touch point plan

Create a Common Definition of Customer Service - 9/15/20


Peter, Paul, and Marie are co-workers. They are all customer service representatives.  When Peter thinks of good customer service, he defines it as being friendly to the customer. “And I am friendly,” Peter says.  “That’s why I don’t know why they send me to customer service training.” Paul thinks customer Read more

COVID-19 Demand Management Strategies for Customer Service Channels


We all want demand for our products or services.  This helps us to generate revenue and to provide something of value to our customers and communities.  But customer demand does not strictly relate to products and services.  Demand also relates to communications, information, issue resolution, education, and other aspects Read more

Hard work never killed anybody, but why take a chance? - 9/8/20


This is a quote by Edgar Bergen.  He’s one of the most famous ventriloquists of all time, but I guess he wasn’t necessarily one of the hardest workers of all time.  By sharing this quote, I am not supporting the idea that we shouldn’t work hard…or am I? We only Read more

Reach Out More for COVID-19 Customer Retention


Ever since the Coronavirus pandemic became a reality for individuals, their communities, and their countries, it became clear that people were going to be hurting…that lives were going to be changing…that the realities of the past were going to be very different from the current and near-term future realities. When Read more

Using I, We, or You in Customer Service - 9/1/20


It’s amazing how many conversations can go horribly wrong or incredibly right, not because of the use of a 4-letter word, but simply because of the use of a 1, 2, or 3-letter word – I, We, You. The incorrect use of I, We, You in conversations causes problems more Read more

Get Your Guru On - 8/25/20


You may have heard of management gurus - these people who seemed to know all and be all, to have the wisdom of 1000 leaders.  Maybe you’ve heard it in your industry as a guru in sports psychology or the master of economics or sociology or human behavior. And so Read more

Whether You Believe You Can Do a Thing or Not, You Are Right - 8/18/20


This is a famous Henry Ford quote, and the quote is all about self-belief, all about confidence. We’ve often spoken about the need to be confident and how to gain confidence, because that confidence - or the lack thereof - is imparted on the customer. But how does a customer tell Read more

Grind it out Today for a Better Tomorrow - 8/11/20


It’s been said that You Learn Perseverance by Persevering.  You are becoming mentally tougher right now.  The pain and the difficulties and the change today are making you stronger for dealing with the uncertainties of tomorrow. We’re all having to be more flexible.  We are all facing less consistency, less Read more

Increase Research for Improved Customer Relations During COVID-19


What makes a relationship? Many actions can make or break a relationship, but all solid relationships require at least two things: Communication and Caring. And customer relationships are no different in this respect. No Communication = No Connection If we don’t have some frequency of dialogue with the customer, then we Read more

Never Before… - 8/4/20


The importance of customer service is at the forefront again in our economy.  We noticed this clearly in the early 2000s when the country’s economy struggled, and we noticed it again during the Great Recession several years later.  Today, with yet another set of unexpected and extreme economic challenges, Read more

Reach Out More for COVID-19 Customer Retention

Posted on in Business Advice Please leave a comment

Ever since the Coronavirus pandemic became a reality for individuals, their communities, and their countries, it became clear that people were going to be hurting…that lives were going to be changing…that the realities of the past were going to be very different from the current and near-term future realities.

When Our Customers Can’t…

Oftentimes when individuals are going through change or they’re hurting, they have a limited reservoir to pull from for others.  Our customers have less energy or resources or money or time to give, so energy and resources and money and time are part of what they need.

When customers can’t give enough, it’s frustrating for them to be asked to give more.  So, from a customer service and retention perspective, or even a marketing perspective, move to view today through the eyes of your customer even more.

They don’t want the sales pitches as often.  They don’t want the target marketing as frequently.  But that doesn’t mean you can’t have touch points with customers.  That doesn’t mean you cannot reach out to customers.

In fact, we think you should reach out to them even a little bit more because your customers have needs beyond your product or your service.  They have more personal needs for their health or their well-being or their experience of enjoying life simply as a human being.

…What We Can

Consider reaching out to customers a little bit more, but – much more importantly – reach out to them a little bit differently.  Understand their world – their issues, needs, and goals – and determine what you could provide to them to help address those issues, needs, and goals.

