As you might have read in the previous blog post, I – Jolanda Hindess – am visiting Casengo HQ this week. All of my classmates at the Don Bosco College in Volendam have to do some work experience, and I picked Casengo because I might want my further education to be about social media.
As soon as I arrived at Casengo HQ, my supervisor wanted to know which tools I, as a 16-year-old, use to communicate. Well, if the WhatsApp button on my smartphone could wear out, it would have needed a replacement ages ago!
Schoolgirl Jolanda from Monnickendam (a fishermen’s village) was looking for a company to let her spend her ‘work experience week’ in. “The point of this week is that I get to know a work environment that has something to do with what I have in mind for my future,” she explained in one of her emails. “This will help me to consider if this kind of career will suit me.”
When webshop owners get together, conversion is the buzz word. While bloggers and news sites are mainly concerned with hits, retailers and service providers focus on turning those hits into customers and leads – aka ‘conversion’.
To the uninitiated, conversion might seem to be about putting the hard sell on your online visitors, somehow convincing them to part with money that they would rather have kept in their pockets. However, nothing could be further from the truth.
We say it time and again on this blog: it is much more expensive to gain new customers than to keep existing ones. Up to seven times more expensive, according to some reports.
Clearly it pays to invest your time, energy and money in getting more so-called ‘repeat business’. Once you’ve got a customer in through your online ‘door’, most of the hard work has already been done. Most – but not all.
Management consulting company Accenture recently released its ninth annual Global Consumer Pulse Survey, chock-full of bad news for retailers around the world. The company measured the experiences of almost 13,000 consumers in 32 different countries, encompassing ten different industries. The result is a 40-page report containing some very telling insights into what today’s consumers expect from customer service representatives, sales staff and business policies.
The message is clear: customers aren’t happy, and they’re not going to sit back and take it. In what’s been termed the ‘Switching Economy’, today’s unhappy customers are prepared to walk away if they aren’t treated well. However, the report is still good news for customer service professionals who want to up their game: read the warning signs, change your practices, and take this chance to get ahead of the pack.