Following onto the Marketing Tip I wrote a couple of months ago on how to improve your customer experience http://www.marketingwhizz.com/weekly-marketing-tip/june-30th-2015 , I have a little follow up story as an example.
Last week I spent a week in Auckland visiting inbound operators on behalf of my Smartourism Marketing Group (www.smartourism.co.nz ). I stayed in a nice downtown hotel and was kindly upgraded to a lovely refurbished room.
I was impressed with the lovely décor, amenities and features such as this bathroom light switch next to the bed. Now this is clever thinking & design.
I thought: wow, this hotel was really been thinking about the guest experience when they redesigned the rooms (and invested a considerable amount of money!).
Until I wanted to boil the jug for a cuppa. I picked up the jug, walked to the bathroom to fill it up. I put it under the tap and tried to fill it. Unfortunately the tap was too low and when I pulled the jug away, all the water ran out. So I had to fill it up with a glass.
What a shame... They thought through a lot of their features, but not everything.
So, how do your customers experience your business, products, experience, service etc. Put a system in place to check your customer experience regularly. And when you change anything (or refurbish), test it thoroughly to avoid mistakes as mentioned above!
Have a great week :)!
As I experience accommodation, restaurants, online purchases and more, I wonder how many businesses experience their own product or service AS a customer.
And I mean the complete process, to experiencing the whole product or service from start to finish, including the booking process.
If you offer accommodation, have you stayed in your accommodation as a guest yourself? With this I mean pretending you are actually a guest, with suitcase and all. (where do I put my toilet bag or hang my clothes??)
Or visit your own restaurant as a guest, go to the bathroom with your bag (where’s the hook for the bag??).
Alternatively if you want objective feedback, get some mystery shoppers. Do make a list with things you want feedback on.
You or the mystery shopper will pick up small things could significantly enhance the customer experience, increase the ‘wow’ factor, and get you better reviews!
Till next week, Marijke
About five years ago, I bought a state of the art Epson projector. I bought it online and I must say I can’t even remember the name of the online shop.
The projector is still great and working fabulously. Twice a year, I get an email from Linda, their sales person. She asks me if the projector is still working ok, and if there is anything else I need such as a replacement lamp.
When she emailed me a couple of weeks ago, I asked her how much such a lamp is and they are not cheap ($ 570!). I said I would think about it as I was very busy and TRENZ was coming up. I then filed away her email.
Today, Linda sent me another email, following up on my interest in the replacement lamp. I know I should buy one as a backup but I probably wouldn’t have done it right now if she hadn’t emailed me.
As Linda has provided me with such good service all these years, I will be buying the lamp off her.
If she hadn’t sent me these emails, there is no way I would have bought the lamp of this anonymous-online-shop- that-I-can’t- even-remember-the-name-of.
So, the moral of the story is: keep in touch with your previous customers! There is a good chance they will be buying from you again!
Have a great week!
I’ve just spent a few weeks in Holland on family matters. A busy time, but I did manage to fit in a little bit of retail therapy (the sales were on)!
I’d like to share a shopping experience of good customer service, follow up and marketing practice that you can use for your own marketing.
1. My sister and law Amanda and I walked into this nice shoe shop. As we walked to the shoe racks, a sales lady came up and asked if we wanted a cup of coffee. We said yes and a few minutes later a steaming cup of coffee arrived.
(this made us feel good on a cold winter’s day – great service and a bit of wow factor).
2. We carried along trying on shoes and boots and both ended up buying 2 pairs. Upon check out, they had a good pitch why we should also buy this very special shoe cream that would protect the shoes. (This is a good upselling strategy – what else can you sell your customers?)
3. After we paid for our shoes, they asked if we wanted to go in the draw to get our money back. Who would say no? We put our names and email addresses on a list.
(Here, they’re building their database so they can stay in touch).
4. The next day, we received an email with a 5 Euro gift voucher for our next purchase and additional sale reductions.
(This would encourage you to go back and buy more, or buy shoes there again the next time).
5. Several days later, we received another email with the new collection shoes. Great follow up!
As a customer (and marketer), I find this impressive. It’s not rocket science, and not difficult to do. What it does do is create a very pleasant shopping experience and an incentive to come back…
I will, the next time I’m in Holland!
So, what can you do to create that great customer experience and keep in touch with them?
I’m back, so till next week!
The other day I walked past a clothes shop. Now I do like a good sale so I went in as they had rack after rack of clothes on sale.
They had grouped everything by colour, not by size. It looked very nice on the racks, all the blues together, all the pinks all the yellows etc.
But do you think it was easy to find anything in my size? In order to find the correct size, I had to go through all the clothes to find my size.
As I didn’t have a lot of time, and frankly, I couldn’t be bothered looking at every tag, I gave up and walked out without having bought anything.
If they would have grouped the clothes by size, I could quickly have seen if there was anything to my liking and I quite likely would have bought something.
So, what ‘s the lesson here?
If you offer a range of options to your clients, group them by type of client. Say one of your customer groups are families, group all the products you offer that are suitable for families in one brochure and on one page on your website. This way, you make it easy for them to find everything in one place and they’re more likely to book!
So, don’t find customers for your products, find products for your customers and have a think about how this could apply to your business.
(I did end up buying something else in another shop where it was all grouped by size :) Only took me 5 minutes!
Till next week, Marijke
Marijke Dunselman. Click here to read more about us!