Branding is not just a logo, a marketing campaign, or your social media presence.
Branding is the call center operator answering the phone. The person on the other end of the “Can I Help You?” chat on your website. The people filling orders to ship to your customers.
Branding is your website experience, your warranty and the timeliness of your deliveries. It’s the first interaction with your customer, all word of mouth afterwards, and your most recent touchpoint with anyone.
Branding is your reputation. And thus your reputation, CX, systems, culture, personnel and marketing is your branding. Branding is everything. Branding is your reputation.
And as such, everything is branding. Which should keep all of our actions in proper perspective.
There have been a good number of books about changing your mindset. From books on can-do attitudes to positive thinking to enabling better habits and behaviors, many of these books have been helpful to thousands of readers over the years.
Where David Taylor-Klaus’ book Mindset Mondays differs is it comes from experience. Not others, but his own.
Taylor-Klaus starts off in the introduction with a story of his personal struggle and how a moment of clarity enabled him to discover a means in which to help others with proven principles to change their thinking and transform their lives.
Limiting mindsets hold countless people back from their potential and true happiness. And whether external or internal forces impact those thoughts, Mindset Mondays seeks to establish an achievable framework to lift the reader out of those forces and into a sustained pattern of mental empowerment.
The author takes the time in the very beginning and at the end of each chapter to review his REWIRE framework. It’s a pattern of discipline to Reflect, Experiment, Write, Investigate, Revise and Expand by taking some forgotten methods and re-implementing them to sharpen your thought patterns and exercise your mind.
While this book seems large by today’s standards – over 350 pages – it’s extremely concise and well written. Each chapter is a conversation with the author and the reader to tell a story relating to the many facets of changing up your mindset. And with 52 chapters, Taylor-Klaus has come up with almost every conceivable angle to penetrate and disruptive a mindset that limits the reader.
Every chapter is easily read and digested, allowing you to connect with the message and readily put into play the patterns Taylor-Klaus lays out. For instance the Chapter on “Edit Your Life” helps you think of your life as a work of art in progress, a masterpiece yet to be completed.
David Taylor-Klaus weaves timeless quotes from great thinkers into the exact places where they make the most impact. The result of his writing and the layout of the book is a terrific read that truly helps people change their lives in a practical and sustainable way.
You’ve spent the time ensuring your online processes deliver a solid customer experience.
Your email and IM chat response times are meeting typical customer expectations.
And the personal interactions, over the phone or in person, get good marks from your clientele.
You’ve gone over virtually every other customer touchpoint from follow-up calls to emails, thank you visits and promotional incentives for customers and all of your outreach efforts are there.
Is there anything else you’re neglecting?
Chances are quite good that two of the most vital components are overlooked.
Your FAQs and your Customer Surveys.
Why are these important and so often neglected? It’s because there are the most passive customer touchpoints. The fact that they don’t require anyone reaching out means they are vulnerable to being overlooked to ensure they deliver a great customer experience.
FAQs and surveys typically offer those customers who don’t want to interact with anyone a more passive method to get information or pass information on.
If you look over many companies websites, their FAQs don’t touch on the most pertinent questions a customer might have. Questions on product returns, shipping address changes and warranty information are left out of the queries. This leaves customers having to go to the method they don’t want – a live person (whether by phone or by chat) or slower email responses – to get what should be easily accessed information.
FAQs go beyond the acronym-ed “Frequently Asked Questions’ and should be thought of as a help guide for any potential customer inquiry. FAQs cannot answer all questions, but by going through the categories of questions a customer – satisfied, unsatisfied or inquisitive – could potentially ask, you can tee up the majority of inquiries and defer other questions in those buckets to an email, chat, or survey.
Speaking of surveys, many CX pitfalls occur here as well.
Survey tend to fall into two categories: tell the company how they did based on the questions that were asked, or tell the company about your experience based on the questions that were asked.
Unfortunately many surveys ask questions that aren’t truly helpful to a customer.
For instance, a recent survey from a retail chain that had a reputation for poor levels of customer service had just five questions. Those questions had a 1 through 5 ranking (1 being agree/very satisfied and 5 being disagree/unsatisfied). Those questions were based on the company’s metrics they wanted to score well on. What was missing were any questions on customer service. This survey was an opportunity for customers to give input on their experience, and many of them felt boxed in and couldn’t provide any real feedback on their recent visit. Because they weren’t able to give that input, a number of them took their business to a competitor.
Your surveys and FAQs are those final pieces of the CX puzzle that will enable those customers to get and give information. It’s only with an ease of open exchange that the trust factor that builds a great brand through customer experience can take a solid foundation to grow your clientele.
Take the time to answer your surveys and read your FAQs through many different customer viewpoints. The opportunities you may find there will help your customers remain loyal to you.