Facebook, Customer Service, and Peep-Toe Wedges.

It is a widely accepted notion that social media is changing the way we do business. Long gone are the days where people might tell a few of their friends about a positive or negative customer experience. Now, they can tell their entire network of contacts and essentially the world through social media. This idea scares many people, however, the benefits of social media and this interaction cannot be ignored.

One benefit of social media that should cause any business who has shunned the idea of participating to go to their computers right now and get involved is – customer service. We all know why good customer service is so important to a business’ well-being, but many forget the ease at which social media allows this interaction to take place.

Cute shoes!

The reason for my excitement over such customer service is a recent experience I had with a brand on Facebook. Anthropologie is probably my favorite store. (I wish there was one closer to Gettyburg!)  I was browsing their website as I normally do and found the cutest pair of peep toe wedges. Unfortunately, they didn’t come in my size. Normally, I would say “oh well” and move on, but these shoes were different. I really wanted them.  Since I am a fan of Anthropologie on Facebook I figured I might as well post something on their wall just to see if they would be getting more in. I expected someone to write back to me, but say something a long the lines of “we should be getting another shipment in the spring.. etc.”) But instead , the administrator posted a comment with an email address saying they would help me find the shoes. After emailing back and forth with them, they were able to locate the shoes for me at their Newport Beach store. Not only did they find the shoes I wanted, but they put them on hold for me!

Now that’s customer service. Not to mention, customer service that in my case I would have never received were it not for the ease Facebook brought to the situation. I would have not bothered inquiring on the website.

Social media is not something to fear, but should be seen as (among other things of course) a portal for amplified customer service. What are you doing to increase your customer service online? Anthropologie just earned me as a fan for life.

I would love to hear your experiences with customer service on social media!

The Importance of Customer Experience and Branding

I just finished reading the AdAge Digital article entitled: “Why Search May Not Click for Retailers by Abbey Klaassen.

” According to the article, retailers are inclined to throw lots of money into search for this upcoming holiday season, but the truth is, the search trends are showing this may not be such a great idea.

Less than 10% of online retailers’ web traffic, on average, comes from search engines, according to an analysis by Nielsen Co.’s Online division.Nielsen found the majority of retailers’ web traffic (61%, on average) comes from people going directly to a retail site — consumers typing, say, Amazon.com into a browser address bar.

The article also claims that a bulk of the search traffic is attributed to “navigational searches” i.e. typing the name of the brand in the search bar as opposed to a product category.

So what does this all mean?

First of all, I do not think search engine optimization should be ignored. On the contrary, it is of extreme importance.

However, search is unlikely to be effective without a solid brand. This research and article is a prime example of how past customer experiences and branding are of utmost importance.  As a retailer, if your brand is not solid and your past customer experiences are lacking, your success in outward marketing efforts in general (not just search) will be wasted.

This holiday season, what can retailers (and other businesses that hinge upon customer experiences) do to ensure your brand stays ahead? Check out the following helpful links on branding and customer experience to get started.

• Attention Consumer-Based Businesses: Your Brand Represents 50%-80% of Your Value!
• Better Communication = Satisfied Customers
• Once your Advertising Has Done it’s Job, Positive Customer Experience Must Follow Through
• Sniffing for Market Share
• The Power of Words

Feel free to post other helpful blogs and articles!

5 Ways to Create a Positive Customer Experience

When you think of your marketing, do not stop at your outside advertising and promotions. Although these things are very important, in your marketing efforts remember to also take into account some other simple things that can yield great results.

Here are 5 ways your business can begin creating a more positive and memorable customer experience. The bonus:  these things are relatively free to execute!

1. Fragrance: The sense of smell is a huge memory trigger. If your store has a signature fragrance, it will remain in their minds. This can be as simple as lighting a candle or burning fragrance oil. Vary the scent toward the mood you want to create. (i.e. sultry, clean, lively, or understated)
2. Music: Music can change a mood faster than anything! Make sure the music you are playing is reflecting the type of emotions you want your customers to feel while in your store and remain true to your brand image.
3. Samples: Sampling will allow your customer to imagine what it would be like to own your product. Encourage your customers to try on clothes or jewelry, sample the perfume, or have a taste of a new dessert.
4. Greet your customers: No one wants to be bombarded by a sales person when they walk through the door, but being met with a warm, cheerful smile and greeting can do wonders to set the tone! I have walked into stores countless times and have been met with a disgruntled employee. Despite the merchandise, the mood has already been set.
5. Gain a piece of information about your customers: Ask your customers what their names are and learn them! Ask any number of questions (without being over-bearing and annoying, of course)…Are they local? Have they been in the store before? Are they shopping for something special? Make mental notes of each piece of information you gather to remember next time they come in. It will make your customers feel so special when you remember them next time.

Feel free to add your tips and suggestions of other ways businesses can create a positive customer experience.