Every touch point that you have with a customer is a potential opportunity to make that customer into an ongoing and return customer. And now more than ever before in the digital age we live, we have the opportunity to reach out and touch our customers and potential customers each and every day. In days gone by only big companies with huge advertising budgets would get in front of potential customers, but now we have so many wonderful opportunities and avenues to reach people in more ways than ever before.
Customer service is no longer just when someone comes into your restaurant, cellar door or hotel. It now has an even greater reach and people love to engage with their favourite brands online. Great customer service should be a priority for all customer-focused business.
So, what do I mean? Well you have the opportunity to engage with your customers through various social media channels, newsletter content, blogs, website information and when they leave a review on your website or social media pages.
But many businesses still don’t see these digital touch points as opportunities to really engage with your customers. These are opportunities to give great customer service so that the customers buy your product and engage with your services.
So, let’s look at a few of these to give some food for thought:
The average visitor to your website will stay on your site for a total of 59 seconds! Not a long time, I know, so you need to have engaging, clear and concise content for them to consume whilst they are on your site. And you need to hook them in straight away!
Your website shouldn’t be too wordy. It should be easy to find your opening hours and contact details, have engaging blog content, up to date menus and events, and easy buttons to buy your products if that’s your jam.
Social Media pages
Social media is a great tool to engage with your current customers, and get potential customers to follow your brand and engage with your products and services. Social media is no silver bullet, it takes work, consistency, and a strategic approach to achieve results, and it doesn’t happen overnight. The ROI on social media is never cut and dry, but it is a wonderful tool for engaging with your audience.
Importantly, don’t judge a profile on the quantity of likes, but moreso on the quality of engaged and real followers who will visit your restaurant, buy your products, and rave about your offering.
Social Media and Online reviews
The word ‘reviews’ strikes the fear of god into most business owners, and especially those in customer-focused businesses. Don’t let reviews scare you; have a procedure to deal with complaints and try and deal with them in a professional and timely manner. Always respond and try to take the conversation offline, and where possible ring the person and find out the whole story.
And for reviews that are giving you praise and love – make sure you take the time to thank these people. They have taken the time out of their busy day to write to you. Let them know you appreciate it and share their review if they are happy for you to do so.
Think holistically about your approach to customer service, and how it affects every area and every part of your business. Your business will be all the better for it.
Kate Bickford MD & Owner - BK AGENCY: