Your Exclusive Rewards Build Customer Loyalty and Dollars Spent

Last week I talked about the importance of enhancing your business rewards program.  I wasn’t the only person talking about the need for this. Customer Experience Futurist Blake Morgan was also sharing.  

This year it is more important than ever before to offer rewards tailored to your targeted audience. If your audience includes Gen Z, the positive stats for loyalty rewards jump even higher.

Review of Ms. Morgan’s article

50 Stats that Show the Importance of Good Loyalty Rewards

If you don’t yet have a loyalty program, it’s time to join the more than 90% of companies that do.

52% of American consumers will join the loyalty program of brands they regularly purchase. A surprising 84% have made a redemption from a rewards program.

Not all loyalty programs get used. Most, 65% of consumers engage with less than half of their loyalty programs. 

Satisfaction with loyalty programs has dropped to 44%, down from 47% in 2018.  People are looking for businesses that offer something better.

Interestingly a whopping 95% of consumers, according to Code Broker, want to engage with more loyalty programs using chatbots, AI, or VR and their smart devices.  75% want them accessible on their smartphone.

Engage with your customers emotionally, and they spend 27% more.  Personalization is huge. When you do it well for your members, it creates a 6.4x lift in their satisfaction with your program.

Loyalty rewards increase sales

One stat I didn’t mention, Incentive Solutions, shared that adding a loyalty program to your e-commerce platform can increase average order quantity by 319%.  

With the competition becoming more fierce as companies try to capture some of the “rebound spending,” it’s vital to ramp up bonding. The better your rewards, the stronger your fan loyalty will be. 

Make sure those rewards are easy to earn and relevant to your audience.

Psychographics can maximize your rewards program.

Psychographics focuses on what and why people respond as they do. And the buying triggers are different for women and men. Since women influence so much of the spending, cater to their reward psychographics to maximize your efforts.

The use of psychographics can be of benefit when considering personalization and relevance. But it’s also beneficial for the emotional triggers of social consciousness. 

Here are my 3 key takeaways on the benefits of loyalty rewards.

There are certainly lots of things to consider to create a winning rewards program.`

Keep reward programs simple

The last thing your customers want is a complicated reward system. In the article, stats showed that you’d reduce the number of users if you require a downloaded app. 

The days of wallets stuffed with rewards cards are over.  Most people don’t want to carry them, and yours is apt to be left on the counter or tossed. 

Avoid or give very generous expiration dates. Rewards expiring before use is a frustration for members. Be sure to thank them for a redemption—you’ll be in the minority that does.

Most consumers, 95%, want to access their rewards via their smartphones. They like to use AI, Chatbots, and VI.  

Giving gifts increases bonding.

Finding ways to say thank you, even when they make a redemption, holds value for consumers.  And if you employ those thank yous, you’ll be in the minority of businesses who take that extra step.

I’ve never met anyone who didn’t enjoy a surprise gift or an unexpected piece of mail that wasn’t trying to sell something…just say thank you. 

If you don’t have physical products, there are other options. There are numerous programs available that offer gifts that can be personalized. It becomes a branding opportunity to keep customers thinking of you.  Branded items offer a bit of swag, another bonus members love.

Even early access to sales is a gift they like.  46% of customers love this bonus.

Or, send members an incentive.75% of consumers purchased something after receiving a reward.

Willing to pay for upgraded loyalty reward program

Don’t discount an upgrade option. Creating an optional paid upgrade can bond members even more. They paid something, which increases the desire to use the benefits. 

Paid membership puts you into an elite inner circle. After a year of being disconnected, being a part of something has enhanced value.  

When I work with clients

For new clients, or when we’re doing a review, I put on my “consumer hat.”  I put myself in the shoes of their target audience and look for ways to enhance their customer experience and loyalty programs. 

A customer who likes your brand and is pleased with your rewards program is far more apt to recommend you to their friends.

Need help?  Judith@jculpcreativecopy.com.

