Aint We Wonderful!
It may come as a surprise to you to discover that customers don't buy your products or services because they feel that you have a right to make a profit. In other words, their motive for doing business with you is not to help you buy the latest Jaguar or put your children through college. You think this is a joke? Recent research shows that something like 60% of businesspeople place more importance on what they will get from a transaction than on what their customers will benefit.
In essence, their profitability is more crucial to them than is customer satisfaction. And it shows.
If you are in any doubt about this, cast your eyes over the myriad of ads, brochures, websites and so on that major on the successfulness of their organisation, as opposed to the benefit their products or services might be to the customer.
Certainly, they pay lip-service to customer satisfaction, but beneath this thin veneer of eye-shine is the belief, probably implanted at birth, that their bottom line takes precedence over everything.
Oddly, advertising agencies are among the worst offenders in this respect. Their promotional material illustrates what great work they have done, and states how many millions they billed in the last financial year, but none (and I mean none) tell you how much product their efforts have helped shift. To put it another way, none bother to demonstrate what benefit their services have been to clients.
While I am on the subject, there's something else just as puzzling which may have escaped your notice. I refer to the ubiquitous advertising awards handed out to agencies by various advertising organisations around the world. These awards are given, without fail, to campaigns that are outstandingly funny, or technically slick, or wonderfully realistic. Rarely, and I mean never, are these awards made on the strength of how much product a given campaign has sold. They don't even take into account response rates or conversion rates generated by a campaign.
Such figures, I agree, would involve a little trouble to collate, and there would no doubt be quite a bit of trickery in the shape of false returns to overcome. But I feel that a yardstick of this kind would be far more worthy ? and more relevant - than one which considered only the creativity or the cutting-edge techniques involved in a piece of work
Over the years, I have won dozens of awards for my clients; and very grateful I have been for them. A copywriter who can tote a portfolio or a showreel filled with award-winning material is guaranteed work for life. Likewise, the ad agency that employs him will see its equity rise and rise. And the client? Well, who gives a damn about the client. His products and services are merely vehicles upon which an agency can ride to glory.
The moral is clear. Rather than thinking what your customers can do for you, think what you can do for your customers. With this kind of philosophy, your profits will take care of themselves.
About The Author
Patrick Quinn is an award winning copywriter with 40 years' experience of the advertising business in London, Miami, Dublin and Edinburgh. He publishes a FREE monthly newsletter, AdBriefing. Subscriptions are available at: http://www.adbriefing.com.
Customer Service For Huge Profits
Customer service is the most vital asset for Businesseither it is online or offline. It's the critical factorwhich determines if your business has a future or not.There are two vital components to every interaction youhave with a customer1) The purchase or transaction 2) The relationshipIn order to distinguish yourself among your competition,providing just good service is not enough. The same do yourcompetitors. You must provide EXCELLENT service. That willhappen following these rules:a) Solve your customer's problems as fast as you canwithout hassles.b) Your employers should know their stuff and be welltrained.c) Treat customers with respect, a quick response, andappreciationd) Authorize employees to provide as accurate informationas they c...(related: Customer Service)
The Death Of Customer Servie
The other day a reporter call to interview me on the "Death of Customer Service". My first reaction was to deny that charge and claim that customer servi...(related: Customer Service)
Dealing With Difficult People
1. Don't get Hooked !!!When people behave towards you in a manner that makes youfeel angry, frustrated or annoyed - this is known as a Hook.We can even become "Hooked" by the way people look, how theytalk, how they smell and even by their general demeanour.If we take the bait then we are allowing the other person tocontrol our behaviour. This can then result in anunproductive response.We have a choice whether we decided to get hooked or stayunhooked.2. Don't let them get to you.We often allow the other persons attitude to irritate orannoy us. This becomes obvious to the other person throughour ...(related: Customer Service)
What Every Employee Should Know About How To Prevent Customer Service Conflicts
There are five techniques that have been proven to be effective in resolving, minimizing, and preventing conflicts. And by conflicts I am referring to any of the following that may take place between two or more people: misunderstanding, miscommunications, arguments, disagreements, mixed messages, fighting, etc.A. Active Listening: Use this approach when you want to let the customer know that you're truly paying attention. Do so by totally involving your eyes, ears, and body. Pay attention to his body language, move close, cup your hand over your ear, lean forward, etc. Be patient to let the customer fully explain himself. Avoid interrupting and asking questions in a rapid spitfire fashion. (Doing so might cause the customer to feel like a crime victim being interrogated by the Police.) If you do ha...(related: Customer Service)
How To Build A Profitable Business
It's never too soon to start saying thanks to your clients, vendors and referral sources for what they contribute to your business. Everyone loves to be appreciated and acknowledged, so start now and do something every month.Keep in contact with your clients and vendors by sending articles you have written or that would be of interest to them. Add a little "How are you?" note to these people and keep the lines of communication open. Include current information about any new value-added products or services, such as a newsletter...(related: Customer Service)
Does Your Customer Talk Back To You?
