Saturday, May 23, 2009

What Customers Really Want: Five Steps to Customer Loyalty

Find out how to attract and retain loyal customers in five easy steps..

Sales managers take note: when it comes to the sales experience, customers aren't comparing you to your competition alone. They're holding you up against the most outstanding service they've received anywhere. Whether they get wowed at a bank, a restaurant, or by a cell phone service provider, customers set their expectations by these pockets of excellence and will judge their experience with you by them.

"Figuring out how to attract and retain loyal customers is no simple task," acknowledge Chip Bell, senior partner of The Chip Bell Group, and John Patterson, president of Atlanta-based Progressive Insights. "However, there are five loyalty drivers that fit most customers most of the time." Here's a look at each of those five:

1. Include me. When you include customers in the sales and service experience, loyalty soars. "Help your customers feel like partners," say Bell and Patterson. They cite the retailer Build-a-Bear Workshop by way of example. At Build-a-Bear, customers don't simply choose a product, they make it. They stuff, sew, clean, dress, and create a birth certificate for the animal of their choice. Thus, the final result is not simply another stuffed animal - it's a creature of his or her own creation. By including the customer in the sales experience, Build-a-Bear Workshop has grown to more than 200 stores worldwide in less than a decade.

2. Protect me. Customers expect the basics. Just as customers take it for granted they'll have enough air to breathe, they assume your product is quality they can trust at a fair price with a painless buying experience. As Bell and Patterson point out, "If the plane lands in the right city, we do not cheer. But if it lands in the wrong city, we're upset." Get the basics right every time and you'll build a solid foundation of loyal supporters.

3. Understand me. "Great service providers are great listeners," say Bell and Patterson. "They know that unearthing the essence of a problem will point to a solution that goes beyond the superficial transaction." Make every customer contact person in your company a scout. Put a system in place that enables them to gather and capture customer intelligence so you can see trends, spot problems, and get early warning about concerns.

4. Surprise me. Remember opening a box of Cracker Jacks when you were a kid? You were probably more excited about the prize inside than the popcorn itself. Think about your own product or service - what can you do to create your own "free prize inside?" In other words, what can you do to wow your customers with something unexpected? These unforeseen moments of "wow" create lifelong customers who will tell others about their great experience with your organization.

5. Inspire me. When your sales reps exhibit the highest qualities of character, customers get inspired, and become loyal to your company. These qualities include taking pride in their work, putting the needs of the customer ahead of their own need to reach quota, and acting at all times in a manner that is fair, honest, and ethical. Customers respect and admire people and companies who exhibit these traits, and they will keep coming back for more.

About the Author

Judi Hess is head of Customer Perspectives. If you’d like to talk about ideas for your mystery shopping program, visit customerperspectives.com or call 1-800-277-4677 or email marketing@customerperspectives.com.

Friday, May 22, 2009

Indians Fighting In Swat

Warning: Explicit & Disturbing Pictures

Pictures below contain nudity and are gruesome.

Please do not proceed beyond the written description if such material is offensive to you.

By Zaid Hamid And Ahmed quraishi

Wednesday, 20 May 2009.

WWW.AHMEDQURAISHI.COM

ISLAMABAD, Pakistan—Pictures of Uzbek and Gurkhas non-Muslim militants killed during the Pakistani military sweep of the Swat Valley. These exclusive pictures show that they are uncircumcised. Their facial features prove they could be Gurkha fighters whom the Indian and the British militaries use to fight in mountainous regions. The Americans have also hired some of them. The pictures also show that some of theses killed terrorists could be Uzbeks from Abdul Rasheed Dostom’s murderous militias in Afghanistan that are allied with the U.S. occupation army and Kabul’s puppet government.

The question that arises here is this: Why is the Pakistani military’s media arm, the ISPR, not releasing these pictures to the Pakistani media? This is the biggest proof that Indians are not only sending trained butchers and terrorists from Afghanistan disguised as Taliban to kill Pakistanis, but there are actual Indians fighting within the ranks of this so-called Pakistani Taliban in Swat?

