Welcome to the Monthly Mash, a mashup of tools, tales and tips on customer service and the customer experience from around the blogosphere.
Volume 23: September 2013
Thoughts on the Customer: The Value of One Customer
What does one customer really mean to your business?
CLV measures the tangible economic value of a customer, but customers actually add value in numerous ways, both tangible and intangible.
What are the ways in which a single customer can add value to your organization?
- Initial Purchase
- Repeat Purchases
- Public/Online Ratings
- Staff Motivation and Inspiration
- Word of Mouth Marketing
- Direct Referrals
- Feedback that improves…
- Product/Service Quality
- Staff Performance
Of course, not every customer will provide value in all of these ways, but each customer has the potential to do so.
Understanding your customer’s lifetime value is an important exercise; however, it is also important to understand some of the softer, less tangible ways customers add value to your organization and to keep those in mind when providing an experience to them.
The Month in Customer Service Blogging
A collection of the best posts about customer service and the customer experience we read this past month.
- The Nielsen of Amazon Orders? Data Startup StellaService Rates E-Commerce, and Google Wants In – This e-retailer rating company will soon make our online purchases easier by showing off a company’s service rating.
- Where Have Customer Expectations Gone? | Brand Education – A discussion on a brand’s public image on social media, and how restaurants can monitor their presence online.
- The Perils of Making Customers Pay for Support – An interesting view on not charging “extra” for customer support. Some good counterpoints in the comment section as well.
- Man Buys Promoted Tweet to Complain About British Airways – This story went viral this past month, but in case you missed it, an angry customer used paid social media ads to complain about an airline.
- Don’t Let Your Brand Show Bad Form by Using Bad Forms – A great guide to building contact forms that will enhance (not detract from) your online customer experience.
- Customers Want Companies to Be Proactive When It Comes to Customer Service – Another customer-centric way to improve customer experience, and, possibly revenue.
- Guest Blog: Lessons From The Mouse (Mickey, That Is) – Three solid lessons from the customer experience masters at Disney.
- Stop Tying Your Employees’ Hands! – A powerful message for any manager: having trust in your staff can often yield the best customer service possible.
- Service Recovery: 7 Rules for Compensating Your Customer (After A Service or Product Failure) – Helpful tips that can help your team overcome and reduce the impact of just about any negative customer service situation.
- Top 15 Things Every Successful Customer Service Representative Must Do – If your front line employees aren’t doing these 15 things, print this for them!
We ended up with quite a few personal customer service stories this month:
- How to Win Customers, Amazon-Style – The online retailer’s internal systems make it possible to deliver amazing (and surprising) customer service.
- You Can’t Make This Up – Customer Service – A well-intentioned post-purchase email from a company talked this writer out of being a repeat customer.
- Great Customer Service From the Top of the Day to the Bottom of the Day – A truly unique approach to retail customer service that might inspire you to take this approach too! We wrote about this in our September post Your Signage Sends a Message: Make Sure It’s the Right One.
- I Expected An Apology (LINK REMOVED) – A pizza place that really understands the value of owning up to mistakes and fixing them.
- How One Cashier Secured My Customer Commitment to This Business – The quickest, smallest and easiest things can turn a new customer into a lifetime one.
Someone Was Listening
Sometimes the most popular post from the previous month; sometimes just the one I liked best.
In For Your #CustServ Front Lines: Remember One Thing, we discuss how easy it is to forget that we can provide great customer service just by how we treat our customers.
Remembering one thing about a customer can go a long way in creating a memorable experience for them. By remembering and applying that one thing to the interaction, chances are you will sell them something and they’ll come back again. It’s that simple!