Recently we started using a new application here in the office called CoSchedule. CoSchedule is an app which allows you to write a blog post and then time it to be released and re-released over a month long period. The thinking of the CoSchedule creators is that the chance of your blog post being seen the first time it hits your social networks is limited and so reposting it a few times over a month long period will increase the amount of eyeballs. They’re right, and we’ve seen a fairly dramatic increase in our readership since we started using CoSchedule. The fact that the app plugs right into wordpress and has a truly simple user interface makes reposting our content a breeze.
But this post isn’t so much about CoSchedule as what happened right after I paid for it.
They directed me to a ‘thank you page’ with this video.
Suddenly I was exposed to the entire CoSchedule team thanking me for my purchase. I thought it was fantastic. Truly, I’d never seen such a great response to me buying something. Automatically I felt energised with, and vindicated by, my purchase. It goes to show that a simple ‘thank you’, or in this case, a handheld video clip of various staff members giving me a high five; can reinforce a positive feeling.
As soon as I had watched this video I automatically recommended CoSchedule to my friends and clients. Now, there are other applications that can do what CoSchedule does. We use Hootsuite for the majority of our content planning and scheduling and, with a small workaround, we could easily have scheduled a half dozen different posts within a one month period. However, now I recommend CoSchedule because I feel both financially and emotionally invested in the company. CoSchedule is no longer a brand or an app that I use. They’re a group of awesome people who have thanked me (and even high-fived me) for being a part of this community.
It’s surprising how many brands forget to thank their followers. It’s seems almost obvious when you think about it but in fact it’s rarely done. It’s not done because so many brands simply discard their customers as soon as the transaction has concluded. The only reason they come back to them is if:
a) They want to sell something else
b) There is something defective with the product.
In a digital world you want to ensure that your customers remain loyal to you because they can so easily go somewhere else. There are countless sites on the Internet where they can buy your product for cheaper and have it delivered straight to their door. You need to distinguish yourself from the rest and one of the easiest ways to do that is good customer service. This means that when you are talking to your customers through digital media (be it email, Twitter or Facebook) the most important thing you can do is be respectful and say thank you. Make them feel that their purchase is worth your time and, above all, make them feel a part of your community.
A customer will drop your brand in a heartbeat if they can find a similar product cheaper. They have no loyalty to you or your product. However a community member, someone who feels that they are a part of the brand, recognised as a friend of the brand and have some small level of input into the success of the brand…they will continue to be your evangelists until they are blue in the face. Make sure to ‘shout out’ to members of your community and thank them for their input. These are just a few small steps from turning a customer into a community member.
Now, I follow CoSchedule on Twitter and Facebook. They produce great content about blogging and I love using their products. It’s true that I may have been equally excited about CoSchedule if they hadn’t posted that video however, that was the best first step they could have taken. All it took was a simple ‘thank you’.
P.S. Thanks to Nicole from CoSchedule for getting me a link to their awesome video!