Chapter 4
Customer Care and Events
“We see our customers as invited guests to a party, and we are the hosts. It’s our job every day to make every important aspect of the customer experience a little bit better.”
—Jeff Bezos
Your customers are your most valuable asset. Treat them well, acknowledge their value to your business, and reinforce their importance. Remember, the customer watches your ledger because it affects your pricing and his or her wallet. When planning, remember that the smallest gesture sometimes reaps the largest gratitude. In fact, some people may be less impressed by an extremely lavish event when the economy is tough. A customer who thinks your prices are high will always appreciate service enhancements but might question the value behind your prices if the money seems to be going into such expenses as high-end events.
Perfect Announcement Mindsets
The more online features you have, the more chances you have to hold interest, provide great service, and make visiting your site easy, fun, and beneficial.
It’s hard to have the competitive edge without a comprehensive, user-friendly website.
If you now offer ways to apply or submit information online, stress the convenience when you announce it.
Anything you do to personalize the online experience is big news to potential users of your site, who have become accustomed to greater and greater levels of customization on many of the websites they use regularly.
If you add a new feature that could conceivably replace an old feature, make a point of saying either that it will be a replacement or that the old, familiar feature will still remain on the site in addition to the new one.
Most people are environmentally conscious and appreciate the green appeal of going paperless.
Some great online features that will excite existing and potential customers include online applications, account information, searchable databases, new video or audio download or upload capability—anything that makes your site more user-friendly or adds convenience or fun to the overall experience of going to your website.
“Now you can apply online! Send your application with the click of a button, and you’ll have our response within one week.”
“Our website is now easier to search, navigate, and personalize to your needs. We’re working harder to make your day easier!”
“We now offer customer reviews to help you search for a brand you love from a seller you can trust.”
“We now offer customized e-alerts! Choose the topics that interest you most and let us know whether you’d like to receive alerts of new articles and posts every day, week, or month. We’ll keep you from missing important articles and save you time by letting you know, at your convenience, when we’ve posted something you won’t want to miss!”
“Personal shopping alerts! Tell us what you’re looking for, and we’ll e-mail you when it comes in. We can even notify you by text message.”
“Let’s save a forest! We now offer online statements and a full account history online. Call or sign up online to go paperless today!”
“If a picture is worth a thousand words, a video tells it all! Come see the new ‘Videos’ tab on our website to find demonstrations, tutorials, and more.”
“Now you can upload videos to our site!”
“Visit our new online conference center. New features and real-time streaming bring the conference to you. Recorded archives ensure that you can see all of your favorite speakers and not miss a thing!”
“Now you can find things even more easily with our new search feature and fully linked index page.”
“Our weekly commentary will now be recorded and available as a free podcast. Subscribe today!”
“We now have an RSS feed so that you can receive abstracts, articles, and updates on your desktop or browser.”
“Our calendar of events now features a complete searchable database.”
“Express yourself at www.webezforyou.com! Our new web features allow you to create a fully customized page with your favorite themes, colors, and widgets. It’s easier than ever to add photos, choose colors, and create a page that represents who you are and what you do.”
“We now offer tech support through video conferencing! Text and phone support will still be available, but now you’ll have a ‘face-to-face’ option.”
“Now you can create your own profile on Heart of Nature Porthole! Find groups, network, create surveys, and make great new connections with a common interest in the environment.”
“Our new website makes it easy to search for groups you might be interested in and organize new groups by interest or geographic region. We’re bringing people together!”
“Do you tweet? We’re now on Twitter. Join us there!”
“Now on Twitter, Facebook, and LinkedIn. Let’s stay connected!”
Perfect Announcement Mindsets
Focus on customer wants and needs.
Think about win/win offers to keep customers satisfied and your business in the black.
Think about announcing an ongoing sale corner for a store or sale items for businesses and services.
Though people always look to save money, tough economic times reinforce the value of discounts and sales to market to and attract new customers and build customer loyalty.
If you are selling major items such as cars, allow customers the option of leaving and returning within a short, defined time period for the same offer. “Now or never” is not appealing for many and makes customers wonder whether you don’t have the confidence to allow them to sleep on it or do a little research.
