Are You Putting Technology Before Your Customers?
Which is more important the technology or the customer?
The one thing about the online world you can be sure of is change. It seems like every day there is a new technology being added which will make the internet more accessible. As online marketers, we strive to keep up with all these trends and incorporate them into our marketing arsenals.
Going back to when the internet started, it was a bit of a nerdy place to be, with lots of people communicating in text only. Some savvy individuals saw how this growing community could be exploited and used to advertise their wares, and with all the hyperlinking joining them to other sites they could be easily found.
Then the world wide web evolved from the basic internet adding pictures and multimedia and eventually adding videos too, and it became even more useful to marketing. Added in with email which made it possible to reach a large audience at low cost the web became irresistable to businesses.
Each step forward brings with it even more opportunities for us online entrepreneurs to get our messages seen.
But as it marches on into new technologies are we all missing the point somewhat?
We all need our ads to be seen, but often we seem to be spending more time wrestling with new technology than actually working. Everyone is jumping on the blogging bandwagon at the moment and offering xml and rss feeds to get their messages out.
Flash video, along with audio, and video streams is also being used extensively, and often unneccessarily to market products.
But even more alarming is the reliance some people are placing on this new technology, to the point of abandoning traditional email and websites.
Let me relate this recent story which actually happened.
I received a newsletter which I read regularly, and like many others the owner was having problems with getting his email newsletter through spam filters. Like many newsletter publishers he had decided to publish his newsletter as a webpage. He started sending out regular emails when the newsletter was available, and including the link to read it. All ok so far.
It was shortly afterwards I received an update from this newsletter telling me that it would no longer be available as a web page, but would now be an rss feed only. And telling me if I wanted to carry on reading I should download some software to do so.
Whoa, backtrack there.
Your subscribers can only read your newsletter if they download some extra software and learn how to use it?
I emailed the owner to point out that I thought it was a bad idea. You want your subscribers to stick with you, make it easy for them, the reply I got was that I should join the 21st century, if I wanted to read his newsletter he would tell me how I should do it.
No I don't want to read it that bad thanks anyway.
So before you go running headlong into the latest technological marvels of the internet, think about what your customers need. Do they have the latest greatest browser to view your latest greatest multimedia masterpiece? Will they need to download some extra software just to view your newsletter?
Subscribers are humans too you know, and as humans they are fickle creatures. They will stick with you while the goings good and easy but make them work to stay with your newsletter and you're history as there are plenty more good newsletters they can get free.
Flashy animations, and new technology can be impressive, but put your customers first, and use the technology only if it helps them.
Doug Titchmarsh
Doug Titchmarsh runs several sites including http://www.cashinonline.info and http://www.titchmarsh.com and publishes an e-zine for marketers online and off which you can get by sending an email to douglastitchmarsh@getresponse.com
 Google News Updated : Mon, 07 Jul 2008 00:55:50 GMT Bosox, Cubs each put 7 players on All-Star rosters - The Associated Press
The Associated Press - NEW YORK (AP) - Maybe Manny Ramirez, Alfonso Soriano and the rest of the Boston Red Sox and Chicago Cubs should just play their own All-Star game. All-Star rosters revealed Cubs win 7-1 and seven All-Stars; I'd say it was a good day Publ.Date : Mon, 07 Jul 2008 00:00:58 GMT Weather Channel Is Sold to NBC and Equity Firms - New York Times New York Times - By MICHAEL J. de la MERCED An investor group led by NBC Universal and two private equity firms clinched a deal for the Weather Channel on Sunday after three weeks of negotiations. NBC Universal, Bain, Blackstone Buy Weather Channel (Update1) NBC and its Partners Announce Deal To Buy Weather Channel and Assets Publ.Date : Sun, 06 Jul 2008 21:48:12 GMT Obama cites faith as key to change - Boston Globe Boston Globe - Barack Obama called "active faith" an obligation of religious Americans and a chief agent of societal change in a speech yesterday at the national meeting of a black church group. Veterans Group Urges Support to 'Finish the Job' Veterans’ Group Critical of Obama Plans Costly Ad Campaign Publ.Date : Sun, 06 Jul 2008 06:58:31 GMT AT&T's Odd iPhone Offer - TechNewsWorld
TechNewsWorld - By Eric Benderoff Some of the details surrounding AT&T's iPhone prices make little sense, writes Eric Benderoff. The company will sell a 3G iPhone with no contract for a $400 premium. iPhone 3G line forms in NYC for a green cause New iPhone Can Decouple From AT&T, for a Price Publ.Date : Sun, 06 Jul 2008 11:04:21 GMT Google, Zen Master of the Market - New York Times
New York Times - By STEVE LOHR Bill Gates, who walked away from full-time work at Microsoft last month, was perhaps the foremost applied economist of the second half of the 20th century. Why Microsoft will win Yahoo Yahoo! re-enters merger talks with Time Warner Publ.Date : Sun, 06 Jul 2008 22:57:50 GMT Obama Campaign Criticizes Rival McCain's Economic Proposals - Bloomberg
Bloomberg - By Alison Vekshin July 6 (Bloomberg) -- Democratic presidential candidate Barack Obama's advisers criticized Republican rival John McCain's economic proposals as both candidates prepared to focus on the US economy this week. Obama Advisers Tout Tax Plan That topic we love to hate Publ.Date : Sun, 06 Jul 2008 19:27:55 GMT 'Hancock' a signature opening for Smith - Los Angeles Times
