by Skip Cohen
It's Marketing Monday and as you build the foundation for a great year ahead, pay attention to everything under the Customer Service umbrella. Customer Service isn't just about your active clients but all your interactions with your target audience. It's about building a reputation for excellence and a brand known for exceeding expectations.
Just for a second, think about your favorite restaurant. Sure, it's great food to start, but it became a favorite because of the service, atmosphere, pricing, and quality. Of course, the same applies to places you shop, whether live or online.
Amazon is good example. We do a significant amount of shopping online through my Smile.Amazon account. Why? First, I can usually find anything we need. Second, Amazon ALWAYS delivers. At a time when USPS and FedEx have been horrible, Amazon is consistently delivering. Next, they're price competitive most of the time, and buying through their "Smile" program I'm able to direct a percentage of every sale to our favorite nonprofit.
Last but not least - their Customer Service team is pretty remarkable. I can call their 800 number, express my disappointment with an order, and have it resolved in minutes. And there are often times when I don't need to even return the defective or damaged merchandise to receive credit. THEY EXCEED EXPECTATIONS!
Here's a check-off list for your business:
Here's the bottom line, and I'm paraphrasing what I've learned from good friends Tim and Beverly Walden over the years. Working with you should be an experience. You're not selling a portrait session, or for that matter, an album, prints, or video - you're selling the fun of working with you and building trust with your audience.
Tony Corbell says it best when he talks about things he did when he first started his business, "I wasn't the best photographer in town, but I was going to make sure I was the nicest!" He's never strayed from that philosophy, although today, he really is one of the best too!
Check out "Why?" one of the most popular features on the SCU Blog. It's a very simple concept - one image, one artist and one short sound bite. Each artist shares what makes the image one of their most favorite. We're over 100 artists featured since the project started. Click on the link above and you can scroll through all of the episodes to date.