Archive for the ‘Tuesday Tip’ Category


Nextiva Tuesday Tip: Selling to Millennials? You Need a Loyalty Program

Stocksy_txp65da3129op6000_Small_134151If your small business doesn’t have a loyalty program—but does have Millennial customers as part of your target market—you may want to reconsider and add some type of rewards program to your marketing mix. The 2014 Loyalty Report from Bond Brand Loyalty reports that U.S. Millennials (defined as aged 20 to 34) are more likely than other age groups to participate in loyalty programs. What’s more, they’re more likely than other age groups to change their shopping behaviors based on a loyalty program, the study says.

A whopping 60 percent of Millennials would switch brands and two-thirds would change where they buy in order to get more loyalty rewards. In addition, 67 percent contend they wouldn’t be loyal to a company without a good loyalty program.

Consumers overall are enrolled in an average of 10.4 loyalty programs, and are active in about seven of those. While loyalty programs are widespread, consumers are getting slightly more unwilling to share personal information with them. Some 32 percent say they worry about divulging personal information, compared to 29 percent last year.

What works to get customers to spill their data? Offering discounts based on prior purchasing behavior, inviting customers to special events, customizing offers for them and inviting them to online communities for loyalty program members are all effective ways to get users to share their personal data. In addition, users say that when a company’s loyalty program makes them feel valued and important, they’re more likely to share personal information with that business.

However, there are some important differences in what works for Millennials as opposed to other age groups. Millennials are more likely to want to interact with your business on a mobile device. They’re also more likely to care about non-monetary rewards, such as getting recognized by their peers or being able to share their experiences with others.

Craft your loyalty rewards program to appeal to your desired customer base, whether that’s seniors who want plain old punch cards or mobile-loving Millennials who want to track everything on their smartphones. Your efforts will pay off in greater loyalty and higher sales. 


Nextiva Tuesday Tip: Could Seniors Be Your Secret Customer Service Weapon?

Stocksy_txpbe336fabXT6000_Small_6767There’s a reason Walmart hires senior citizens as greeters at its stores: Seniors who are seeking employment are generally “people persons” who like socializing and engaging with others. That’s one of the findings of a survey by Society for Human Resource Management (SHRM) that asked hiring managers about hiring senior citizens.

If you’re looking to enhance your company’s customer service, hiring seniors could be a great idea. Here are a few of the reasons managers in the SHRM survey say seniors are valuable employees:

  • Seniors tend to be more patient than younger people when dealing with customers.
  • Because seniors have a lot of life experience, they’re often good at coming up with solutions to problems.
  • Hiring seniors who have past experience in your industry enables you to tap into their decades of knowledge.
  • Seniors often enjoy mentoring or passing their expertise on to younger employees.
  • If your business relies on referrals or word-of-mouth to gain new customers, you’ll be able to tap into seniors’ vast networks of contacts from years in the work force.
  • Seniors typically aren’t dealing with children at home, and they may be widowed or widowers, so they have more free time to dedicate to their jobs.
  • Most seniors have a strong work ethic and are highly reliable.

How can you make the most of seniors at your business?

  • Take advantage of their natural skills and past experience. A senior may not do as well in a fast-paced environment. You can still tap into the senior employee’s abilities by having younger workers “triage” customer service calls and pass them on to the senior employee to handle in detail. This way, customers feel they are being responded to quickly, but also feel cared for by the detail-oriented senior employees.
  • Train them on technology to get them up to speed. Although they didn’t grow up with technology, seniors who are in the work force are typically eager to learn. Most seniors use the Internet, email and social media in their personal lives, so you won’t be starting totally from scratch.
  • Treat them with respect. Give seniors an opportunity to share their insights and experiences with younger employees on your team. Their approach to solving customer problems will likely shed new light on common issues your customer service staff faces.

There are plenty of senior job boards, such as JobsOver50 or Senior Job Bank, where you can list openings to attract this age group; you can also contact local organizations for seniors in your community. 


Nextiva Tuesday Tip: How to Hold an Online Focus Group

Stocksy_txp14c2a2052O6000_Small_64388 (1)Holding a focus group is a great way to learn what your target customers want from your business. Until recently, however, focus groups required physically getting representatives of your target market into a location; rewarding them with money, free gifts, food or some combination of all three; and organizing and recording the focus group session. This could be an expensive, stressful hassle for small business owners.

Now there’s a better way: You can simply go online to host a virtual “focus group” using survey tools and social media. While it may not be as in-depth as a real-world focus group, because you’ll be able to incorporate more people’s opinions, you will actually get a better feel for what your target customers think.

Here are some tips for making online focus groups work.