You can read Blake Morgan’s Article HERE.

Do You Use Glicken to Grow Customer Lifetime Value?

An unexpected win, bonus or surprise, a bit of good luck, all are forms of glicken.

Glicken is a term often associated with receiving a bit of unexpected good luck or a lucky bonus. I once heard it called getting the piece of cake with the extra treat on top. Winning the lottery would be glicken. So would a surprise with your purchase.

People love getting extra bonuses—surprises, add ons, a treat. For a business, giving glicken bonds customers and builds lifetime loyalty.

My husband loves deals.

My husband is from Yorkshire in northern England. Like in Scotland, money is dearly held in Yorkshire.  So if he can get a good deal on something he’s already decided on, it’s pure glicken.  

Yesterday we attended a vintage motorcycle show and sale.  He went to sell some parts and see what was out there. 

After two years of doing without, motorcycle enthusiasts showed up in droves. They wanted to show off their bikes, shop for missing “project” parts, and visit. (A project is a current bike you’re working on.)

When things slowed down, he went for a walk to explore for deals while I stayed at the canopy with his motorcycle “bits.” 

A while later, he returned with a smile on his face and a gleam in his eyes. I knew he scored a find. Someone was selling off all his bikes. The man had a terrific deal on some parts my husband could use or resell. 

This morning I overheard hubby on the phone with the fellow. The guy had sold a motorcycle and dropped the price on what my husband wanted by $400, delivery included!!

For a Yorkshire man—that’s pure glicken.

Glicken can work magic for your business too.

I used these unexpected bonuses with customers for years. They love being surprised, thanked, and rewarded.  

When you bond a buyer and become their preferred go-to resource, the relationship can last for years or even decades. I’ve had it happen a lot. It’s how you’re successful in the spa/beauty industry. Repeat loyal customers. 

They know you, like you, and trust that you have their best interests at heart. 

They refer or bring family and friends because of the trust relationship.

No money can buy that marketing.  It takes time and consistency to build this relationship, but the lifetime customer value makes it worth the effort.

Here’s a secret 

This loyalty relationship focuses on value as opposed to ongoing discounts. Shared interests, concerns, social values, reliability, quality, performance, and the culture of your business all are part of the value.

Today’s buyer wants far more than a product or a service.  They want relationships if you’re going to keep them coming back.

3 techniques to create and share glicken.

A huge percentage of transactions today are online. So you need to capitalize on quick and easy—but often overlooked ways to build the relationship online. 

Since online has become more crowded, you can make a massive impact by going offline.  

Then top off your efforts with surprise rewards. 

Maximize online techniques

Business e-commerce platforms come with built-in systems for communicating with visitors and buyers. Out-of-the-box they are very dull and transactional. They need to be customized to match your brand and your customers. They need to sound like conversations, not stilted text.

Personalize them using shortcodes, so the emails come to them, a person. 

Test each one! I can’t tell you how frequently I get an email that includes my name in the header but opens with: Hi [Fname].  

You need to know what your shoppers are receiving. Think of it this way—accuracy builds more value.

Statistics show it is worth the investment to have automation set up to follow your shopper through the buying journey and afterward. Coach them past the abandoned cart. Don’t neglect them after the sale.  It’s prime time to up-sell, cross-sell, and show them how to maximize the product’s benefits.

Free reports, how-tos, and guides are all glicken to the buyer.  

Connect offline for more glicken

In a world of emails, receiving something via mail is a novelty. When was the last time you got a birthday card or thank you note in the mail? It makes the sender stand out like a unicorn in a herd of donkeys. 

Your value doesn’t always have to be free. A print newsletter or monthly report could be glicken.  People have a higher perceived value for something in print over digital. You might consider a subscription for a monthly print offering. If you have a target market of 55+, this demographic is the most likely to prefer print over digital.

Glicken rewards

In this value-based relationship model, rewards can be anything.  It could be expedited handling and shipping for those over a specific threshold. 

