There is so much competition in today's global economy. I always believe that a product is a product. Under the right circumstances, a product or service can be substituted. What sets one apart from another aside from branding (and assuming you have a good product) is added-value, especially after the sale.
Demonstrate how else your customers can use or apply your product with a little bit of creativity.
Check out these videos Toyota has made for the Sienna. It's about how each parent in this family use their Sienna. It's quite comical (because it was purposely done up that way) but it helps deliver the point.
Provide information in the form of tips, advice or what's new that is relevant to the wants and needs of your customers.
If you're a small business providing service to your clients, consider letting them know of new and better methods to help them achieve their results more effectively. Make sure your clients are on par with the rest of the industry if not exceeding it. If you notice something that they should be doing, suggest it to them. This also represents how forward-thinking and up to date with trends your company is. What can you tell them to help them get ahead of their competitors?
If you're a company providing goods or services to a group of customers, provide tips and advice that are relevant to them. With the cost of digital communications being so low, this is a perfect way to provide after sales service. Give them information that will help deepen the connection between them with the product or service. What can you tell to help them achieve the best experience out of the new dishwasher, the new TV or new car they just bought from you? What can you do to make things interesting so that your customers can brag about you and click on that "Send to a Friend" button?
Create a special area that allows you to connect with your customers.
This special area where your customers have access to your channel would also be the perfect opportunity for you to deliver added-value to them. One big faux-pas is to focus only on selling. No! Don't do it! I beg you! No one appreciates that and before long your customers will find you cheesy and then word will spread that your community (in the words of my generation) "sucks." Think in their shoes in terms of what you would like to see or find of value if you were the customer. You can also establish this on Facebook, Twitter, your own community, etc. Snoop around and check out the programs Starbucks has for its customer.
Create a mobile application that allows your customers to see their profile online to book appointments, make payments, or connect with the community.
The penetration of mobile devices is increasing and will continue to increase. This gives your customers added convenience to access your service even on the go. In Canada, two of the biggest banks (TD Canada Trust and CIBC) now offer mobile applications to access your bank account.