  1. Be specific. Online focus groups work best when they cast a wide net over a narrow subject, so it’s important to narrow down exactly what you want to find out. For example, if you sell women’s clothing online and you’re considering opening a physical store, you could ask whether customers would drive to a physical store, what local area would be preferred and what days and hours they would be likely to shop.
  2. Keep it simple. Customers get bored and tired if your online survey goes on too long. You can break your survey down and ask one or two quick questions a day right on social media. For example, use polling apps to set up a poll with radio button options on Facebook, or tweet out a question for users to answer. Even if you are conducting a longer survey, it’s best if you ensure it can be answered in just a few minutes.
  3. Provide room for expression. Radio buttons are an easy way to conduct online surveys, but make sure you leave a blank form at the end of the survey where users can add detailed comments or opinions. This can provide valuable insights into what customers want (or don’t want) from your business.
  4. Pay ‘em back. You may not need to order in pizza for customers of your virtual focus group, but you should reward them for their time if they take a survey longer than one or two questions. A good way to motivate users without going broke is to enter all survey respondents in a drawing to win a free product or other prize from your business. You could also offer a discount such as a code good for $5 off their next purchase.
  5. Use technology. Survey tools such as SurveyMonkey, Create Survey and QuestionPro let you create surveys in a variety of formats, then use analytics tools to dig into the results.
  6. Follow up. Ask survey respondents to share their contact information with you if they are comfortable having you follow up with more questions. This enables you to probe deeper into customers’ interests, wants and concerns, just as you would in a real-life focus group. 

Nextiva Tuesday Tip: 3 Types of Loyalty Programs and How to Make Them Work

Does your small business use a loyalty program to keep customers engaged and spur them to buy? The Boston Consulting Group recently published a report on loyalty programs and what it takes to make them profitable and effective for businesses.

According to BCG, there are three main types of loyalty programs:

  1. Earn-and-Burn. The classic punch-card program (Buy 10, get one free) is an example of earn-and-burn, in which customers benefit from their purchases by earning rewards at specific thresholds. Other types of earn-and-burn loyalty programs include points programs (in which customers earn points they can redeem for free products) and discount programs (in which members get discounts).
  2. Recognition. In a recognition program, repeat customers get special perks or services only for them, based on the total amount they spend or the total number of points they accumulate. Airline rewards points are an example of a recognition program; customers who accumulate a certain number of points earn special perks and upgrades. 
  3. Customer Relationship Management. CRM programs are the most sophisticated type of loyalty program. They typically use loyalty software to capture purchase data, then use that data to develop targeted special offers for loyalty members. Examples include members-only promotions or targeted communications such as newsletters, emails or even website content.

According to BCG, each type of program has its pros and cons. The cost of an earn-and-burn program can eliminate any gains, while recognition programs by their nature limit the number of members, and CRM programs can have both of these flaws.

Ideally, you’ll want to find a loyalty program that enables you to prompt more spending from customers, increasing your margins rather than cutting into them. BCG uses the example of a company with a 35 percent gross profit margin. In this case, a customer who spends $100 annually generates $35 in profit. If the customer joins the loyalty program and increases spending by 10 percent, to $110 annually, the company makes an additional $3.50 in profit. However, the cost of the loyalty program ($3.30) eats up most of that; essentially, the business is breaking even. But if the customer spends 20 percent more, the company makes $7 in profit, or $3.70 minus the cost of the loyalty program. At this point, profit begins to grow rapidly.

According to the study, the most profitable loyalty programs invest more in the customers who spend the most. Typically they do so by using a tiered rewards system: As customers meet increasingly higher thresholds of spending, they qualify for bigger and better rewards.

Ideally, you’ll also want to use rewards that are inexpensive for your business to give, but have high value to the customer. For example, a hotel that has an expensive room sitting unused can score points by upgrading a loyalty customer to that room. It doesn’t cost the hotel anything, but it earns greater loyalty from the customer.

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Nextiva Tuesday Tip: 5 Keys to Success in a Family Business

Stocksy_txp9b4a083fTr5000_Small_64619Did you know that 70 percent of family businesses never make it to the second generation? How can you avoid your family business becoming that kind of sad statistic? The key to keeping a family business surviving—and thriving—is communication. Here are five keys to good communication in your family-owned business.