You might give your circle of buyers advance notice of a pre-holiday sale event, especially if there are limited quantities. Or let them be the first to hear about a new product launch. As previous customers, they may be ready to buy something relevant—and give you valuable feedback on it. 

I had a company that tucked a small, tan, lumpy envelope in every order. It held a stick of cinnamon and a positive quote, plus a hand-written thank you. I loved those little notes.

If you have product samples, those are also great to tuck into the package—and trigger more sales. 

How-to-use graphics tucked into the order can also cross-sell and enhance the buyer’s experience.

Even the order itself can be glicken if they see you are making an effort to deliver the item using environmentally friendly packaging.

Online communications. Offline communications. And in-the-box communications can all build glicken and your lifetime customer value.

Need help finding glicken? I can help you discover glicken your customers will love. Message me: judith@jculpcreativecopy.com.

How Empathy Builds Buyer Trust and Your Marketing Wins

Empathy engagement is key to relationship building. It’s the marketing path to creating long-term loyal fans and relationships.  

But you won’t find what you need in a ream of demographics. Numbers and statistics don’t tell you what their thinking, feeling, or how they are responding to you. 

Empathy engagement 

Before I moved into full-time copywriting marketing, I worked in the beauty industry. I helped thousands of women feel better, more confident, and happier because I solved problems for them. 

I offered cosmetic and medical skin pigmentation, tattooing. Women with missing brow hair or busy lives loved eyebrows and eyeliner—makeup that stayed put. 

However, the clients I engaged the deepest with were recovering from breast cancer.

I knew exactly how it felt to go through the trauma of diagnosis, surgery, chemotherapy, and reconstruction. I had been there myself. There is no going back; there is only moving forward.

They’d tell me their story. Each was unique. Then they often wanted to know mine. We engaged.

And then we started their journey to healing.  The addition of 3-D color to a bare mound profoundly impacts how you see yourself in the mirror. The result offered liberation from the physical and psychological angst they had gone through.

It is tough to truly understand what’s going on inside your client’s head if you haven’t “walked in their shoes.”

Empathy marketing will increase your success.

Physically having had your prospects’ problem is powerful. Fortunately, there are ways around it. And even in a group of people who share a common problem, they don’t react the same way.  

I had to learn to quickly spot how each client was coping and adapt my strategies to help them.  It’s the same with our marketing.  We have to take into account the different segments within our prospects. 

Messages have to shift based on where the prospect is in their journey.  You need to determine their level of awareness.

Those messages also have to be adapted based on their beliefs, biases, and personal experiences. But it all starts with research. 

I didn’t develop this, but I did learn from an expert. The absolute master of empathy marketing was Eugene Schwartz, and he shares his secrets in a book called “Breakthrough Advertising.” (It’s available through Titans Marketing, LLC.)

It’s not a quick read. The book is intense and requires rereading and study, but the secrets are there to unfold.

One secret—you can’t fake it.

There are many marketers who “think” they know the client and charge off to create their marketing. The resulting response and sales will be lower than if research were completed.

It’s like trying to put a puzzle together with some of the pieces missing. Your prospect sees the holes. 

Holes in your marketing puzzle weaken or break trust. And this loss of trust is apt to cause disengagement, loss of the sale, and loss of lifetime customer value.

Three steps to discover and employ empathy engagement

Research is where it starts. You have to dive into both your prospective buyer’s mind and into what you are offering—product or service. 

With completed research you have the tools to employ emotion, empathy, and your message.

Research your prospect 

All  human desires can be placed into one of three categories. They fall into better health, increased wealth, and relationships. But we can’t stop with this superficial analysis. 

What part of health do they want to improve? Why? What have they tried before? What were the results?  The list of whats, whys, and hows can be extensive. It’s easy to stop too soon.

Keep in mind they are people and unique, but it is possible to find common denominators.

