In internet marketing, we get a lot of email. Some has great content. Some not so much. Almost all of it is meant to make a sale at some point in time. Recentyly I purchased Tellman Knudson’s List building CD and I was looking forward to the bonuses he offered. When I tried to access the bonuses, I ran into a bit of trouble. As happens with me sometimes, my name caused me not to be able to access them. Many times website scripts only allow letters and sometimes numbers however, I have a hyphenated name. My hyphen is considered a symbol and therefore not allowed. This was the problem in this case.
I went to Tellman’s support area and submitted a ticket. It was in a place that was easy to find and once i logged in, easy to use. This is very important on your website as it can make the difference in how irritated your customer is by the time you get to them. I was only mildly irritated because i know this does happen. The irritation was mostly that the scripters didn’t take us hyphenated folks into account.
I received the usual “your ticket has been received” email. Less than 12 hours later, I received the solution to my problem. Instead of just telling you about it, I have gotten permission from Tellman’s Customer Experience Manager to post the reply so I can actually show you what can be accomplished in a short email and why it impressed me so much. Obviously some things will have been removed for privacy sake.
We have reset your username and password.
We are so excited to help you with your Listbuilding efforts.
The Listbuilding Club is PACKED with useful information that I am confident will
help you to turn your
business into one that is successful.
To access your account, please go to:
Access Page: (removed for obvious reasons)
Username: my user name
Password: my password
***When you log into ListBuilding Club, there is one offer, however, if you wish
to decline, all you have to do
is scroll to the end of the page and click “cancel.” Then, you will
automatically be rooted to the homepage of the club.***
Don’t forget about the Live Members Only call tomorrow evening 8PM EST.
Call in details are located on the homepage once you login.
Please let us know if you have any further client support needs.
Determination is Everything!
Let Us Know What You Think: http://overcomeeverything.com/cs
We take pride in being able to offer you support as you develop your On-line
have made the lofty goal of providing our clients with the best support that
they have ever experienced!
Please help us to accomplish our goal by letting us know about your experience:
We look forward to providing you with continuously improved client support.
Ticket ID: (removed)
That is the email I received. Let me tell you why I am so compelled to share this mail with you and why if you implement a few of these techniques you will earfn more loyal customers who will come back time and time again.
It starts off with a friendly casual greeting. After that, you will notice, that it immediately addresses my problem and offers a solution. As a customer, this difuses any irritation I might have and it shows me that you respect the fact that I had a problem. This is important because you aren’t wasting their time.
The next thing she does is tell me that they are excited to help me. She doesn’t just say thank you. When I read this, I was anxiousto get started. I was inspired to take action and use the material. She showed enthusiasm and that translated in the email. With all the noise out there, anytime you can differentiate yourself from others, go for it! Enthusiasm is an excellent way to do that.
She goes on to tell me about the pproduct I purchased and gives me explicit instructions on how to access and use my product. Telling me what to expect and then she even reminds me about a call the following evening and how to access that call. Everything she has done here is to help and support me in reaching my goals. Here she is using the company’s goals and ideas in a way that feels supportive to me as the customer. She has sold me further while solving my problem. Remember, part of the package I bought is a free trial of Tellman’s List Building Club. In one short support email, Andrea has already created customer loyalty and I haven’t even tried the club yet.
Then at the end of the email,she does something I am always going on about. She asks for feedback. Not only does she ask, she gives me the URL of where to go to give her that feedback. She has made everything so easy and understandable that I feel happy and satisfied. She has done everything right for me as the customer and right for the the company, Overcome Everything Inc. She has done a wonderful job of supporting both and creating a win/win situation.
I know not all of you are at a point in your online journey to have a customer support department as Tellman is. However, you don’t need one to create this sort of loyalty. All you need to do iswrite your support emails using he same or similar techniques that Andrea has.
Here is the process in a step by step fashion. I have counted 10 of them.
1. Make sure your support area is easy to find andeasy to use.
2. Respond quickly (24 hours or less is optimal)
3. Friendly, casual greeting
4. Address customers problem/issue witha solution
5. Write in a way that differentiates you from your competitors (Andrea used enthusiasm to get me excited about the product)
6. tell your customer about your product and how to access it. Also tell them what to expect. (Allow no surprises)
7. If you have other support information, products, or trainings remind them about that.
8. Write this in a way that supports your customers goals. (This sounds difficult but it’s not. You know your product. Put yourself in your customer’s shoes. Just tell them about it in a way that creates a winning situation for both you andyour customer.
9. Ask for feedback. Customers love to communicate with you. You will find you get more compliments than anything else.
10. Provide a place forthem to give you that feedback that is easy for them to find and use.
So there you have it. Hard to believe that much can be accomplished in a short email? Not really, help your customers in a way that shows you care and they willremember you. If you use one or more of these techniques and your support emails will create more loyal customers.
If you would like to learn more about how to get your customers to keep coming back time and again, check out my book, Secret’s of the Second Fortune.
I can personally vouch for the service they provide. Do you have a situation I can help with? An email you’d like me to help you with or give an opinion on? Let me know what you think by leaving me a comment.
After all, that’s what I do.