Ep. 25 – Listening To Customers


Listening To Customers

Online tools that are essential that every company should use when listening to customers.


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Host 1:                                  00:00                     Podcasting from southern California, this is On The Net, your go-to for everything you need to know about how to get your business online and keep it there—brought to you by Lunarpages.  We’ll help you navigate the mystifying ins and outs of doing business in today’s digital era.  From web hosting to ecommerce to security and protection, if it has to do with your online presence, we’ve got it covered. Let’s get started.

Host 2:                                  00:30                     Hello everyone. Welcome to On The Net, where it’s all about your online presence. Thanks for joining us! This podcast is designed to make doing business online easy for web designers, developers, bloggers and online business of every shape and size. Whether you are new to buying web hosting or running a web site, this podcast show will be able to answer your most burning questions. My name is Lisa Maier and I am the CEO at DirectiveGroup, a digital marketing agency that helps businesses dominate their market. First up, I want to thank Lunarpages for inviting us back to speak to you. As you have heard me say before, our marketing agency has had a long and trusted partnership with Lunarpages for many, many years so it is an absolute pleasure to be here as a guest speaker. In previous podcast episodes, we talked about the importance of customer feedback and online reviews.  But what we haven’t yet done is speak about how to get this all-important feedback.

Host 2:                                  01:30                     We all know that you can have the best digital marketing plan, outstanding products and unbelievable prices, yet without customers, you will still end up in a not-so-good place. While listening to your customers takes time, it may actually save you time in the long run. We all want to be heard, and our customers are no different.  Did you know that 71 percent of customers who feel that you have listened to them are likely to recommend your company to their friends, and they are more likely to post positive reviews online? As you already know, reviews can be a huge boost to your digital marketing results as over 88 percent of people trust reviews they read online as much as if a personal friend was making the recommendation.

Host 2:                                  02:31                     Now that is astonishing. That means nine out of 10 people will read an online review and we’ll take the information they review just as they would take it from a personal friend. That’s huge. In fact, at our digital agency, we have seen online review capture programs have a dramatically positive effect for businesses and we’ve talked about that in previous podcasts. Today, we’d like to talk about some online tools that you can use to better listen to your customers. Let’s start with a really good one. Chat windows. Chat windows are great tools for listening to your customers because they are extremely efficient and they’re there when your customers need to speak with someone at your company. A customer who has a problem or question can immediately speak to one of your representatives in seconds as opposed to having to hunt for a number, send you an email, or fill out a contact form or call your company.

Host 2:                                  03:32                     If you’re outsourcing the service, do try to spend a few minutes each week interacting with customers yourself or at the very minimum you can ask your outsource partner for transcripts of the chats so you can review those. In fact, you really should create a plan where you see the feedback regularly. You may want to create specific categories so that the feedback comes to you in a very organized manner. Another great method of listening to your customers is to read and comment on reviews continuously. In fact, according to one report published recently in the Washington Post, over 80 percent of small business owners first became aware of a problem with their business or product through reading a review. Therefore, you should make sure that you have a Google My Business accounts that people can leave Google reviews or Facebook page so people can leave Facebook reviews and an industry review site and at least one other site so you have a broad array of where your customers can leave feedback information on your business that will help you to gain a wide variety of feedback from multiple sources, but the additional thing that it will do is it will make you visible for when potential customers are evaluating companies in your industry and they’ll want to see about what companies are doing with their reviews.

Host 2:                                  04:53                     Common questions that they have. Are companies listening to the reviews, are they listening to what their customers say? Are they responding to the reviews? Are they empathetic and their responses? Do they really seem to care about their customers? It’s really a great way for prospective customers to see that you’re trustworthy and caring and that is really huge when they’re making a buying decision. As long as there aren’t too many, you can even not worry so much about having negative reviews because that is more realistic. It’s just important for you to show a caring attitude and to show that you’ve taken the steps to solve the problem. Another important tool for listening to your customers is social media. While there is much talk about how and when to post to social media, it’s also vital that you use this tool to listen to your customers. After all, 20 percent of page views on the Internet are now on Facebook.

Host 2:                                  05:49                     Additionally, Instagram is the fastest growing social media platform. Posting thought provoking questions on social media is a great to see how your customers are thinking as they respond to your question. Listening to your customers often produces great marketing ideas that you might not have thought of otherwise. Perhaps for new products or new services even, and if you regularly struggled to find things to post on, social media may help to think about yourself as a conductor. Getting customers to respond in the way you want them to respond. Putting yourself in their shoes and thinking about what will be interesting to them in your product or your service or in this environment in which your product or service exists. Seeking feedback directly on your website can also greatly enhance your digital marketing as it shows customers that you really care about their opinions. While you can create your own customer feedback forms, there are three types of customer feedback surveys that you may want to consider employing.

Host 2:                                  06:49                     Once, You may want to ask customers, how likely are they to recommend your company to a friend and then harvest those comments to post on your website. A second idea is you may ask customers how easy it was to do business with your company in asking this question you can look for areas where you can improve, and you may even find new service offerings that will help you out-compete your competitors. The final and third option is you may ask your customers to rate the product or service that you sold them and allow them to leave comments about it, how it can be improved to meet their needs better. If you think about it, who better to get ideas from then people using your product or services? So, feedback forms are really great way of listening to your customers, their thoughts and their concerns. This next idea is something that you may not have considered. Have you ever thought about using a pop up window so that when a customer is abandoning their shopping cart or getting ready to leave your web page, you can pop up a message that tries to capture their attention? While you’re not literally trying to listen to your customers via their comments, feedbacks for reviews

Host 2:                                  08:02                     in that situation, these cart or page abandoned pop up’s really allow you to spot trends and why customers are choosing not to continue along their purchase path. By testing various messages, you may get a much closer understanding about why people are leaving your site or leaving the cart and that information is gold. It’s extremely valuable and it can help you to more effectively set up the purchase process to reduce that loss or abandonment going forward. When communication becomes a two way street with your customers, you’re really listening to them. Your company will definitely succeed and grow. In fact, studies show that customers who received great customer service are really willing to pay a premium for their purchases and that can greatly affect your company’s bottom line. Well, that is all have time for today. Join us next week as we take on another need to know topic around doing business in the digital era. You can listen online or you can also subscribe to this podcast perhaps on iTunes so you can get future episodes delivered to you automatically. Until next time, here’s the wishing you all the best with your website and your digital endeavors. Thank you for listening and take care.

Host 1:  09:28     Thank you for listening to the latest edition of Lunarpages podcast On The Net. Remember, it’s all about your online presence. If you like what you heard, please share a podcast. Join us next week as we take on another need to know topic around doing business in the digital era.

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