Steps to Build a Customer Feedback Culture

A bad or nonexistent customer service has proven to cost more in tow truck businesses than adopting a sustainable customer experience management practice. After a single bad experience, 22 percent of customers will stop doing business with you. If you can make a mistake, own it up, customers are more likely to give you a second chance and an opportunity to do business with you again. Stats show only 11 percent of large companies have a strong customer experience program. To define a culture that is central to your customers, you must collect vital data about them. In most cases, it starts with collecting and understanding customer feedback properly. After that, companies can address the issue of feedback both individually and on a company wide scale.

Never Hide or Delete Customer Comments

No matter how great the temptation might be, you should never delete or hide negative customer feedback from whichever source it coming from. You need to acknowledge constructive customer feedback as this is the first step towards building a transparent and customer centric culture. If a negative comment is left online and in public, you need to address the same and apologize to the customer. Ensure you are sympathetic, friendly and quite useful in addressing all issues raised. If the feedback was left for you and your company privately, find out if the person wants to be contacted. If yes, be helpful, friendly, apologetic and address the issue substantially.

Analyze customer feedback

You need to share and analyze customer feedback on a regular basis. Do not want until when we have a board meeting to discuss customer issue. Making customer centric discussions a consistent part and process of your company undertaking will bring you the much-needed success to grow.  If you can address customer feedback immediately, it sets the bar high for your customers and this helps in building your online reputation. You need to collect and address customer feedback as early as possible. Always strive at offering the fastest and best customer support you can.

Align customer support and sales

In most cases, customer support and sales are never aligned. However, their collaboration is very crucial for success of any business. When your largest customer facing teams work together, your customers get more value from your products and your sales team is able to create a more effective sales process. Aligning customer support and sales will get customers happier, lead to higher retention rates as well as higher revenues.

Ensure customer feedback is available to everyone

Ensure you make customer feedback to be available to everyone to learn. At many successful companies, customer feedback is shared on channels such as slack that gets followed by whole team. Doing so helps to follow and address the feedback in real time and also inspires team mates with the aim of bringing customer feedback closer to those employees who don’t have to deal with customers directly. You also need to find mistakes and teach people how to perform better, when faced with different customer situations.


Common Consumer Behavior Models for Businesses

Consumer behavior models help you develop a better understanding of tow truck and other business customer base. These models are either traditional or contemporary as we will look at them. In content business, it is very important to understand buyer behavior. Buyer behavior refers to individual buying habits that are based on influences from their place in society, personal beliefs among other preferences. Businesses aim at understanding buyer behavior by conducting customer behavior analysis. This analysis involves qualitative and quantitative analysis that targets a certain market. Consumer behavior models contextualize on behavior analysis as they explain why and how customers make purchasing decisions. Here are the most important models you need to be aware of;

Learning Model

The learning model of customer behavior is based on the theory that buyer behavior responds to the desires to satisfy basic needs that are required for survival such as food and shelter, as well as learned needs that arise from lived experiences. This model takes influence from Abraham Maslow’s Hierarchy of Needs.  When you look at that model, the bottom part of the hierarchy represents needs and the ascending section describe learned needs or what we call secondary desires. These allow users to feel as though they have reached self fulfilment. With the learning model, we get to understand that consumers first make purchase to satisfy their basis needs them move on to meet their learned needs.

Psychoanalytic Model

Sigmund Freud is the father of this model. The model draws from his theories and says that individual consumers have deep rooted motives that drive them to make a purchase. These motives can be hidden fears, suppressed desires as well as personal belongings. Customers will make purchases depending on how they respond from what they watch on ads, as long as it appeals to their desires. This model is very unique in terms of application. You may instruct your marketing team to create ads that display pictures of any product you want to promote and influence people to make purchases based on what they see.

Sociological Model

This model of consumer behavior is based on the principle that purchases are influenced by an individual’s place within different societal groups, such as family, friends and workgroups. An individual will essentially purchase an item based on what is appropriate or typical for that group. An example is how C suite executives are expected to be professional and formal. People who hold these jobs will make purchases that speak to and uphold group rules such as formal business wear. This model is applicable to most businesses especially those that create products and services that are relevant to specific groups. With the use of this model, you will want to create experiences that speak of how these group usually act.

We also have another model known as black model. With this model, it says that customers are individual thinkers that process internal and external stimuli to make purchase decisions. Consumers will come into contact with external stimuli from your business marketing mix and other external stimuli as they proces it in their mind.


Easy Ways to Improve Your Site Structuring

Web visitors feel awkward when they land on a tow truck website that is not easy to navigate. Visitors don’t have time to jump from one corner of a site to another. They want to easily find what they are looking for and make their decision. It is important to structure your site in an intuitive and easy way to navigate so as to retain the attention of your audience. If you don’t, they will bounce off within seconds. If people leave your site because your experience is messy, search engines would think the same as well. This is why you need to put a lot of focus on website architecture. It refers to the architectural structure of your website pages. This structure is reflected through internal linking. The structure of your website should help users easily find information and search engine crawlers will find your content useful if well structured.


