Three Places To Keep Customers Happy (And What To Do At Each Of Them)
Welcome to Module 4, where we're going to take a look at the "E" of The S.P.E.N.D Strategy: Experience. Specifically, you're going to learn how to offer a great experience to your customers in three places:
- Your website.
- Your emails.
- Your products.
So, how exactly do you provide a great experience in these three locations? That’s what we’re going to delve into inside this section.
Your website is what creates the first impression for your audience, so you need to make it a good one. Your website is also the place your audience will return to repeatedly for customer service help, to purchase other products, and to get information.
That's why you need to make sure your audience always has a great experience on your site.
Here are the two keys:
- Offer a professional design.
- Provide a user-friendly experience.
Let's look at these two separately...
Offer a professional design
People can and do judge your business as a whole just based on your website design, so be sure it makes a positive impression. If you're unable to create a polished looking site yourself, you can always outsource this task to a professional designer.
You'll find it's worth the money to make a great first impression.
Provide a User-Friendly Experience
The second important factor is that you want your website to provide a user-friendly experience.
Follow these tips...
1. Make ordering easy
Don't put any extra hoops between your buyer and the order form, such as making people "register" before they can check out. Be sure to also put only what's necessary on the order form (no extra fields).
2. Create a user-friendly design
Your overall design and site should follow these best practices:
- Put your contact information (or a link to your help desk) on every page.
- Be sure every page loads fast (optimize multimedia and code).
- Check that all scripts and forms work.
- Get feedback from users about your navigation and other parts of your website to see how you can improve.
3. Offer great customer service
Not only should your customer service contact information be easy to find, you also need to provide sterling service when your prospects and customers get in touch.
This means answering all inquiries promptly and professionally.
If you're outsourcing this task, be sure to select people with experience, and train them well so that they reflect well on your business.
The second location where you want to provide a great experience for your audience is inside your emails. Follow these tips...
Provide Free and Helpful Information
The idea here is to offer information for free that others are charging for. And, better yet, offer information inside your emails that your subscribers can't get anywhere else.
What you want to do is determine your subscribers' biggest challenges, along with the outcomes they most desire. You then provide content to help them overcome these challenges and achieve their desired outcomes.
Note that this includes two components:
- Providing useful, free information to help them solve their problems.
- Recommending the best solutions on the market.
This means your emails will be useful yet incomplete – part free content that solves part of your prospect's problem, and part promotion to solve the rest of a particular problem.
For example, you might offer fat-loss tips to dieters, and then promote a meal-planning app at the end of the email.
Stay in Touch
You can't build a relationship in the offline world without frequent contact, and the same is true when you're building a relationship with subscribers. Be sure to send out emails regularly, such as twice a week.
Focus On the Subscriber's Needs
Sometimes marketers make the mistake of focusing on their own needs, such as promoting the offer which will put the most money in their pocket. However, in order to provide a good experience for your subscribers, you need to focus on THEIR needs.
This means promoting the products that best solve their problems, even if it's not the offer that is most profitable to you. This builds a good relationship, which is profitable over the long term.
The third location where you want to provide a really good experience for your customers is inside your products. Take note that this includes both your free and paid products.
Keep these tips in mind...
Overdeliver On Your Promises
When you create your sales letter, you of course want to showcase the big benefits of the product. However, you want to overdeliver in the product so that your customers are thoroughly and pleasantly surprised.
Happy customers are repeat customers…who spend more money.
Think Quality, Quality, Quality
Don't rush a subpar product out to market just to have something to sell. Instead, figure out exactly what your customers want and deliver it to them in spades.
In other words, create a high-quality product that will satisfy your customers and keep them coming back for more.
Be sure that not only is the product itself a high-quality solution, but you also present it in a high-quality manner. If needed, outsource this task so that your videos, interiors of your ebooks, membership sites and other content and products are high quality and professional.
Presentation is just as important as information.
Now let's wrap things up…
Time for you to start planning how you're going to give your prospects and customers a great experience. Ask yourself the questions inside your worksheet:
Do some brainstorming on the questions inside your worksheet, and then I'll see you in the next module, where we take a look at how to win back customers from your competitors.