Your customers have a voice.

Your customers use that voice to leave feedback about your business within seconds on social media and online review platforms like Facebook, Google, and Twitter.

It’s essential that you customers to use their voice, to leave their feedback for you and other customers to see. This will give you the opportunity improve your products and services (based on customer experiences) and to develop relationships with customers by responding to their feedback.

Here are three ways to empower the Voice of the Customer at your business.

Posted by Guest Author on Oct 24, 2017 8:06:00 AM

Whatever the relationship, there’s one thing that’s valued most. Trust.

Most know it’s easier selling to an existing customer than acquiring new ones. While developing loyal customers presents a whole different set of challenges, your customer is the pulse of a business and can define your success. Their loyalty comes from your ability to build trust.

Developing loyal customers begins with getting things right. Identifying issues, providing resolutions, and fine tuning along the way. It’s building on trust that certain standards are met, and maintained. It reflects on your brand, and a task that shouldn’t be taken lightly.

What does this have to do with loyal customers being your best marketers? We’ll get there.

Everyone wants to get in on Millennials and their precious dollars, but how? How do you connect with a group that knows marketing when they see it and shies away from (most of) it? What can be done now to create lifetime loyalty?

To help provide some perspective, we've compiled a gathering of statistics on Gen Y loyalty and brand preferences.

We've focused on US-based research from the past 2-3 years, though there are exceptions. We'll add more as data becomes available, and feel free to tip us off to anything we've missed.

Here's what we know for sure now:

  1. They're heavily influenced by their peers and online networks
  2. The criteria they evaluate brands with is different from other generations, and leans heavily toward price and corporate social responsibility behavior
  3. They expect brands to be open to their voices and exhibit a willingness to change.


Access has always been very good at customer relationships. We wouldn’t have experienced steady, uninterrupted growth for 30+ years if we didn’t have a good product and track record with clients.

We retain about 98% of our clients annually, and have an NPS score that rivals the best companies in the world, not just our industry.

So why would we need a formal Customer Success effort?

The truth is, we want more for our clients. Sure, they’re satisfied with us, but we want them thrilled. More than that, we want their customers, members, and employees to be thrilled.

When their annual budgets come due, we want keeping their relationship with Access to be a no-brainer that everyone from the CEO on down can agree upon.

As such, we recognized the need to formalize our efforts around retention and satisfaction.

And guess who got to lead the charge? Yours truly.

As engagement, loyalty, and customer success pros, we have a lot of tools to work with. Loyalty programs, incentives, gifts, rewards, content, data, and communication channels like email.

All those tools capture a little bit of real estate in the customer’s mind. They get people to take action, tugging them a bit closer to the brand (and hopefully the next purchase).

We've got all kinds of toys to pursue customer loyalty. 

And yet, we're nearly powerless to influence perhaps what matters most to customers in the long run.


Having a good email database is the first step towards a successful email marketing campaign, but there's more you need to do to achieve that success. Everyone receives marketing emails every day, and more often than not they're simply deleted without ever being opened. What makes yours different, and why should they open them and read what you have to say?

The trick to creating good emails is to use the right tools. There's lots of tools out there online that can help you up your email game. Some will help you evaluate and learn about your audience. Others will help you with the technical craft of writing. Others still will create email schedules for you that make sense, and grab the recipient's attention. If you're not using tools like these, then you're throwing away your chance to bring in more customers and create more interest in your product.

If you want to create a good email marketing campaign, the best thing to do is find these tools and use them wisely. You'll be able to get to the bottom of what your customers want, and find the best way to give it to them. This guide will show exactly which tools are the best for bringing in customers, and how you can use them to their full advantage.