Brenda Eckstein International

Strategy, Leadership, Integral Coaching and Communication consulting

How to harness the power of email marketing

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One of the highlights of my regular trips to Australia is visiting Officeworks, a chain of office suppliers with 163 locations. I also enjoy reading their Workwise articles on their website. These are of particular interest to small business.

It was fascinating to read a current article, published on November 2 2017, entitled ‘How to harness the power of email marketing’.  Not only does this article provide information that will be valuable to any business, but there are worthwhile links to other websites and articles.

Gary Eckstein, founder of Organicweb.

This article contains up-to-date information provided by Gary Eckstein, the founder of Organicweb. For his Master’s degree at Henley-on-Thames Business School in the UK he chose to study market entry strategies of Online retailers and continues to build on his knowledge in this field. He is listed as one of Australia’s Mailchimp experts. As such he writes articles, consults and presents training either ‘in person’ or virtually.

Read this article and you will improve the way you harness the power of email marketing.

My questions for you are after reading the Officeworks article:

  • What are you doing to harness the power of email marketing?
  • How can you improve the way you link your email campaigns to your marketing goals?
  • How are you going about honouring your audience?
  • What is it that your customers really need?
  • In which ways are you using automation to deliver your results?
  • How meticulous are you in creating your subject lines?
  • What are you doing to use segmentation and personalisation in your campaigns?
  • How are you using templates?

 

The Benefits of Exceptional Customer Service

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It is rewarding working with companies committed to lifting their levels of service.  ‘Excellent customer service is one of the key factors that differentiate us from competitors.’  These were the words of one of the management team-members at a recent ‘Sustainable Customer Service Strategy’ workshop run ‘in-house’ for Save Hyper.  This one-day workshop provided the framework for a 6-week programme in which 100 staff members will be involved on an ongoing basis. 

Members of the management team of Save Hyper deeply involved in discussion.

Members of the management team of Save Hyper deeply involved in discussion.

Individual focus and then group-work provided input for their thoughts on ‘The benefits of excellent customer service’ and the consolidated input, in no specific order is outlined below: 

  1. Happy customers become frequent shoppers and this leads to loyalty and customer retention.
  2. More people know about your organisation and products through ‘word of mouth’ marketing.  Existing customers ‘spread the word’ and market you.
  3. A sound customer base is established and increased.
  4. An increase in satisfied customers accelerates the growth of the company.
  5. Better service provides a competitive advantage.
  6. Positive feedback increases brand awareness and builds the brand.  There is enhanced brand equity.
  7. Customers feel an emotional attachment to the brand as they love shopping in your environment.
  8. Confidence and trust are built with both the internal and external customers and this has a ripple effect.
  9. There are more job opportunities through the increase in business. Satisfied customers ensure sustainable employment in the group.
  10. Increase in ‘lifetime’ purchases stabilises and increases business growth.
  11. The pride through being recognised as champions of service lifts standards even further.
  12. The motivating and energising environment increases staff satisfaction.
  13. Sales figures and profits improve and the business grows further.
  14. Better service leads to better margins which impacts on the service.
  15. The ‘spillover’ has a positive effect on relationships with suppliers.
  16. There is enhanced value to all stakeholders.
  17. There is greater value to the community and to society in general.  Business can help to ‘make the world a better place for everyone’.
  18. Your business becomes the ‘company of choice’.

Members of the management team of Save Hyper deeply involved in discussion.

As a facilitator, it is a great pleasure for me to serve a team of committed people who treat each other (and me) with respect and understanding. I’m looking forward to being part of their journey during the next six sessions!  They deserve to achieve their goals.

For more information on the facilitation of ‘Sustainable Customer Service Strategy’, a programme developed in conjunction with Leon Grové of Leverage and Growth, or other individualised services pleased visit the services page or contact brenda@146.66.90.172 or phone +27 82 4993311.

Advanced Customer Service: December 2012 update

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‘Customer Service’ remains a perennial ‘hot’ topic.  Organisations, businesses and professional firms strive to provide exceptionally good service continuously.  And this applies to the ‘external customers’ and the ‘internal customers’ as well. 

In December 2012, BEI training included two days presented to ESAMI (Eastern and Southern African Management Institute) delegates from Botswana, Kenya, Malawi, Uganda and Zambia.  This was part of the 2-week ‘Advanced Public Relations and Customer Care’ presented by Chris Skinner.  It is always a pleasure to be involved in this course which followed a similar format to those presented in December 2011 and 2010.  

Brenda with participants in the December 2012 training:

  • E O Agiro, Head Corporate Communications, Higher Education Loans Board, Kenya
  • Dr Jan Tibamwenda, Director Communications, Bank of Uganda

Participants:

  • Kangwa L Ndamikwa, Zicta, Zambia
  • Karabo J Marumo, National Assembly, Botswana
  • Rudo Mwadiwa Kayira, Department of Human Resource Management and Development, Malawi
  • Andrew M Kakitahi, Bank of Uganda
  • John N. Mwaura, Ministry of Energy, Kenya

During this workshop, group work included the participants developing their own lists of the benefits of excellent customer service.  Their consolidated list follows. 

