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Fresh Thinking

Category Archives: Customer Service

How to Cultivate a Cohesive Customer Experience (AKA Winning Like Walgreens)

How to Cultivate a Cohesive Customer Experience (AKA Winning Like Walgreens)

By | Customer Service, Email Marketing, SEO | No Comments

Here’s the thing about most modern customers: If they don’t like the way you’re doing business, they’ll take their business elsewhere.


They’ve got high expectations and a whole lot of options – so it’s vital to offer the best possible experience both online and in-store. While reading this Think With Google interview with Deepika Pandey, the Chief Digital Marketing Officer of Walgreens Boots Alliance, we realized she’s got this down – and three key points really struck a chord with us.

  • A customer is a customer. According to Business Insider, U.S. consumers are expected to spend more than $630 billion online in 2020. All that money funneling into online purchases means you’re going to lose in-store business. It’s just a fact. The trick is not to treat that as a problem to avoid, but as an opportunity to be seized. Like Pandey says, “Customers who shop in-store and on mobile are 6X more valuable to us than those who shop only in a store.” One of the reasons we at Counterintuity focus on Search Engine Optimization (SEO) and keyword optimization when creating ads for clients is that 93 percent of online experiences start with a search engine – and we want to ensure your customers see you first, even if they’re clicking a link rather than shaking your hand.
  • Anticipate needs (and wants, while you’re at it). Only 7 percent of online shoppers believe that brands do a good job of customizing their online experience – but you can be the exception. Walgreens makes it a goal to assist every single customer in the most efficient and effective way possible, and so can you. But rather than simply meeting the customer’s expectations, prompt them to consider needs they haven’t yet anticipated themselves. One great way to do that? Lead-capture forms. Not only do they gauge interest, but Formstack found that an impressive 62 percent of form users get more conversions when they embed a form on their website. And make sure your customer knows precisely what you’re selling with a clear Call To Action (CTA) – not only in terms of copy, but placement and design as well. For instance, a Copyblogger determined that a CTA in button form gains a 45 percent click boost and Kissmetrics saw a CTA within a video get 380 percent more clicks than one in a basic sidebar. Nailing details like these paves the way for a smooth journey from prospect to customer – just how we like it!
  • Don’t let gimmicks upstage goals. Remember that super useful lead form we just mentioned? Well, a good way to make it work against you is to make visitors feel like you’re blindly fishing for email addresses. Customers need a clear benefit in exchange for cooperation, or they’re outta there. To quote Pandey (just once more!): “Great consumer experiences should inspire technology, not the other way around.” It was only after Walgreens discovered that its customers weren’t feeling the manual prescription refill system that they introduced Refill by Scan, a technology that enables customers to refill in less than 20 seconds and turns the process from painful to pleasant. In that same vein, we never offer our clients services they don’t need – and we don’t recommend that they buy into fads, either. People appreciate authenticity, so don’t get too caught up in trivial tech trends. Determine what you really need to do to streamline your user experience and make it happen.

Remember, it’s not about online vs. in-store – it’s about making the two aspects of your business blend together to create an unbeatable overall customer experience. When in doubt, ask two questions: WWWD (What Would Walgreens Do), and 2) CCDIY (Can Counterintuity Do It for You). Pro tip: the answer is yes, we can.

Image by Mike Mozart is licensed under CC BY 2.0

Do you need a new outfit?

Do you need a new outfit?

By | Culture, Customer Service, Email Marketing, Sales, Technology, The Future | No Comments

You know your audience, but does your audience know you?

We have some shocking information:
“Nearly half of all small business owners do not have a website.” [Clutch]

Without one, as small business author Jim Blasingame said: “You might as well be a ghost.” [Inc.]

That’s bad news for them. But you’re in luck – because you’re reading this blog. Which means you likely are in the market for an exceptional website. That puts you light-years ahead of the competition.

If you don’t have a website, you aren’t giving your audience a chance to know you.

A website is the equivalent of buying a new outfit and revamping your portfolio for a prospect meeting: It’s your chance to make a fantastic first impression. As in life, appearance counts for a lot – 75% of users admit to judging a company’s credibility based on their site design [Stanford] – but that doesn’t mean you can slack on substance. Design draws people in, but quality content keeps them.

