Have you ever wanted to do business with a company, but they made it so difficult you finally just gave up? Such was my experience recently when, in the hunt for a new desk, I encountered Restoration Hardware, now known by the acronym RH which, based upon my experience might as well stand for “Really Hard [to do business with].” While I’m sure recounting my travails will be cathartic, my real purpose here is to draw invaluable lessons that any marketer can apply, including the aforementioned purveyor of designer goods.
With the revolution in social media and online communication, one is no longer the loneliest number. One customer is no longer just one customer.
Any one customer can influence great numbers of others through their use of social media platforms as well as a wide and growing range of review options, comment boards, hash tags, and discussion forums.
Sales are up, and so is fraud. Many credit card processors are still using antiquated systems which could hurt your business. Make sure to research prospective processors wisely so you don’t get trapped in a long-term, expensive contract with a processor who uses outdated equipment and gives poor customer support.