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11 08, 2012

Building Loyalty And Social Media, It’s Not That Easy. How About Google + Pages?

By |2017-03-03T12:07:05-05:00August 11th, 2012|Categories: Blog|Tags: , , , , , , , , , , , , |1 Comment

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This is it!

It used to be pretty easy to build loyalty. Give  customers rewards, promotions and points and you’d  own them. Not so much anymore.

For years the airlines built loyalty using frequent flyer programs. One might argue that they don’t really reward passengers for loyalty, they reward them for airline segments. It might be smarter to reward customers based on the amount of money they spend, if airlines did, they would know who’s really profitable. The way it is now, no one feels very special and it doesn’t matter how much you spend. With free seats being an “endangered species” loyalty is really tough.

These days everyone gives points  including the Goodwill Store. Because everyone gives points,  no one  really stands out.

With the multi–dimensional digital world, customers are fragmented in many more places,  and they’re not so easy to find. The Internet gives customers lots of places to  hang out and hide.

Once you find them, what do you do to  build loyalty? You build communities.

Social media is on your side but most businesses need to step up their game. A few Facebook posts,  a Tweet now and then and a blog written in 2008 won’t do it. How about a look at Google + pages?

Communities show customers “love.”

The key to building loyalty is building  customer intimacy. To do this you must be  consistent with your social media and involving yourself in your customer’s lives. Playing  games with customers is one way to engage but are you really getting to know them by playing Farmville? The other problem is that many of you are really “psycho” about how much time your staff spend on line. I would say, “get over it” and give your staff the right on line tools.

Those that spend time building their online customer connections will win customer loyalty. (By the way, the link is to FedEx.)

Why not create your own community and your own game? Everyone won’t play but the ones that do play are definitely fans. Once you’ve engaged them, you can connect.

Give your customers a platform to connect to you.

Customer Review Survey 2012 show a positive shift in consumer trust and appreciation of online reviews. Customer surveyed said they trust online review as much as personal recommendations while 52% that positive online reviews make them ore likely to use a local business. Customers trust other customer opinions. Ask yourself, what are we doing to get online customer reviews?

Make customers delighted.

Bad service can inflict more damages that ever. Customers receiving  bad service used to  tell their friends, now they tell the world. Studies suggest that only about 6% of dissatisfied customers actually complain which means businesses don’t know who’s unhappy.

Know who’s complaining and why. Customer service seems to be something that businesses call a “cost” and it’s something they would rather not do. Businesses don’t see a connection between customer service and the bottom.

Can you get it to your customers instantly?

  I can get all kinds of answers on my I Phone. I can find the nearest restaurant,  a movie, or  how far I have to walk to the gas station. I can find  or bellman or neighborhood know-it-all to tell me the name of the best restaurants.Actually my favorite apps are Tunein Radio, where I can listen to any station in the world and iTriage. ITriage helped one afternoon when my next door neighbor’s little girl was burned. It found the nearest “burn” hot line which really help us out.

Build your own online community.

Get busy building a community with  Google+ Pages. Google + Pages will allow you to create a page about your brand and your business. Check out Google + Pages for business and how you can connect. Google + also has a little known feature called “Ripples. ” Ripples is a analytic tool which will help you know who’s sharing your content. Here is a video on Ripples.

Check out Google Circles for community building.

This link will explain how Google + Pages will help your  Search Engine Optimization. What could be better than hanging out with Google?

Lisbeth Calandrino works with businesses showing them how to build loyal relationships. She does this through Social Media Marketing and Customer Service/ Sales Training . To have her speak at your business, she can be reached through [email protected] or 518.495.5380.

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7 10, 2011

Tell Me Something I Don’t Already Know

By |2017-03-03T12:07:07-05:00October 7th, 2011|Categories: Blog|Tags: , , , , , , , , , |Comments Off on Tell Me Something I Don’t Already Know

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ISteve Jobs‘ve found that not everyone is interested in learning new things; in fact, many people don’t even like thinking about learning new things. And then there are others who are so interested in learning that nothing will stop them.

 And so of course enters Steve Jobs. I never thought much about Jobs until one day while  gazing lovingly at my iPhone did I realize how amazing it was.  I also reminded myself that nothing in front of me should ever be taken for granted because it means something to my life. Job’s theory was to keep you eye on what fuels you and believe what you are doing is connected to your future.

“When you do what you love, the dots will eventually connect,” said Jobs.

I never knew Steve Jobs but he has touched me because we  shared the planet at the same time and I have been one of the recipients of   his greatness and his talent. A friend sent me an article about Jobs which said Jobs  listened to the customer, decided what they needed and gave it to them. An interesting theory and one that my dad subscribe to; his motto, you have to have a customer before you can sell anything and once your customer tells you what they want you’re half way there. Sort of “get them there and then build it for them. ”

This is real customer service.

Jobs and I also shared the path of cancer, my path like his has been twice but I am still here. I know what it means to have the doctor tell you how long you have to live and then wondering how could she be talking to you since you don’t  even feel sick.

I understand the urgency of life and following your dreams. Cancer has a way of telling you to pay attention to your life. It has a way of telling you to hurry up and get on with it no matter how the rest of the world or the people in your life feel.

 I recently watched Job’s graduation speech at Stanford in 2005 as he recounts his brush with death and how it impacted his life. “If it doesn’t feel like something you want to do then don’t do it” was the essence after  his first brush with death.  Jobs lived his life that way, believing that his path had a purpose and that it would lead him somewhere. His insights into life and his path to greatness leaves many of us in awe–as it should.

Everything in your life has been put in front of you for a reason. I believe it’s up to you to determine the reason and proceed as if it all matters. On some level, conscious or unconscious, it does. It may be hard to realize that looking at death can move you forward since we often think that only good things can move us forward. If you believe in yourself, it’s all good  and everything can move your forward.

Jobs dropped out of college because he hated the classes but promised  his adopted parents he would give it a try. You see  his birth mother was unwilling to give him up unless his adopted parents agreed to give Steve a college education. Despite the fact they were uneducated (they lied to get Steve) they gave up everything to get Steve educated.) After dropping out of college he was free to live his life and  take any classes that interested him. His choice was  calligraphy. He didn’t know why but he thought it was beautiful, little did he know it was to be a major part of the Mac  he later designed.

If you’re not doing what you want right now, at  one point in your life, if you’re lucky, you will decide to do what you really love.  One day your wake up call will be ringing in your ears; don’t hit the snooze button. I  always knew I loved sports, I majored in physical education and never did anything formal with it but feel at my best when I’m at the gym. I’m lucky I’ve at least connected those dots.

Follow your heart and your path; not your mom’s, your wife/husband/boss’s path but the one that gives you “juice.” I was discussing  this with one of my business friends who said he  liked the term “juice.” I’m sure I didn’t make it up but it sure fits. If what you do makes your mouth water, you’re on the right track!

Live your life as if you “are” and remember you are exactly where you need to be at this point and you’re doing the right thing. There’s a reason for it and a way for you to grow–if you believe in yourself. The mistake we make is in the belief   that when something bad happens it becomes a stumbling block to  our life. Consider that whatever it is it has a purpose. Maybe it’s to slow you down and so you can practice your “problem solving skills” or to take another path. 

As Steve Jobs said, if you’re doing what you want the dots will connect themselves and eventually you will know what it all means. Ah, the adventure of life. 

Thank you Steve.

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