You want to discover what they will tell you about their need. Then seek out the underlying what they won’t tell you. Go deeper to get to the emotional what they can’t tell you. Now you understand their core motivator—something they have so locked away in their brain it may be a secret even to them.

Next analyze your product or service.

You’ll also do an analysis of the features and benefits of what you are selling. The features describe the physical product. You’ll want to create a detailed list.

Then dive into the benefits. Benefits are how it helps the buyer. “What it does.” That’s what people buy. They want the results.

You’ll want to know the USP—what makes this a unique solution, why and how. You’ll need to know its competition and gather proof and credibility.  

What do your customers say about your product?  LIkes, dislikes, questions, suggestions are all valuable.

Empathy engagement employs emotion and feelings.

Now that you know both your prospect and your product, you can start matching. You build connections or bridges between their needs and your solution.

Match the prospect’s desires and the product benefits/performances.  Paint them pictures of how it’s going to make their life better. Whether in copy or content format, you help them discover why your product is the solution.

We all have the same emotions. Use words and images to make them smile, laugh, cry, feel joy or pain. Those emotions create experiences to inspire, connect and motivate them with our messages.

Look for ways to employ emotions and feelings to help them experience the benefits and results of the product. Through persuasive techniques, you move them along their journey until they have to buy. Then nurture and support them.


Ready to attract new buyers, increase lifetime buyer value, build sales, and more engagement? You need empathy-engaging content and copywriting. Let’s have a quick chat. You can message me: Judith@jculpcreativecopy.com.

“Edutainment” Powers Up Engagement

Use edutainment for customer engagement.

“Edutainment” content is a secret weapon to get viewer’s attention and engage them. 

Our prospects spend a fair amount of time scrolling through social media or searching online. Subliminally, they are looking for answers to nagging problems.

“Edutainment” content is a secret weapon to get viewer’s attention and engage them.

IF we can catch their attention and keep it, we have the opportunity to help them.

So what’s edutainment?

The first time I heard of edutainment was about 15 years ago when I attended an instructor continuing education workshop. The educator was smartly dressed and pulled together from head to toes. She was in the beauty industry, after all.

“You can’t teach someone if you don’t get their attention.”

I remember jolting more upright in my seat. I knew it was true but had never thought of it that way.

The presenter slapped a silly fishing hat festooned with lures on her head. People giggled. She smiled.

“See, I’ve got your attention. If we can hook the student with a prop or change of approach, we can share.

“Teachers need to be more than educators. They need to employ edutainment.”

It changed the way I taught, and the students loved it.

If you tune into any “kids” channel, you’re likely to see edutainment in action. Catchy tunes, graphics, and tidbits of education cloaked in fun.

Southwest Airlines does a great job of incorporating edutainment into its pre-flight message. Delta has done the same in their pre-flight video.

Both take a serious subject and make it easy and memorable.

Edutainment also works for your content.

I found making dry content more interesting applies equally well to marketing. If we can pleasantly surprise the reader or make them smile, we have their attention.

Edutainment is simply entertaining education.

Over the years, I’ve done a lot of content revision. I take challenging, dull, or complicated subjects and make them more accessible and exciting to read. The result is more engagements.

It works for all types of content, from web pages to articles, blogs, and emails.

One thing to keep in mind

You need to stay true to your voice. You can lighten up and take a more friendly tone, but it needs to be in a way that is consistent with your brand.

The last thing you want to do is send mixed messages.

3 keys about edutainment content

The key to engaging customers is sharing your brand’s story. More than just the story, customers want to know the people behind the brand and its personality.

So if your content reads like a how-to assemble for home office storage cubes, that’s like skating on thin ice. Snoozeville. Many people will tackle the job and never attempt to follow boring directions.

Start with your story.

Revisit your story, your people, and the personality. Look for ways to create positive links. You want to link your brand and the positive experiences the person will have with it. How can it help them overcome a challenge and enjoy the benefits?

