{"id":3688,"date":"2018-02-26T07:01:45","date_gmt":"2018-02-26T15:01:45","guid":{"rendered":"https:\/\/www.genesisdigital.co\/blog\/?p=3688"},"modified":"2019-05-09T11:31:44","modified_gmt":"2019-05-09T18:31:44","slug":"improve-customer-relations","status":"publish","type":"post","link":"https:\/\/www.genesisdigital.co\/blog\/learn\/improve-customer-relations\/","title":{"rendered":"How to Improve Relations with Every Customer (Even the Shy Ones!)"},"content":{"rendered":"<p>When it comes to improving customer relations, there\u2019s an old marketing trick that involves dreaming up your ideal customer as some kind of ethereal avatar and writing your copy as if you\u2019re talking to that one individual.<\/p>\n<p>It\u2019s useful in terms of getting focused and allowing the writing to flow, but it\u2019s also kinda dumb&#8230;<\/p>\n<p>&#8230;because your audience cannot be distilled into one aggregated Frankenstein.<\/p>\n<p>Every single one of your customers is a unique, complex individual with their own hopes, dreams and personal peccadillos. My Geography teacher might have meant it as an insult but it turns out we ARE all snowflakes.<\/p>\n<p>Individual, beautiful\u2026 and\u2026 erm\u2026 pointy-looking up close.<\/p>\n<p>The idea is that, while it\u2019s useful to get a sense of which groups are most receptive to your marketing, you should frequently talk to and learn about INDIVIDUALS in your customer base.<\/p>\n<h3><b>We Love Our Customers<\/b><\/h3>\n<p>It\u2019s true.<\/p>\n<p>It doesn\u2019t matter whether you\u2019re\u2026<\/p>\n<ul>\n<li>A tire-kicker, just stopping by to check us out.<\/li>\n<li>A fence-sitter, consuming our marketing for years without spending a cent.<\/li>\n<li>A new customer, tentatively putting our software through its paces.<\/li>\n<li>An established customer, using and championing our software like a boss.<\/li>\n<li>A die-hard fan who buys and consumes everything we produce.<\/li>\n<li>An absurdly critical malcontent who buys our software, demands a refund an hour later, and spends a week bad-mouthing us on Facebook because we \u201cdidn\u2019t have a promised feature.\u201d (But we did, YodaKnight87! It was right there in the second menu.)<\/li>\n<\/ul>\n<p>Deep down, where it really counts, we love every single one of you guys. Even YodaKnight.<\/p>\n<p>Why?<\/p>\n<p>Because anyone who, with the whole digital universe at their fingertips, chooses to spend even a modest amount of their valuable time or money on our software products, is worth all of the love we can collectively muster.<\/p>\n<p>And also because every interaction is fabulously instructive.<\/p>\n<p>We learn what we\u2019re doing right. And what we\u2019re doing wrong. And what we could be doing better. And\u2026 what we should be working on next. Heck, even YodaKnight clued us into the fact that maybe, just maybe, we could do a better job of making that feature easier to find.<\/p>\n<p>At Genesis Digital, we LOVE interacting with our customers. And when we get the opportunity to talk with them on an individual basis, we grab it with both hands.<\/p>\n<p>Here\u2019s why you should do the same.<\/p>\n<h3><b>Customer Relationship is NOT a Clich\u00e9<\/b><\/h3>\n<p>The Internet is making it easier than ever for businesses to keep their customers at arms-length. And, sadly, a lot of business owners are doing just that.<\/p>\n<p>Try, for instance, getting on the phone with a human customer service representative at Facebook, PayPal or Wikipedia. Go ahead; I\u2019ll wait.