Remember: A website is a handy marketing tool for you, too. Tracking activity and buying behavior via Google Analytics makes it easy for you to create the content people are looking for. Which is crucial, considering 96 percent of visitors don’t come to your site prepared to buy. [Hubspot]

Obviously, you want to create an awesome online experience that will turn your prospective customer into a loyal one. Your first step? Answering these three simple questions about your website:

  1. Does it clarify what you do?
  2. Is your contact information clearly displayed?
  3. Does it positively and attractively represent your business?

If your answer to any of the above is “No” or (gasp!) you have no website – it’s time to get started. Your website is the one online destination over which you have complete control – don’t neglect it!




How to Get Lucky Finding Your First Marketing Company

Get Lucky with the Right Marketing Agency

By | Clients, Customer Service, Email Marketing | No Comments

Finding a great marketing company can be a lot like finding a four-leaf clover: frustrating, time consuming, and nearly impossible. It’s only harder as a small business new to the process. How can you be sure an agency will give you what you need? How do you even know what you need? Unfortunately, a lot of first-timers make the same mistakes when seeking out a marketing firm. Here are a few big ones and how to avoid them:

  1. Unclear expectations. The biggest mistake you can make is approaching a marketing company before establishing your goals. If you don’t know what you want, even the best marketer can’t give it to you. Before meeting with an agency, ask yourself what you’re hoping to gain from enlisting their services.
  2. Opposite objectives. They’re pushing for print; you want to go digital. They specialize in sports marketing; you’re a law firm. Bottom line: you’re incompatible. There’s an appropriate marketing match out there for everyone, but you won’t find it if you put your company in the hands of an agency that doesn’t understand it.
  3. Pretending size doesn’t matter. Generally, you want to deal with a company that deals with companies like yours. If you’re a small company, you can bet your business will be a low priority for a big marketing agency. Choose an agency experienced with clients of your class.
  4. Lack of communication. You’ve done your research, established your goals, and found an agency that seems to match your criteria. All done, right? Nope. Once you’ve settled on an agency, that relationship needs regular attention. Keep the lines of communication open and make sure you find an agency that will do the same.

Lucky for you, Counterintuity can make your hunt a lot easier. As a full-service digital marketing firm, we’re a one-stop shop for all your web design, copywriting, SEO/SEM, strategy, and PR needs. Contact us today for a free consultation!

Image by Umberto Salvagnin is licensed under CC BY 2.0.

How to Handle Rejection

How to Handle Rejection

By | Business Etiquette, Customer Service | No Comments

In work and life, you will undoubtedly experience the occasional rejection. Sometimes a client won’t like your proposal – sometimes a love interest won’t like your proposal, either. And while we can’t tell you what to do when your girlfriend throws your stuff out her apartment window, we can tell you how to proceed when a business deal goes downhill.

  • Keep your cool. Don’t freak out, lash out, or storm out. It’s not the end of the world. Refrain from taking a professional refusal personally, and you just might make a positive impression post-rejection.
  • Ask them what they didn’t like. Provided they’re willing to provide you this information, it can be beneficial to ask your denier where it all went wrong. You can use this information to improve upon your approach next time, or perhaps even to change their minds this time.
  • Ask yourself what you didn’t like. Reflect on the experience – what do you think you could’ve done better? Chances are, you already know which areas of your approach could use improvement.
  • Record the rejection. No, we don’t suggest breaking out a video camera as a transaction breaks down. We do suggest keeping a list of your rejections and writing down key details for future reference.

In an ideal world, you’d have no use for the above advice. Let Counterintuity handle your marketing for less distress and far more “Yes!”

Caring for Customers in 2016

Caring for Customers in 2016

By | Business Etiquette, Customer Service, Email Marketing, Social Marketing, social media | No Comments

Some say the customer is always right. We say the customer is always important – and if 2016 is going to show us anything, it’ll be a shift toward an even more customer-centric marketing world. Here’s how…

  • Apps. We’re all aware that there’s an app for pretty much everything – there’s even an app for tracking your apps – and the great thing is, many of them are free. As a marketer, be sure to take advantage of apps that can help you manage your business and improve your customer’s experience.
  • Social media. A quick peek at your customers’ social media activity can provide great insight into what will hold their interest. From their location to their job title, a great deal of useful information is often available even on a public profile.
  • Interaction. Today’s consumers are used to a high level of personalization, and one might argue that privacy concerns have them hoping for less, not more – but that doesn’t mean they want boring, static content, either. 2016 will see many marketers venturing into games, calculators and other interactive content to increase engagement.

Need help keeping up with your customers? Let Counterintuity come to the rescue! Contact us today.

