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Service that exceeds expectations likely to receive referrals

By Joan Trezek on November 7, 2011 in , , , ,

In my last post–alas much longer ago than I want to admit–I talked about the importance of cultivating referral sources because they exert a powerful influence in bringing new customers.  I cited some bad experiences with nursing homes and my intent to alert the hospital case managers to my concerns so they could factor my feedback into future referrals…or lack thereof.

I offered that feedback in a phone call to the hospital and was thanked for taking the time to do that.  The case manager also added, “I have never been to that nursing home so problems like getting through by phone to a patient have never come to my attention.”

I ask you “why refer potential customers if you know there are service or quality issues”? It is rare indeed that there are no other options to provide the same service. Of course, there are other nursing homes, other beauty salons, other computer consultants, and other PR consultants.  Find the good ones and refer them.  Better yet, be one of the good ones and be referred to. 

Here are a few examples of good customer service I experienced in a healthcare setting and referrals I do feel inclined to make:

  • a home care agency under consideration offered to go to the nursing home and meet with the physical therapist in order to better carry out the therapy needed when the patient came home,
  • an aide at a nursing home cheerfully offered to bring coffee to a patient and her guest to make the visit more home-like
  • a hospital case manager willing assisted family on how to select a hospice service for an ill patient, weeks after the patient had been discharged.

We hear a lot about meeting expectations. In the service industry in which many of us operate, it really is about exceeding expectations.  Doing the usual or less than the usual just doesn’t cut it.

 

 

 

 

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Cultivate referral sources: Your source for new customers

By Joan Trezek on August 17, 2011 in , , , , , ,

Long time between posts–summer, travel, etc. My last post on the app for mobile phones that allows consumers to lodge a complaint that posts simultaneously to their Facebook friends and Twitter followers got me thinking about some recent experiences I’ve had with with customer service. Some good, some not so good.

For those of you who wonder why a public relations professional would harp on this, I can only ask “what rock are you hiding under?” How can you run a business, a department, any kind of organization if you have a lousy image or a bad reputation.  Service, good service, counts.

So, back to my experiences. In the last weeks I have called a nursing home many times.  At least half the time, the greeting is delivered so fast, I can barely make out the name of the organization; a few times, the greeting was “hello”.  This is a licensed, accredited nursing home!

When I do get past this obstacle, I’m routed to the nursing station where I’m told to call back because there is only one phone, presumably a cell brought to the bedside, and it is in use now.  Sometimes I must place the call three times.  Does this make sense?

Occasionally, there is so much noise in the background, I can’t hear the person on the other end of the phone.  So, what should I do about this…me, who spent more than 20 years working for some very fine hospitals.  Yes, I know there are sites I can use to complain. Yes, I know I could use social media.  I am instead going to contact the social services (case management) department at the hospital that arranged transfer for my friend to this particular nursing home.  I will share, in writing, my experiences.  Will it make a difference? Like so many businesses/service organizations, referrals are important and I am going to be very clear that referring to this nursing home is unacceptable.

I’ve had some good experiences recently too.  That’s my next post.

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Comments on Customer Service: More Boon Than Bane?

By Joan Trezek on June 6, 2011 in , , , , , ,

In previous blog posts, I’ve shared some thoughts about ways to reap the benefits of compliments received from customers, clients.  Showcasing positive feedback helps to build your brand and increase confidence in your organization from those who haven’t yet become users of your products or services.

In a New York Times article in Randall Stross’ Digital Domain column, I encountered another perspective on customer feedback; namely, how complaints or grievances can spread like wildfire via a relatively new online site known as Gripe.  “Consumer Complaints Made Easy. Maybe Too Easy.” makes the point that Facebook and Twitter allowcomplaints to be shared effortless by unhappy customers  using mobile apps for iPhone and Android. The complaint also goes to the customer service department of the company being torched.

The company can fix the issue, thereby remove the compaint and earn a “cheer” in its place.  (Better yet, although contrary to the service’s name, Gripe can also allow users to send a cheer at the get-go.)  There is clearly some value to company’s learning of the complain and resolving it early.