Break it into tiny snippets. Let each snippet share a tidbit of information showcased in a mini-story.

Mixed approach

You’ll need to appeal to both sides of the brain. You need to engage both the logical side of the brain as well as the emotional side. When done well, you don’t realize it’s happened.

The mini-story is subtle, not blatant in its approach. It doesn’t work if you’re too obvious.

It has to logically work at the same time that it’s entertaining our emotional side. Then it can subtly address our pain points and help us feel better, be happier, and enjoy life more.

Try video

Because of their visual nature, videos are instantly more entertaining. The content is generally less than three minutes, with the most popular well under one minute. Short gets more engagement.

The absolute best example of this is excellent inspiration.

So how would you take a dull topic like deodorant and turn it into edutainment on steroids?

A company did it. Which one? Old Spice. It saved the company from bankruptcy. The first series was titled “Smell like a man.”

The theme shared how your guy could at least smell like this great-looking actor, a football star—even if he couldn’t look like him. It was released in 2010 and has undergone various theme changes to keep up with an evolving market. But the pattern is still running today.

Their videos are among the top-watched on YouTube. The most-watched was one in the “Men have skin too” series with 59 MILLION views. Did I mention Old Spice now dominates the deodorant market?

It just goes to show anyone can benefit from a revamp. Out with dull or boring. In with edutainment.

So, how can Your brand’s story become more edutaining?


Your quality online content is critical to stay competitive. Ready to attract new buyers, increase lifetime buyer value, build sales, and more engagement? You need quality content. Let’s have a quick chat. You can message me: Judith@jculpcreativecopy.com.

Buyer Behavior has changed for 2021

Buyer behavior changed in 2020 and there is no going back.

Everyone had to do a lot of shifting in 2020, and it changed our buyer behavior. It altered our expectations and values. 

That means it’s time for businesses, and marketers need to accommodate the changes to stay competitive.

We’ve changed how we buy

Our world has shifted, and we’ve had to change with it.  Even now, countries are again in lockdown across the globe, and the virus with its variants rages. The cycle continues. 

The pandemic has made us value health and safety like never before.

In areas where the cases are dropping and vaccinations completed, people are ready to go back inside more businesses. But they want to do it safely. 

If they see a business slacking on their cleaning protocols or not protecting their staff, they are highly likely to go elsewhere next time. They’ll probably tell others to avoid the place too.  

We’re not going back into businesses physically just because we can.  We’ve missed interacting with products as well as people outside our household. 

However, our expectations have changed.  If we don’t have a positive customer experience, we won’t return.  

Our expectations for convenience have increased. Curbside pickup, delivery, and virtual shopping assistance. You can get online help via AI chat, or a live style expert, or virtually try on cosmetics. 

No more wasted time in a doctor’s office when a virtual visit will do. We’ll do it online, thank you very much.  

Forbes Study on Buyer Behavior

In December of 2020, Forbes surveyed 1000 consumers.  They asked questions to determine how things had changed and if they were positive or negative.  The study looked at both online and offline experiences.  In January, they published their findings.

Every business needs to accommodate and embrace what buyers want, need, and expect in 2021 to stay competitive.  A big part of this will be rebuilding brand loyalty.  

Something to keep in mind

While the statistical findings are intriguing, one jumped at me. Brand loyalty took a massive shot in the foot last year.  People might not have been able to order their favorite brands, so they substituted.  Supply chain shortages have compounded this problem.  

Even more important than looking at the trend statistics is implementing proactive techniques to be the solution your target audience wants.  

Three techniques to capitalize on 2021 buyer behavior

There are three things buyers are wanting. Provide all of them, and you’ll go a long way to building brand loyalty. The loyalty that keeps customers returning and staying with you during whatever the next crisis might be.

Three keys to getting them and keeping them are health and safety, positive experiences, and convenience.

Health and safety

If there is one thing we learned from the pandemic, it’s that we each have to watch out for our health.  As we go back inside stores, shoppers are observing and critiquing health and safety standards.

