The many uses of customer service success stories

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The many uses of customer service success stories
1/27/2012 6:23:19 PM
Category: Business Owner Tips

Customer service success stories and case histories can act as great marketing tools for a company looking to improve its reputation or spread positive word-of-mouth feedback.

Businesses can place these stories right on their websites as text or video testimonials, or post them on social media outlets such as Facebook or YouTube to spread the word among millions of users.

According to MarketingProfs, buyers are increasingly looking to their peers for reviews on products and services, so management can't overlook the importance of how feedback affects their traffic. Capturing successful experiences and placing them in noticeable areas can boost a company's credibility and educate buyers to show them the payoff of using a product or service.

Other ways to spread customer service success stories are through email newsletters and blogs. They can be used as a "one-off to a hot lead" via email or as an example in a blog post.

The news source also suggests using positive feedback in advertising in a key industry publication or over the internet, at live events by inviting customers to share their stories with the public or during important presentations such as a venture capital proposal where a company's reputation may make or break potential funding.

A "story press release" can recount the success of a certain customer, or it can be pitched via email or phone to a targeted media contact.

Also, consider utilizing positive stories during employee training and orientation. This will "educate and excite" sales representatives and other workers about the value of a company's product or service.

Lastly, consider alternatives such as referencing a success (when relevant) in online forums or comment boards, or playing audio of a customer detailing his or her experience as an on-hold message to keep people waiting in good spirits.

One example of exemplary customer service that has taken on near-legendary lore among industry insiders is the "Zappos pizza" story.

TeamSupport.com explains that during a sales conference for the shoe brand Sketchers, Zappos CEO Tony Hsieh told a friend of his to call Zappos for a pizza, as the kitchen at their hotel had already closed.

Despite the fact that Zappos is decidedly not a pizza company, the representative took the time to point out several pizza parlors in their area that were still open.

This turned the Sketchers executive into a lifelong Zappos customer, and Hsieh can now uses this story in a variety of scenarios to spread the word about Zappos' superior service.

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