If your company is in an industry known for high pressure and you want to stand out and make people comfortable, announce a pressure-free sale experience. People need to weigh choices, especially during difficult times.
Developing a block or neighborhood sale consortium for creative marketing options can increase your advertising and clientele and also connect you with others who can come up with and implement ideas that you might not have on your own.
Announce special discounts for those who bring in new customers.
“Relax, beautify . . . and save money, too! Buy one spa service and receive a second one at 25% off.”
“Money tight? Don’t sweat it! We’re extending our July blowout sale to last all summer long!”
“Attend an XYZ Spring Seminar and receive a free follow-up telephone or e-mail consultation for up to six months following the seminar.”
“Refer a client and receive 15% off any service!”
“Drinks are on us every Tuesday this summer! Come for dinner and receive one free drink per person every Tuesday night through August.”
“Our spring specials will make your smile bloom!”
“Our Fall Frenzy sale is blowing through this weekend only! Breeze in to find savings of up to 70% on the premium brands you love. Seasons change; quality is forever!”
“Deep discount days continue through May 15!”
“Stimulus sale! Invest in yourself without breaking the bank.”
“Community stimulus plan: 25% off for [town] residents during our 20% off sale.”
“Pick up your Resident Discount Card. Always 5% off; additional discounts on sale merchandise.”
“Zero coupon day: Buy our newest skin care product and get 20% off two additional items.”
“Bonus buys! Buy two clothing items and receive a third for half price.”
“One big banking family: Fedco offers $50 for every new customer referred who opens an account at any of our branches or online.”
“Now through August you can save 40% on our monthly rates. Click here to find out how!”
“Special Sales on Back-to-School Must-Haves!”
“To honor fathers / mothers / grandparents, we’re lowering prices for Father’s Day / Mother’s Day / Grandparents’ Day!”
“Did you know that Administrative Assistants’ Day is coming up? Show your gratitude! Browse our large selection of cards and special tokens of appreciation.”
“Free vase / card / carnation with every gift purchase! (Offer good while supplies last.)”
“Check back with www.MusicLovers.com every week for a different weekly special! Or you can follow musiclovers on Twitter and get a weekly tweet with the special.”
Perfect Announcement Mindsets
Once you announce a contest, many will enter and become fully invested; others will be intrigued to watch events unfold. Either way, you have their attention.
Inviting customers to participate in decisions that affect the products they buy strengthens their brand loyalty.
Create contests to engage customers and clients. Announcing a contest pulls people together—and toward your business.
Some contests can help you find creative people to revive or strengthen your image. If you’re looking for a new logo, a “design a logo” contest spreads the job out to lots of creative minds and can yield a fantastic design for the cost of running your contest. The designer benefits from the exposure and whatever prize you choose to offer.
Think of all the ways you might involve customers or clients in assisting you in product or service design and in marketing.
A contest can be a way to advertise yourself, generate a buzz by offering a prize that will entice people to send the announcement of your contest to friends and colleagues, and potentially gain something that will benefit your company, such as a design, photo, tagline, or story.
You can involve even more people by inviting votes and/or feedback on all designs submitted or just a few finalists.
Develop an “advertise your favorite product” campaign.
Partner with other businesses to expand the contest’s reach and share the cost.
Phrases
“Logo Contest: Our logo needs a fresh look, and we want to look good to you! Five finalists will be selected to be voted on by users at our website. We’re excited to see your creativity bring new life to our look!”
“Wanted: Outrageous ideas for new product packaging. Win and get your name on our launch materials.”
“Tell us what you like most about our product / service in 25 words or less and win a tour of our facility and a night on the town.”
“We’re adding a new member to our line of Cuddle Pals. Look at the photo and submit your name suggestion. If your name is chosen, you’ll receive credit on the tag and 10 of the new Cuddle Pals just in time for holiday gift-giving!”
“Enter our nature photography contest! Winning photographs will be used to decorate products in our Beautiful World accessory line. Contest winners will receive $100 and a set of products featuring the photo. Please send up to three of your best nature photographs for consideration. To see how your photo might look on one of our products, download our sample templates. For complete guidelines, visit www.beautifulworldaccessories.com.”