Los Angeles Times - The offbeat superhero story brings in $66 million over the holiday weekend, marking the star's eighth straight No. 1. He's hot, but the reviews were not. ‘Hancock’ Powers to the Top of Box Office Will Smith is box office superhero with 'Hancock' Publ.Date : Mon, 07 Jul 2008 00:03:03 GMT Make Money From Home |
PARLOT::Ebooks, Scripts,
Websites, and more... Regardless of what business you are in - you are... Read More 1. It's all about the customer. Some companies focus too... Read More Every business loses customers, but not many do much about... Read More Even the best business will receive an occasional customer complaint.... Read More Customer service is an integral part of our job and... Read More You probably think I am going to say something like,... Read More Looking for hi-fi computer peripherals? Finding it tough to decide... Read More Public transport operators who already use passenger surveys may not... Read More Corporations in every sector are spending more than ever before... Read More I got it into my head sometime in December 2004... Read More "Society is always taken by surprise at any new example... Read More What is one of the greatest ways to add value... Read More One of the most important questions people ask when they... Read More Sure, all clients are different. They have different kinds of... Read More The Reason Why Direct Internet Marketers Have To Work So... Read More Over promising is a problem only when you under deliver.... Read More 1. Stay in contact with customers on a regular basis.... Read More Loyal customers are the foundation of almost every business. Going... Read More It's never too soon to start saying thanks to your... Read More Newsletters can be wonderful tools for communicating with your customers... Read More The call center represents your first line of communication with... Read More As an entrepreneur, I'm always intrigued by small businesses, home-based... Read More One of the mantras we hear repeatedly in business is... Read More Every customer looks for 3 special benefits when they do... Read More Q: I just discovered that for the past six months... Read More
Adsense
websites
Customer Satisfaction Is Your Business
What You Need to Know About CRM
Renewing Customer Loyalty
Handling Customer Complaints
At Your Service: The Ten Commandments of Great Customer Service!
Caring for Your Customers
Importance of Good Customer Support in Online Computer Peripherals Shops
Why Passenger Surveys are a Transport Operators Best Friend
Treating the Customer Dissatisfaction Epidemic: How to Go Beyond Simply Masking the Symptoms
Mexico: Online Ordering?Dont!
It?s Customer Service Stupid: Delivering Customer Service Training That Sticks
Be A Resource
Take Care of Yourself Before You Take Care of Your Customer
4 Things Your Clients Want From Your Company
Why You Should Always Honour Your Guarantees - Even When The Customer Is In The Wrong
Over Delivering Provides Big Results
Ten Ways to Help You Improve Your Customer Service
Customer Loyalty
How To Build a Profitable Business
Making The Most Of Newsletters
Call Center Software - Your Tool of Choice in Customer Relations
Whats For Lunch?
DONT Give Your Customers What They Want!
3 Special Benefits Every Customer Wants
How To Handle Customer Billing Snafus
Affordable and Reliable Web Hosting Starting at $4.49/Month
Outsourcing: The Unspoken Costs
Outsourcing seems to be the new-new thing and approximately 50%... Read More
Why You Should Always Honour Your Guarantees - Even When The Customer Is In The Wrong
The Reason Why Direct Internet Marketers Have To Work So... Read More
Foolproof Customer Service Strategies (That Only A Fool Would Try!)
Ever notice how customer service varies from store to store?... Read More
Ten Ways to Help You Improve Your Customer Service
1. Stay in contact with customers on a regular basis.... Read More
Your Number One Asset
Customers put you in business, keep you in business, and... Read More
How to Walk the Floor and Talk to Customers
This may seem a strange topic to introduce. Yet, it... Read More
Stay - Say - Pay
Would you like to have customers that stay with you... Read More
Dont Work with Jerks: How to Recognize a Difficult Client Early
Five minutes into the call I knew this client was... Read More
Whats The Customer Service Buzz About Your Business?
If you're a regular reader of my column you know... Read More
The Reality of Customer Service in America and Best Efforts in Franchising, We Can Do Better
Yesterday I went to buy a sandwich at a franchised... Read More
The Consumer Power
While most companies talk about consumer friendliness, customer centricity, customer... Read More
Making Customer Satisfaction Surveys Work
Why bother? Good customer service is the life blood of... Read More
Listen to Suggestions
If you are up to your ears in a stressful... Read More
What Exactly is Customer Relationship Management?
The defintion of Customer Relationship Management (CRM) that I favor... Read More
Cheap To Keep
You've heard it all before when it comes to stats... Read More
Do You Want More Profits? - Follow The Golden Rules Of Providing Good Customer Service
Last night I was at my computer and a Skype... Read More
Customer Satisfaction Is Your Business
Regardless of what business you are in - you are... Read More
The Dissatisfied Customer
We, as small business people, naturally dislike complaints from our... Read More
How to Retain Your Customers the Dish Network Way
Customer retention is vital to a business. If you cannot... Read More
Listening: The Foundation of Communication
Listening is the #1 communication skill for leadership, selling, customer... Read More
Five Tips to Calm Cranky Customers
1. Tis the SeasonRecognize that everyone is frazzled during the... Read More
At Your Service: The Ten Commandments of Great Customer Service!
Customer service is an integral part of our job and... Read More
10 Customer Service Quality Statements to Measure up Against
It might sound quick and simple, to say how well... Read More
Customer Service Tips - Is Your Business A Leaky Bucket?
Customer service and customer service training are vital for any... Read More
Retail Store U-Scan Machines: Self-Serve or Voluntary Part Time Job?
Do many of us realize that we are working an... Read More
Customer Service |