Tuesday, December 14, 2010

Engage New Customers with Love

A happy customer's workspace.

Engage the user to buy and love. 

To make a truly amazing relationship between you and your customer there has to be love. They love what you do. They love that when they searched for you – they found you! You just gave them satisfaction without even trying or spending a penny.

Now that you’ve got their attention – what do you want to do with the short period of time you have with the user? 

Most websites today get you to sign up for their RSS feed (for new content) or try to get you to purchase something. They might sell an ebook or possible even give you one for signing up for their monthly newsletter campaigns. The goal of any online marketing campaign is to engage and keep for future advertising opportunities. 

Using your “new customer window” appropriately for gain 

If you don’t know the story of Zappos.com – you should do a Google search and read or watch some videos with the founder. He has a book on Amazon too if you’re interested.

They essentially made customer service their number one concern at all times and forced people to love their brand. I’m sure they have some unhappy customers, but they also have a huge rate of returning customers.

They would upgrade the customer’s shipping choice automatically and wow them when it showed up at their door the next day for no extra charge. That creates a unique relationship that people want.

They automatically file your company under “awesome” in their mind for as long as you continue to put a smile on their face. It doesn’t have to be free upgraded shipping either. I personally like to sit down before packing orders and write on every packing slip thanking them for using our online store. I wish I owned my own ecommerce company so I could do more “customer love” type things, but for now I’m happy where I am.

When it comes to building your brand, in a local market or national stage, the number one skill to have is keeping happy returning customers.

Never forget – it’s cheaper (easier) to keep a customer than it is to find a new one.

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