What is your customer saying about you? Do you really know? Does your customer really know who you are?If you don't know what your customer thinks about you, your business, your product and your services, then you might as well close shop!A customer is the lifeblood of every business and you must always strive to be in tune with what your customer thinks and how they feel. Don't leave your customers unattended and in the dark. Invite feedback. Add a feedback form to your website or a simple "mailto:" link that looks something like this:"Questions? Comments? Send...(related: Customer Service)
What Every Employee Should Know About How To See Customers Problems From Their Creative Side
Customer Service is a blessing and a curse; a blessing to the customer and a curse to you, the employee. At least so it seems. Although as the Customer Service representative for your employer, you are faced with a never-ending barrage of complaints, problems, and questions on a daily basis, the pressure of the job could easily become a source of anger, frustration, and other forms of counter-productive behaviors. You seem to live in a pressure-cooker of stress.Rather than let the pressure get to you, why not develop attitudes that will help you become more cheerful, positive, and productive?Did you know that a winning attitude, especially while exposed to stress, actually puts less wear and...(related: Customer Service)
Dissatisfied Or Rude Customers Can Be Satisfied Customers
On a recent airline flight I was an upset customer. I was arriving on a late inbound flight and connecting with the last flight out on the same airline, but the connecting flight left without me! At first, I was furious when told to wait in a line of 300 people to resolve my problem. But I used my time to "people watch", and I made some valuable observations. I saw that the customers who approached one ticket agent with a smile, sense of humor or other positive behaviors were walking away in a positive state. The agent looked and sounded kinder and more empathetic when helping those folks. The customers who approached another agent with a visibl...(related: Customer Service)
Your Number One Asset
Customers put you in business, keep you in business, and they can put you out of business. Therefore, your overriding feelings at all times should be: customer love, customer satisfaction, and customer convenience.Begin by making it as easy as possible for people to purchase what you are selling. That means, taking phone orders, accepting as many methods of payment as possible, having a toll-free number, having a Web site where they can make ...(related: Customer Service)
Invalid Excuses For Poor Business Results - The Weather
Note to Kmart: It wasn't about the weatherIn the 1970s Kmart was the retailer to beat. No matter what happened, they seemed to turn profit. Customers were loyal and prices were hard to beat. The chain was opening more store each year than some of their competitors had in their entire chain and sales were growing at admirable rates. Things were good.Then sales began to slump. By the middle of the 1980s Kmart was beginning to be report poor sales. The main reason they gave: the weat...(related: Customer Service)
Poor Customer Service - Are Your Customers Driving Away Other Customers
Every customer you have is a word-of-mouthadvertiser for you. Unfortunately 90% of this freeadvertising is negative. Your goal is to getpositive-word-of-mouth advertisers.Think about it, how do you decide where to shop? Your chief consideration may be location or price, but service is a silent draw that cannot be overlooked.Years ago we went to a get our oil changed at the Citgo station at Rochester and Hamlin in Rochester Hills. The owner was in tough competition with the established shop across Rochester Road. We were first in line and the shop really did achieve ...(related: Customer Service)
Managing Your Business When One Client Takes Alot Of Your Time
How often has your schedule been thrown out of whack because of a client's needs?I try to live by the 80/20 ru...(related: Customer Service)