Is the Pakistani military afraid of the pro-U.S. government in Islamabad and does not want to cross the line? It is the responsibility of Mr. Rehman Malik, the Federal Interior Minister, to bring such evidence to the notice of the President, the Prime Minister, and the Foreign Minister so that the elected government could raise this issue with the United States and NATO and take a stand on the reason why these supposed allies of Pakistan are letting Afghanistan be used as a base for anti-Pakistan activities, especially by the Indians and their paid agents in the Kabul government. So why is this not happening? And why is Pakistan letting the United States and its allied government in Islamabad get away with the murder of Pakistanis at the hands of terrorists sent from Afghanistan?

The pictures are posted below. [PLEASE SKIP THIS IF YOU ARE OFFENDED BY NUDITY OR GRUESOME IMAGES].

If the pictures don’t appear here, please click here to watch them at the PakNationalists forum.

Sunday, May 17, 2009

How a President of a poor country spends a night in DC

Rs 410,000 per night for a room in Washington!

Image removed by sender.

Image removed by sender.

Image removed by sender.

The News - Monday, May 11, 2009
By our correspondent

WASHINGTON: Inter-Services Intelligence (ISI) chief Lt-Gen Ahmed Shuja Pasha, Intelligence Bureau (IB) Director General Dr Shoaib Suddle and Interior Minister Rehman Malik, who all needed top security in Washington, were not given a room on the ultra-protected presidential 6th floor of the Willard Intercontinental Hotel in Washington during President Asif Ali Zardari’s stay. But his security detail of three sepoys, two lance naiks, one Hawaldar and several other officers below the rank of lieutenant general were lodged on the same floor, said a document published by the Pakistan embassy on the visit.

President Zardari stayed in the $5,000 per night (approximately Rs 410,000) presidential suite, while PPP Chairman Bilawal Bhutto Zardari was given a separate suite, which cost $2,600 per night.

Responding to a journalist’s question, a Pakistan embassy official said Zardari’s stay was the cheapest as compared with the past rulers, who spent much more money while staying in hotels in Washington. Moreover, he said, this was the requirement of the hotel that the president should stay at the 6th floor because of security concerns.

He said if other members of the president’s delegation would have been accommodated in another hotel, that would have been objected to by the critics as discrimination. He said the president had come to the sole super power of the world to improve bilateral ties. He said what was spent on the stay of Zardari and his entourage at the hotel matters nothing in view of the gains that this trip had made for the country.

No one without an official security badge (clearance pin) could enter the 6th floor, while entry to other floors was open. The official media team was included in the 62-member delegation of Zardari, but many other journalists were also in Washington at government expense.

A total of 26 rooms were available on the 6th floor (listed rates between $350 and $900 per night) while on the 5th floor, all ministers and the ISI and IB chiefs were accommodated. A total of 22 rooms were listed for the delegation on this floor (same rates as on the 6th floor). A media centre was set up in two lounges — Holmes and Hughes rooms. One room was given free of charge by the hotel as a group discount.

The list of the president’s delegation, published by the Pakistan embassy, gave details of officials of the Foreign Office and other departments, personal staff, security staff and media team.

President Zardari and Bilawal were first and second on the Pakistan embassy’s list. Other officials listed in the order included: Shah Mehmood Qureshi (foreign minister), Nazar Muhammad Gondal (food and agriculture minister), Rehman Malik (interior minister), Qamar Zaman Kaira (information minister), Salman Faruqui (secretary-general to the president), Shaukat Fayyaz Ahmed Tarin (adviser to the prime minister on finance), Farahnaz Ispahani (MNA), Kamal Majidullah (special assistant), Lt-Gen (retd) Syed Athar Ali (secretary defence), Farhatullah Babar (spokesperson for the presidency), Dr Shoaib Suddle, Lt-Gen Ahmed Shuja Pasha, Zafar Altaf (PARC chairman) and Ghulam Murtaza Solangi (Radio Pakistan DG).

The personal staff included: Maj-Gen Tasawwar Hussain (personal physician to the president), Brig Mian Muhammad Hilal Hussain (MS to the president), Cdr Amir Saeed (acting deputy MS), Sqn Ldr Malik Jalal Farooq (ADC to the president), Saifullah (protocol assistant) and Mushtaq Ahmed (valet).