  1. Pay attention. Is someone making a lot of bitter comments, showing up to work late (or not at all), or otherwise acting out? Keeping your eyes and ears open to what’s going on around you can nip communication problems in the bud.
  2. Address issues openly. Rightly or wrongly, many families “communicate” (or don’t) by sweeping things under the rug or denying that problems exist. When this kind of miscommunication infects the workplace, it can destroy your business. No matter how tough it is, make it a point to bring up problems before they fester.
  3. Keep it all in the family. Family business conflicts should be addressed openly, but that doesn’t mean they should be discussed in front of non-family employees. Call a family meeting or hold a one-on-one with the individual involved to hash out the problem before you involve non-family workers.
  4. Never assume. Because people are family, you may assume they will respond to things in certain ways or assign certain behaviors to them. (“Susan always gets offended by little things.”) Try to get beyond the “roles” that siblings, parents or other family members play in the family (the smart one, the peacemaker) and focus on the roles they play in the business. Give your family employees the same respect you’d give non-family employees and don’t attribute feelings to them without actually asking them how they’re feeling and what they’re thinking.
  5. Air the grievances. Let each family member get their feelings out in the open, even if you feel that one person is obviously right and the other wrong. An outside advisor, such as a family business consultant, your board of advisors or even a family therapist, can be helpful in mediating family business issues impartially. (It’s important, though, to make sure all family business members agree on who the outside advisor/s should be—ideally, before any problems arise.)

Nextiva Tuesday Tip: How Do Your Employees Really Feel About the 24/7 Workplace?

Is your small business using technologies that enable employees to stay connected to work even outside of work hours? If so, are you concerned your employees might feel overloaded by the need to check in with work when they’re off the clock?

Well, stop worrying. According to a recent Gallup Poll of full-time U.S. employees, nearly 80 percent of them feel somewhat or very positive about being able to use computers and/or mobile devices to stay connected to their jobs outside of normal working hours.

???????????????????????????????????A cynic would say perhaps one reason so many people feel good about being able to check in with work after-hours is that most of them don’t actually do it. About one-third (36 percent) frequently connect with work online after-hours, while 64 percent admit to doing so occasionally, rarely or not at all. (Apparently, they just like knowing the option is available.)

However, don’t be so cynical just yet. The study also reveals that 86 percent of those who regularly check in with work of their own accord, and 81 percent of those whose employers require them to do so, think it’s a positive development.

Of course, employees like being able to connect with their jobs outside regular working hours because it enables them to do things like attend their children’s school functions, take time off or work flexible hours. But work-life balance can quickly tip out of balance, as every small business owner knows from experience.

How can you ensure that the ability to work after-hours continues to have an upside for your team? Here are 3 tips:

  • Pay attention. If you notice employees seem like they’re starting to burn out, grumble or complain, assess what’s going wrong. Sometimes the ability to check in 24/7 can lead to a compulsion to do so.
  • Encourage downtime. Make sure employees have “disconnect” time to recharge their personal batteries by unplugging from their devices. Model this behavior yourself.
  • Pull back. Even if you require employees to be available and check in after normal work hours, try to set reasonable limits. For example, you could say that employees must be available up until 10 p.m and after 7 a.m. Even if employees have to be available 24/7, try staggering that responsibility so everyone gets some days off. 

Nextiva Tuesday Tip: 3 Ways to Conduct Focus Groups for Your Business

Have you ever conducted a focus group for your small business? Focus groups are a great way to find out what customers—and potential customers—think about your business, your customer service, new products or services you’re considering launching. The list of questions you can ask is pretty much endless.

Technology has greatly expanded your options for doing focus groups. Here are three alternatives:

  1. Hold an in-person focus group. In this method, you bring a small group of people who fit your customer profile together to discuss questions about your business. Because this option requires someone to record the conversation, someone to lead it, and getting people physically to your location, it can be costly and inefficient.
  2. Hold a virtual focus group. You can use conference calling or video conferencing technology to hold a virtual focus group. Videoconferencing can make it a bit easier to identify who’s talking and for people to feel comfortable with each other. The benefits of the virtual alternative are many: It’s cheaper and faster than bringing people to your location, and enables you to bring in potential customers from around the country or even around the globe. Typically, videoconferencing or conference call technology is set up to record your interaction, so you don’t need someone to tape or take notes.
  3. Hold a focus group on social media. Go beyond the basics—like just asking poll questions on your Facebook Page—to dig a little deeper. Technology is available to help you create more in-depth surveys on social media. For instance, you can use SurveyMonkey to create a free survey you can embed into your business’s Facebook Page. Or you can use Napkin Labs’ Brainstorm app with Facebook to make it easier to engage with your focus group. When doing a social media focus group, choose the social network where your customers interact with you the most. And keep in mind that people probably don’t want to spend a ton of time on a social media focus group—so consider breaking it down into small parts. For example, you could ask your focus group five questions a day for a week, or one question a day for a month.

