July 14, 2010

More business [revenue] is lost every year through neglect than through any other cause. One of the fastest ways to fan the fire is to be unresponsive and aloof to customer needs. In contrast, one way to maximize momentum in your business is to appreciate, empower and leverage your most prized assets – satisfied customers.

 A growing and successful business will undoubtedly experience the rants and raves of satisfied – and unsatisfied – customers. One of the most neglected areas of businesses is adequate and intelligent Customer Service. The age old adage is true – ‘Customer Is King.’ It can seem overwhelming for most SMB’s [small to mid-sized companies] to manage the Customer Service element effectively. However, when businesses tackle this seemingly daunting task – the rewards are tremendous. Ultimately the results of effective customer relations will trickle down to the day-to-day feedback you receive from raving fans.

Let’s reminisce on the slight exhilaration that accompanies an email from one of your best customers. Or possibly the customer that was initially unsatisfied, but due to your exhaustive efforts was won over by excellent service, and is now a customer for life. These customers are fundamental to small businesses. And more often than not their feedback is unleveraged and underutilized. The solution is simple – listen closely to what customers are saying about your business. And if they aren’t talking yet – start the conversation.

Customer testimonials are powerful because they represent an unbiased 3rd party opinion as it relates to their experiences with you and your brand. Soliciting testimonials doesn’t have to be a begrudged task and can be accomplished in a few simple steps:

What Now?

• Include them on your website, letterhead and marketing materials
• Share great and ‘over-the-top’ testimonials on sales pitches
• Utilize them on Social Media sites such as Twitter, Facebook, LinkedIn and YouTube
• Display them on signage and collateral at events and tradeshows
• Leverage them in the media by sharing them with your PR team to include in Press Releases
• Promote them when you engage in charity events or speak at relevant business associations

Ultimately, most potential customers will reference what others say and think about your business. Put your best foot forward and maximize the positive feedback you receive. Tell us your opinion on customer feedback. Have you found a great way to leverage testimonials for your company? Share your success stories with other YFS’s in the comments section below.