Inside the Envelope

While it's hard to think of customer complaints as a good thing, most of them are actually great problem-solving tools for your business. Valid complaints expose problems that cost your business time and money. With that in mind, here are a few ways to deal with and learn from customer complaints: Offer several convenient ways for customers to express their dissatisfaction, such as customer surveys, comment cards, a toll-free number, a dedicated email address, and an online feedback form. Listen to customers, and let them tell their story without interrupting. Apologize for the issue they are experiencing. Take necessary actions immediately to resolve the issue and re-establish rapport. Ask customers for suggestions for improvement. Sometimes the solution may be easier than you think. Thank customers for bringing issues to your attention. Gather as much data as you can about customer complaints, and share them within your business. While all issues should be address...

If prospects and customers make the effort to visit your website, the last thing you want them to do is experience a frustrating dead-end "404 error" message that discourages them from continuing. These messages commonly occur when a page has been renamed, removed, or moved from its previous location. Instead of losing potential business over a faulty link, here are a few ways to give an ugly error page a marketing makeover: Customize your 404 page so it is recognizable as part of your website. Feature your web banner, logo, or a similar color scheme. Provide the basic structure of your website's navigation tools, so users can navigate elsewhere within your site without closing the webpage in frustration. Also consider including a home link as a convenient way to start over. Include a friendly message that apologizes for the inconvenience. Encourage users to continue searching by offering a "site search" box. Some users who are frustrated with an error messag...

Mahatma Gandhi once said, "A customer is the most important visitor on our premises. He is not dependent on us. We are dependent on him. He is not an interruption in our work. He is the purpose of it. He is not an outsider in our business. He is part of it. We are not doing him a favor by serving him. He is doing us a favor by giving us an opportunity to do so." While many businesses like to focus promotional materials on their company story, business accomplishments, and products, they should instead focus on the customer â€" their wants, their needs, and solutions to solve their problems. Here are a few ways to show your customers you truly care about their needs: Educate your customers about industry trends, product training, upgrade options, and product releases. Provide resources that are focused on helping your customer, such as product and/or price comparisons, product reviews, customer testimonials, and customer references. Listen to your customers' ne...

While the quality of your products and services is ultimately measured by customer satisfaction, here are a few tips on how to convey quality in everything your business does: Provide a no-hassle satisfaction guarantee...and stand behind it. Offer a longer or more inclusive warranty than your competition does. This will show customers how committed you are to your products. Post customer reviews and testimonials to encourage readers to see what others are saying about your products and services. Offer a risk-free evaluation of your products to allow customers to experience your outstanding products and customer support firsthand. Create a customer referral program that encourages and rewards customers to do the selling for you. Distribute professional marketing materials such as letterhead, envelopes, business cards, brochures, flyers, and product catalogs. Use only high-resolution, quality images. If an image isn't up to par, don't use it. Include your contact informati...

With the constant drumbeat of articles and posts discussing how the Internet has affected so many aspects of businesses large and small, it's been hard to argue any other points of view and make a real dent in the conversation. However, it's important to look objectively at all sides in order to come to the best conclusion of what works best for your particular business model. There's no arguing that the Internet and social media have an important role to play for most businesses that rely on engaging with their customers to drive sales and revenue. The danger is believing that a purely online strategy is the only way forward for business success. That is simply not the case. Customers prefer to receive messages in ways that they enjoy and find most useful. Some prefer the physical piece in their hand while others consume messages on their computer screen or mobile device. The wise business will not guess and force feed their audience in ways that might alienate them. T...

One of the most cost effective ways to grow your business is by letting your customers do the selling for you via referrals. Here are a few tips on how to grow your business through customer referrals: Create a customer referral program. For example, provide custom printed referral cards that provide an exclusive discount to new customers. Also reward existing customers based on how many new customers they recruit. Educate your customers with the information they need to market your products. Make sure your customers have access to adequate print literature, website links, blogs, newsletters, and other materials relevant to your company. Differentiate your business based on a key feature or benefit you offer that your competition doesn't, such as free shipping or low-price guarantees. These differentiators make great selling points to entice new customers. Ask for referrals. If you've just talked to a happy customer who complimented your business, ask if they would be willin...

For many businesses, the weather may heat up, but sales cool off in the summer. While summer may be a few months away, it's never too early to start thinking about a summer marketing plan. Here are a few creative ways to stay on the minds of your customers this summer: Plan a customer appreciation lunch or ice cream social to stay in touch with customers and prospects during your slow season. Fire up the grill, set up some tents, and get ready to greet some new and familiar faces. Encourage customers to sign up to win something related to summer fun (ranging from something as simple as a large cooler filled with goodies for a picnic to something as extravagant as a boat or paid getaway to a fun summer destination). Offer value add-ons to summer purchases, such as "Receive XYZ free with a $40+ purchase!" Surprise loyal customers with a summer-related lumpy mailer campaign that includes a promotional gift such as a sleeve of branded golf balls, a reusable water bottle, a...

NBA legend Michael Jordan once said, "Talent wins games, but teamwork and intelligence win championships." This quote is true in all types of organizations. Talent is undoubtedly important, but depending on the type of career, teamwork can be far more valuable to a company's long-term success. A group of the most highly talented individuals who don't work together efficiently are unreliable, waste resources, and often have competing agendas. Without teamwork, talent is wasted. In comparison, a strong, cohesive team can often make up for weaker talent because they form a strong alliance and are committed to reaching the same goals. Successful teams benefit from a blend of various skills and can-do attitudes. They also share resources, learn from one another, and offer invaluable encouragement and support. If your organization is struggling to find top-notch talent, try focusing on building a top-notch team instead. The winning results may surprise you.