Whichever venue you choose for your focus group:

  • Narrow your focus. Have a detailed list of questions drilling down into a specific topic, such as your online customer service, your in-store customer service or your product mix. Don’t try to cover every possible subject.
  • Reward participants. Whether focus group members give up five hours of their day to come to an in-person session or five minutes a day to answer social media questions, they deserve some reward for participating. This could range from money to coupons, discounts or free products. If you’re on a really tight budget and can’t reward everyone, draw one person’s name to win a prize.
  • Act on what you learn. Let participants—and all your customers—know what changes you’re making as a result of their input. It will make them feel that your business truly listens and cares about their opinions. 

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Nextiva Tuesday Tip: Using Twitter for Customer Service

shutterstock_81656434In order to provide the best possible customer service, smart small business owners learn from the big companies’ best practices. One tactic more and more big corporations are using is providing customer service on Twitter.

Doing customer service on Twitter makes sense, since so many consumers are turning to Twitter to share information and, sometimes, complaints about companies that provide poor service. If your small business is using Twitter for customer service—or considering doing so—a study by SimplyMeasured polled the top 100 global brands to find out what tactics they use. Here’s some of what they found:

Consumer expectations have changed. From being pleasantly surprised if your company replies to their tweet about your service, they have now come to expect and even demand a response. Ignoring negative comments on Twitter can lead to a PR nightmare for your business.

Create a dedicated customer service Twitter handle, such as @customerserviceyourbiz. This enables you to quickly spot and flag customer-service oriented tweets. Just 32 percent of the companies in the study did this; however, consumers’ use of these dedicated handles increased 44 percent in the last year.

Be aware that creating a dedicated handle will also raise expectations for a quick response from your business. The average response time of companies in the study was about 4 hours. However, a response time of less than 24 hours is generally acceptable; 90 percent of companies were able to respond to dedicated customer service tweets within that time.

How are companies keeping pace with the increasing flow of customer service tweets? First, they’re staffing up their customer service teams. Second, they’re making their existing teams more efficient by using Twitter as the first step of the customer service process. One common tactic is to direct users to a Web page, such as a FAQ or self-help page. Another is to have the user contact the company directly by mail, phone or direct message. This has the added benefit of taking the problem resolution out of the public eye on Twitter. Finally, using “canned responses” to common problems, complaints or questions speeds response time greatly and can handle most situations.

Finally, it’s important to pay attention to when most of your customer service tweets come in. Not surprisingly, most companies saw the heaviest traffic from 7 a.m. to 2 p.m. during business days, and customers were most likely to get quick responses at this time. But if you find that half of your tweets are coming in, say, from 7 p.m. to 3 a.m., you may need to add to your customer service staff to handle this. Outsourcing to someone in another time zone can be a good way to handle this issue. 


Nextiva Tuesday Tip: Who They Gonna Call (and How You Gonna Answer)?

Stocksy_txpba8ad81dGw4000_Small_178379Is your small business paying enough attention to incoming calls? Today, with so much focus on social media, email and online marketing, it’s easy to believe that providing customer service through live chat is all you need to do, or that customers are content to contact you by email and wait to hear back from you.

In reality, human behavior hasn’t changed—just the technology has. When customers are frustrated about something, have questions about your product or service, or are ready to buy, their first instinct is often to pick up the phone and call your business. In other words, customers who take the trouble to call you are primed—to buy, to vent, to ask questions. What’s more, if your business is involved in any kind of inbound marketing program—whether using SEO, click-to-call buttons on your website or in your ads—you’re spending good money to generate those calls from interested customers.

How callers are treated can make all the difference in whether they move to the next stage in the purchasing process, get over their anger, actually make a purchase…or get turned off of your company forever.

So how are customers and prospects treated when they call your business? Here are some questions to ask yourself.

  1. Do they get through right away? Set standards for employees to answer the phone on the second ring (third ring at the absolute latest). Make sure all employees—not just the receptionist or office manager—know it’s their responsibility to answer the phone if necessary.
  2. Are they greeted pleasantly? Do the employees who answer your phone sound excited to talk to customers—or like it’s an interruption in their busy day? Remember, customers are the ones who pay your bills, and they have plenty of options to go elsewhere.
  3. Do employees have the tools they need to help customers? Internal FAQ lists can help employees quickly find answers to questions customers may have. Make sure all employees know how to transfer calls to the proper person.
  4. When customers are on hold, can they tell? There’s nothing worse than being put on hold and hearing dead silence, so you don’t know if you’ve been cut off or should continue to wait. Use on-hold messages or music so customers know what’s going on.
  5. Are calls returned within a reasonable time? The faster you can respond to a customer’s inquiry, the more likely you are to make a sale. If you can’t answer all calls, strive to return all calls within 30 minutes—yes, 30 minutes—for best results. Outgoing voice mail messages should state how quickly customers can expect their calls to be returned.

By paying as much attention to incoming calls as you do to your social media outreach, you’ll rapidly see results—and increased sales.




 
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