Dallas Business Consultant Elijah ClarkDallas Business Consultant Elijah Clark

Brand Evangelists

A happy customer is likely to tell their friends and family of the service they received. Creating brand evangelists doesn’t necessarily involve rewarding the customer with free products or services. The best method for building loyalty and creating brand evangelists is by letting the customer know that they are appreciated as a customer and that you enjoy referrals.

Satisfied customers are also likely to spread the word through social media about the service they received from your company without being asked. If they are happy, they will likely tell everyone why they are. Customer satisfaction goes a long way when creating brand evangelists. You can identify a brand evangelist by joining and staying current with social networks and watching for your business name to be mentioned on those networks. Another great opportunity for building evangelists is to get involved with customers online by incorporating widgets into your company website. These widgets can be used to allow for site visitors to communicate their thoughts and share them on their favorite social networking websites with the click of a button.

Responding to an Online Complaint – Example

NOTES:

The idea behind this response is for it to be universal and still someone directly addressing the complaint at hand. By apologizing, stating company facts and promoting the company site, this response can be re-edited and used for any complaint that the company receives.

This structure allows for complaint viewers to gain positive knowledge of the company and for the complainant to gain knowledge either of what went wrong or to contact the CEO rather than another complaint board. In addition, it also allows for any potential unhappy customers to have the contact information of the company’s CEO.

Example response:

________

CompanyEC values all of its customers, especially those who have voiced complaints. It is in our best interest to work with these customers to reach a reasonable and fair resolution. 

Words cannot express how truly sorry we are for some customers who, no matter what we do, are never truly satisfied. This is especially disheartening, as CEC has the solid reputation of providing excellent customer service.

We do all that we can to help meet a fair resolution to their satisfaction. We offer each of our customers 100% money back as long as the website and files are not on their own server. We have always and will continue to refund our customers their deposit if they are not satisfied. If a customer is not happy with the website or other service, we cannot and do not hold their deposit. Nonetheless, once a website is moved to a customers server after their final approval and final payment, a refund can no longer be omitted. This method is in line with our terms of agreement and is recognized industry wide.


CompanyEC, with a customer base of over 2,000, receives less than one half of one percent in complaints. That is an impressively low number compared to the standards of today. We certainly would like to have zero complaints, but that is just not realistically possible.


What you don’t see on this complaint website are all the positive emails and letters we receive daily from customers who are extremely happy with the service and work we have provided for them. We have dedicated a section of our website for customer testimonials located at http://www.CompanyEC.com/testimonials

If you feel that CompanyEC is not taking care of you, I would invite you to contact me at my personal email at [email protected], and I will personally follow up on your issue.

Warmest Regards,

CEO Name

CEO/CompanyEC.

Business Crisis Management

Definition of crisis management

A crisis management is the way that a person or business handles an emergency. In a family, this could be a member having to suddenly go to the hospital because of an accident. In a business, a crisis can be anything from a defective product recall or an economic change that causes a drop in sales.

How crisis management relates to business

Within the marketing industry, having the ability to understand and react promptly when crisis arises is crucial for maintaining the businesses market share, trust, and reputation. Not managing a crisis properly can have the potential to damage carefully developed equity, and spoil consumers’ quality perception (Chen, Ganesan, & Liu, 2009).

Personal experience with crisis management

As an online marketer, I run into crisis management issues oftentimes on a weekly basis. Each week I monitor my clients websites ranking through analyzing Yahoo, Bing, and Google search engines for algorithm changes. It’s normal for search engines to change their algorithm and I do advise my clients that their website rank may change drastically if such a change occurs that may affect their website. Once this happens, a site that previously ranked on the first page could drop out of the search engine completed. As this occurs, It usually causes a loss in site traffic and sales. The solution to this is for me to research and analyze the issue, check whether it’s a search engine issue or a website issue and then correct or explain to the client that recovery is impossible.

Summary of About the Crisis Marketing and The Crisis of Marketing

This article focuses on the global economic-financial marketing crisis. According to the article, marketing may be just the solution for many companies to get out of the crisis, but what is sadder is that a lot of them do not realize it (Cornelia & Mihaela, 2011). The article tackles the subject of why marketing is needed within a failing economy and how to successfully implement new strategies to help increase and sustain profit and productivity.

Avoiding negative impacts of a crisis

Research has indicated that a proactive strategy may have positive consequences on consumer perception if the crisis is responded to with a constant, active, and firm response (Chen, Ganesan, & Liu, 2009). The business being affected should respond quickly to the crisis and should focus their attention on building and strengthening consumer trust. During a crisis, marketing strategies should be analyzed and focus on resonating emotionally with the consumer through a human, friendly language (Cornelia & Mihaela, 2011). Without proactively managing the crisis, the risk of negative impact rises.

