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  • Label promotions go off the beaten path

    Mark Lusky || July 21, 2015
    Labels are a product’s “front door.” While websites, social media and collateral materials support promotion of a product, its most powerful and up-close marketing tool is the omnipresent label. Of course, it isn’t always u…

  • Train customers to offer good service

    Mark Lusky || June 3, 2015
    Overwhelmingly, the focus of “good customer service” is on the service provider. But, lost in the all-consuming drive to make and keep customers happy is their responsibility to return the favor. Why should a customer need, or want, to…

  • Micro-size your marketing efforts

    Mark Lusky || April 16, 2015
    Noted author and blogger Seth Godin recently blogged about the rise of micro production and marketing leading to the fall of mass production and mass media marketing. The days of creating mass quantities of stuff, then marketing it to the masses thro…

  • Respond to negative reviews, reward positive ones

    Mark Lusky || March 9, 2015
    Both negative and positive customer feedback can build profitability. Don’t ignore either. Acknowledge and in some way reward positive comments; respond and attempt to remediate negative ones. This includes everything from online reviews and fo…

  • Labels, stickers can engage or enrage

    Mark Lusky || January 26, 2015
    Sometimes lost in the rush to manufacture appealing products are the “little things” that can engage or deter shoppers scouring the shelves of brick-and-mortar stores. Often, labels and stickers play a key role in the choice to buy or mov…

  • Ask customers to point out your ‘warts,’ then show ‘em to the world

    Mark Lusky || November 17, 2014
    As social media drives truthtelling and transparency to new levels, it also can encourage bold companies to ask customers to point out problems, then let the world know about them. In a world where shareholder and stakeholder confidence often reigns…

  • Countering customers who travel a one-way street

    Mark Lusky || January 24, 2014
    Some customers want it all their way, right away, all the time. They keep pushing until someone pushes back. You need to be that someone. While accommodating legitimate needs should be priority one, there are limits. When they are reached, it’…

  • Surveys become the scourge of customer service

    Mark Lusky || October 14, 2013
    Once again, corporate America has taken a great concept –regular customer feedback – and morphed it into an omnipresent annoyance. It seems like a survey request accompanies just about every customer service interaction. Feedback question…

  • Offer customer tips for complete, accurate labels

    Tammie MacLachlan and Mark Lusky, Contributing Editor || April 10, 2013
    What’s in a label? Complete and accurate labeling performs an increasingly crucial role in providing consumers content that drives healthy practices. Commonly-used food descriptors, for example, can be tricky even when not apparent to most. Ta…

  • When marketing drives customer dis-service

    Tammie MacLachlan and Mark Lusky || November 29, 2012
    Telling the truth in marketing is one of the most crucial customer service functions a company can perform. By telling the truth, you give prospects and customers alike an accurate picture of products and services.This, in turn, makes buying decision…