Implementing a website structure helps you to design your website for the user experience. You might have the most amazing content, but if users can’t find it, they will leave you for a competitor. A typical website structure looks like a rooted tree graph. In this structure, the home page is the root. The pages that are linked out for the homepage are the branches, and from there, each page has an additional branch that sprouts from it. A sound website architecture strengthens your websites user experience. When you structure your site in an intuitive way, users can seamlessly find the information they are looking for.

Here are some of the best practices for structuring a website.

Create a simple top level navigation menu

You need not to provide many top-level menu items. Additionally, you need to be sure to deliver content that relates to your menu. You should not make users think too hard. A hard to navigate website will have a high bounce rate. Users are not willing to waste their time trying to find information on your site. If you make it hard for them, they will just leave. You need to provide an intuitive web experience for your users. You need to model the structure of your website after top players in your industry. Your customers will be used to the website structure of major brands in your industry, and that means you need to analyze what top players and doing and implement the same.

Keep website consistent

The navigation format of your website, design principles and links should all follow a consistent pattern. Keeping all these elements the same will help to keep your users on your site longer, because it will be easier for them to quickly navigate new pages and click on your links. When it comes to internal linking, ensure you implement a pillar structure internal linking model. This model makes your internal linking structure clearer and effectively directs users to other pieces of relevant and useful content.  When users come across internal link on your website, they should immediately understand which piece of content link will direct them to where.



Tips to Creating Effective Video Ads Campaign for

Social media has taken businesses by storm. It has changed how companies interact with customers and attract new ones. Social media is fast-paced and innovative. Since its inception, marketing has been text and image-based, but this is changing now. New platforms like Periscope and traditional channels like Facebook and Twitter are now carrying video content. As expected, this is changing marketing. How then do you leverage this new development? How can you create an effective video ad campaign for your business?

Have a Plan

You need first to figure out the type of message you want the video ad to convey. Is it a product promotion or an introductory video? Are you looking to emphasize your experience and reputation or convey customer reviews? These questions help you create an effective video ad as you will have a clear objective.

Personalize the Video

Personalizing your video ad will make it relatable and less robotic. That will improve its effectiveness, and you will probably make a higher impact. One of the ways to personalize your video ad is by including customer testimonials. You can also include your customer’s and employees’ pictures. Show some people using your product or enjoying your services in the video. Ensure that the people in the video permit you to use their names, likeness, or both.

Write your script

While you can always get good low-cost scriptwriters on sites like Elance, it is highly recommended that you write your script for your business. Nobody understands your business and is more passionate about it than you. Should you hire a scriptwriter, work with them to develop the script.

Consider professional voice artists

Not everybody can speak in front of a camera comfortably in a video ad. Not every voice can make an effective voiceover for an ad too. You should consider hiring a professional voice artist to do the voiceover once you finish the script.

Select an appropriate setting.

The setting is to a video ad what the location is to business. The setting will create a lasting impression for the people seeing your business for the first time. It is like a first impression to any potential customer. When you have the option, shoot the ad indoors as you will be in control of the background noise and lighting.

Pay attention to lighting

Use professional lighting for high-quality video ads. If you cannot have the lighting for any reason, shoot the ad during the day preferably in front of a window with the overhead lights on. If you want to go all out on video ads, consider buying a video light kit.

Keep it short but include a call to action

Do not make the ad longer than 30 seconds. Keep it sweet and call on your audience to do something like creatively visiting your website. Video marketing has been with us on television, but social media threatened its relevance. Now digital media is bringing it back to relevance. Following these tips when creating a video ad can help you create a buzz online.


How Employee Engagements Affects the Customer Experience

Is your customer facing team fully engaged at work? That is not to mean they show up every single day, make calls with customers and go home. They should be fully engaged in making your company and its customers successful. Employee engagement is one of the main customer experience core competencies, and if your employees ar

e not engaged at work and in your business, the customer experience will greatly suffer. Employee engagements measure how much employees value their company as well as its customers. It is focused on evaluating business success and the role it plays in daily operations. Organizations are interested in monitoring employee engagements because it plays a major role in influencing customer satisfaction.

When it comes to employee engagements, here are some aspects you need to understand, in terms of benefits.

Stronger corporate alignment

When employees are more engaged with your business, they are more likely to contribute to its success. They will be five times more likely to pitch an idea that will improve the company. Even during situations where they are not contributing new ideas, engaged employees are still three times more likely to work for late hours since they are more invested in product and business. They will have a certain type of dedication to goals that helps a team meet deadlines set and achieve long term success.

Delightful customer experiences

Employee engagement can be great in helping with creating delightful customer experiences. It can lead to increased levels of customer satisfaction. This is the case because engaged employees create more delightful experiences for their customers and are more invested in products and businesses. Companies that have engaged employees have significant better customer experience than companies that don’t have. These companies have happier employees who are willing to provide above and beyond customer service.

Improved customer relations

Over time, consistent and delightful customer experiences helps in building rapport with customer base. Customers learn to trust that your business and its employees are full devoted for the long and short term success of a business. This leads to customer advocacy as people start to share positive experiences with potential leads. You can go beyond and encourage referrals by asking loyal customers to provide testimonials. Such stories show potential leads how wonderful your services are and how you are willing to ensure you meet all the demands of your customers.

