Handling Customer Complaints – A Positive Approach

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Facing criticism can be the hardest thing to do – especially professionally and the fact that you have put your efforts in full force just adds to the demotivation. Now, it is a business fact that however good you are, you will ALWAYS have customers who are unhappy. But keep it in mind that if you are lucky, they will complain. An aggressive and spontaneous customer will simply discard your services, sometimes even silently, if he/she is dissatisfied. The very reason why your clients are complaining is that they are ready to give you a chance to cover up for their dissatisfaction and they want you to improve.

First and foremost, identify your customers. Population is heterogeneous and so are your customers. Each person will need a different approach of solution. Some of the most common types of customers in the context of complaints are as follows:

  1. The gentle one – This customer is facing an issue but is very submissive and doesn’t want to burden you with only his complaint. Take responsibility for these customers, inquire deeply about his issue and solve it efficiently.
  2. The aggressive one – This person will confront you over-boldly regarding his issues and his/her behaviour reflects authoritativeness. Be careful not to tackle him/her with the same behaviour. Be polite and pick up his issues. Do not be over-submissive, you (and your team) have worked honestly too.
  3. The extravagant – The customer who will never delay in payments but would want a balancing service provision. It is very important that you categorize these customers separately and cater to their needs despite continuous importuning.
  4. The chronic objector – This customer sets levels for ultimate patience testing. Nothing happens to satisfy him/her. There are two types of customers within this range. One will be complaining at all times but once he achieves his sought goal, he shall be one of your happiest customers and may lead to many referrals. The other will simply complain, he/she has no set objective and will simply point out errors.

Whichever type of customer you are faced with, always remember that he requires a genuine and professional solution from you in the quickest possible timeframe. You need to provide him/her with the same, to keep up your company standards. There are a few points that may be considered to help you with handling your clients.

  • Always acknowledge the complaint before you give an explanation. It gives the customer a positive feedback that you are actually understanding what he/she is going through and therefore will be able to help better.
  • Do not interrupt a customer when he/she is complaining. It further gets away with their mood.
  • If immediate action is not possible for the issue, assure your customer about the timeline that will be required to complete the tasks. Always remember to communicate back to your clients regarding any updates that you have done regarding their complaint.
  • Give them a hypothesis of what actions will be taken with respect to their complains and what will be the results. It gives them the idea of what is to be expected and also shows them that you are well acquainted with your work.
  • You may have erred in your previous tasks; it’s no harm to apologize if your mistake is honest.
  • Time matters. And it matters a lot. Show your customers that you care about their time by quickly acting on their complaints. Never put any customer related tasks for later on. Quicker actions taken on customer complains improve your impression to big heights.
  • Always re-communicate. It shows your customer that you are really paying attention to them and may reduce the chances of any further complains.
  • Keep a record of all complains and actions that have been taken for the same. You can refer back to them if at all needed. These can also be used for reporting purposes.

The key to handling customer complaints is to be liable – focus on the effect, not the cause. Use your customer complaints intelligently for what they are actually meant to be – a pathway to improve your services.

Increasing Mobile Conversions

With the advent of mobile devices, consumers/customers/clients have become more anticipating in terms of time, information and appearance. Studies have revealed that having a mobile responsive website is very far from being enough to generate mobile conversions. There are numerous other factors that are being searched for by your customers. Considering the fact that online mobile traffic is overtaking other sources (since 2014, in which about 52% of the online traffic was through mobile views), it becomes more important for industries to focus on points which improve conversions through mobile gadgets. Product industries have recently faced a significant hike – in December 2016, over $1 billion was spent on retail markets through mobile devices. Such statistics reinforce the importance of brushing and polishing marketing techniques to be slightly more oriented towards the mobile trends. There are a few steps that one can easily employ to gain a better outcome of marketing through mobile devices.

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Less content for relevancy – Mobile sites ought to be to the point. The very fact that someone is using a mobile device to search is that his intention is towards saving time. Distracting a consumer with all your information will simply shun him away from your site. Make sure that while you are reducing your content, the most important stuff is well-shown (preferable without scrolling). Also remember to minimise information to fit into a fixed number of scrolls, unlimited scrolling is the last thing your customers are looking forward to.

Content optimisation – Every microsecond plays a role when it comes to mobile conversions. Your content should not take a long time to load – reduce the numbers of images where necessary, make your images the right size (not too large or too small) and avoid interactive sections of the screen. Statistics show that oversized and under sized images cause noteworthy obstruction among mobile users.

Shopping Optimisation – Big forms and too much information demand may turn down your customers on the very last stage. Just imagine – you have successfully managed to convince your customer by passing through stages such as website optimisation/responsiveness, product or service information/display and brand awareness. An unfriendly shopping form stipulating a whole lot of information simply does away with all your previous efforts. Optimise your shopping experience, make your forms as small as possible, avail your shopping cart easily on the interface to allow for a hassle free experience and provide to save customer information.

