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I was sitting in a meeting when my cell phone rang. I did not recognize the number so I let it go to voicemail. On my drive home I listened to the message. 
“This message is for Mr. and Mrs. Pasch. This is Amica Insurance…” I perked up and wondered, what is wrong, is my coverage changed, but to my surprise the message continued. “We at Amica would just like to thank you for your business. We appreciate that you have chosen us and just wanted to reach out and thank you. “
That made me smile. In a business where I teach customer service and how to improve their online reputation and get customers to be brand advocates, this stood out and I had to write about it.
Is your business going to that level? Is your business letting your customers know you appreciate them WITHOUT trying to sell them something?
I think the most important thing an owner or employee can remember is what it is like for themselves as consumers. How would they feel if they got great service or if they got a thank you call? And then if someone was right there to ask if they would give him or her some feedback on how they could improve. I think many would do it
So why is there still such a hesitation with businesses to embrace online reviews? I have spoken to many over this past summer on this topic and many say it is due to ownership. Owners don’t believe that reviews are important and sell their products or services.
In some ways I can understand their hesitation right now, because they are still selling products. What they are not looking at are the changes in shopping patterns. There have been many studies released this year documenting the changes in shopping behaviors but still some ignore what is right in front of them.
Many of us are so tied to grinding it out, day to day, that we don’t have time to look at trends. Many of us are afraid to risk change because it is such a competitive market, what if I am wrong and we make a mistake. Again I can understand these concerns but what executives are not doing is looking at how they shop or their families shop right now for products.
I would challenge any business owner to ask their families if they go to a store to buy a product without going online first to look at the product, reviews of the product, where to buy it and even reviews of the seller. I believe that they will see that people use the web to make their decisions easier.
So if we would do that for a movie, or a meal, why would we not do that for the product or service you sell?
Once business embraces the reality that how they go out of their way to treat customers will end up online and then in front of potential customers the better they will be long term in this new economy.
So think of all of the ways you can differentiate your business from competitors.
o Walk people out to their cars instead of just opening the door if possible
o Ask them how their experience with your company BUT mean it. don’t just pay lip service
o Look them in the eye and really say thank you
o Call them a day after their purchase to make sure all is well
o Send a handwritten note to a few of your top customers
o Send a thank you box of candy to someone who referred a new customer
The list could be endless. Remember that being a bit different stands out and drives your customers to brag about you and makes your online reputation stand out in a crowd.
For me-Thank you Amica. You have my business and a big plug online.
Glenn Pasch is the President of Improved Performance Solutions and the current COO of PCG Digital Marketing