Stross cites an example of a well-known blogger who used Twitter to rake an appliance manufacturer over the coals and send the complaint to a million Twitter followers. Ouch! Stross gives the manufacturer credit, however, for setting up (apparently for the first time) Facebook pages for its appliance brands–Maytag, KitchenAid, and Whirlpool to capture customer feedback.  Interesting, too, that the manufacturer allows the negative comments to remain, rather than deleting them.

Capturing customer feedback is key: every organization needs to know what its customers/stakeholders are thinking.  There’s no better way to gain insight on what new products/services are needed; which ones need revising or are ready to be replaced; who your star performers are and who needs to be shown the door. 

There’s so much to be gained by apologizing and promising to fix the problem. How hard is it to say, “I’m sorry you encountered an insensitive employee or a defective appliance. I personally will see that we get this addressed to your satisfaction.” Just be sure you mean it.

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Reputation, Image harder to grasp than Publicity

By Joan Trezek on May 18, 2011 in , , , , , , , ,

I used to try to explain to my mother what I did as a public relations manager.  She understood that I talked to reporters and that I sent out information about the company I worked for or represented so that people in the community would know what was happening  that was of interest or value. 

When I talked about creating identity or image or protecting reputation, we got “disconnected.”   Folks seem to understand publicity, but the other concepts of image/reputation elude them.  Promoting services and products suggests increased volume and thus revenue.  However,  I believe that most PR pros will say that the core of what they do is creating a positive image, building and protecting a good reputation.  The building process takes time, thoughtful planning and an underlying strategy.  The dismanteling process often happens over night.

It’s easier to illustrate the importance of protecting image and reputation by consider these concepts  relative to well known people. A few days ago a man the media said was slated to be the next president of France is being held pending investigation of criminal action.  In my state of California, former Governor Schwarzenegger has admitted to an affair outside his marriage.  Two individuals of talent and ability who undoubtedly overcame many obstacles in building their reputations in the field of fiance in the case of Strauss-Kahn and environmental protection are unlikely to be remembered for these accomplishments. Sports world is replete with stars who dazzled us with their athletic accomplishments, but disappointed in other areas.  The public’s memory is short; we remember the last thing we heard, not the years of painstaking good efforts.  In today’s social media environment, comments and opinions spread faster like wildfire. Just click the Like or Share button.

The takeaway from this post– Loosely paraphrasing Shakespeare: Protect your good name. Whether you’re a nonprofit organization or small business, your reputation in your community,with your customers and your employees and business colleagues is your most valuable asset.

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Actively Solicit Testimonials for low cost PR

By Joan Trezek on May 11, 2011 in , , , , , , , ,

Two previous posts have highlighted ways to use testimonials or endorsements to build your organization’s brand–to bring in more clients, more donations because those compliments give credibility to your business or nonprofit.  Even before a potential customer/donor connects with you, they have a high measure of confidence in you because of the positive experiences of others. 

The tip in this post can be very effective, and should be available, with variation, for most organizations.  In a nutshell, it’s this:  Actively solicit reviews/testimonials.  Here are some ways to do that:

#1 Approach-Many metro areas have lifestyle magazines, such as Chicago or Diablo Magazine (San Francisco’s East Bay).   These publications often put out a “Best of…” issue where readers have cast votes for what they consider to be the best martial arts school, the best Mexican restaurant, the best computer repair service, etc.  Consider notifying your customers, supporters when this voting is taking place so that they can express their support for your organization.  Terrific if you can put “Named the Best Martial Arts School in the County/City” on your Web site, your signage, business cards–virtually everywhere your name appears.  Almost as good is putting “Named among the best martial arts schools in…”

#2 Approach: Ask clients/customers who have been pleased with your services to write a review for you on www.yelp.com.  It’s easy to do; businesses are categorized by type (restaurants, real estate, professional services, automotive, etc.) and there’s no cost to the business to set up the account or to the reviewer who posts.  The site indicates that 83% of the reviewed organizations have 3 stars (out of 5) or more.  Many consumers are aware of the site so you may not need to ask, but consider a sign prominently displayed that reads, “Pleased with our service, consider writing a review on Yelp”.