Image by Dariusz Sankowski is licensed under CC0 Public Domain.

The Polished Approach: Why Uber Doesn’t Scare People

The Polished Approach: Why Uber Doesn’t Scare People

By | Branding, Culture, Customer Service, Economy, Technology, The Future | No Comments

A few days ago I was watching a Comedy Central show called Nathan For You, in which a guy named Nathan “helps” struggling small business owners. Part of the show’s charm is that Nathan often has pretty good ideas, but (primarily for comedic effect) he implements them all wrong. In this particular episode, Nathan decides to initiate a motorcycle taxi service. At its core, the idea isn’t bad – bikes have lots of advantages over cars (namely the ability to legally weave throughout traffic), and the cool factor never hurts. So Nathan recruits a couple of biker-looking bikers in a bar and sends them out onto the traffic-riddled Los Angeles streets, instructing them to pull up alongside stopped cars and offer their services.

Not surprisingly, this approach is not met with much success.
Correction: this approach is not met with any success at all.

Why? Because it centers around a couple of biker-looking bikers grunting, “Hey, wanna get on my motorcycle?” And that’s it.

When you think about it, Uber is kind of a crazy idea too. You’re hopping into the personal vehicle of a stranger (often while inebriated) because they have a “U” sticker on their window. Sure, you have an app. They have an app. We all have apps, but what can the app really do if something goes awry? Yet somehow, Uber makes you feel safe. Uber’s app is cool. Uber’s ads are classy. Uber’s customer service is awesome. In short, Uber’s done a great job of marketing their services.

You need to give your customers a reason to trust your product, and a lot of that has to do with presentation. Even the best concept won’t get anywhere if it isn’t marketed properly – and that’s where we come in.

Don’t get in your own way. Call Counterintuity today!

Image by Mark Warner is licensed under CC BY 2.0.

Speed Matters: Cater to Your Customers Quickly

Speed Matters: Cater to Your Customers Quickly

By | Customer Service | No Comments

Today’s marketing world moves pretty fast, and sometimes even the most seasoned expert has trouble keeping up with consumer demands. After all, according to Edison Research, “42 percent of customers complaining on social media expect a 60 minute response time.” But what if you could make the snappy stuff work for you? Here’s how:

  • Socialize. We know, we know. You’ve heard this a thousand times, but we’re going to say it again: get on social media. You don’t have to friend your 90-year-old grandmother or like every photo of your brother’s girlfriend’s sister’s new baby. In fact, for the sake of your sanity, we recommend not doing either of those things. Instead, use it to monitor customer feedback, quickly remedy any issues, and see what your potential customers are talking about and what they’re interested in.
  • Tap those phones. Well – don’t actually tap your phones. But you know how when you call a business help line, you’re often notified that the call may be “monitored or recorded?” That’s because the business is attempting to better your next experience. As well as tracking their online habits and monitoring their social media activity, listen to your customers and use their discussions with your customer service associates to improve future interactions.
  • Come prepared. Establish some company protocol so that everyone is on the same page and knows what to do should a problem arise. That’s not to say that every response to a customer query should feel like it’s cranked out of a machine – it’s good to have variety and personality. But it’s best to have a formula so you can respond to issues as quickly and consistently as possible.

Or, you know, catch your breath and let us handle it.

Image by opensource.com is licensed under CC BY-SA 3.0.

Agility in Marketing

Agility in Marketing

By | Business Etiquette, Clients, Customer Service | No Comments

If you’ve been tuned into marketing news lately, you’ve probably heard mention of “agile” marketing.

The main purpose of agile marketing is to streamline the creative processes at an agency so that projects don’t drag on indefinitely (as they tend to do), and allow team members the flexibility to quickly readjust in light of directional changes. Breaking each individual project into sections (called “stories”) adds structure while freeing big companies from being bogged down by outdated procedure and protocol, and allows them to move more swiftly and efficiently.

Implementing the agile strategy has helped many marketing companies thus far, and we’re sure it will help a great many more as it grows in popularity. As for us? We’ve got a slight advantage already – we’re a small company, which makes it possible for our entire team to be on the same page pretty much all the time. Need something done right away? We’re on it. Want a last-minute design change? We’ll run it over to our in-house graphic designers.

We also treat your business like business. Yes, the creative process is important – but so is your time and money.

At Counterintuity, we know how to strike that balance. And we’re pretty light on our feet, too!