‘The benefits of providing excellent customer service’ 

Excellent customer service:

  1. Increases goodwill through trust, confidence in the organisation, positive relationships.
  2. Results in customer loyalty and the retention of existing customers.
  3. Leads to satisfied customers who become ambassadors (advertising agents) leading to the acquisition of new customers.  The business expands.
  4. Reduces the cost of marketing through ‘word of mouth’.
  5. Improves the corporate image, reputation and therefore impacts positively on marketing initiatives.
  6. Helps to motivate staff as they like to identify with the organisation (which has a positive image).
  7. Through excellent rapport with the customers helps to get constructive feedback which in turn assists in research and innovation.
  8. Makes it possible to achieve the company’s mission.
  9. Strategically positions the organisation or company to become a market leader.
  10. Sets a benchmarking standard for other organisations as the organisation becomes a model.  Consultancy is possible.
  11. Generates sustainable profitability:  employee confidence, available operational cost.
  12. Leads to an increased standard of living for staff.
  13. Generates higher dividends and taxes creating a big source of revenue for government because of sustainable taxation.
  14. Results in repeat orders and the production of goods increases.
  15. Is the basis of increased CSR/CSI going back to the society.
  16. Builds shareholder confidence in the organisation.
  17. results in increased employment opportunities because the company is thriving
  18. provides awards of recognition
  19. Facilitates sustainable competitive advantage leading to the long-term sustainability of the organisation.
  20. Reduces levels of litigation against the organisation.
  21. Reduces levels of resistance against the organisation’s product and service.
  22. Improves the competitive advantage. 

All these factors generate an even higher level of service and there is an upward spiral.

For more information on ‘Advanced Customer Service’ or any of the other training or ‘executive coaching’ offered, please contact  me - brenda@146.66.90.172, Phone: +27 33 3425432, Mobile: + 27 82 4993311.

Use Business Cards As A Source Of Conversation

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More information on personal networking can be found in ‘Networking Tactics:  a guide to achieving success through personal networking ’ and ‘ABCs of Effective Networking:  fifty-two ways to achieve success’.  Brenda Eckstein is the author of these books and presents training programmes, workshops and talks on personal networking. 

Personal networking is a process and not a transaction.  It involves making contacts and building relationships.  Quality conversation is an important part of this process.

Business cards are an excellent source of conversation.   Often, when given a card, the recipient hardly looks at the card before putting it in his (or her) pocket. In doing this, the person has lost an opportunity to engage in quality conversation which could lead to the building of positive relationships.

This is how you use the card as a conversation tool: 

  • Look at how the person’s name is spelled and you can comment on that.  Seeing the name written will help you remember the person’s name.  
  • The business or company name could lead to an interesting conversation on the business and the way it operates.
  • The job title will help you to show interest in what the person does, and also makes it easier to see how this person could fit into your network.
  • The address tells you where the business is situated and can be another ‘hook’ on which to build conversation.
  • The logo has special significance.  Ask questions.
  • Consider how the colours used link to the corporate or business identity.  This provides more information and that is interesting, too.

In addition, showing interest in their business cards impresses people and helps you to remember them.

Next time someone hands you a business card, immediately study it carefully and use aspects of the information to enrich your conversation.  Comment on the details and ask ‘open’ questions.

Business Blogs

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Brenda Eckstein International is pleased to begin this new series of weekly blogs with an article by associate, Gary Eckstein, business consultant based in Sydney, Australia.

Why have a business blog
Blogging started as a means for anyone to be able to communicate information on the Internet; it was less expensive (often free) than maintaining a website and far more personal. Blogging has evolved significantly since the early days and the divide between websites and blogs has become increasingly blurred. The fundamental difference between a blog and a website (in the traditional sense) is that a blog contains frequently added content in the form of ‘posts’ (sometimes called ‘articles’).

Blogs for business public relations
Many organisations use blogs for public relations purposes. Blogs are an ideal means of putting across a message to interested readers. The content of a blog is managed by the blog owner meaning control of the ‘message’ (content) being communicated. Because most blogs also allow feedback from readers it is a great way of engaging potential from existing customers as well as attaining feedback from them. Once your blog is established it also provides the opportunity for a more direct style of marketing. Quality blogs, over time, attain regular readers which results in a willing sales channel!

Search engines and blogs
Google, Bing and other search engines love blogs because of the frequently added content and engagement with readers. Blogs also often attain more referrals from search engines than traditional websites. Of course the advantage of visitors being referred from the likes of Google is an expanding audience of potential customers. Increasingly quality websites include blogs as part of the business website itself due to blog benefits (this website is a good example of a combined website and blog).

Linking strategy, branding and blogging
It is essential for business blogs to align the ‘look and feel’ and content of the blog posts to business strategy. As an example there is little point in publishing a post about the advancement in quality of low cost suits when you sell premium ‘made to order’ suits. Blog posts must support the objectives and strategy of the business.

Of additional importance is recognising that a blog is an ideal means of positioning your products or services and brand in the mind of the consumer. It is a critical mistake to confuse your consumer in terms of your positioning (again the suit example used previously is applicable; if you sell premium suits then don’t confuse your customer by communicating the benefits of low cost suits).

Finally in relation to strategy, a blog must be considered a deliberate and long-term activity. As branding is a sustained and deliberate set of activities, so is a blog; benefits won’t be realised overnight however the long-term advantages may be significant.

How to start a business blog
So, where does a business start in relation to blogging? Unfortunately there is usually a divide between ‘I.T. people’ and ‘business people’ (i.e. although I.T. people are good at I.T. they often lack business and strategy understanding). It is therefore important to find and employ the services of a consultant who is able to cross the I.T./business divide. This consultant should then be tasked with planning for, and implementing a blog which will work towards the aims of your particular business. Blogging is typically far less costly and more effective than other forms of P.R. (and marketing) however does require new posting of content occasionally e.g. once per week.

Gary is a business consultant based in Sydney, Australia but operating internationally. He assists organisations in getting business benefits from I.T. Contact Gary , Telephone: +61 (0)4-1092-3445, gary@eckstein.id.au, http://eckstein.id.au

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Phone:+27 (0)33 342 5432
Fax:+27 (0)86 5188 205
Mobile:+27 (0)82 499 3311
E-mail:brenda@strategy-leadership.com

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