Creating the Ultimate Customer Experience: Communicating Keeps the Competition at Bay

It happens all the time. We get busy with the day-to-day activities of running our businesses (mine happens to be helping clients create fabulous customer experiences for their patrons!) and we forget to remind our customers about all the other services we can provide for them. Then one day we find ourselves in conversation with a client and they tell us they just signed a contract with one of our competitors for a service we are very capable of providing! Our first reaction is usually utter amazement then we usually get angry at ourselves for not being better communicators. The responsibility for letting our clients know about all the products and services we provide rests squarely on our shoulders.

How do we do this? I suggest using a multimedia approach. Some of the tools I like to suggest to clients for keeping in touch with their customers are newsletters and e-zines,  well timed and targeted phone call campaigns, direct mail that includes postcards and letters, and websites that are up-to-date with case studies and testimonials of our most recent accomplishments for our customers.  These are all a part of the ongoing sales process that should be a part of your marketing plan to your existing customer base.

I like the 3-3-3 approach. Make a list of three customers you want to contact. Develop a script that highlights three things your company has done in the last three months that have resulted in success. Now pick up the phone or drop them a line and tell them about it. It may just result in increased business and profitability for your organization!

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