In my previous post about Starbucks reputation management we looked at how a few good customer service systems can be used as a marketing strategy to encourage word of mouth and result in a competitive advantage.
In the case of people like me and many of you, my readers, we operate Internet businesses that largely are a product of our own personal brand. We are entrepreneurs, bloggers, consultants, contractors or freelancers, and much of the customer service responsibility rests on our shoulders.
Being an independent operator or small business owner does not mean you can let the ball drop on good customer service. In this case reputation management is just as important since your business lives and dies on your ability to deliver what you promise and leave a lasting impression.
For a small business with a limited marketing budget, good customer service resulting in an above average reputation in the market, can result in acquiring new customers through existing client referrals - a “free” form of marketing.
During the start-up phase you have limited funds and one of the best strategies to survive this period of business growth is to use your existing clients as a marketing tool to bring in new clients (actually - this is a good strategy at any stage of business growth).
The cornerstone of achieving that outcome is good customer service, since your existing clients will not be willing to help you, nor will they feel compelled to talk about you and refer you to others, if they are not significantly impressed by - and benefit from - their interaction with your business.
Good customer service combined with a superior product can evoke a sense of reciprocity from your customers. They genuinely want your business to succeed, so much so that they go out of their way to endorse you. People like to spread things they consider valuable because in turn they enjoy the perception of being valuable as well. Most humans desire recognition from other humans - it’s a core human drive - and if you can loop your business into this motivation you have tapped the secret of word of mouth marketing.
Growing Pains As A Solo Business Owner or Blogger
I’ve worked independently all my life. Most of the first five years of my business experience were completely solo because I had the mentality that I needed to do things myself in order to save money.
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