With as much money as you spend on getting
customers through the door and salespeople to get them to buy something, it
just doesn’t make sense to have the last customer touch point sully the entire
experience.

Here’s a guest post Jeff Frank, owner of Simplicity Sofas — a company that designs and manufactures furniture for small rooms and narrow entranceways, wrote for our WordofMouth.org project. Check it out for more great word of mouth marketing tips like this every day.

Simplicity Sofas is a furniture manufacturer who sells products direct to consumers through our website. Our marketing program relies heavily on word of mouth. We routinely convert problems, mistakes, unreasonable demands, surprise gifts, routine procedures, and anything else that happens into opportunities to amaze and delight our customers.

Let’s talk for a moment about email.  As an instrument of communication, email allows us to conduct business, catch up with friends, send links, and share information. In the not-too-distant past, postal mail accomplished those same things, albeit more slowly – hence the name “snail mail” in use today.  The variety of communications that travel through postal mail utilize varying degrees of security for their content – from the “wish you were here” of postcards to the lined envelopes that carry checks and personal letters.  Common sense dictates the level of security an individual uses for their postal mail communications, and yet this same common sense is often absent in email communications.

Consider this:  if you don’t encrypt your email, you might as well be writing everything on a postcard and sending it out in the mail, where anyone could read it.