The security staff of 10 people included: Brig Muhammad Iftikhar Mansoor (DG security), Lt-Col Babar Mumtaz (chief security officer of the president), Lt-Col Adil Rehmani (security officer), Gul Khan Bhounar (security officer), Hav Muhammad Jamil (security officer), Lance Naik Gul Zameen (security officer), Sepoy Tahir Azam (security officer), Lance Naik Abar Ali (security officer), Muhammad Habib Sultan (security officer) and Sepoy Sajid Hussain Shah (security officer).

The officials from the Foreign Office included: Attiya Mehmood (addl secretary Americas), M Haroon Shaukat (addl secretary Afghanistan and ECO), Nasir Ali Khan (ambassador at large), Ghalib Iqbal (chief of protocol), Ameer Khurram Rathore (FMO director), Muhammad Amjad Aziz Qazi (deputy chief of protocol), Imran Ali Chaudhry (director Americas), Adeel Ahmed Khan (protocol officer) and Nadeem Hotiana (DPIO).

The officials from other departments included: Khurshid Anwar Butt (joint DG/in-charge Advance Security Team), Malik Zahoor Ahmed (NAPHIS DG), Rashid Bashir Mazari (interior joint secretary), Col Hammad (staff officer), Ashiq Saleem (Advance Security Team), Muhammad Sajjad Haider (FIA deputy director), Muhammad Farhan Zahid (SP/ICT) and Abdul Majid Aasi (NCMC AD).

The official media team included: Shazia Sikander (PTV reporter, team leader), Salahuddin Malik (PTV cameraman), Abdul Ghaffar (PTV engineer), Syed Anwarul Hasan (PTV reporter), Khurshid Naqvi (PTV cameraman), Anwar Naseem (PTV engineer), Muhammad Tariq (PID photographer), Syed Adnan Ali Rizvi (PID photographer), Javed Akhtar (APP director news), Ilyas Chaudhry (APP reporter), Tariq Hameed (APP cameraman), Zain Ali Javed (APP engineer) and Fakhar Abbas Qamer (Radio Pakistan).

The Pakistan embassy booklet revealed that Zardari stayed in the Thomas Jefferson Suite (Room No 610, nearly 3,000 square feet, listed rate US$4,199 per night plus $608 tax) and Bilawal took the Abraham Lincoln Suite (Room No 605, 1,425 square feet, listed rate US$2,299 per night plus $333 tax) of the Willard Intercontinental Hotel at Pennsylvania Avenue, respectively. These suites are on the 6th floor.

Others who stayed on the same floor included: Mr and Mrs Husain Haqqani (Room 612); Kamal Majidullah, special assistant to the prime minister on water resources, (Room No 626); Lt-Gen (retd) Syed Athar Ali, secretary defence (Room No 624); Farhatulah Babar (Room No 622); Zafar Altaf, PARC chairman, (Room No 641); Murtaza Solangi (Room No 642); Maj-Gen Tasawwar Hussain (Room No 616); Brig Mian Muhammad Hilal Hussain (Room No 614); Cdr Amir Saeed (Room No 618); Sqn Ldr Malik Jalal Farooq (Room No 600); Saifullah (Room No 630); Mushtaq Ahmed (Room No 619); Brig Muhammad Iftikhar Mansoor (Room No 623); Lt-Col Babar Mumtaz (Room No 625); Lt-Col Adil Rehmani (Room No 628); Gul Khan Bhounar (Room No 601); Hawaldar Muhammad Jamil and Lance Naik Gul Zameen (Room No 627); Sepoy Tahir Azam and Lance Naik Akbar Ali (Room No 629); Sepoy Muhammad Habib Sultan and Sepoy Sajid Hussain Shah (Room No 631); Attiya Mehmood (Room No 626); M Haroon Shaukat (Room No 632); Ghalib Iqbal (Room No 620); and Muhammad Amjad Aziz Qazi (Room No 634). The ISI DG got Room No 523 on the 5th floor. The IB DG was in Room No 528 and Ministers Shah Mehmood Qureshi in Room No 510, Nazar Muhammad Gondal in Room No 515, Rehman Malik in Room No 500, Qamar Zaman Kaira in Room No 544 and Shaukat Tarin in Room No 508.