Visible Call-to-action buttons – Your call-to-actions should be literally calling out. Do not hide them or make them too small in size. These are the very gateways to final conversions by stimulating a connection between the customer and yourself. Interactives such as “Call us”, “Ask us”, “Save info”, “Quick inquiry” , etc help in accelerating a customer’s buying decision.

No pop-ups! – These are one of the most potential conversion destroyers. A pop-up disrupts a customer’s view of information and interrupts the thought process often resulting in a complete move-away from your website, thus increasing the drop-off rate and might also affect the overall traffic on your site.

Ask for reviews – You may ask for reviews which are only one question long. These could be a star review or a multiple choice question about the service. Do NOT make it longer. Make it smooth enough so that your customer may not hesitate to help you.

The above metrics may be exploited to enhance more swift conversions on the mobile platform. You may visit us at www.bmconsulting.in for further insights.

An Overview of Content Marketing

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Content marketing is one of the crucial streams of marketing. If content is not noteworthy then no marketing expert or agency can give you a positive results. Moral of the Story is that “Content is King”.

Content marketing is a tool use to develop, publish or promote and distribute a subject matter to a targeted audience. Mostly content is in the form of blogs, though other types of content can also resonate well with your customer. Content includes:

  • White-papers and ebooks
  • Videos
  • Info graphics
  • Quizzes
  • Lists
  • How-to guides
  • Webinars
  • Q&A
  • Surveys
  • Interviews
  • Editorials/ Op-eds
  • Podcasts

The appropriate type of content for any business will depend on the business’ goals and target customer. For example, an architect provider targeting real estate developers of large residential complexes may benefit from creating a list outlining all the considerations that a real estate developer should consider before entering a deal. Contrariwise, a local catering aiming towards industrious occupied families/bachelors may benefit from a video showcasing the warmth and convenience of a home-made, freshly-cooked meal.

The first step in creating a successful content marketing campaign is to define your target audience, commonly known as user segmentation. Successful content marketers deeply understand their customers’ needs and desires, beyond just their sole interest in their products or service. For example, if you are marketing a food truck, you may define your target customers as young millennials who work within a 5-minute walk of downtown San Francisco and who enjoy trying fresh, healthy foods. The more narrowly you can define your customer, the better you will be able to define content to your target audience.

Content Marketing is used to widen the customer base. Content marketing is very useful to build trust with the targeted customer because we directly promote our content to the customer there is no curtain between the customer and the product or content. It gives clear idea of the product and is often used by businesses to:-

  • Expand their user base
  • Diversify their user base
  • Establish or Increase online sales
  • Increase brand awareness or credibility
  • Create an online community of users

It is important to check the performance of any marketing campaign, content marketing is checked on the following aspects:-

  • Number of visitors to a page
  • Time spent on the page
  • Click-through across pages/ photos
  • Number of emails collected
  • Demographics of visitors
  • Sources of traffic (i.e., SEO, social media, referral, direct)
  • Differences in buying patterns and user-behavior of visitors
  • Conversion through the sales process (the process from sign-up to check-out), including click-through-rates at each stage of the conversion funnel
  • Time spent on the page
  • Re-engagement (i.e., % of return visitors)
  • Click-through across product pages

Businesses who actively curate their content on these platforms have been able to expand their reach to new audiences. Visit http://www.bmconsulting.in/ for further Insights by the experts.

Effect of Demonetization on Sales and Marketing

A successful business man does not restrict himself only to the account books. He or she always keeps an eye on surrounding events. And if the incident is that of demonetisation, then it is compulsion to be alert. As we are all aware, Demonetisation process is undergoing in INDIA – the currency note of 500 and 1000 are pushed out of the economy. Currency change results into the eminent shift in the paradigm of the INDIAN market. This decision of Honourable Prime Minister wobbled the INDIAN market. Many of us fail to decipher the dilemma created in the market after currency ban. This article will give you the clear picture of it.

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A sale of goods or services mainly depends on the following criteria:-

  1. A need or desire of a customer.
  2. Willingness to pay for the good and services to be use or purchase.
  3. Ability to pay for the good and services.

All three criteria must be fulfilled to sell the goods/services to the customer. If any one or more criteria are not satisfied then there will be no sale.

Demonetisation reduces the cash flow in the economy which directly affects the need, willingness and ability to pay of the customer. Because of lack of cash in hand, customers are not willing to buy any commodity or product. So there is decrease in the sale of the goods and services. If we consider the online marketplaces, most of the cash on delivery orders are cancelled by the customer because of lack of cash resources. It causes heft loss to all the online market places.

