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Is Bad Service Good Business?
Every small business makes compromises on a daily basis. Adding something here means subtracting something there. But does it ever make sense to cut back on the customer experience? Can ...
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Use Empathetic Marketing to Win Customers
We're living in an age of post-Recessionary caution. "[T]oday, most consumers have to be careful with their spending and only a strongly demonstrated understanding of their feelings and life/business circumstances ...
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Five Ways to Deliver a Great Customer Experience
You might think of customer experience as a synonym for brand positioning or brand experience. But Christine Mauro says it's much, much more. "In reality, customer experience is the result ...
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Four Steps to Take When You Lose a Big Client
Sometimes rotten things happen to good B2B companies—such as when a major client drops you during an economic downturn. (Sound familiar?)
But every crisis carries a few good lessons with it, ...
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Why a Silent Customer Can Be Deadly
Never assume a customer who doesn't complain is a happy customer. According to a Bain & Company survey, major companies typically lose half of their customers over a five-year ...
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Three Tips for Effective Feedback-Loop Management
"If you are a large-volume sender of email, you should be signed up for all the feedback loops that are available," writes Tom Sather in an article at MarketingProfs. "Why? ...
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The Four-Step Plan for Word-of-Mouth Lead Generation
"Here's the big news," writes Andy Sernovitz in the book Social BOOM! "It's not social MEDIA. It's SOCIAL media. It's about real people and the conversations they have." In other ...
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How Miracle-Gro Uses Email to Grow Offline Sales
"One click between email message and e-commerce is so ingrained for all of us—as both buyers and marketers—that it's almost nostalgic to think of using email solely to promote offline ...
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'I'm Sorry': Three Ways to Say It to Customers
No matter how excellent your company's product or service, and no matter how outstanding your customer service team, you will encounter disgruntled customers. It's a fact of life. And, warns ...
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It Ain't Over Till It's Over
What happens after a subscriber opens your message, likes the offer, clicks through and makes a purchase?
"Do you simply count them as another customer," asks Dylan Boyd at The Email ...
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Cut the Loopholes
Knowing that Hilton Hotels offers a best-rate guarantee, Hilton HHonors member Randall Gellens booked a room in Rome at the lowest available rate of €168. When he found a better ...
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Lessons Learned From a Backpack
"Let's imagine it's this afternoon, and I suddenly have cause to fly to West Virginia," writes Peter Hartlaub in a post at The Poop blog. "Airline X has a non-stop ...
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Small Is Dutiful
"Ask most people what they like about working with [small B2B companies]," says Steve Adams in an article at MarketingProfs, "and you'll hear answers such as 'their personal approach' or ...
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I Get Sentimental
"The rise of blogs and social networks has fueled a bull market in personal opinion: reviews, ratings, recommendations and other forms of online expression," writes Alex Wright in a recent ...
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Stop! I'm Blushing!
Most independent automotive repair shops yearn for a steady supply of positive reviews at sites like Yelp.com. But Yuki Import Service of Los Angeles has placed a few prominent signs ...
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Win, Lose or Draw
In a Pro article at MarketingProfs, Laura Patterson says you shouldn't think of win/loss analysis as a customer-satisfaction survey. Rather, she explains, it's "a process for differentiating why one sales ...
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Grab for That Brass Ring!
"I predicted back in January that 2009 would be the year of the email marketer," says Stephanie Miller in a post at the Daily Fix blog. "Times got rough mid-last ...
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Fake It at Your Own Risk
Let's say you visit a site like Yelp.com and discover scathingly negative reviews of your product or service. Making matters worse, only a few of your happy customers have balanced ...
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When Bad Buzz Happens to Good Companies
It seems almost inevitable these days: You run a search on your company's name or product and a negative review, remark or blog post appears in the top listings. What do ...
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B2B Buying Shifts to Higher Gear
B2B buying has changed: Customers have more control than ever over what information they see—and choose to dismiss. They're also using social media to learn about technology and solution providers. ...
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