<\/p>\n<p><img loading=\"lazy\" class=\"aligncenter size-full wp-image-3690\" src=\"https:\/\/www.genesisdigital.co\/blog\/wp-content\/uploads\/2018\/02\/customer-relations-are-more-than-cliche.jpg\" alt=\"Customer Relations Are More Than Cliche\" width=\"2048\" height=\"918\" srcset=\"https:\/\/www.genesisdigital.co\/blog\/wp-content\/uploads\/2018\/02\/customer-relations-are-more-than-cliche.jpg 2048w, https:\/\/www.genesisdigital.co\/blog\/wp-content\/uploads\/2018\/02\/customer-relations-are-more-than-cliche-600x269.jpg 600w, https:\/\/www.genesisdigital.co\/blog\/wp-content\/uploads\/2018\/02\/customer-relations-are-more-than-cliche-300x134.jpg 300w, https:\/\/www.genesisdigital.co\/blog\/wp-content\/uploads\/2018\/02\/customer-relations-are-more-than-cliche-1024x459.jpg 1024w, https:\/\/www.genesisdigital.co\/blog\/wp-content\/uploads\/2018\/02\/customer-relations-are-more-than-cliche-696x312.jpg 696w, https:\/\/www.genesisdigital.co\/blog\/wp-content\/uploads\/2018\/02\/customer-relations-are-more-than-cliche-1068x479.jpg 1068w, https:\/\/www.genesisdigital.co\/blog\/wp-content\/uploads\/2018\/02\/customer-relations-are-more-than-cliche-937x420.jpg 937w\" sizes=\"(max-width: 2048px) 100vw, 2048px\" \/><\/p>\n<p>I understand that live customer service is tricky when you have over a billion customers, but the inability to allow customer interaction is damaging. How many users of the aforementioned businesses feel like they have a good customer relationship with these corporations? How many people use these services merely because of a lack of viable alternatives?<\/p>\n<p>Some years back I purchased a Google Chromecast and it stopped working after a couple of months. Google sent me a replacement but when it arrived it was clear that they\u2019d sent me a refurbished model. Sure, it worked &#8211; but they\u2019d still replaced my new product with a second-hand one.<\/p>\n<p>I use Google Search and Google Maps constantly because they\u2019re great services. But I don\u2019t have any positive feelings about the company that makes them. I\u2019ll always be reluctant to buy any of their physical products in the future, and I always recommend Amazon\u2019s Fire TV Stick over Google\u2019s version. I do so primarily because of that one disappointing interaction.<\/p>\n<p>Your relationships with your customers matter &#8211; you take them for granted at your peril.<\/p>\n<p>Run all the surveys you want and go blind studying website analytics, but nothing is more valuable and powerful than one-one-one interactions with your customers.<\/p>\n<p>Obviously not all of them. Unless your client base is very small, this just isn\u2019t feasible. But you should aim to speak to a portion of them as often as possible.<\/p>\n<p>You\u2019ll be amazed at how much you learn. For example\u2026<\/p>\n<h3><b>Live, Interactive, in Person AND Public<\/b><\/h3>\n<p><img loading=\"lazy\" class=\"aligncenter size-full wp-image-3691\" src=\"https:\/\/www.genesisdigital.co\/blog\/wp-content\/uploads\/2018\/02\/customer-relations-are-personal-and-public.jpg\" alt=\"Customer Relations Are Personal And Public\" width=\"1806\" height=\"1052\" srcset=\"https:\/\/www.genesisdigital.co\/blog\/wp-content\/uploads\/2018\/02\/customer-relations-are-personal-and-public.jpg 1806w, https:\/\/www.genesisdigital.co\/blog\/wp-content\/uploads\/2018\/02\/customer-relations-are-personal-and-public-600x350.jpg 600w, https:\/\/www.genesisdigital.co\/blog\/wp-content\/uploads\/2018\/02\/customer-relations-are-personal-and-public-1024x596.jpg 1024w, https:\/\/www.genesisdigital.co\/blog\/wp-content\/uploads\/2018\/02\/customer-relations-are-personal-and-public-300x175.jpg 300w, https:\/\/www.genesisdigital.co\/blog\/wp-content\/uploads\/2018\/02\/customer-relations-are-personal-and-public-696x405.jpg 696w, https:\/\/www.genesisdigital.co\/blog\/wp-content\/uploads\/2018\/02\/customer-relations-are-personal-and-public-1068x622.jpg 1068w, https:\/\/www.genesisdigital.co\/blog\/wp-content\/uploads\/2018\/02\/customer-relations-are-personal-and-public-721x420.jpg 721w\" sizes=\"(max-width: 1806px) 100vw, 1806px\" \/><\/p>\n<p>Webinars tend to be described as live videos. But that\u2019s underselling them.