The Capital Suite (Room No 640) was reserved for presidential meetings. Rooms 643 and 644 were taken by the Pakistan embassy as the camp office. Other than these 62 members of the presidential delegation, several members of the private media were also in Washington at government expense. They stayed at different hotels and travelled separately, but were paid by the government to cover the visit.

Saturday, May 16, 2009

Terrorism, Islam and Pakistan: The Fault-Line

summary: talk about an apology! the writer would have us believe that Islam is simply all about innocence and peace, the reader to accept his work without research and analysis (neither allowed nor permitted in Islam) - the truth is that Islamic violence, terror and mass murder are part and parcel of the traditional practice of Islam and well documented in its history

Kashmir Watch

April 7, 2009

Terrorism, Islam and Pakistan: The Fault-Line

Dr. Raja Muhammad Khan

According to famous Roman historian Josephus; terrorism has existed in one or the other form, ever since the origin of human being. However the act was formally known to be called as, ‘Reign of Terror’ (terrorism) during the French Revolution (1789 - 1799), in the Christen and Jewish dominated Country, as cited by Jacobins. At that time it was neither labeled as Christen nor Jewish terrorism.

However, in the ensuing history of mankind, this act of violence has been committed by people from various religions, areas, communities and casts/ creeds, but never ever, it was linked with a religion to call it either; Jewish, Islamic or Christen terrorism. Unfortunately it was only after the incident of 9/11, that the term was dubbed as the ‘Islamic Terrorism.”While analyzing the Islamic dictate on the subject, it is very clear that; Mischief comprises all forms of anarchy and terror that remove security, comfort and peace. Whereas Islam teaches peace and tolerance and orders its believers to compassion and justice; thus “Islam and terrorism cannot stand side by side”. Islam forbids terrorism and aims to bring peace and security to the world. Indeed, no divine religion permits terrorism and violence. As Holy Quran says, “If someone kills another person - unless it is in retaliation for someone else or for causing corruption in the earth - it is as if he had killed all mankind”. Thus, the teaching of Islam is that, ‘a person who kills even a single man indeed commits a crime as if he had murdered all mankind on earth and such people will have a painful punishment’. In no part of the Qur’an does God command believers to “respond to violence with violence”, but commands Muslims to “respond to evil with goodness”.

These directives from the Holy Quran are enlightening for a better understanding of the Western disinformation in the name of, “Islamic Terrorism”. In reality those conduct and harbor these acts of terrorism in the name of Islam cannot be regarded as Muslims, as Islam do not allow such inhuman acts. In fact, whether a conspiracy or otherwise, against the essence of Islam, these militants try to make Islam, a tool of barbarism. In fact the beginning of this barbarism, which may well be called, “third world fanaticism” is the benighted initiatives of people who are devoid of love for human being. In 11th century, the way Crusaders distorted and misconstrued the Christianity as a teaching of brutality, some tainted groups might have budded in the Islamic world to get the wrong impression about Islam through brutal acts of terrorism. The commonalities of Crusaders and these so called Islamic terrorists are their “Bedouin” nature, that; “they were ignorant, unrefined, uncultivated, vulgar, and isolated people”. The violence they resorted resulted from this social structure, rather than the religion to which they claimed to adhere. The true message of a religion or another system of belief can be at times exposed to distortion by its pseudo-adherents. The Crusaders, who constitute a dark episode of Christian history, set a good example of this.

Created on the ideology of Islam, the terms like; extremism, violence, terrorism and suicide attacks were alien for the peace loving society of Pakistan. It was never the panorama of nonsensical violence and unpitying massacres even until 2003. Ever since the start of global war on terror in the post 9/11 scenario, this peaceful nation has lost innumerable innocent civilians and security forces personnel while acting as a frontline state. These losses have been caused by so called Islamic militants; the Taliban, Al-Qaeda and their accomplices, during their terror attacks either on security forces, innocent masses or else due to collateral damages caused in the process of combating the militancy. In fact the number of causalities Pakistan has suffered during this so called war on terror is much more than what we afforded during combat operations in all wars with India.