“Win a set of our new dishware! Enter our ‘Name That Dish’ contest and if we choose your name for our new line, we’ll send you a complete set.”
“Want to prepare your recipe on a famous TV cooking show? Submit your recipe and a video to production [email protected].”
“Enter to win $1,000! Everyone is belt-tightening these days. We’re looking for the most innovative or the most effective methods our readers have found. Tell us what steps you’re taking to keep down expenses. If you’ve seen a dramatic change in your finances, include that in your story. We’re looking for the most helpful, inspiring, or interesting story to share in our ‘Financial Fixes’ column. The winner will receive story publication and a $1,000 deposit in one of our savings CDs.”
“Submit your vacation photos for a chance to win our newest digital camera!”
“At New Sun Solutions, we bring good things to life—but that tagline is taken! Give us a great tagline that’s descriptive, fun, and 10 words or fewer. If it fits us well and makes us smile, we’ll award the winner with one of three exciting vacations. Please visit our website at www.newsunsolutions.com for more information.”
“The Creative Consumer Photo Contest! Have you found new, fun ways to use our products? To enter, submit photos of our products being used in creative ways. Full contest rules and guidelines are attached.”
“Don’t miss the Hot Shot Photo Awards from Cool Vacation Destinations. You can compete and win in five categories: Kids at Play, Nature’s Way, Animal Instincts, For the Birds, and Sights to Behold. Send your hottest shots to us by January 1 to win cool prizes. Click the camera below for complete guidelines. Go ahead. Take your best shot!”
“They say, ‘There’s no such thing as a free lunch.’ They’re wrong. Just stop by McFees with your business card and you can win a free lunch!”
“DunkIt Ice Cream announced its Fifth Annual “Find the Gumdrop” contest. Ten ice cream cones have gumdrops in the bottom. Those who find the gumdrops in their cones will receive store gift certificates.”
“Thanks to all who voted on the entries for our latest cartoon caption contest, and congratulations to all the winners!”
Event Announcements and Invitations
Perfect Announcement Mindsets
Be clear about the purpose of your event.
Type should be easy to read. The prettiest type is often the most difficult to decipher.
Event announcements and invitations can appear in newspapers, on flyers, in e-mails, or on your website or can be mailed on stationery.
Event announcements need a hook. Time is limited and everyone is carefully selecting where to spend not just money but time. Let people know that your event will be worth their time.
Events can showcase products or services.
Charity events can stir up support for your company when potential customers see that you care enough to support a good cause.
Promote event sponsors in your literature and press releases.
Organize an event that includes multiple businesses.
Don’t leave event highlights that might draw people in as surprises. Announce them up front, and more people will be enticed to come and enjoy the highlight, making your event a bigger success.
Depending upon the event, the people you’d like to attract, and what you’d like to accomplish at your event, an “Invitation Only” event might be appropriate.
Food is always a draw to an event—even if you’re only offering simple hors d’oeuvres or snacks.
Unless your event has limited space, always invite (and even entice) people to bring their friends and/or colleagues.
Phrases
“Join us for this exciting / thought-provoking / deliciously taste-filled / unique / heartwarming / extraordinary / moving / touching / fun-filled event!”
“Please join us for a grand opening celebration featuring great music, a sidewalk chalk art contest for the kids, face painting, and more!”
“We’re back! Please join us for our grand reopening celebration. We’re better than ever with more brands, more sales, and more of what you’re looking for. Bring this announcement to receive a special door prize!”
“By invitation only, Starr Jewelers will hold a Thank-You Blast at the Seashore Club with food, drink, music, and gifts.”
“Please visit our cosmetics counter this weekend. We will have a fashion-industry makeup artist providing free makeup applications and beauty advice.”
“Present, past, and future customers are invited to our second annual Wine, Dine, and Discount shopping event.”
“Join us for our annual charity run. Let’s run together for a better world!”
“Our Summer Exchange Event: Bring a gently worn garment with the PACE label for Dress for Success and receive 25% off any new purchase.”
“Interested in our next event? Call 1-800-055-1234 or visit http://greatescapespackages/events.com for more information or to sign up for regular updates. Thank you for your interest. We look forward to seeing you at future events!”
