While it’s indisputable that digital technologies ushered in an explosion of marketing opportunities, nothing will ever replace the good ole word of mouth as the best form of advertising. The truly satisfied consumer rarely stays quiet about their great experience with a specific brand or company. They are motivated to spread the word amongst their friends, family, and colleagues. The better the experience, the more positive and effective the sharing. Nothing beats a peer testimonial.
When word of mouth marketing meshes with today’s digital world, we get first-hand, personal accounts shared via online formats. “With our uber-savvy digital consumers, all a company needs to earn the curiosity of 100 or more friends and followers is one heartfelt post on social media,” writes Dan Newman, president of Broadsuite, in Entrepreneur.
It’s old fashioned word of mouth on steroids.
Be mindful, however, that the flip side is also true. People will hesitate even less to share their unsatisfactory encounters with anyone who will listen. And that “word that got around” in such a positive, encouraging way in the past, can have the wind slashed from behind it in short order. Because, again, nothing beats a peer testimonial.
A 2015 Vision Critical study found that 42 percent of Americans will stop shopping with a brand after only two bad service experiences. And unfortunately, those unacceptable encounters will stick in the clients’ minds like the strongest glue known to man.
The bottom line is: no business can afford the stigma of poor customer service.
Newman suggests prioritizing customer experience above sales and marketing because of the high costs of going after new customers. “It costs more to entice a new customer than to keep the one you already have, making that recommended focus on customer experience an effective strategy on many fronts.”
What constitutes a positive experience in the clients’ mind?
*To be seen as and therefore treated as a person rather than an account or number
*To have his/her need met quickly
*Simplicity in both online and personal interactions
*To not be bogged down with unnecessary corporate jargon or content
*Less “We’re the best there is!” and more “What can we do for you?”
From behind the counter, customer service encompasses anticipating, designing for and responding to the clients’ needs and expectations. The nuts and bolts of how you accomplish the end goal of an exceptional customer experience are not their concern.
From the clients’ vantage point, customer service involves every interaction, all dealings—both online and offline. From the physical appearance of the facility to the ease of website navigation to the personality that answers the phone. They simply want to enjoy a positive experience when they connect with your brand.
At ASJ Partners, our number one goal is to be the ultimate one-stop marketing firm to your staffing industry. Our six step process will assess, plan, implement and launch a customized marketing strategy that will enable your firm to Win More. Sell More. Grow More and Be Found More. Contact us today.
