Customer Service in a Digital World

Good customer service isn’t just “a nice thing to do” anymore, it’s necessary to survive in today’s digital world. Nowadays, if someone has a praise or complaint about your company, they don’t write you a hand written letter and mail it to you, they take it to Twitter, Facebook, and Yelp; real time platforms that millions of people use daily to make informed decisions. In a world full of endless choices and instant feedback, your company or organization needs to stand out from all the rest – and that’s done by creating a genuine and lasting connection with your audience.

So what does this mean for today’s business? It isn’t a matter of creating a Twitter account and tweeting out a few of your latest coupons. It means finding your customers, finding people in your industry, finding people in your community; and actively communicating with them. Find out what they care about, what they think about others in your industry (positive and negative), and what they want to get out of the time they invest in your company.

Gary Vaynerchuk, author of the famed books Crush It! and The Thank You Economy, said it best: “If your organization’s intentions transcend the mere act of selling a product or service, and it is brave enough to expose its heart and soul, people will respond. They will connect. They will like you. They will talk. They will buy” (The Thank You Economy, pg 8-9).

Going above and beyond for your clients will go a long way. They will remember those little things that you do for them, and it will give you a competitive edge; both offline and online, on your website and on social media outlets.

“Competitors are bigger? Outcare them. They’re cheaper? Outcare them. They’ve got celebrity status and you don’t? Outcare them. Social media gives you the tools to touch your consumer and create an emotion where before there might not have even been one. It doesn’t matter if you’re not small or cool or sexy – people can get pumped up about the craziest stuff” (Vaynerchuk, The Thank You Economy, pg 84).

Andrea Richeson, our User Experience Director, has written a great article on how good customer service can be achieved through good website architecture and design. As a seque into Andrea’s article, here is a great clip from a March 2011 interview with Gary Vaynerchuck, in which he discusses the three most powerful strategies for getting more visitors to your site:



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About the Author

Carly Hohl is TradeMark Media's Project Manager. She manages client communications and provides customer service.

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2 Responses to “Customer Service in a Digital World”

  1. Posted October 18th, 2011 at 11:19 am , by Patti Denucci

    Carly, I love this article. The mantra of “outcare them” can really help businesses of all sizes, from solopreneurs to huge corporations, compete effectively with those that are seemingly bigger, more powerful, more famous, and more profitable. One of my mentors used to say, “Time wounds all heels.” This applies nicely to your article.

  2. Posted October 18th, 2011 at 11:35 am , by Carly Smith

    Exactly, Patti! Genuinely caring about your customers, and giving them your time, can definitely outweigh money and popularity.

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