It's a Numbers Game...

Throughout this year you will send multiple messages to customers or members utilizing various mediums. So how can you increase your response to each of these marketing messages? … get a better list!

Remember better doesn’t always mean bigger! Simply updating your list with correct customer or member information can go a long way to expanding your reach.

This year, try starting off the year with a campaign or sales initiative to grow your database. Starting with a clean database help to make the rest of your 2011 campaigns/marketing initiatives a success. Whether it’s emails, addresses, phone numbers, followers, or facebook friends, the larger your list, the more people you will reach. And, of course, the more people you reach, the greater response you will receive!

Best,

Jamie

Lend an Ear to Complaints

As marketers, we focus on creating a positive customer/member experience, but unfortunately sometimes people still get upset over a fee, service issue, etc. And when customers/members are unhappy, they are 5-20 times more likely to share a bad experience than they are to spread good news.

And with the increasing popularity of social media, sharing a negative experience is easier than ever.

Take this customer for example…

A Philadelphia Bank of America customer was upset over a series of charges. The customer lived across from the BoA branch and hung a larger banner on his building reading, “I Hate Bank of America.” His story caught the attention of local newspapers and also the local NBC station. After 7 months of having the banners displayed, the disgruntled customer took it to the Internet. He started a blog and myspace page strictly dedicated to “how much he hates Bank of America.” It has been almost 2 years since the inquiry and he is STILL posting blogs and encouraging other customers share their negative experiences.

So what can we learn from this…

Simply not responding to a complaint can generate significant negative word of mouth. Having a process in place that allows customers/members an opportunity to voice their comments and that ensures all comments receive a response will means higher satisfaction levels and less backlash. It’s all about listening to what people have to say and fostering two-way dialogue for solving problems, answering questions, recognizing suggestions and thanking compliments.

Do you have a process in place for reviewing and responding to customer/member comments in a timely manner? Clearly, your front line staff should feel empowered to fix any issues that might arise, but you can also utilize a blog or facebook page open to comments, devote a section of your website to allow customers/members to submit comments, or create a satisfaction survey.

And when you receive a comment, do something about it... listening is important, but action makes the difference!

Best,

Jamie