I’ve been reading a lot of marketing-related books and blogs lately, and they all seem to be screaming out a number of ways you can improve your business.
One of the ways they recommend promoting your business is to show that you are an expert in your field, offering the highest level of expertise that any provider could possibly posses.
But today, with everyone flashing their credentials to get customers through the door, is it just me, or has credibility become an issue here?
In an age where everyone claims to be an expert, you can’t just rely on this ‘expertness’ to make you stand out from the crowd. Customers have become overwhelmed when trying to make the right choices.
For this reason, it makes common sense for service providers to revert back to good old fashioned values, ensuring that buyers can not only get the product they want, but also the unforgettable customer experience to go with it.
Customer satisfaction and understanding is such a simple concept, yet it often seems to be ignored. Let me give you an example. The other day, I walked into Optus to upgrade my mobile phone plan. I went out of my way on a busy working day, to personally venture in-store and ask the staff to change the plan for me. Instead of helping, I was told to call Optus myself, and get the operators to do it over the phone.
Was this a joke? I was in the store – why couldn’t the in-store staff upgrade my phone plan for me on the spot? It seems that even asking for help on a face-to-face basis has become a rare success for many customers.
I strongly believe that people value good service far beyond dealing with companies who claim the expertise. And I’m not wrong. According to a 2009 IBIS report, “factors such as trust, reputation, warranty and add-on services affect a consumer’s decision,” when customers consider who to spend money with.
Ok, so you’re company might not be as big as Optus, but you get the idea. Do the world a favour and treat your clients like people, not income – you might just actually help them find what they want. And once that happens, they’re going to tell all their friends and family about it.
In conclusion, if you want to get ahead in an increasingly competitive marketplace, be aware that the best customer experience and word-of-mouth referrals are now the most valuable marketing tools you can possess.
Needless to say, if you can combine your ‘expertness’ with a fantastic level of customer satisfaction, be braced for the phone calls you may receive from just the one client, as more customers revert back to appreciating good old-fashioned service.
Our Guest contributor Natalie Khoo, is a Freelance Writer and Editor based in Melbourne. Starting her professional career in London at Cosmopolitan Magazine, Natalie has since returned to Australia where she has played the role of editor and contributor to a number of magazines and websites. Natalie also has extensive marketing and advertising skills from being appointed Advertising Manager of Pepper Publishing, which she has combined with her writing skills to become the accomplished business copywriter she is today.
To find out more information, visit www.nataliekhoo.com.au. You can email Natalie at: natalie@nataliekhoo.com.au, or call her on