#3 Approach for NonProfits: Great NonProfits, as the name suggests, allows supporters of those np organizations to post reviews of their experience.  Like Yelp, www.greatnonprofits.org categorizes organizations  by type (arts, environment, food/shelter, cancer center, etc.) and makes it easy for volunteers, donors, clients to share their experience online.  When an organization has 10 positive reviews, they are entitled to use a special graphic or emblem indicating they are among the “top nonprofits in their category”.

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Still More Tips on Writing Press Releases

By admin on May 3, 2011 in , , , , ,

While this blog has mentioned press releases a few times, I’m probably remiss in not spending some time on the format for preparing a release. 

Let’s assume that your small business or nonprofit organization has a solid news item to share with the media.  In the nonprofit world, examples might include a merger with another organization to better serve your community or an announcement of a  new Executive Director.  Small business may announce a new office or store location or celebrity visit designed to draw new customers into your site.

  • Tip 1-Compelling headline: short, snappy, strong verb (look at the sports pages of your newspaper where headlines are often eye-catching)
  • Tip 2-Limit copy to one page:  reporters/editors are busy people who receive more press releases than they have time to read.  Don’t make it hard for them to skim your announcement.
  • Tip 3-Use Inverted Pyramid approach: Journalists are trained to prepare articles by putting the most important information first–usually in the first sentence which is called the “lead”. Depending on which fact is most important, you’ll arrange the information relating to “who, what, where, when, why” in some kind of priority order. Less important information appears later in the release–maybe the 3rd or 4th paragraph.
  • Tip 4-Include contact information: Your name, phone, email address in the top right-hand corner.  Reporters often need clarificaton or some additional information; they need to be able to go to the source and get what they need before publishing your information.
  • Tip 5-Add For Release Date info: Just above the headline is a good spot to put the phrase “For Immediate Release” or For Release after (insert date) or For release between (one date) and (another date). While most news announcements are for immediate release, some are date sensitive.
  • Tip 6-Include a photo with your release.  In these days of digital photography, it is easy to do. Include a caption identifying the people, activity.  Even the photo of an individual can be interesting if you think of ways to add some action–Place the Exec Director in front of an easel or white board as though explaining a plan; show staff stocking the shelves of your new store.  If a newspaper can’t use the written release, they may just use the photo and extended caption–you still get the exposure so it’s a good deal.

In my next post, I’ll have a few more tips.

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Six more ways to use testimonials to build brand, reputation

By Joan Trezek on April 20, 2011 in , , , , , , , , ,

In my last post I suggested some ways to use testimonials from your customers or clients to generate more activity and build your brand.     Keep in mind that the uses for these testimonials somewhat depends on the kind of organization you are–a carpet cleaning business may well use testimonials differently than a community theatre group would.  Here are some additions to my last post on using testimonials to enhance reputation.

  • “Here’s what others say about us” A column in your newsletter, with a hard copy publication or an e-newsletter  featuring the positive comments received.
  • Reminder postcards, promotional materials to customers, prospective customers for upcoming seminars , a performance/other event or perhaps a seasonal special could carry  testimonials endorsing your organization.  Community leaders, people whose names are recognized, obviously carry a little more weight.
  • Nonprofits typically use solicitation letters for fundraising, often citing stories of their benefit to the community in the appeal.  What better place to incorporate testimonials! One or two emotionally powerful stories from those who benefited can motivate others to pull out their checkbooks. 
  •  Handy with a video camera? Some footage that shows what your organization does coupled with commentary from a satisfied customer/client makes an excellent post on YouTube.  Then you can say, “See us on YouTube” in other communication pieces.
  • Posts on Facebook, Twitter acknowledging appreciation for the customer’s feedback as well as encouraging customers to use the social media sites to offer their comments.

More ideas to build your brand in the next post.

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Two Suggestions for Using Testimonials

By Joan Trezek on April 17, 2011 in , , , , , ,

Customers say nice things about your organization.  You thank them.  Then  what? 

Think of all the commercials you’ve seen on TV–some with actors pretending to be customers, some with real customers–all extolling the benefits of some product or service.  These testimonials are a means of generating buzz as well as credibility about your company or nonprofit.   So, back to the question, how can these expressions of appreciation or endorsements be used?  Two suggestions follow: low tech/higher tech.