 

Credits

Cornelia, M., & Mihaela, B. (2011). ABOUT THE CRISIS MARKETING AND THE CRISIS OF MARKETING. Journal Of Academic Research In Economics, 3(3), 311-316.

Chen, Y, Ganesan, S., & Liu, Y. (2009). Does a firm’s product-recall strategy affect its financial value? An examination of strategic alternatives during product-harm crises. Journal of Marketing, 73(6), 214–226.

Email Marketing

When done correctly, email marketing serves as a tried-and-true way to get readers to download content, convert prospects with special offers, and upsell existing customers. It’s important to focus your time and attention on email marketing in addition to social media, paid advertising, and search engine optimization. It’s one form of marketing that’s not going anywhere any time soon, and rightfully so.

With emails, you can foster a deeper, one-on-one relationship with your customers. Your emails have the opportunity to appear more personal and authentic than any other marketing effort. This builds trust with your customers considering the message creates (or appears to create) a one-on-one dialogue. Email subscribers are 3.9 times more likely to share content via the social web. Plus, your target audience wants to hear from you via email. It was discovered in a survey conducted by MarketingSherpa that 72% of people actually prefer to receive promotional content through email from businesses they like, as compared to the 17% who prefer social media.[1]

When sending email campaigns, make sure your strategy, and your business, answers questions such as:

  • What are you trying to accomplish with the email?
  • What actions do you want customers to take?
  • How will you prompt customers to take this action (i.e., using buttons, CTAs, or by clearly spelling it out in the content of the email)?

Whether optimizing your email or just writing the content, you should always do so as if you were speaking directly to one person in your target audience. Use the same language in your email as you would if your ideal customer were standing in front of you. Speak (or in this case, write) to your one reader as if you already know them. This can be tricky at first, but it will get easier over time as you come to understand more about who your ideal customer is. One easy way to sound more conversational is to use second person pronouns — “you” and “your.” This is a simple adjustment that makes the email about the reader, not your company.

Personalize the Content. In the same way that you personalized your subject line, you should also personalize the content within your email. According to research conducted by Aberdeen Group, personalized emails showed an increase in click-through rates of 14% and an increase in conversions by 10%. To get started with personalization, the simplest thing to do is address your recipients by their first name in your email greeting. Your customers will also appreciate your efforts since 74% of online customers get frustrated with websites when content (e.g., offers, ads, and promotions) appear to have nothing to do with their interests. [2]

 

[1] http://content.marketingsherpa.com/data/public/reports/benchmark-reports/EXCERPT-BMR-2013-Email-Marketing.pdf

[2] http://www.aberdeen.com/research/4904/ra-email-marketing/content.aspx

Sourcing Workload

When it comes to lowering stress levels and accomplishing tasks within your business, there is the option to insource, selfsource, or outsource specific duties. Insourcing means to use capable individuals within your business to complete appropriate tasks. Selfsourcing is developing and utilizing internal IT systems that can be used by trained workers to complete a wider range of duties. Outsourcing is when you choose to use third-party companies or outside individuals to complete tasks.

Outsourcing is growing at an exceptional rate and businesses use outsourcing services provided by individuals throughout the globe. Outsourcing may be an effective solution that can save time and money by providing resources and capabilities outside of the business’s structure. In addition, outsourcing allows your business to potentially acquire leading-edge technology without purchasing needed software, updating your current systems, or training employees. Outsourcing allows you to focus your resources on the tasks that matter most and are indicative of your core competencies. Other benefits of outsourcing include lowering development costs, hiring the best talent for the job, and realizing a higher quality of work.

Short cycle time systems development involves utilizing methods including automation, outsourcing, and technology to complete tasks quickly. A benefit of this type of structure is that new products and innovation are brought to the marketplace sooner and benefits your business by having a competitive advantage. Concerns with outsourcing short cycle time systems include privacy, security, and potential loss of in-house resources.

The quick reaction of cycle time systems allow the development of new products and services to align with market and environment changes. A disadvantage of producing products or services quickly is that quality may suffer. Furthermore, using outsourced individuals could also present legal issues, financial setbacks, and provide limited control over outcomes. To try and mitigate the damages of outsourcing, you should use service level agreement (SLA) contracts with your vendors which ensure (with penalties) that you receive the desired performance and that expectations are met. Another disadvantage of outsourcing includes cultural differences. Outsourcing is often accomplished between organizations with different backgrounds, languages, and cultural differences. To outsource successfully, you should implement corporate policy that provides data security and protects the privacy of your customers. While cost reduction is a valuable benefit, you should be aware of outsource individuals who may have hidden costs associated with the work they provide.

 

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