While plastic dividers felt a bit awkward in the beginning, they are now the norm.  A business working without them would make most people uncomfortable—the same for staff not wearing masks.

Consumers want to see you are looking out for both them—and the employees that are taking care of them.  

People expect sanitation stations. Disinfecting counter services or any areas where the customer might touch between customers is crucial.

Buyers want positive experiences

From the moment they enter a business or visit an online store, they are subliminally noting the experience. They pay attention to the ambiance, friendliness, efficiency, and a way to get questions answered.

We’ve become a lot less patient with poor service however it manifests.

We’re also more socially conscious, and we want to see your staff well taken care of too.  

Online buyers have the same standards, and there is a lot of room for improvement. Evaluate everything from virtual aids to help buyers make a selection to improved customer service response. 

Key to online success will be fresh, relevant quality content. Everything: blog posts, articles, emails, social posts. The big boys like Pepsi and American Express and Apple are making massive investments in new content. Even Facebook is getting into content with the ability to post newsletters.

Both strictly e-commerce and brick and mortar capitalizing via the increase in online purchasing need to ramp up their content.

Solicit feedback from buyers. Implement short, easy-to-do “how did we do” surveys. 

A positive experience is without friction. Sometimes friction can be hard to see from the inside. Let your buyers help you smooth them out. 

Brick and mortar businesses need to move to touchless checkout. That could be self-checkout or contact-free payment processing.    

Shoppers notice things like clean pens, a sanitized payment device, and the check-out area wiped down between customers. 

Convenience is the new normal.

We’ve become accustomed to more customer service in the form of curbside pickup and virtual doctor appointments. These are things that probably should have been offered long ago. 

Those with physical challenges and or who don’t drive wish they had been.  

Inclusivity is now having things convenient for all.   

If convenience factors were a temporary add-on, look for ways to embrace them and improve them, so they become permanent. 

Look for new ways to enhance convenience, so you stand out from the competition. Buyers will reward you for it where it counts…in your cash register.


The leap has happened. Online purchasing has already blasted past 2021 forecasts. Your quality online content is critical to stay competitive. Ready to attract new buyers, increase lifetime buyer value, build sales, and more engagement? You need quality content. Let’s have a quick chat. You can message me: Judith@jculpcreativecopy.com.

Personalization Versus Customer Experience

We used to want personalization. Now we need more. We need positive customer experiences.

Personalization is something companies like Amazon, Sephora, and Nike have trained us to expect.  It’s no longer enough to be customer-centric. We want experiences— a positive customer experience. That goes beyond personalization. 

In this time of massive upheaval and uncertainty, we’re looking for easy. Things that simplify our lives. People want easier, healthier, safer, more rewarding, and help us get things done. 

While we’re happy with our experiences in some areas, we continue to feel neglected and frustrated in others.

Follow the trend that’s working

We don’t need to reinvent or recreate the wheel in our marketing. Just look at what’s already earning companies like Amazon and Sophora millions.

These companies and many more are investing and involving more AI and analytic data to improve the customer experience. Amazon has been a leader in this. 

When you look for something, Amazon includes what other people who searched for the same item also considered. They show you what people who bought this item also purchased.  Subtle, helpful, and boosting the value of your order with add-ons. 

Sephora hasn’t become the worlds leading specialty beauty retailer by accident.  They started incorporating AI in the early 2000s.  Using various tech tools, they personalize everything from their choices for you to their 1:1 loyalty rewards.

The long-term goal for Sephora is to continue to enhance the virtual and in-store customer experiences. Not only will they help you shop virtually, but you can also try the makeup on virtually. 

Nike has innovated, so you can now design your own sneaker. They have a 3D platform that allows you to create a sneaker that fits perfectly and matches your unique style. Fans love the option.  

They also love the experience in the personalized NikePlus loyalty program. Fans get personalized benefits, product recommendations, and the ability to check and see if their favorite styles, colors, and sizes are available.    