Smooth internal collaboration

Employee engagements also leads to better customer interactions as well as internal interactions. When everyone is aligned towards the same goal, it becomes much easier for teams to work across different departments. Fewer data silos arise and tasks get completed without any frustrations and roadblocks. If marketing needs helps from sales, it becomes much easier to get things done through collaboration. Sales will be more willing to collaborate with marketing if they understand the problems marketing teams are facing.

There are different methods and strategies you can use to advance employee engagements. These methods include actions such as employee feedback programs, peer recognition, brainstorming sessions, company or team awards, volunteer training, guest speakers among others.


How to Hire for Your Customer Support Team

Companies are increasingly faced with a lot of pressure to make the right decision when it comes to hiring. The hiring process has never been straightforward. This is the case especially when you are coming up with a team to handle customer issues, in what we mostly call customer success teams. Customer support or success teams often consist of employees coming from different backgrounds, with each providing their own skill sets to the team. However, their specializations will always differ. There are key skills and traits evident that define customer success teams.

Here are some notable skills that define customer success teams.

Problem Solving

If you work in customer support, then your number one task is to solve customer issues and problems. It is a key reactionary role where employees are suddenly tasks with new challenges as they emerge from a customer. You can’t avoid the problem or transfer it to anyone. You must be prepared to deal with it. You will be responsible for finding a solution to the problems customers are facing. Successful support reps are excellent problem solvers. Even if they don’t know the immediate solution to a roadblock, they understand the power of research to come up with a solution.


Since customer support is a reactionary role, the best customer reps are quite flexible and can adapt to various roadblocks on their way. Even at instances where two customers are experiencing the same glitch, a customer rep will be adaptable to know that these two cases are not the same. Each customer will always have specific needs that reps will always aspire to solve. Reps who are adaptable can recognize all these needs and provide exact solutions that match customer interests.


Customer support can be quite frustrating. After all, your key task is to look for answers that may even not exist. You will be tasked with the responsibility of appeasing customers who will be waiting eagerly for a solution. Customer reps need to be tenacious and determined to overcome all roadblocks. They need to be resilient in that they are not carried over by frustrations to a point of giving up on the customer.

When looking to come up with a team, there are various elements you must get right. You will need to hire a customer support rep. This is the most fundamental role in the customer support team. These will be employees who are on your front line, fielding phone calls and speaking directly to your customers. They identify and report any issue a customer is facing.

You will also need to hire a customer support manager. The work of the manager is to oversee the entire team. They work hard in ensuring support teams are meeting customer demands and that an organization is on course to its long or short-term goals. They do so by managing various elements including employee scheduling, handling escalated cases, and motivating reps to ensure they meet their targets. Whatever team you come up with, have a rigorous hiring process.


Elements of a Truly Consultative Sales Process


The best sales consultants make sales to be a consultative process. A sales process becomes consultative when the stages and actions align with customer’s buying experience and are defined in terms of customer experience. A consultative sales framework has process components and human components. Typically, a consultative sales process follows a couple of steps. Each step maps out winning behaviors and strategies. The sales process stages act as a guide to salespeople to help them in qualifying, closing, expanding businesses as well as building relationships.

Each of the steps should define objectives, best practices, tools and models to be applied as we defining customer insights in readiness to advance to the next step. Additionally, there should be a list of sales coaching questions to each of the stages. Questions such as what the business is trying to solve for the customer should be common. All these stages must be properly aligned with the buyer journey. These are the processes buyer go through in efforts to become aware of a product, evaluate it and eventually make a purchase.

The typical processes include the following;

Targeting and Qualification

With this process, the customer becomes aware of a business problem. Alternatively, the sales person creates an opportunity by introducing an idea or challenge that is not yet in customer’s agenda, or raises the viability of an issues the customer has underestimated. At this stage, it is the work of the salesperson to identify a problem or a potential problem the company or industry is facing and tease a solution.

Explore and Assess

At this second stage, customers assess how much of a priority the issue is and then work to determine options. They then develop decision criteria and decision process. A salesperson can be of help to their prospects by sending them how to blog posts and other materials that offers a consultative call. During this stage, the salesperson would send case studies on how they have helped similar businesses overcome a certain problem. Additionally, they might also share relevant research that would be useful to the customer.

Access and develop solution

Customer research, compare solutions and work on narrowing down choices to refine their decision criteria. It is the work of the sales person to differentiate, put a lot of focus on the business outcome and prove value. They must elaborate how their solutions differ from that of competitors. That should be very clear for all prospects. Many competitors offer similar or related solutions and that makes it very hard to have a competitive advantage. You must get your research right on key differentiations your product or service will offer to your customers and what clearly defines your competitive advantage.

You then work on presenting solutions and follow ups. Knowledgeable customers will always make their selections and do negotiations. Skilled salespersons will always have an already involved procurement prior to this stage. You need to be fully aware of the steps to be taken by your organizations to address all customer issues.