What every business should really want are brand evangelists that are so happy with your product or service, that they tell everyone and send customers to your door. So how can you turn a customer into a brand evangelist? It starts with knowing what your...
A customer relationship management system (CRM) is a software package that allows a company to enter information about their customers and prospective customers and to keep notes and capture interactions such as emails back and forth. A key component of consistently providing excellent customer service is...
Summary Over the last five posts I have reviewed some of the important factors that affect profitability. Step 1 – Reviewing Your Business Strategy and Marketing Strategy In the first post I discussed and I hope provided a compelling case to build a business strategy around fulfilling some...
Step 4 – Improving Product and Service Delivery How are you at delivering your service or building your product? How do you maintain quality? Do you have a lot of defects? Do you even know? Do you have a lot of service do-overs or returns? Do...
Step 3 – Keeping Customers Are you losing customers? If so, why? Is it poor service or a bad customer experience? Be objective. I am sure you are fully aware that it is much more expensive to find a new customer than to retain one you...
I have noticed in my own life that common items I depend on such as vitamins, toilet paper, crackers, etc. are increasingly out of stock, sometimes for long periods of time – weeks or even months. I suspect that some of this is related to...
So you have read the other posts in this series – Awareness, Consideration/Justification, and Decision/Purchase (if you missed any, you can just scroll back down this page and back to prior pages of older posts). You have thought about the length of the Buyer’s Journey...
[caption id="attachment_8913" align="alignright" width="300"] Understanding The Joy of the Purchase[/caption] In the Decision/Purchase phase, you need to have the most interaction with the customer. This is where you brag about your product, discuss the experiences of current customers, offer case studies and demonstrate that your prospective...
[caption id="attachment_8903" align="alignright" width="300"] Buyer Gathering Information[/caption] In the consideration phase of the Buyer’s Journey, the prospective customer begins to gather more information. 72% of buyers start looking using Google search by typing in some keywords. So in this phase, you want to make available educational...
Please take a look at an article I wrote that was just published in the March edition of the Rhode Island Small Business Journal print and online versions (www.RISBJ.com). In it, I explain the four phases of the Buyer’s Journey. It is important to understand...
