Six Value-Added Services to Sway Customers

By Tiffany Green

Customers are constantly looking for the best deal their money can buy. As a business owner, you must offer current and prospective customers a clear advantage in order to remain competitive. Often this advantage can be the deciding factor on why many customers choose you over a competitor.

Value-added services are a creative way to increase your business’s overall worth and help increase brand loyalty from your current customer base. These auxiliary services are an easy way to enhance or increase the value of your primary product or service.

As you develop a value-added services program that fits your business, consider the following sure-fire hits:

Become partners with complimentary businesses to maximize your product offering. Partnerships are also relatively easy to establish. For example, if your business specializes in direct mail, form a partnership with a firm that offers telemarketing services. You would refer customers who need telemarketing services to your partner, and they would refer clients who need direct mail campaign management services to you. Partnerships are great value-added services, which can have lasting effects on your bottom line.

Targeted marketing and advertising is becoming an increasingly effective means to reaching customers and maintaining established customer relationships. Offer your customers the option to receive all billing and product announcements via email.

Targeted marketing and advertising is becoming an increasingly effective means to reaching customers and maintaining established customer relationships. You can exploit this trend by tailoring communications to your customers’ preferences. Product information and direct mail pieces can be developed according to you customer’s known interests so that they feel every piece of communication from your company is personal and worthy of their time.

Email is quickly becoming the communication method of choice, because of its speed and convenience. According to a 2004 analysis by DoubleClick, respondents who visited a corporate Web site looking for more information preferred email as their main mode of subsequent contact. To capitalize on this preference, offer your customers the option to receive all billing and product announcements via email.


Use industry-specific content to educate and inform customers, including case studies, how-to-guides, editorials or industry trend articles. If the information warrants it, you can even send up-to-date content as special HTML mailers. Customers will begin to value your site and company as a trusted source for industry information, which can increase Web traffic and encourage repeat visitors.

In a rewards program, clients receive special benefits, including money-saving discounts, product trials, invitations to special events, or other exclusive offers, as a show of gratitude for their business.

Airline frequent flyer programs and credit card cash-back offers are just a couple of examples of successful rewards programs, which can also be implemented by your business. In a rewards program, clients receive special benefits, including money-saving discounts, product trials, invitations to special events, or other exclusive offers, as a show of gratitude for their business. Rewards programs are a great way to make customers feel appreciated and to encourage greater loyalty to your company and products.

Newsletters can help facilitate product research, in addition to keeping customers informed about your company and creating a sense of community.

Monthly or quarterly newsletters are an effective way to provide valuable information about your company and products to your customers. They are also a great way to integrate Web with brick and mortar shopping. In a recent Forresters.com study, 65% of consumers researched a product online before making their offline purchase. Newsletters can help facilitate product research, in addition to keeping customers informed about your company and creating a sense of community.

You can also set up a dedicated email address for support inquiries, such as help@yourcompany.com, so your customers always have a fast, efficient way to contact you.

There are plenty of simple ways to quickly assist customers who prefer to receive information online or need immediate assistance after business hours. In addition to phone support, offer customers information with online help guides and easy-to-navigate FAQs. You can also set up a dedicated email address for support inquiries, such as help@yourcompany.com, so your customers always have a fast, efficient way to contact you.