But In the era of digitisation the customers use the options like online banking or mobile wallet for the payment. There is no issue of cash resources as electronic money is used for transactions. So the revenue generated by it is unaffected. According to survey, sale of apparels, shoes, electronics is not affected at all. So we cannot say that the market is totally collapsed. Many sellers stop promoting and advertising their product at online marketplace under the wrong impression of not getting sale. It is suggested that you continue all the marketing campaigns as it will help you to improve your market index. This is the start of digital era and gradually the use of electronic money is going to increase to the extent of reducing the use of physical cash to lowest requirements. Our Prime Minister also focuses on the target of making India Digital. The future will be dominated by the trend of “GO CASHLESS”. Perception of all these aspects leads to the conclusion that continuing all marketing campaigns will help you to improve your market index. Market index is directly related to the market share for that product category. So this is the right chance for the vendors to gain some ground for them and create brand value.

It’s a time to expand you customer base by brand awareness and promotions. Visit http://www.bmconsulting.in/ for further insights and consultation by market strategist.

(Compiled by Nikhil Patil)

Important Factors to Increase Clicks on Your Products

When it comes to business you have to impress the customer to sell your goods or service. If you fail to attract the customer then selling commodity to customer is quite arduous.       We are all aware of “First Impression is Last Impression”. This phenomenon holds a wide ground when it comes to the online market. Many sellers on E-commerce website like Amazon think that product page is only useful to give product information. This thought process may not be totally wrong, but if we perceive the things on the larger perspective, the product page is the one which shows the caliber of the product. It also gives the glimpse of the quality of service and the reputation of the seller. All these aspects play an indispensable role to close the deal. It is mandatory to check your weapons before going to war. So if you are doing business on the E-commerce website, the product page is a key factor, it is directly responsible to the number of clicks you get.

Amazon sponsored ads

One should work on the following attributes to increase the clicks on product:

I.             Good quality and alignment product image

II.             Product review & rating

III.             Product title tag

IV.             Cost price/sales & discount

V.             Payment options

VI.            Quick Delivery

Lets discuss each one of them briefly.

         I.              Good quality and alignment product image:-

Images of the product are the most important factor in product description. Visuals always play the crucial role to convince the customer. You must capture the neat and clean images, with proper resolution, showing different sides and views of the product. A minimum of three images are necessary.

      II.            Product review & rating:-

Product review and rating is the attribute which builds faith in the customer for the seller and product to be sold. Previous satisfied customers share their experience and insights regarding the product so it is seller’s responsibility to maintain the good feedback stream through the service he/she offers. New buyers’ decisions are highly influenced by the reviews and ratings already present for a particular product.

    III.              Product title tag :-

Product title tag is the first point of contact on the e-commerce website like amazon. Therefore it must be well specified. Some guidelines to follow while specifying the title as follows:

  • Keep it under 200 characters, but make sure to include critical information
  • Capitalize the first letter of each word.
  • Use numerals (2 instead of two).
  • Do not include information about yourself or your company.
  • If you own the brand, put your brand information in the brand field.
  • Do not include price and quantity.

   IV.            Cost price/sales & discount :-

Customer’s decision almost totally depends on the price of the product and the discount offered. Predominantly in India, customers check discount ahead of price. Price of the product must be competitive to the competitors. The mark up price and selling price both should be displayed on the product page. Also do not forget to mention the discount offered and amount saved by the customer.

      V.            Payment options:-

Nowadays impact of this attribute on the decision of the customer is increasing. Seller should have all the payment options to the product. As we all are aware, demonetization in India adversely affects the Cash On Delivery category sale. So to avoid such kind of incidence customer should have all the options like online payment through mobile wallets, net banking etc.

    VI.            Quick Delivery:-

The time taken to deliver product to the seller should be minimum as possible because other competitors also compete on this ground. Suppose if price of the product is same for two sellers, then delivery time becomes the deciding factor. On the other hand if the customer want product as early as possible irrespective of price then delivery time plays vital role.

These are the means to increase the clicks on your products. You may visit http://www.bmconsulting.co  for further insights by the expertise.

(Compiled by Nikhil Patil)

Negative Keywords – A Summarised Review

If you want to make successful business then you should be aware of surrounding opportunities to gain and threats to the business. We are all well perceptive of the success mantra “keep your enemy closer” The same concept can be applied in Amazon sponsored product ad campaigns. Not only is it necessary to ascertain the keywords which are worthwhile for the product to be sell is salient but also to recognise the keywords which are responsible for draining our campaign is noteworthy.

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The keywords which are perilous for the campaign are called ‘Negative keywords’. Negative keywords bring irrelevant traffic to the product which drains the campaign budget. Keep in mind that bringing traffic to the product is important but restricting the immaterial clicks is also crucial.