  • An auto repair shop in my town has a particularly talented mechanic who has worked on my husband’s car for several years–it’s a 1984 diesel that could very well present a real challenge for some mechanics.  Not our guy! After a year of servicing the car, he asked my husband to write a letter he could post on the bulletin board in the customer lounge–there are lots of letters and they get read.  Other customers pen notes adding their thanks.
  • Higher up the PR chain is the value of putting these testimonials on your organization’s web site. Depending on the source of the testimonial, consider including  the endorsee’s name, town, and web site address–if the testimonial is from another business. (It’s always wise to secure permission first.)  I like to post testimonials that showcase different strengths; for example, promptness, cost guarantees, attention to detail, service that exceeds customer expectations.  More ideas in my next post.

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KISS Principle + 5 tips on Web site Design

By Joan Trezek on April 7, 2011 in , , , ,

In working on a project recently I needed to check the Web sites of a number of performing artists.  Perhaps because the site was attempting to mirror the creativity of the artist, the designer pushed a little too hard.  In any case,  I found myself more than a little dismayed at how difficult the sites were to negotiate. Some sites  were so cluttered it was difficult to dig out the info.  Regardless of how that happened, I’d like to offer my perspective as a seasoned communicator.

I’m a believer in following the KISS principle in many areas–design being one of them.  You remember Kiss is an acronym for Keep It Simple, Stupid.  Please, spare me starbursts “exploding” on the page; colors that clashed; copy-heavy pages that make it difficult to know where to focus the eye.   If you’re developing a site now or it has been a while since you updated your site,  the following may be of help:

  • Do the colors work? Do the reinforce your logo, business cards, etc.
  • Does the animation, moving images enhance understanding of your business/service or just distract?
  • Have you considered the type font carefully?  Is it a font that is easy to read?  Be careful about “reversing” the body type? It can be very difficult to read white letters reversed out of a solid color background, especially if the reversed copy is extensive–a line or short paragraph for emphasis can be a good attention-grabber however.  The darker the background, the better the white letters show.
  • Does the copy follow logically from one point to another about your organization’s products or services; your point of difference; work samples and/or testimonials.
  • Can the viewer learn what’s important about your organization in 10 minute site visit.  Brevity is a good rule for most communications projects.

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Two Lessons Learned from Starbucks

By Joan Trezek on March 16, 2011 in , ,

Readers  know I’ve blogged about logos and their importance in establishing identity and brand using Starbucks as an example. A recent article, “A Changed Starbucks: A Changed CEO” by Claire Cain Miller in the New York Times highlights some additional lessons from CEO Howard Schultz that can help small business owners.

When the recession hit hard, Schultz returned to the company he founded after eight years away from the helm. With stock price  and store sales down, Schultz took some cues from another entrepreneur, Michael Dell of computer fame who had also returned to his former spot as Dell CEO after a troubled period. On a bike ride together, Dell shared his approach upon resuming the top spot at the computer company–writing a transformational agenda.   Schultz followed up by preparing his own transformational plan, identifying three steps necessary to get Starbucks back on track.

One of those steps was re-connecting emotionally with customers.  Apparently, Schultz assumed that a new product introduced in early ’08 called Sorbetto, a sugary drink destined to be the next Frappuccino, might do that.  Not only did the customers not like it; the baristas complained about the time needed to clean the Sorbetto machines at shift-end. So, after a few months, Sorbetto e’ finito. You don’t need Italian to translate.

What are the two lessons ?

  • Network with your peers-The lessons others have learned can save you time, money, stress.  CEOs belong to the same organizations for a reason–they encounter common problems and can assist each other in finding the best solutions. Small business owners/nonprofit managers can benefit by finding peer groups where they can contribute and also glean information and strategies.
  • Don’t delay in admitting mistakes-When the evidence is solid that something isn’t working, swallow your pride and shelve it.  It may sound sexy and look pretty in pink, but Sorbetto wasn’t making it with the most important target–the customer (not to short-change the employees who were preparing the frothy drink).

I think there’s another realization that both Schultz and Dell had that others who lead organizations or manage departments ultimately recognize.  Starting a company or establishing a new department requires creativity and passion that we think of as entrepreneurial abilities; running an organization successfully, i.e, managing is a different animal–one that requires getting work done through others. Delegating, building a team, taking input from those closest to the work and recognizing others may have better solutions than you do.

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