AMiable Solution #157: The Stuff of Stamps, Part 3

We’ve mentioned it before, but it’s worth repeating: anyone can collect stamps.  You don’t have to buy them.  You can start a stamp collection with what you have and what you receive in the mail from others.  It’s that easy.  And that user friendly.  In fact, it’s another lesson marketers can learn from the act of stamp collecting:

Encourage accessibility.

We’re not suggesting you give anything away, although freebies usually score big in any market.  We are suggesting being easy to reach and easy to approach.  Providing information that is easy to obtain.

You can do that by offering options.  Not everyone likes to communicate in the same way.  Some people like automated phone menus; others prefer speaking to a real person.  Some people like making online transactions; others would rather send a check or credit card information through the mail. Some people like to receive information digitally; others prefer traditional paper.  Provide your clients, members, or donors with multiple options for communication on every campaign.  Then, follow through. 

We know it’s not always easy to respond to all inquiries and requests promptly.  Sometimes staff, resource, or schedule limitations slow things down.  Sometimes you need to get a little creative to give your customers the attention they need without sacrificing time devoted to the products or services you provide them with.

One company we’ve worked with decided to empower more employees with phone duty.  The company had a solid customer service department, but it was small and the number of calls coming in at one time often outnumbered the number of reps.  The company’s solution?  Anyone could--and was expected to--answer a call that Customer Service could not.  All employees were trained in answering the phone and taking orders, and when Customer Service’s lines were all busy, incoming customer calls were rerouted and accessible from all office phones.  Customer calls never went to voice mail.

Your solution doesn’t have to be as involved as reworking your phone system, but it should be as customer-focused.  The easier you, as a company, are to approach and communicate with, the more responsive your market will be.