The clock is ticking.

Customers used to make buying decisions based on loyalty or price. Those things are changing. More and more make those decisions based on the experience you offer them.  

In a recent survey by SuperOffice, they asked 1920 business professionals what their number one business priority is for the next five years.  By a distinct margin over product or product, customer experience came in at 45.9%.

Thought leaders say businesses who have unsatisfactory experiences are headed for trouble. They will start to see their client base erode if they don’t make the technical changes to improve it.

What you need to keep in mind

The level of stress doesn’t look to be dropping anytime soon.  Stressed shoppers are less friction tolerant.  If your buying experience is complicated, if your customer support is lackluster—you have challenges to solve.  

More than ever before, buyers don’t want transactions that are company sales-centric. It makes them feel like you’re just after their money.

Now I know you need their purchases to run your business, but the experience shouldn’t feel that way.  Feelings are pure emotion. You want to keep those feelings positive if you want to earn their trust, purchases, and loyalty.

Three ways to enhance customer experience

Companies with the most significant growth and success embrace the customer experience from the top down.  Everyone on the team needs to understand and have the power to improve it. For some businesses, it may be outside-the-box thinking. It may involve more work and initial expense. But if you look at the potential future revenues, it’s well worth the effort.

Think from the customer point of view

Start by thinking from the customer’s point of view.  Sometimes we are so close to the process that we can’t see the problems an outsider sees.  

Ask your customers, “what could we do better?”  “How could we make shopping easier?” In essence, how can you help them?  

If you have a customer service team, ask them.  The marketing and management teams need to know what customer service is hearing.  What the customers need and want that they aren’t getting.  

Customers’ questions and their problems provide the answers to improving your sales.   

Enhance customer service

Lousy customer service is a pet peeve of mine when I’m shopping online or in-person.  I understand company limitations but I also handle customer service for one of my clients. I get the challenges, but I know the value. I’ve gotten those evening and weekend calls where I’ve rescued a customer and solved their issue.

We recently went to Best Buy to find a laptop.  The store was busy. The staff was few and far between.  We found something suitable, but without the ability to get questions answered, they lost the sale.  

When we checked out, we mentioned the lack of staff to our checker. His reply, Best Buy just let another 500 people go. Team members are going to be in short supply for the foreseeable future.  In the end, Best Buy will lose its status as a provider of excellent customer care, and they will lose money.

Both brick and mortar and eCommerce businesses need to step up their customer service.  With all the options out there, companies need to find a way to expand the routes and time frame where people can get help.  

Look for ways to provide support beyond a few business hours.  Many times companies on the east and west coast ignore the three-hour time difference.  So if I’m on the west coast, I’d better not need anything after 2 PM local time.  

Expand your FAQ. Add an AI help option. Outsource or give someone a part-time job, so you are more accessible.  Make sure your website is easily searchable so I can find what I need. If your competition is more available, it will cost you money.

Analytics and AI

The most successful businesses are making use of technology to track shopping patterns and offer recommendations.  Per 2020 research by Gartner, we conduct about 85% of all purchases without assistance.  

That means there is a significant 15% opportunity to increase revenues by helping shoppers solve those issues.

Companies have many new ways to allow their customer support team to automate repetitive or straightforward tasks using artificial intelligence. Automation enables them to reduce costs and empower shoppers to solve their issues. Learn about your options and employ them. 

It is essential to do this in a transparent way to maintain trust and credibility.

Chatbots or voice-enabled chatbots are a top choice for businesses. Their effectiveness ties directly to the quality and comprehensiveness of the dialogue provided to the bot.

My final tip is to make sure your system works on all channels across all types of devices. More and more people are switching back and forth from phones to tablets to laptops and computers. Your system needs to deliver in all.


Looking to increase lifetime buyer value, build sales, and more engagement? Let’s have a quick chat. You can message me: Judith@jculpcreativecopy.com.