The Path to Happy Customers

Publishers typically think about the individual contacts they have with prospective or existing customers (touchpoints). Perhaps a more profitable way (for both parties) is to examine the interaction among touchpoints - the journey the consumer takes with the publisher. Here are the Top Ten Considerations for a Rewarding Series of Customer Interactions.

1. When a prospective or existing customer contacts you it is generally with a question, order or problem

2. Train employees to properly respond to all three issues

3. If many questions are on a similar topic, make changes on your website to address them

4. Teach employees to use the same positive voice (whether on the phone or via email) when handling an order or a complaint

5. Follow up with consumers to create a feedback loop, determining whether inquires are turned into orders and orders were properly handled

6. Review the touchpoints with employees to uncover persistent pain points (delivery, pricing or product issues)

7. Make changes in the customer-experience path as necessary

8. Does your promotional material over-promise benefits, leading to unattainable customer expectations?

9. Do you have a way to follow-up with customers to generate recurring revenue (coaching, consulting services or speaking events)

10. Taking the time to do all this leads to higher employee and customer satisfaction, increased revenue and lower costs (The Truth About Customer Experience, Harvard Business Review, September 2013, pp 90 - 98)