If you ask any businessperson what makes their business prosper, some will reply that it is the excellence of the product, some will answer that it is their communication and many will say it is the customer relationship. The third group of people is absolutely right. You may have a super product and state of the art communication strategy but if you are not treating your customers well none of the others will work their magic. Good customer service is like that magic ingredient without which you can neither achieve nor keep success.
Also it is not enough to treat your customers well; you must keep treating them well. Each and every demand that the customer makes of you must be met quickly and efficiently and they must look upon every relationship with your brand as a valued one. These are quite high goals to keep but they are absolutely worth it. Studies reveal that as many as 85 % customers drop a brand after a single bad customer relation. So that is what it takes, only one sloppy customer interaction, to fall from their graces forever. Also one failed customer relationship may have wider effects. Customers rarely keep quiet about their dissatisfaction with a brand. Like a domino effect, their impressions will drive away many potential customers and have a negative effect on your steady customer base as well. You need to take customer relationship very, very seriously if you intend to survive and succeed as a business.
It seems a monumental task but you can actually achieve a good customer relationship by adopting some simple measures. Be prepared, be efficient and be consistent. These are the three main steps that should drive your customer relationship program. Speed and efficiency are the two propellers that should drive each and every customer relationship. This is even more important in this day and age of instant gratification. We are currently living in an era where our demands are met and our needs fulfilled by the simple push of a button. This behaviour has been built into the customer by their constant social and professional interactions. So be ready with a plan which will help you deal with customer needs instantly and effectively.
There are some steps you could take to improve your customer relationships. They are:
Simplify the channel of communications: In order to meet all customer demands and to be accessible to the customer, many companies adopt a multi-channel communication route. They try to be present everywhere, on the phone, email, messenger, texts. This needs a huge infrastructure so do not attempt this if you do not have the structure to provide support. Working in so many silos employees find it difficult to integrate the processes and it can in turn make your customer services patchy. This might increase cost and result in more dissatisfied customers. That being said, customers are using multiple and evolved communication tools in their daily lives. So choose your customer communication tools well, keep them simple and manageable and you have already laid the foundation of a manageable and efficient customer service.
Involve technology: Many companies these days decide to integrate AI into their customer relationship programs along with their customer service representative. It has worked wonders in many cases. Without AI your training cost for customer service executives increase and also puts your customer service executives under a lot of pressure. So, without AI customer service becomes a costly and labour intensive affair. On the other hand , encouraging the customers to help themselves in case of routine enquiries with the assistance of chatbots increases productivity and allows customer service executives enough mind space and energy to address complex and unusual customer demands that cannot be addressed or answered by a chatbot, till date. Involving CRM or Customer Relationship Management software is also a huge step you would be taking in the right direction. Good CRM software can generate automatic responses to routine enquiries and store minute details about the customer’s journey with you. It also lets the entire team have access to it keeping them on the same page. Also with this software you can access this database and reply to your customer queries from anywhere. Enable and empower your customer service representatives with automation and software and watch the number of satisfied customers increase. A good customer servicing team can do wonders with the right tools at their disposal.
Choose your team well: Being polite or nice to customers isn’t simply enough although they are necessary. You need to find the solutions, and find them quick. Your customer service team must have the flexibility and presence of mind to address even the more complex queries with efficiency and speed. For this you need to choose your team well. If they already have access to the previous customer interactions this job is made much easier. Also a cheerful and optimistic disposition helps a lot when the customer is facing a crisis. So, your customer service representatives need to be positive, efficient, quick and flexible to make the customer interactions productive, each time.
With the right team, the right tools and the right strategy you could simplify and improve your customer service to a large extent.
How to write an event PR that makes the audience look forward to your event?
One cannot question how effective a press release is in communicating your message to the target audience, and the media. But, drafting a well-written and precise PR is the key to an effective marketing strategy that gives you the right shout out. It helps people get your message, amongst the swarm of other event information available over different sources.
An effective PR event strategy can give you the coverage you aim for, and further grab interest and registrations for your event from potential customers, and event-goers. But before we talk about how to PR the right way, it is imperative to understand why should you even do a PR?
Firstly, it initiates a conversation with the audience. It definitely should be included in a marketing strategy as it is the ultimate way for the ‘consumers’ to receive information from/about your brand. Especially for an event, it is a strategic and direct outreach that helps you create a buzz, making people talk about you.
How to form a press release that brings all the attention on you?
An effective PR can help prop you or drop you. Fortunately, if you spend the time to deliver it right, you can put the odds in your favor.
Include your location, event theme & event name-
Clearly state the details of the event including what it is about, the venue and the theme.
A PR should not be heightened or adorned with fancy words or jargons. It should be simply put together, enhancing the readability and making sure the audience understands the intended message.
“The first impression is the last impression,” one can’t emphasize enough on the importance of a catchy headline! It is the first thing that gets your attention when you come across any informational piece. Therefore, choose a crisp headline and try to include the most searched keywords in it.
Include a descriptive subheading-
Although it is elective, can help customer’s get a hint of the event about to take place.
Strategically inculcate the 5W’s and 1H, in concise, and well-ordered sentences. The first paragraph should include most of the information, followed by succeeding paragraphs. The first paragraph needs to be elaborative, communicating important things that you want the readers to know. Spend time to ponder on the interest and habits of your target customers and build your PR accordingly.
For instance – Introducing a new spa service
Target customers- men/women aged 25-60 years who enjoy recreational/leisure activities.
- Summarize your last paragraph, and don’t forget to mention your contact details such as – website address, contact number, etc. Allocate a point person for the readers to direct their inquiries.
Still startled about where to begin within framing your own press release? You can refer to Newswire, Businesswire, Pressroom Today, PRWeb, etc for some great examples.
An effective PR not just focuses on providing a lot of information, but finding interesting ways to share it with the audience as well. Make sure you write the press release to connect rather than bringing up an uninteresting article that just plainly states that “an event is happening.”