The inopportune incident of 9/11 was a milestone in our current history and has caused inconceivable domestic turbulence in Pakistan. In reality, the incident was fallout of Western sponsored Jihad against the invasion of former Soviet Union in Afghanistan (1979 -1989). After disintegration of Soviet Union, the Western backed former Jihadis were left out of work, as US lead West left the region in haste. A majority of them kept itinerant along Pak-Afghan border until 9/11. Thereafter their presence in tribal areas was mulled over as a budding risk; therefore security forces launched operations to flush them out, to which they resorted to terrorist attacks on innocent civilians and security forces. Starting from Waziristan in 2004, they successfully made inroads into our major cities and carried out terrorist attacks across the length and breadth of the country. Over the years these militants were strengthened by acquisition of latest weaponry and equipments and an unending financial support by forces operating from outside the Pakistani borders, having historical rancor against us. In 2008 alone, over 5000 innocent Pakistani have lost their lives in the ongoing wave of terrorism.

The question arises who caused this all? Essentially these are those elements, fighting under the wrong pretext of promoting their version of Islamic ideology which is contrary to true spirit of Islam. It is worth mentioning here that Islam preaches peace and tranquility not violence and killings. These militants kill the innocent people indiscriminately, basing on which one can safely say that they are pursuing a philosophy contrary to Islamic one. Infact the militants fighting against the world in general and Pakistan in particular are sloppily damaging the Islamic ideology and impression of Islam, which cannot be done by a Muslim. All tangible evidences and analysis are indeed leading to the coherent conclusions that; camouflaged like Muslims, these militants are operating against Islam. It will be impulsive to say that whose cause they are promoting? But indubitably none is follower of Islam or well wisher of Muslims in general and Pakistan in particular.

It is beyond doubt that, Pakistan is suffering, mainly because of its historical alliance with US and West whose policies and actions against Muslims have created the so called Islamic militants in Pakistan and elsewhere in the Muslim world. Time has come where Pakistani nation has to understand these so called Islamic militants, damaging the very basis of existence of the only ideological Muslim country in the world by promoting terrorism and extremism. Their uninterrupted flow of finances and munitions and secured hideouts has to be questioned and ceased consequently. It was unimaginable until a few years ago to target mosques that were known to be place of protection for every Muslim, but recent attacks on religious congregations in mosques/imambargahs etc. have become a routine. These terrorist and immoral acts, violence and armed assaults on national, social and religious congregations are seriously leading towards their long term out of sight un-Islamic intentions. Their activities have made everyone and any one insecure in Pakistan. They have seriously hampered the economic progress of the country by encumbering the foreign investment through acts like; kidnapping and terrorizing the foreigners. They are openly torching the educational institutions specially girls schools and colleges, the very basis of our intellectual growth and quintessence of Islam. They are publically butchering and beating the innocents including women and all those who question their true motives and ideology. They are promoting sectarianism, ethnicity and factional divide among the nation. In short, these militants are at war with all the peace loving people of Pakistan for motives better known to them or their abettors.

As in Islam, every divine religion, commands love, justice, mercy and peace. Violence turned into terrorism on the other hand is divergent to the religion and promotes; brutality, carnage, misery and unscrupulousness. This being the case, the origins of a terrorist act should be sought in disbelief rather than in any religion. Irrespective of their native religion, people with fascist, racist or materialist ideologies should be alleged as possible perpetrators. The name or the identity of the triggerman is not important. If he can kill innocent people without blinking an eye, then he is a nonbeliever, not a believer. Therefore, the misinformation that Islam promotes terrorism is rather a flawed concept which contradicts Its basic teaching as referred above. The religion of Islam can by no means countenance terrorism, rather, terror in Islam is a great sin, and Muslims are responsible for preventing these acts and bringing peace and justice to the world. And this is what Pakistani as a nation is doing to save itself and the world from terrorists.

