Sometimes the simplest things . . .

Most of us would like to be known for outstanding customer service, but we don't spend much time thinking about the steps we can take to actually improve our level of customer care. And when we do, it's often geared towards upgrading technology or other expensive systems. Sometimes, all you need is a warm, personal human touch. (And given the state of the economy, shoring up relationships with your customers is critical.)

To wit: recently, I discovered Etsy, an online marketplace for handmade goods. I've bought a number of items from different sellers and have experienced great customer service. (Much like ebay, customers rate the sellers.) But the service I received on my last purchase went even beyond good. This seller included a beautiful card with a personal note to me. She put two gourmet tea bags in the card (which had nothing whatsoever to do with the purchase; it was just a treat). She wrapped everything carefully. You could tell she did not just toss this in a FedEx box. Rather, she tied each item with a lovely string and a home made tag. The tag gave instructions for washing and care, and ended with this delightful note: "enjoy."

So why am I telling you about an independent seller on Etsy? A shop with only 33 items? Because, if she can do it, so can you. When was the last time you hand wrote a thank you note to your clients? When was the last time you included a "surprise" treat or gift? Have you thought about how you package or present your goods or services?

What are you waiting for?

Recession Proof Marketing Tip #1 -- Shore Up Relationships with Existing Customers

Early this year, we drafted a marketing plan for ourselves -- a top-level outline of what we need to do to be successful this year. One of the organizing principles we used is how to grow a business in a recession. At the time, nobody was sure if we were in a recession, but plenty of people thought we were headed for one. And now, with the financial market meltdown, it seems more and more likely. As business owners, what can we do to make sure our businesses survive, or better yet, thrive?

We'll start posting tips for you to consider. If you have additional ideas, please post them in the Comments section.

Tip # 1 -- Shore Up Relationships with Existing Customers
What are you currently doing to service your existing accounts? Do your customers LOVE you? I mean, really, really think you're amazing? What can you do to consistently amaze and delight them? Make a commitment, today, to surprisingly good -- outstanding -- customer service. Pull your team together and brainstorm what that might look like. Here are some ideas to get you started:

• Ask your clients what you can do to help them sell more (or do more of whatever it is they want to do).
• Surprise them with a gift, discount, extra service. No reason. Not a holiday surprise, but "just because." Expect nothing in return. (Simple gift ideas: a subscription to a relevant business magazine, Starbucks gift card, gourmet food items)
• Call them. Don't e-mail. Call and say "hi."
• Take them to lunch, dinner, a movie, a play.
• Keep your eyes out for relevant articles, research, etc. Send it to them with a personal note.

Ideally, you should do a combination of things. We encourage you to get your team together today and talk about "creating customer evangelists." There is, in fact, an entire customer evangelism movement over at the Church of the Customer blog.

Comcast takes its whacks on service - USATODAY.com

Comcast has a reputation. Probably not the one they were hoping for, either. Among other social organizing functions that the web serves, the Internet allows consumers to pool their voices. One person shouting? Maybe Comcast can ignore that. Try thousands shouting all at once, loudly enough to get the attention of the press.

One blogger took the matter of Comcast's poor service into his own hands and gave people an outlet to publish their own stories. I shared this article with my husband; to say that we have had issues with Comcast is a gross, gross, gross understatement. I lost count of service calls around Trip # 15. (The folks on the phone are very pleasant and as helpful as they can be but Comcast's system does not allow them to do much.)

Good customer service has always mattered. Bad service can spread like a wildfire with today's technology. Read more:

Comcast takes its whacks on service - USATODAY.com