“Our annual Health Matters wellness event is sponsored by City Wellness Center, which has joined with us to provide health information because your health matters!”
“Click here to view more information about this exciting event!”
“Indigo Corp. is pleased to be the prime sponsor of the annual United Way Dinner Dance.”
“Please attend a reception and discussion about industry trends and what they mean for you!”
“You are cordially invited to attend a showing of our 2011 automobile lineup.”
“To show our appreciation for your attendance, each guest will receive a gift certificate to one of our downtown restaurants.”
“Join us for our after-hours gallery walk! Come see the best of our city’s culture as you enjoy wine and cheese and chat with gallery owners and featured artists. For more about which artists will be featured at each gallery, please visit http://ourcitygallerywalk.com. For more information, call Watercolor Dreams Gallery at 1-800-055-0000.”
Perfect Announcement Mindsets
Your conference is competing with countless others that may interest the prospective attendees—let alone everything else they could be doing with that time and money. Your announcement has to be enticing and show the value of participating.
Anounce your role whether you are hosting, putting on, participating in, or sponsoring the conference.
Announce speakers and panelists when they are confirmed. If you have to announce before major speakers are confirmed, list those you have and tell where people can look to see the final list of exciting (or informative or inspiring) speakers.
Offer enticements to bring others, especially if enrollment numbers are a concern.
Stress what participants will learn and gain. Let them know what they’ll take home—from knowledge to skills to conference giveaways.
If your conference is in a great area, stress the location as a great place to be and to tour before or afterward.
Use descriptive words that entice, motivate, and inspire attendance. Every conference claims to be informative. What more can you say about yours, and how can you say it? Beyond informative, will it be colorful, inventive, intriguing, or eye-opening? Say only what’s true, but say it with words that intrigue!
“Join us for this exciting / dramatic / electrifying / exhilarating / intriguing / lively / provocative / sensational / stimulating / energizing / informative / provocative / unique / fascinating conference!”
“The ABC International Literacy Expo will provide an unparalleled opportunity for networking, brainstorming, and community building with global peers in education.”
“NRG representatives will be at the State Business Conference to explain our procurement process for small, minority, and women-owned businesses. Don’t miss this information-packed presentation!”
“Join other professionals and practitioners for the Business of Health Marketing Expo. You can’t build any business without marketing. Expand your healing reach by learning a few tricks of the marketing trade. You cannot help those who don’t know how to find you. Sign up today!”
“This year’s Astronomy Conference will be a can’t-miss celebration of astronomical proportions, a program rich with varied events and activities for astronomers, professors, undergraduate students, graduate students, high school teachers, star gazers, and everyone who loves the night sky!”
“A panel of well-known authors will share their fascinating stories and tell how they achieved their success. All aspiring writers will be inspired and learn a few tips and tricks about the writing process and the road to publishing. For a full list of panel participants, visit our website at www.authorconferencepanel2011.com.”
“Join us for our Success Today! Conference where you will:
“Network with hundreds of successful people eager to share their secrets.
“Learn to implement our 7 Steps to Success.
“Establish relationships that will help you meet your goals.
“Attend our fabulous awards banquet.
“Enter to win our Success Story Award, which will be presented at the banquet.
“Take home knowledge, a plan for success, contacts, inspiration, and a ‘Thank-You’ bag filled with fantastic gifts from our event sponsors.”
“This year’s Life Shots Photography Conference will feature more than 100 seminars and workshops by world-renowned experts. Our keynote speaker, Julius Milo Ramos, will discuss cutting-edge innovations in digital imaging techniques. Other presenters include world-renowned photographers and digital software developers.”
“Based on the enormous success of LMN’s conferences to date, we expect this to be the largest product development seminar in the country. Nowhere else will you find such an exceptional array of speakers and organizations.”
“The 2012 Money Conference for Couples: Join experts in the fields of both relationships and finance who will teach couples how to work together on communicating about the difficult issues surrounding money and creating practical plans for financial security. Do you argue over money? Disagree on how to spend it? Financial issues are the number one reason for divorce. It doesn’t matter how much money you have; what matters is being able to communicate and plan together. We hope you’ll join us!”
