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)
Brian Jud is an author, book-marketing consultant, seminar leader, television host and president of Premium Book Company, which sells books to non-bookstore buyers on a non-returnable, commission-only basis and conducts on-site training for publishers' sales forces.
Brian is the author of "How to Make Real Money Selling Books (Without Worrying About Returns)," a do-it-yourself guide to selling books to non-bookstore buyers in large quantities, with no returns. He has written many articles about book publishing and marketing, is the author of the eight e-booklets with "Proven Tips for Publishing Success," and creator of the series of "Book Marketing Wizards." He is also the editor of the bi-weekly newsletter, "Book Marketing Matters."
Brian is the host of the television series "The Book Authority" and has aired over 650 shows. In addition, he is the author, narrator and producer of the media-training video program "You're On The Air."