Terrorist are carrying out attacks in all corners of the world. Sadly, the fact that the perpetrators of various terrorist acts carry Christian, Muslim or Jewish identities cause some people to put forward claims which do not concur with divine religions. The truth is that even if terrorists have Muslim origin, the terror they perpetrate cannot be labeled “Islamic terror”, just as it could not be called “Jewish terror” if the perpetrators were Jews or “Christian terror” if they were Christians. Therefore, it is felt that media, think tanks and intellectual should report to the real motives and un-Islamic practices of the terrorists. As terrorists attacking the Mosques (House of Allah) cannot be considered Muslims. Their motive is not supremacy of Islam rather they are actually playing in the hands of anti-Islamic and anti Pakistan elements.

The writer is a South Asian analyst.

http://www.kashmirwatch.com/showexclusives.php?subaction=showfull&id=1239114410&archive=&start_from=&ucat=15&var1news=value1news



Friday, May 15, 2009

Creative Customer Service Strategies

Here are some simple practices that you might add to your customer service routine..

Customers are kind of funny. They will rarely tell you how you messed up, they will simply leave. Poof...gone!

No matter what the size of your firm there are ways to get to the bottom of this problem.

Call them. Talk to them. Mail them. Do your maintenance.

Don't just take the order and run. Remember, it is a lot easier and a whole lot more profitable to do more business with your existing clients than it is to find new ones. So, do whatever it takes to make sure those existing clients are happy campers.

Here are a few simple practices that you might consider adding to your customer service routine:

1. A week after a client buys a product or service, follow-up. Ask them what worked, what didn't.

It’s an interesting fact of business but, sometimes, as long as people get the chance to tell you what's wrong and you do what it takes to fix it, they may become some of your most loyal customers.

2. Send postcards, letters, article reprints, notes, whatever, as often as you can. By staying in touch you create a bond that will serve you well when you launch new ventures and new product lines.

3. The most powerful yet cheapest research you can get. Talking to your customers about what works and what doesn't work is the greatest way to find hidden gold mines in your industry. Understanding very specifically why people choose to buy from you over others is the secret to marketing.

Be on particular lookout for phrases like...that's how we've always done it or we don't like it but we've just come to live with it.

4. Schedule routine maintenance appointments or calls with your clients.

Often after your clients have been enjoying your product or service they forget how much value it is bringing them. Find a way to build regular meetings with your clients into your service. Use the time to educate them on just how much you have done for them. (How much weight have they lost, how much money have they saved, how much more efficient are they, how much more business they now have, how much of what ever it is that you do)

They will appreciate the time and it is a great way to introduce new products and ask for testimonials and referrals.

5. Find out everything you can about your clients.

Don’t stop at name, rank and serial number. Devise a method for collecting personal information about your clients. Information about a client’s spouse, children, hobbies, schools, community involvement can be a tremendous way to further your relationship and offer clues for networking and referrals.

You don’t have to be intrusive or nosey to make this strategy work, sometimes you just have to be observant. Most people wear their allegiances on their sleeve. Any sales trainer worth a darn will tell you to look for ways to strike a common bond with a prospect as a selling tool, I find that as a customer service tool you are simply looking for ways to get a deeper understanding of the needs of your client as a way to uncover more ways to help them get what they want.

About the Author

John Jantsch is a marketing coach and creator of the Duct Tape Marketing System.Download your free copy of “How To Create the Ultimate Small Business Marketing System in 7 Simple Steps” at http://www.DuctTapeMarketing.com.

The Easiest Way to Build Trust With Your Customers

Honesty really is the best customer care policy. Find out how you can get your customers to trust you..

If you didn't offer a particular service, would you say that you did anyway? Would you say you were open a certain time when you were not? Or that you accepted a particular type of payment even though you didn't?

I used to work for a company that did just that. Everyday the owners of this business were flat out dishonest. Why? Just to get people in the door.

But in essence all they managed to do was waste people's time and upset them. The owner's never had to deal with the backlash of irate customers. The employees were left to handle the mess.

Many times employees actually had to lie to the owners and say they lied to the customers. Crazy, right? Not a very healthy environment. And it's one of the reasons I don't work with them anymore.

It's also one of the biggest mistakes a business can make. If your customers don't trust you, how can they comfortably refer their friends to you? How can your employees feel confident about promoting you?

What should you do instead?

