Musings

Give 'em What They Want

     In 1981, "Megatrends," John Naisbitt prophesied, "The more high-tech we have, the more high-touch we will want."

Here are three "high-touch" practices that customers still want, even in the Age of Customer. Your bottom line will definitely improve when you apply these ideas.

ONE:  Have a website where customers can shop and perhaps purchase online.

We live in a society of instant gratification. If the path to purchasing the latest widget, or whatever, is easy to follow your customer i s more likely to make the purchase.  We have all encountered websites that were a nightmare to navigate; don't create this chaos for your customers. The old axiom "KISS" (keep it simple) will definitely drive more people to purchase on your site.

TWO:  Use blogs and social media site so potential customers can get to know you.

Remember; people do business with people they know and trust.  This always applies, whether you are a local independent shop or a mega corporation like Apple or Microsoft.  Following you blog or Facebook page help customers learn who they like, what their attitudes are, and if they seem like a good place to spend their money. It is important that you update these sites on a regular basis; nothing says disorganized and unreliable more than a holiday message in April.

THREE:  Keep in touch with your customers, electronically, with requested information, including an e-newsletter, special offers, and FAQ's. 

Many people look forward to your regular publications.  Be sure the information reinforces the brand message that you want to convey, and always puts the customer's needs first. Remember that email MUST be permission based.  You can get more information at companies like Constant Contact which is happy to answer all your questions and offers free training for these projects.

Your Money - Your Life