One can make the campaign more efficient with the help of negative keywords. Adding negative keywords diminishes the irrelevant clicks. Reduction in unrelated clicks reduces the amount to be spent meaning reduction in advertisement cost without disturbing the sale. We actually begin to see the impact of Negative Keywords is through a lower cost of sale and a higher ROI.

To make campaign more efficient one can use the Negative Keywords in following three categories.

  1. Broad Match:- This match type offers ads broad traffic exposure. A customer search term will match if it contains all the keyword terms or their synonyms. The customer search term can contain keywords or synonyms in any order.
  2. Phrase Match:- The customer search term must contain the exact phrase or sequence of words. It is more restrictive than broad match and will generally result in more relevant placements for your ad.
  3. Exact Match:- The customer’s search term must exactly match the keyword in order for the ad to show, and will also match close variations of the exact term. Exact match is the most restrictive match type, but can be more relevant to a customer’s search.

Mostly Negative Keywords are used in Exact Match categories. Negative keyword can add one by one through campaign manager also by using bulk operation. It works as salient tool to optimize the campaigns.

You may visit http://www.bmconsulting.co for further insights by experts.

(Compiled by Nikhil Patil)

Your Ad Is Not Eligible For Impressions : Amazon Sponsored ads

    The reasons behind the ineligibility of the ads

When it comes to business, no one will invest money in the dissolving industry. Whenever we bet on the race course, we must make sure that our horse is not limping. An equivalent algorithm is applied in amazon sponsored product ad campaigns. Advertising may be as simple as allocating budget to advertise the product, but what if your listed ads are ineligible to initiate any impression? It will be bizarre for the seller.

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The reasons behind the ineligibility of the ads are elaborated as follows:-

  1. Product is listed in buy box: The buy box for the product has been disabled recently or product is not in the buy box from the beginning.
  1. The product is out of stock- The product listed in the inventory is out of stock therefore the ads cannot display. While adding product to the campaigns make sure that the products are in stock.
  1. Ad information missing: The image of the product to be displayed is not present. Some product information required for the ad is missing. There is no inventory information for the product.
  1. Not allowed in sponsored product:-  The category of the product listed is not eligible for the sponsored product ad service.

We have herewith explained to you the reasons behind the ineligibility of the ads for impressions. You may visit http://www.bmconsulting.co for further insights on how to get rid of it.

(Compiled by Nikhil Patil)

Generating More Sales Through Customers on Amazon

Generating sales is a hurdle on its own – whichever sector your business is in, whichever platform you are working on whichever marketing strategy you are using. The core of business generation has been based on customers from the ancient times of business. Some things never lose integrity and customer satisfaction is one such thing when it comes to any business. This method is arguably the most efficient and reliable sales generation technique till date today.

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It is said that “To gain something we have to lose something” But the question is “can we gain everything without losing single thing?”  Yes we can. But for that we must have comprehensive knowledge of what to do and what not do? This same strategy implies for Amazon. There are certain aspects usually sellers do not pay attention to them but these are the real game changers. These aspects are as follows:

  1. Delivery/ Shipping – It is this aspect which finalizes the order on Amazon. Always try to deliver the product in allocated time. Keeping minimum delivery time will help to enhance the interest index of customer. To outdo the existing delivery/shipping facility Amazon instigated the service named as “Amazon fulfilled”. Under Amazon fulfilled service delivery/shipping is the responsibility of Amazon. Seller does not need to perform any obligation related to delivery/shipping. It gives assurance for on time delivery which is very significant for the healthy relationship with customer to generate good reviews about the product and seller.
  2. Packaging – Packaging plays crucial role in the process. As we know “the goods which look better sell better” is the thumb rule. So the product must be well packed. Also packaging is responsible for the safety of the product during shipping. Any damages leads to chaos so keep in mind the packaging should be safe.
  3. Reply to messages: this point is gaining ground day by day. Nowadays besides reviews, customers rely on how sellers respond to their queries. So, vendors should revert to customers well in time and appropriately. Once a customer gets required information he/she can make a decision on the product.
  4. Customer Feedback- Customer feedback is a marketing term that describes the process of obtaining a customer’s opinion about a business, product or service. Customer feedback is so important because it provides marketers and business owners with insight that they can use to improve their business, products and/or overall customer experience.
  5. Understanding Customer Demographics - Think of demographics as the ultimate categorization tool. Grouping consumers based upon characteristics allows organizations to better serve the needs of their ideal customers. In terms of marketing, it means selling a product or service to the person most likely to buy it based on their unique needs and preferences.The most important function of demographics in marketing is obviously to increase sales. By understanding consumers, any business can increase marketing efforts to target those most likely to buy.

Work on these aspects to literally note a significant boost in your sales and increase your market share at amazon. You may visit http://www.bmconsulting.co for further insights by experts.

(Compiled by Nikhil Patil)