Be Stylish and Delight the Internet Customer

By: Dijana Dimitrovska

Style - what is it? It is everything but being same as somebody else. It is uniqueness. It is originality. It is more profit. Companies have to acknowledge online customers as intelligent, averse to condescending, low quality or mundane communications, desirous of rich experiences and searching for answers to complex problems. Doing that, they are on the right way to bring freshness into interactions with them and building long-term relationships. People like to hear new things. The probability to be remembered is a lot higher if you say or do something new or if you do it in a new way. Customers are crowded with advertisements, banners and similar offers. So, do try to raise the tone a little - internet customers are tired of the everyday small-talk. Bring a spirit to your conversations with customers. Be memorable!
Somebody will now think that not much can be done in the bigger, established and serious companies.

The operators have to speak "by the defined rules", be formal and follow a procedure of interaction. That is not true! Those companies should be the first to bring a change, build their style and keep customers. Internet users are facing smaller companies which are innovative enough to keep their attention and that is a huge threat for the market share of the big fishes. So, they don't have much choice in that direction.
How to do that? How to build style?
From a marketing point of view, this part belongs to the branding strategy, and it is an intangible asset. The style partly depends on the positioning companies want to have in the customers' minds and the perception they want to induce for their company and products. In any case, the starting point are the characteristics of the target customers. Using them, go through each of them and brainstorm what could they expect and how you can exceed that.
To be precise, in the ready answers when serving online customers (by chatting with them) you can add some streamlined humor, interesting quotes you can use in some situation or even a funny story about some previous customer. Bring a stylish way to tell them the most common things. Be different. But be direct also, so you don't annoy them.
If you send a follow up e-mail take care to gain their attention and interest to read it. Do say what you want to say at first, but be sure to add your style into the message and be remembered as such.
The ball is on your side of the court.

Computers and The Internet
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