<\/p>\n<p>Webinars are live, INTERACTIVE videos. Current technology allows for customer engagement that goes way beyond surveys and chat boxes.<\/p>\n<p><a href=\"http:\/\/www.webinarjam.com\/\">WebinarJam<\/a>, for example, offers webinar hosts the ability to turn any viewer (with their permission) into a temporary co-host.<\/p>\n<p>Once upon a time, webinars were the preserve of wealthy businesses making sales presentations. Today, their affordability and flexibility is allowing every level of business to produce webinars that train, teach, promote and inspire.<\/p>\n<p>At WebinarJam, we still see many webinars used in the traditional manner of content + sales pitch, but increasingly webinars are being used as customer-relationship builders.<\/p>\n<p>One of the formats we\u2019re personally enjoying are webinars as Q&amp;A sessions. At <a href=\"http:\/\/www.kartra.com\/\">Kartra<\/a>, we host <a href=\"http:\/\/genss.co\/kartraqa\">regular Q&amp;A sessions<\/a> that are proving to be invaluable both for our viewers and for us. Our customers learn more about how to use Kartra effectively, and we gather valuable information on how to improve our features and our training.<\/p>\n<p>NONE of this would happen without the customer interactivity that webinars afford us.<\/p>\n<p>But, there\u2019s a hidden benefit to this approach to customer interaction that you might have missed\u2026<\/p>\n<p>Describing webinars as live, interactive videos is STILL underselling it. Webinars are also PUBLIC. They\u2019re being presented to a group of like-minded individuals who are enjoying a mutual experience.<\/p>\n<p>Let\u2019s say, for example, that you have 100 people on your Q&amp;A webinar. You might only get to talk directly to ten of them. But ALL 100 people get to share in that one-on-one experience. It\u2019s a bit like customer interaction by proxy.<\/p>\n<p>By witnessing the connection between you, the business owner, and SOME of your customers, ALL of your webinar viewers enjoy a closer relationship.<\/p>\n<p>Even the shy webinar viewer who sits quietly without engaging in the chat, and doesn\u2019t volunteer to ask a question directly on camera, is still building a closer relationship with your business as a result. Ordinarily, you may never get an opportunity to speak with this person because they\u2019re not inclined to engage. But, through the webinar format, that interaction is still happening indirectly.<\/p>\n<p style=\"text-align: center;\">***<\/p>\n<p>If you haven\u2019t already, I encourage you to attend one of our <a href=\"http:\/\/genss.co\/kartraqa\">Kartra Q&amp;A sessions<\/a> to have your own experience with it. We can\u2019t say enough good things about the benefits of webinars for both gaining valuable intel and improving customer relations.<\/p>\n<p>For more information on how Kartra can manage and grow your business, visit <a href=\"http:\/\/www.kartra.com\">www.kartra.com<\/a>.<\/p>\n<p>For more information on how WebinarJam can improve sales and your customer relationships, visit <a href=\"http:\/\/www.webinarjam.com\">www.webinarjam.com<\/a>.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>When it comes to improving customer relations, there\u2019s an old marketing trick that involves dreaming up your ideal customer as some kind of ethereal avatar and writing your copy as if you\u2019re talking to that one individual. It\u2019s useful in terms of getting focused and allowing the writing to flow, but it\u2019s also kinda dumb&#8230; [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":3693,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":""},"categories":[9,4,12,18,14,7],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to Improve Relations with Every Customer (Even the Shy Ones!) &mdash; Genndi<\/title>\n<meta name=\"description\" content=\"How to use Q&amp;A webinars to improve customer relations. 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