“Join artists of every discipline from around the country. Special guests will discuss artistic vision and inspiration. Panels will address the current economic climate and the practical matters of making a living as an artist in the United States today. Come be inspired by artists of every style in New York City, one of the most exciting, diverse, and artistic cities in the world.”
“Join us for the Work-At-Home Entrepreneurs Conference. Share your experience and learn from others!”
“Bring a friend for the weekend and save 15% on the total conference rate!”
“W. Coyote of Acme Company will be participating in a panel at the Cartoon Classics Conference of Characters. For conference details, visit www.cccconference.com. We hope to see you there!”
Perfect Announcement Mindsets
Free consultations are a way to introduce your services to potential clients.
Free consultations are an opportunity for giveback and visibility at community and business events requesting donations.
Be specific about what you are offering and what you are not.
Remember that what you offer for free is your showcase. Be as diligent and professional as you would be if you were getting paid.
When offering free consultations at a company, keep them brief and try to see as many people as possible. You’ll reduce your travel time and have more exposure from four 15-minute consultations than two 30-minute ones.
Consider offering consultations in different ways. A phone or videoconferencing consultation might be enough to give potential clients a clear picture of you, but if you think your best presentation is in person, you can choose to offer other options by request and not formally announce them. If you’re promoting a free consultation to bring in business, offer it in a way that allows you to make your best impression.
Free consultations enable you to expand your contact list for future promotions and events.
“Meredith Consulting is donating two free 15-minute business consultations during the break at the Chamber Expo.”
“Complete the online entry and win a free 15-minute consultation during the Association Conference.”
“Complete the questionnaire attached to the registration form, and your name will be entered to win a free half-hour customer care consultation.”
“Please stop by Booth 15 at the League of Counties Conference and enter your business card to win a free one-hour computer consultation at your business.”
“We value your ongoing patronage of our salon. Please register for a free consultation in one of the categories highlighted on our website.”
“Thank you for inquiring about SAFE Financial Services. Please call to schedule a free consultation.”
“We understand that selecting a consultant is a very personal choice. We offer a free, no-obligation, introductory consultation so that you can meet us with no risk.”
“Our initial free consultation is a way for you to meet us before making a commitment. We provide a service, and you should only invest energy and resources in working with us once you know who we are and how we can serve you.”
“NewTech is offering a free equipment check to our neighbors in the Metro Building. It’s our way of introducing you to our staff and services.”
“The Zone is offering free hair color consultations on Sunday from 9:00 A.M. to 3:00 P.M. If you want to make a colorful statement of self-expression, stop by to discover what color brings out your best!”
“Get a free pass! Visit our booth at the Women Business Owner’s Conference for the pass code to explore the members-only section of our website.”
“Our initial consultation is always at no charge. We want to ensure a perfect fit for you before you invest with us.”
“We gladly offer free 15-minute consultations to prospective clients.”
Perfect Announcement Mindsets
Feedback forums are a great way to encourage feedback to learn what’s working and what isn’t.
Feedback forums should be monitored closely. You may want to approve comments before they are posted.
You may not always be happy with feedback being shown publicly on a forum. You can invite feedback without showing it on a public forum. Consider carefully what you will do, look at other forums, and speak to people from other companies who run them.
If you create a feedback forum, state clearly at the top of the front page what it’s for and who will be checking in.
You’ll receive very negative feedback if someone posts a question expecting a response from tech support and you only have a customer service rep reviewing comments weekly. Clearly announce the purpose at the top of the forum, and make clear where people should write for immediate response or for customer support.
Always announce forum rules and state them clearly.
Phrases
“Check out our new Feedback Forum!”
“This forum is designated for user suggestions and reporting.”
“This forum is for product and service comments and questions. If you’re having technical issues about our website, please contact tech support. Please do not post troubleshooting questions here. We can only respond if you write directly to the department that can assist you. Write to Customer Service at [email protected] or Technical Support at [email protected]. We also have customer service representatives happy to help you at 1-800-001-0011.”
“Forum Rules: Please post only feedback for us and helpful suggestions for other users. No spam/advertising or offensive content. Let’s keep our forum clean and friendly.”
