We’ve all had terrible customer service experiences. A few years ago, I had an appointment with the optician at a big-box retail store. I don’t have vision insurance and was paying out of pocket. The receptionist handed me all the paperwork, and I filled out everything except what read as “for patients using insurance.” She told me I missed signing those pages when I turned them in. I replied that I didn’t have insurance and wasn’t going to sign them. She continued to argue with me, reading each page out loud as if I could not comprehend them alone. I told her, “Yes, I understand, but I am not going to sign.” I finally walked out.
After I got home and I was looking for a new eye doctor, I got a call from the optician herself. She apologized for the receptionist and said I was right. She asked me to come in the next day. I still go to that optician today. What started as a terrible customer experience turned into a great one.
Whether it’s an eye exam or agriculture, the customer experience is the most crucial aspect of any sales or marketing. When sales are high pressure, people tune out. When the customer service experience isn’t satisfactory, people go elsewhere.
The customer service experience is marketing. When you have a negative experience, like the one above, you tell others. When you have a good experience, also like the one above, you talk about it. Word of mouth becomes an essential part of marketing.
Here are a few things to know about the customer experience and marketing.
Delivering a Clear Message
Creating a concise pitch is difficult, but it’s critical. The more we talk, the less likely our message will be understood. The first step in good marketing and the customer experience is communicating clearly and effectively.
Grow Value
What is our value if the client stays in the same position after we begin our work? While ROI is important, there is also a more intangible value. For example, several of our most recent clients are getting over 20% open rates to their email campaigns while the standard is around 12%, which means we’re getting more touches and, over time, can result in more business.
Creating Engaging Learning Opportunities
One of our core values is to educate. It’s critical to us that our content be informative rather than a sales pitch. When we, or our clients, are respected as subject matter experts, their word becomes even more valuable, and their business can thrive.
Become Easily Recognizable in the Industry
Marketing and branding go hand in hand. We often look at social media as an avenue for more brand recognition rather than a place to make sales. You want to create a brand consistent across all platforms, so you are recognizable in your industry and don’t simply fade into the background.
Do you want to know more about marketing and the customer experience?
DPEG Marketing Company has 7 spots open for website design in 2022. We partner with agriculture and equine businesses to help them grow.
Contact us for a FREE consultation by emailing [email protected] or calling (828) 333-3816.
