Shep Hyken is a customer service and experience expert, and the Chief Amazement Officer of Shepard Presentations. He is a New York Times and Wall Street Journal bestselling author and has been inducted into the National Speakers Association Hall of Fame for lifetime achievement in the speaking profession. Shep works with companies and organizations who want to build loyal relationships with their customers and employees.
From a young age Hyken has been a performer, performing birthday party magic shows and eventually moving on to comedy and magic in nightclubs. In 1983, Hyken founded Shepard Presentations, and since then he has worked with hundreds of clients in the area of customer service and the customer experience.
Hyken shares his expertise and knowledge with small business owners.
(Photo courtesy of Shep Hyken)
What are the top five things a small business can do to be successful in the marketplace using technology?
- Write a book. It’s easier than ever to publish a book through the Amazon.com Create Space platform. It’s also very inexpensive. The book is your positioning tool, a ‘business card’ that people won’t throw away, and a credibility piece.
- Create a list or spreadsheet. This may be your most coveted marketing tool — your list of customers and high level prospects.
- Exploit social media. It’s free, and it’s easy. A small business can have a huge presence, even a worldwide presence, because of social media. This is a great place to engage and interact with your customer community.
- Content marketing. Writing articles and creating videos is a great way to show your expertise, and also give customers a reason to do business with you. Don’t be overly promotional, but instead offer value that customers will find beneficial. For example, a hardware store may have online videos on how to fix a toilet, tile a bathroom floor, etc. A restaurant can share recipes online or use YouTube to give a cooking lesson.
- Recognize what your job is. The job is to get customers! I am a customer service expert who speaks at events around the world. My job is not to do the speech. My job is to get the speech. There is a big difference. The owner of the restaurant doesn’t just serve up meals. The job of the owner is to get customers to come into the restaurant to eat those meals. A lawyer doesn’t just hang out a sign and start practicing law. The lawyer has to get clients so he or she can practice law.
This article was written by Michelle Guilbeau of Examiner.com for CBS Small Business Pulse.