“Please use this forum to post your feedback and make suggestions. If you are experiencing any immediate problems, please click here to write to customer service or call our service hotline at 888-001-7777. Thank you!”
“We have one thread for posting positive transactions and one for negative. Please help us make the most of your feedback by posting in the threads provided. As we provide an interactive online community, these postings will help users evaluate those they will choose to do business with. Please be specific when posting negative feedback and realize that every user will have a chance to respond.”
“Thank you for visiting the Feedback Forum! Tell us what you think. We’re listening!”
“New at the Feedback Forum: Have you tried our new tutorials? Follow the thread to rate them and let us know what you think. We’re always working to improve our products and service for your convenience!”
“Thank you for posting!”
Perfect Announcement Mindsets
Product recalls involve potential legal ramifications. Make sure that a lawyer familiar with your situation approves any statement. You want to do the right thing, but be sure that you don’t put yourself at greater risk than necessary. Protect the public, and also protect yourself. Please note that while we offer a few basic suggestions related to writing a public recall announcement, this section does not replace the advice of any regulatory or legal expert.
Make the pertinent information stand out. If a recall is dangerous, say up front that the announcement is urgent.
All voluntary product recalls should be announced to the media and the government in order to ensure that the message reaches people who might be affected. In a formal product recall report, you will be asked to provide more detailed information, but in any announcement of a product recall you should give the most basic information as well as contact information for anyone with questions.
Often a company is faced with a product recall that is beyond its control. You may be the distributor and could not have known that the product was defective. You might be selling toys that are on shelves everywhere and be faced with a manufacturer’s recall.
Sometimes, the responsibility lies with your company, and you have to bite the bullet and do what you must.
Apologize and offer the simplest, most direct explanation.
Do whatever you can to repair, refund, or replace the recalled product.
Get ahead of the news by acting promptly.
Look for and reiterate the “silver lining” of the company’s appropriate response to the recall.
Include all pertinent information and instructions in your recall announcement.
Phrases
“We are recalling all Vibrant Brand Super X cereal because of a possible contamination, which may cause illness but is not life-threatening. We just learned that our Vibrant Brand Super X cereal may contain a contaminant from a problem in the factory city’s water treatment plant. Please return the unopened or opened, used or unused box to any store that carries it. You will receive a refund and a coupon good for any two of our other products. If you have eaten any of the Vibrant Brand Super X cereal and feel at all queasy or nauseated, please see your doctor. We have been assured that these symptoms are not long-lasting or dangerous for most people, but medical treatment should be sought for your protection, comfort, and peace of mind. If you have any questions, please call our Super X Hotline at 888-010-6662. We apologize for any concern or inconvenience this announcement may cause.”
“Big Time Food Inc. is voluntarily recalling all frozen products containing cheese because we have been advised that they may have the potential to be contaminated with Listeria monocytogenes. There have been no reported illnesses associated with the identified product. The product involved in the recall has the UPC number ________.”
“Urgent Shock Wave Recall of AC Power Cords. Shock Wave is instituting a nationwide recall of certain Shock Wave devices that may have defective AC power cords manufactured by WE Electrics Manufacturing Corporation. We have discovered that the power cord’s prongs may crack and fail at or inside the plug. The potential risks from this power cord failure include electrical shock, device failure, and fires. These failures may lead to potential serious injury or death. Please return your product for a full refund and call 1-800-00SHOCK if you have any questions. We care for your safety and are taking prompt action to ensure the well-being of our customers.”
“Urgent Product Recall for Outdoor Playset Slides by Fun Fun Corp. We are issuing a voluntary recall and asking customers to stop using the new Fun Fun Lightning-Fast Slide immediately. We have found that some of the support structure can become loose or detached, posing a fall hazard. We have received one report of a structural element becoming detached, but no injuries have been reported. We are providing a free repair kit with replacement parts or a full replacement in some cases. For additional information, contact Fun Fun toll free at 1-800-FUN4YOU or e-mail us at customerservice@fun fun.com. We apologize for the inconvenience and are taking prompt action to ensure product safety. We care about your kids!”