Slice

Guest post by Seth Leonard who trains and mentors people who want to build dynamic, successful websites. Right now on his blog he is offering the free guide, Seven Hidden Laws to Building a Dynamic Website.

There are very few universals in the world of websites. In fact, I often preach the value of finding strategies and solutions that fit your specific website purpose, rather than using cookie-cutter formulas that are often irrelevant to what you’re trying to accomplish.

However, there are a few things, no matter what, that your website absolutely must have. I’ve put together the following list of five key elements you should be sure to include with your site:

#1: A Place To Start

This is usually your homepage, but it’s so much more than the first page that someone lands on when they come to your site. Your place to start needs to let people know, quickly and easily, what your site is about.

What are you offering and why should they stay?

Far too often, especially with blog sites, the dominant element of the homepage is the most recent blog post. Well, what if your most recent blog post was slightly off-topic (perhaps a rant about spending Thanksgiving with your family)?

While I encourage you to stay on topic with everything you write, it’s impossible that every post you produce is going to sum up the mission of your website.

Providing this information doesn’t need to be over the top and take up half your homepage. Sometimes it’s a well written tag line that appears at the top of your website. Sometimes it’s a couple sentences that say who you are and what you do.

It can even be a pitch for something you’re selling or something that you want your visitors to do when they’re at your site. For example: “Learn how to write the book hidden inside of you. Click here.” That call to action also lets your audience know what they can expect throughout your website.

Just make it obvious.

Let them know what to expect. And get them excited about it.

If you don’t want to devote a lot of space to it on your homepage, then include a “Start Here” link in a prominent position. Then put your basic introduction on that page.

#2: An About Page

People love about pages. Right after they get the gist of your website (see above), they want to know what you’re about. Whether you’re an individual blogger, a large organization, a startup, or a dude selling plumbing parts out of your house, people always click on your About page.

They want to know what makes you tick.

So tell them. And don’t be boring. Unless you have an amazing resume that reads like a Dos Equis commercial, you should add some personality.

Your audience wants to know what sets you apart from everyone else. They want to know what motivates you. They want to know how you got to where you are.

It’s great to offer testimonials, accomplishments, or career highlights. But don’t leave it at just that. Offer a little bit of your story. You’ll be surprised at how much fun it is, as well as how much more interest you’ll receive from your audience.

Creating my about page was one of my favorite things I’ve done for my website.

#3: Content

This should be obvious, but I can’t leave it off the list. You need to have something for your audience to consume. It can be one thing, or it can be many things. It can be a photo, a daily poem, or a series of essays.

It can be something you’re selling, or even a question you’re asking. It can be whatever you want.

And while it’s obvious that your website needs this, it’s often something we overlook as we focus on marketing, selling, building our audience, etc. Don’t take your content for granted. Put your heart into it and create something amazing.

Create something that has your audience waiting for you to do it again.

#4: An Opportunity To Take Action

I love great content. But great content inspires action. You need to give your audience the opportunity to take action.

Here is something I recommend you do often: think about your ideal visitor coming to your website for the first time. They see your ‘place to start’ and are intrigued, so they continue. Then they explore your about page, or your most recent content, and they’re hooked.

They love what you do and how you present yourself.

Now what?

Give them something to do. Let them take the next step. Give them the opportunity to further their investment in you by signing up for something, buying something, downloading a resource, joining your email list, etc. Bring them into your club.

Even if it’s just encouraging them to share something with their friends, give them a method to act on their excitement, to do more than just consume content.

Let them act.

#5: The Ability To Contact You

It doesn’t matter how you offer it, but you need to let people contact you. You can post your email address, or if you’re worried about privacy and spam, you can create a contact form. Or you can direct people to Facebook or Twitter and have them contact you there.

There are two reasons you need this. The first is that people like to know you’re accessible. If you offer no method to contact you, you create a wall between you and your audience. It’s harder for them to connect with you and trust you.

Even if they never reach out to you, it sends a strong message that you are willing to let people contact you.

The second reason you need this is that you never know who is going to contact you. You might get a lot of people asking you questions, but you might also get someone offering you the opportunity of a lifetime. Leave that door open, even if it’s just for the odd chance at receiving something amazing.

That’s it. Five elements your website absolutely must have. You can (and should) put your own spin on all of these, but they’re essential to building a website that connects you with your audience in an authentic way.

How do you plan to implement these on your website? Let me know in the comments.