Don’t Ask For My Opinion If You’re Not Going to Do Anything With It

Customer Survey

Smart marketers have listened to their customers forever. With the expansion of social media platforms, customers can share their experiences with other prospects and customers. As a result, companies have started incorporating methods for gathering customer input, notably surveys, into their communications. Here are three questions to consider before you implement your next survey.

Tags: , , , ,

Customer Profitability: 7 Tactics You Need Now!


Are you maximizing each customer’s profit potential for your firm? Do you know how your customers stack up in terms of sales and profitability? If you’re not sure of the answers to these questions, there’s a good chance that you’re not maximizing the effectiveness of your marketing resources because you’re not spending enough on your best customers and wasting money on unprofitable ones. Once you’ve segmented your customer base in terms of profitability, apply these seven tactics to ensure you’re making the most of your customer investment.

Tags: ,

Are You Leaving Profitable Customers Behind?


If you’re like many marketers, you know how to determine your sales forecasts and whether your promotions are profitable, but not which customers are. Therefore it’s important to segment your customer base to determine its distribution in terms of: best shoppers, high potential shoppers, occasional shoppers (although it’s often only sale items), past shoppers who no longer buy, and prospects who’ve never bought anything. The rule of thumb is that the best 20 percent of customers generate 80 percent of revenue. In my experience, actual results tend to be even more skewed. To help you determine where you should focus your marketing efforts, here are four steps to assess your customer file.

Tags: , , , ,

Are You Asking for the Digital Marketing Sale?


Do you find that you work hard to create great marketing collateral but your results fall flat? If so, you’re not alone. Many marketers wonder why their efforts don’t yield better results. Here are seven suggestions to get prospects to take the next step.

Tags: ,

Social Media Goes Offline

Go Offline

Say social media and the first thing most people think is digital social media networks. But the truth is that the best way to reinforce networking contacts is to take them offline. For many small and media size businesses (aka SMBs), offline social media events are an ideal way to get better known. Here are five suggestions to help you plan your events.

Tags: , , , ,

4 Rules for Good Customer Service

customer love

Customer service can vary significantly, especially in a social media world where firms have more customer touchpoints. On my recent trip, I learned that customer service means truly listening to your customers and appreciating that they know what they want. These aren’t empty words. You must walk the talk with every customer interaction. Here are four rules for good customer service.

Tags: ,

How to Market When Trust Is Gone [Data]

Forget Mad Men marketing because customer trust is gone.  For marketers, change is sorely needed since only one in twenty consumers trust advertising. Here are seven places that customers now check for information.

Tags: , , , , ,

Consumer Trust-Do You Have It? [Data]

While social media gets credit for shifting the balance of power from marketers to consumers, the reality is that consumers have relied upon their trusted sources, namely family, friends and neighbors long before Facebook and the Internet ever existed. Social media just provides platforms that extend the reach of individual consumers to influence others, including strangers that they’ve never met in real life. In part, social media can do this because consumer trust is scarce. In today’s rush-to-profitability world, companies forget that they must engage with their prospects and customers.

Tags: ,

How Social Media Transformed Customer Service [Data]

Social media has transformed customer service from a faceless voice at the end of your 800 number to the people who make your firm real by engaging with consumers, in real time, showing them you care. Yet, there’s a disconnect between how companies and consumers view customer service delivered via social media platforms. Here are 5 ways that social media changes customer service.

Tags: , , ,

How to Celebrate Your Customers

In honor of Valentine’s Day show your customers some love. The goal is to delight them in an unexpected way and we have a list of 100 options to help you. [BTW, here’s our #BloggerLove Contest to celebrate our readers. Enter a blog post with one of these 125 free blog titles by February 28th, 2011 to win.]

Tags: , , , , ,