Why You Should KISS Your Customers

We all know what KISS means...Keep It Simple, Silly (or Stupid, but I prefer Silly).  But when it comes to customer service and getting personal, especially online, it also means something else: Keep It Social, Silly.

Let me tell you about something that happened yesterday (which made me think about this topic):  We (my husband, my mother-in-law, and I) frequent a Starbucks in our neighborhood.  Of all the Starbucks near our houses, that's the only one we go to.  Why?  They know us, they know our drinks, and they treat us like friends whenever we come in.  Now, yesterday morning my mother-in-law went to our Starbucks, with her little rat terrier in tow.  In the past, they'd let her come in with her dog; but yesterday, she was told by an employee (who was new and didn't know her) that it was a health code violation and she had to leave.  My MIL was a bit tee'd off by this; but asked if she could at least finish purchasing her coffee beans.  She was refused.  Needless to say, we heard all about it when she got back home.

Later in the day, my husband and I went back to said Starbucks to buy the beans and some drinks.  We also had a chat with the manager, who knows us, my MIL, and her dog.  She apologized profusely, and we chatted for a little while.  She talked about how she thinks of everyone who comes to her Starbucks as a friend, and she tries to instill in her employees the value of personal customer service.  This, needless to say, made a huge impression on me - and it's the very reason we don't go to any other Starbucks in our neighborhood.

Now, I told that story to make a point.  If you have an online business, there's no actual "face time" involved with your customers.  Visitors come to your site, look around for what they need, transactions happen, and a product gets delivered in one fashion or another.  The personal aspect of walking into a business and interacting with actual people gets lost.  However, you can put some personality into your online business through the use of social media.

How, you ask?  With so many social media sites at your disposal, there are so many possibilities for you to connect on a social and personal level with your customers.  Here are some examples:

Blogs

This is probably the best way to stay connected with your customers.  You can blog about subjects your customers would be interested in and which are relevant to your products or industry, such as trends, current events, and new products.  You can use it as a platform to interact with your customers by soliciting questions and answering them.  Post specials and links to promotions or coupons.  The opportunities are endless, and it's the best starting point for you to build a larger social presence.

Take a look at Direct2Dell, the blog created by Dell to communicate with customers.

Twitter 

Twitter is a great way to have conversations, which is extremely important for engaging customers on a personal level.  Think of the Starbucks manager - she has a conversation with us every time we come to her store.  I'm not saying that you should have personal conversations with each and every one of your customers via Twitter every day; however, it can be used to communicate with them in a way that's less automated and more casual.  Launching a new product?  Offering a special discount?  New blog post?  Tweet it to your customers. 

Facebook

Using Facebook, you can create a branded profile about your business and engage customers within your own social community.  It's a great way to interact and put a face on your business, plus it gives your customers in your Facebook network a sense of belonging to your circle and that of your business.  You can create an unlimited number of groups and tailor them to different parts of your business or different products you sell (which is great for targeting offers and getting specific customer feedback).

YouTube

It's not just for videos showing skateboard faceplants and mascara-smeared Britney fans - you can use it (effectively) for your business.  Think about something you could demonstrate to your customers - like how to apply green eye makeup, or clothing tips for tall women - and make a video (or two, or three).  Not only could you post your video on YouTube and build a community of new potential customers (don't forget to use your logo and link to your website); but you can use the videos in other places - like your blog, your website, or linked from an email newsletter.  You're engaging your customers on a personal level by addressing an issue with which they may need help.

You don't need an actual brick and mortar store to get facetime with your customers.  There are so many ways to use social media to have conversations with them and put a face and personality on your business.   The key is not to push your message at them, but engage them on a social and personal level in order to make them feel like they're your friends - and not just another transaction.