For example, is there some information they don’t have access to that you could provide?  Are there some complex issues that you could address for them with simplicity?  Is there information or knowledge that is difficult to acquire, and you can create a 1-pager or a graphic or a simple link that they could click on to easily get the information they need?

Is there something they need in the near-term that you can provide in the near-term?  Keep in mind that customer retention is based on the business premise that we want to maximize lifetime value of each client to our organization.  So, these short-term and highly customer-focused touch points are being done to maintain and deepen the relationship for the long-term.

In other words, to maximize customer retention, you need to have a long-term focus.

The trees that live longest generally can weather the storms better if they have deeper roots.  Plant the seeds of customer retention today by reaching out a little bit more with a lot of extra value in the information you provide to your customers.


Developing Fan Relations During COVID-19

Posted on in Business Advice, Sports Please leave a comment

As sports teams and organizations across the world are gearing up to start play without fans, these same organizations are also determining what that fan experience is going to be when fans start attending again.  Many sports organizations are focused on locking in revenue from existing fans – keeping those season ticket payments coming in on schedule – or more operationally looking at how the facilities and the fans can be kept safe and healthy.

But there’s a middle ground between today (when teams are trying to lock in revenue) and that time when the first fans walk back into the arenas.  That gap between the financial rush now and the facility rush weeks or months from now is a huge gap in time.  That gap needs to be filled with relationship-building efforts.  That lapse in onsite engagement is something sports organizations need to view strategically as an opportunity to learn more about their fans, develop relationships with their fans, and provide value to their fans.

“Sports organizations need tailored Touch Point Plans to individual fans and fan types right now

 

We’ve provided fan retention consulting and research services to sports organizations since the early 2000s, and we’ve found that too often sports organizations get stuck in the mindset only focused on sales and marketing, exclusively using push communications.  But this COVID-19 world requires a longer term mindset.  It requires an understanding that relationships need to be built even when that fan is not experiencing the event itself.
 
Sports organizations need tailored Touch Point Plans to individual fans and fan types right now.  Those Touch Points should be minimal on sales and marketing, and instead maximizing focus on providing information of value and asking customers questions so you can learn about them, their mindset, and their situations.

Get to know your individual fans better now, at this moment.  Get to know how they’re feeling and how those feelings are trending over time.  Understand their anticipated behaviors, and begin addressing those barriers to return…now.  Don’t create your operations in a vacuum, and assume that an open facility will be filled with the same fans that were there months ago.  Get moving on Fan Relationship Development.


Don’t Let the CRM Tail Wag the Dog

Posted on in Business Advice, World of Customer Service Please leave a comment

Lacking a strategy on how to retain customers, many businesses look at their cool new CRM (Customer Relationship Management) system and go down the wrong path.

You mean we can setup the system to e-mail the customers? Great! Our retention plan is to blast our customers with e-mail marketing messages!!

You mean we can pull in fields from the sales module and use those with our current customers? Great! Let’s figure out what fields those are so we can make sure we get that information…so that we can have that information…so that we can look at that information…and we can manage our customer relationships!

You mean there are standard surveys and dashboards that we can use? Great! We’ll use those survey questions and those dashboards to manage our customer relationships!

Now what’s wrong with all these scenarios? Hopefully you’ve guessed it. The company is devising a Touch Point Plan based on a computer system’s feature. The company is determining what intelligence to acquire based only on what the system gives them. The company is surveying and managing through standard reports from a system.

The system is creating, executing, and managing the strategy. The tail is wagging the dog.

Instead, companies should determine their own retention and growth plans with existing customers, and determine how to leverage the CRM system to help when needed. Companies should determine what intelligence to gather, how to gather, and – actually as the starting point – what they’re going to do with that intelligence. Companies should determine how they want to analyze it; then get the system to do what it needs to do for them.

Systems are generally built generically – for broad application.

Your business is built SPECIFICALLY – for your customers. Lead your systems; don’t let them lead you.

Interested in improving your company’s customer service? See more at our new website! http://www.cssamerica.com/

Listen to our latest podcast episode of “Stepping Up Service” on The MESH Network at http://themesh.tv/stepping-up-service/

Read our New Book – “Ask Yourself…Am I GREAT at Customer Service?” http://www.amigreatat.com/