Public Relations Tactics | Taking Care of Your Customers
Taking care of your customers is an important part of PR. It is also an important part of most, if not all, aspects of business. (Some may disagree that caring for the customer doesn’t come into play much if you work in accounting, but, then again, someone may say that it does.) Either way, customers are the lifeblood of any company; stakeholders, the public, and the community all propel a company and help to keep it alive. In addition to those groups, the media is also an important part of your company’s livelihood, but you can read more about media relations in another post.
The importance of customer service can be seen in it’s benefits that can include increased sales, increased mind-share, and increased market share. More importantly, your company may experience an increased trust from customers and a more influential role in the community.
Not only is it important to offer support at the corporate level but it is also important to offer support and to get involved on a more personal level; this can include commenting on blogs (after you’ve read them, of course), following and getting involved in forums, writing and managing your own blog, and offering things like webinars, podcasts, etc. A very important point to remember is that all of the above are (and should be used as) methods of getting involved with customers, not advertising to them. Customers will leave your blog, other blogs, and your webinars with a bad taste in their mouths if you are utilizing these tools as methods to advertise your products or services.
Rather than using these tools as a blatant attempt to get someone to spend, donate, etc., use these tools to set yourself apart from the rest of your competition as a source for useful information, a leader in your industry, and a helpful, personified company that can offer assistance for things other than simply their products or services. In doing so, customers will
inevitably be more prone to trust your expertise and perhaps in turn consider your company’s products or services over others when shopping.
The moral of the story here: be responsive, get involved, and help your customers rather than pitching them all the time. Serving your customers after (and before) the sale is beneficial not only to them but to you. Offer value to your customers, learn what their reasons are for purchasing, and become a resource for them; doing so is the first step in creating lasting relationships with your customers. Have fun creating a sense of community with your customers!
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