Two weeks ago I scribed a note of praise for Office Depot on PlanetFeedback.Com. Two hours later I got a personal response from Office Depot’s executive office. Last Friday I logged a complex complaint via email to my wireless phone company. Less than 3 hours later a researched response landed in my email box. It wasn’t the response I hoped for, but it was a timely response. Both companies exceeded my expectations of timeliness and personalization of response. How would your customers rate their experience on your “Contact Us” page? Here are 4 tips to help you create an e-commerce experience that keeps customers in love with you after a service mishap.

1. Prominently display phone number. Many customers visit your “Contact Us” page for the sole purpose of locating a phone number. Don’t force your customers to fill out a form or contact you via email if they want to personally talk with you. Your phone number, preferably toll-free, should be prominently displayed on your home page and on your “Contact Us” page.
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Think quick. In 10 seconds, can you list the 5 key benefits you offer your customers?

I bet you said “Yes”. But are you sure you listed benefits? If you’ll bear with me for another 10 seconds, I’d like to test out a theory on you.

Recap your answers – maybe even write them down. Now list the 5 main things your business does. In other words, what are your 5 core services? What are the 5 core features of your product?

If your first list looks anything like your second, chances are you’re mistaking features for benefits. As a result, it’s likely that your marketing materials aren’t engaging your customer. Customers don’t want to know what you can do. They want to know what you can do FOR THEM.

Don’t talk features – talk benefits.

Don’t be alarmed. You’re not alone. Most business owners and marketing managers are so close to their product or service that they have a lot of trouble distinguishing benefits from the features of their offering. Ask a web host “what are the benefits of your service?”, and you’ll likely hear something along the lines of, “we offer load-balanced server clusters.” But that’s not a benefit… that’s what they do. The benefit is superior uptime and performance.

In fact, so many people think features instead of benefits that it can work in your favour – to dramatic effect. If you can accurately identify your benefits, and convey those benefits to your market, you’ll be light-years ahead of most of your competition. You’ll be converting leads into sales while they’re still bogged down trying to promote features.

So if you’ve ever sat down to write a sales letter and wondered how you’re going to grab your reader’s attention, or you’ve ever gone ‘round in circles writing draft after draft of web copy without ever hitting the mark, now you know where you were going wrong.

The only question remaining is, how do you do it right? Advertising copywriters and website copywriters do it all the time – and most of the time, they do it with benefits. Benefits are the copywriter’s holy grail. But if you’re not a seasoned copywriter, how do you identify the benefits you offer your customers?

There are any number of ways to identify the benefits you offer. This article discusses just three:
1) Customer Research
2) Speak to Your Sales Team
3) Make it Easy for Your Customer to Get Buy-In

The method you choose depends on your time constraints, budget, and level of customer interaction.

1) Customer Research
The most obvious way to identify benefits is to ask your existing customers. They’re spending a lot of money on your offering, so you can be sure they know what benefit they’re getting from it. (In many cases, it can be handy to ask them what benefits they’d like to be getting from you too!) Unfortunately, like everyone else, your customers are busy people. In most cases, you won’t get useful feedback by simply sending an email enquiry. You have to make it easy for them to respond, and you have to make it worth their while. Think about questionnaires and surveys for quantitative data, and interviews and focus groups for qualitative data. These are the simplest techniques, but you still have to make sure you interpret the results appropriately. And always remember that they’re self-report methods. People will sometimes tell you what they think you want to hear. (That’s also why you have to word your questions very carefully – try not to ask leading questions.) Of course, there are plenty of other research techniques around. Do a bit of homework and find the methods which best suit your business requirements. But don’t get carried away by the possibilities. All the research data in the world is pointless if you’re not talking the language of your customer.
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As a customer, I know what it’s like to be on the customers side of the counter. You want to turn over your hard earned money for goods or services. You are then confronted with attitude, rudeness and utter disregard for just how hard you have worked for your dollar. Either the service is slow and the quality of the goods are poor, or worse the company you are patronizing rigidly enforces poor policies for handling customer issues.

As a business owner I realize the cost of poor service. Poor service decreases impulse purchases, leads to a reduction in repeat business, causes lack of referrals and negatively impacts customer relationships. When you are trying to build a business in a competitive market each of these are critical to your success. In an environment where customers have a dozen or more purchase options it is imperative that great care be taken to build your business.

How are you doing at building your business with customer service? Consider how you would handle the following customer interactions:

(1) A customer purchased a $10 item and now wants to return it. Your policy is no refunds. This a customer who has shopped your establishment many times. Do you return the item or enforce the policy? If you must, gently remind the customer of your policy, but you should absolutely refund or exchange the product to the customers satisfaction.
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Fast and easy retrieval of you information is critical to your business success. And your documents, both on hard drive and paper, are the lifeblood of your organization. So it makes sense to preserve them for any eventuality. But should you try to do it yourself of find a professional firm to do it for you? Read on to find out.

Document Storage: Why You Should Outsource

Fast and easy retrieval of you information is critical to your business success. And your documents, both on hard drive and paper, are the lifeblood of your organization. So it makes sense to preserve them for any eventuality.

But whether your documents are on paper or in electronic form, your data can still be at the mercy of natural or man-made disaster or hard-drive failure. Such loss could cripple your business so it’s essential to have an effective back-up system in place. So how to do it?

Transferring you paper documents and hard-disk data to optical media is the first step. This allows easy retrieval of any information you need. With an efficient indexing system, just pop the disc into the drive and voila. No need to search through dusty storerooms and cart out heavy boxes.

Once you’ve decided to go ahead and backup your critical data, you have to decide whether to do it yourself or outsource to a professional company.

It really depends on the volume of documents you have to work with. But considering the importance of your company information, it makes sense to bring in a professional firm for the following reasons.
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