Giving Great Service to your Blog Readers

I’m looking at new cars, so I called into the showroom where they have a model I’m interested in. The showroom was immaculate, there were three versions of the car I want on display, and the saleslady was extremely knowledgeable, remembering to list the benefits of each of the many features she pointed out to me. She gave me a total presentation of the car, even getting me to fold the rear seats to see how easy it was. Then she sat me down, narrowed down my choices and presented me with a beautiful folder containing a sheet with the spec and price of “my” car, before getting my details for future follow up.

Image: FreeDigitalPhotos.net

A text book piece of superb customer service, right? Wrong! I came out of the showroom annoyed and frustrated. I would have preferred to be left alone for 10 minutes to sit in each of the cars, to work out what button operated what feature, to try the rear seats for size. Next I would have liked a few moments to ask her the questions that related to my needs, and finally, I would have liked to be given a full brochure and price list with all the options, because I’m the sort of guy who likes to pore over those kind of things, internally debating the relative merits of cruise control versus tinted rear windows.

Great Customer Service can Never be Prescriptive

The problem here is that someone has given some thought to what constitutes good service, and they have come up with a “plan.” I’m guessing that plan revolved around training for the sales staff, and I suspect it was excellent training too. I also believe that many potential clients would have come away happy and impressed.

We need to recognize that there isn’t a formula for customer service. Yes, the people delivering service need to be trained – they need product and sales skills.

But really all they need is the ability to ask the question “What can I do for you?” And then be provided with the skills and empowerment to deliver whatever is asked for.

So how can we apply this to blogging? It’s simple! We’re already empowered – we can do whatever we want with our blogs! So all we need to do is find out what our audience wants, and deliver it! The obvious way is to ask them – in our posts, in our comments, via email and Twitter. When we are in touch with readers we need to ask them the question “What can I do for you?”

And there are also some more subtle ways:

• Look at your most read posts – they’re a great indicator of what topics people want to read about, and of the style that best suits them
• Which are the most commented posts, for the same reason?
• Look at your reader’s own sites. What are they talking about? How are they saying it?
• What are your readers talking about on Facebook, Twitter and other social media?
• What offers and products have worked well with your readers? What bombed?

Turn your blog inside out – write it for the readers, not for yourself, and keep asking them what you can do for them.

What would you like more or less of on this blog? Please tell me in comments and I’ll do my very best to deliver.