Why not try being honest? If you're honest you build trust. Not destroy it. Even if that means you lose a customer because you can't service them properly. They'll appreciate you helping them find someone who can. And they'll remember that when someone they know may need your help.

And in an economy like today's, trust is extremely valuable. Because it allows people to feel good about what you do.

What happens when people feel good about your business?

They promote you of course. And these people are far more credible than anything you could say about yourself. This is why testimonials are very important on your website.

Testimonials give people a chance to see who you work with. Potential customers try to put themselves in their shoes. They ask themselves, "Is this person like me? Do they have the same problem I have?"

This is why it's best to use full names, credentials and pictures if possible. Pictures are extremely important. Again potential customers are looking to see if they fit in with your business.

Now you may be thinking, do people really read testimonials?

The answer is yes. If they've got some substance to them. Have you ever read user reviews on Amazon? But when they're only trite, glowing remarks people develop what I call, "Testimonial Blindness." Much like the ad blindness many of us have today.

How do you avoid "Testimonial Blindness?"

One way is to allow your testimonials to overcome the obstacles a potential customer may have. There was some type of hesitation on the part of your current customers before they chose to work with you. Ask them what it was.

Most likely someone else will face the same obstacle. If a satisfied customer can put their mind at ease, you've just made it easier for a potential customer to do business with you.

But remember it all starts with honesty

And a great service of course. But if your customers don't trust you, they won't be willing to promote you. It'll be all that harder to get repeat business. And attract other customers you'll enjoy working with.

Do you have testimonials on your website?

Start collecting them now. And use them strategically to support your copy. You'll also learn a great deal about your business and how your customers perceive you. That's never a bad thing!

About the Author

Shouldn't your website be getting more customers? Find out how to get more customers by making these simple changes. Head over to CaseAceCopy.com today and judge for yourself. © 2008 Case Ace Copy, LLC. All Rights Reserved.

Mystery Shopping Ideas for Your Business

Is your store or business really delivering the best service? Find out with a spot of mystery shopping..

An element of almost every retailer's marketing strategy today is devoted to convincing potential customers that their stores offer more friendly, efficient and personalized service than its competitors. But do your customer contact personnel really live up to this image? Or might they be inadvertently undermining every advertising dollar you spend?

Clearly, your marketing dollars are ill spent if you fail to upgrade the capabilities of your customer contact personnel. Advertising promotes interested prospects, but these do not become or remain customers if your store provides inadequate service.

Since management has neither the luxury nor the anonymity to regularly observe the actual performance of customer service personnel, how can you be sure they are routinely conveying the appropriate image to their customers? After all, your marketing strategy is only as good as your personnel are!

Many retailers attempt to upgrade quality service via training programs but fail to include a system of information feedback. If an investment in employee performance is crucial to your success, only a continuous, systematic evaluation of your training efforts will protect that investment.

Objective measurement of the quality of your service delivery, as well as your training efforts, is as difficult as it is vital. Although sales statistics are useful, there are too many variables to isolate quality of service. Customer surveys are also informative, but they can be both costly and time consuming. The alternative - "shopping" - is a unique and relatively objective tool of measurement that is remarkably free of these constraints.

In "shopping", (sometime called "mystery shopping"), trained and supervised "shoppers" actually engage in typical transactions with customer contact personnel and then rate specific attributes from a customer's perspective. These include such traits as:

• friendliness
• attitude
• courtesy
• product knowledge
• appearance
• sales ability

The ratings are done in a manner that allows easy comparisons between employees, shifts, locations, and periods of time. This provides important data about the effectiveness of your employee selection and training, thus giving you a built-in, objective and systematic feedback loop.

Comprehensive shopping audits can help you determine the effectiveness of your internal marketing strategies so that you may upgrade them, thereby enhancing your image, your service, and your market share. You will, in effect, be minimizing human "turn-offs" and thereby keeping the promises of satisfaction implicit in your service offering.

About the Author

Judi Hess is head of Customer Perspectives. If you’d like to talk about ideas for your mystery shopping program, visit customerperspectives.com or call 1-800-277-4677 or email marketing@customerperspectives.com.

 
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