September 20, 2016

Who’s most important to a business, Customers or Employees?

By Malcolm Saunders, Document Setting & Print Operative at Romax Marketing & Distribution.

So who is most important to your business, those who pay you, or those who you pay?

Is it your Employees?

It’s a simple obvious fact, happy staff, are always going to be more productive and loyal. If you put yourself out for your staff, it will be returned. Yet many businesses treat their staff like a number, expendable, easy to replace.

Speaking from personal experience, working at a company where staff were replaceable, never given acknowledgement when someone has put themselves out, or gone beyond and above what their job entails, can be massively dispiriting, and leave that member of staff doing the bare minimum they can get away with. This certainly isn’t good for any business, a whole workforce not working to their full capabilities?

Training is also very important, it makes an employee feel important, that they are part of ‘The Plan’. But what you really need to do before designing training is to go into the field and literally observe what’s happening. Go watch your people in action. Talk to them.  Hear what they have to say! Where do they excel? Where is there room to improve? How do they interact with one another?

It’s also important to make sure your employees understand the company’s vision, The truth is that your employees are the audience for your strategy. They are the people, if treated right and armed correctly, who will authentically translate your message, your vision, and your brand to the paying customers you’re after. So you better make sure they understand it and are emotionally connected to it!

Managers play a key role in making this happen, as they are the link between leadership and the front line. They can be most effective at bringing your vision and strategy to life in a fun, emotive way that will help your people come to their own conclusions about why it makes sense. This is the key to enabling employees to live your brand in every interaction with customers.

“If the person who works at your company is 100% proud of the job they’re doing, if you give them the tools to do a good job, they’re proud of the brand, if they’re looked after, if they’re treated well, then they’re gonna be smiling, they’re gonna be happy and therefore the customer will have a nice experience. If the person who’s working for your company is not given the right tools, is not looked after, is not appreciated, they’re not gonna do things with a smile and therefore the customer will be treated in a way where often they won’t want to come back for more.”

Sir Richard Branson.

It’s absolutely true.

Is it your Customers?

Romax Clients

Without customers, the business would not exist, and obviously, the purpose of the business is to fulfill the needs of the customers. Customer satisfaction is the heart of a selling process, it can cost five times as much to attract new customers as it does to keep an existing one, so therefore the relationship between the customer and business is very important. Approximately 95% of customers who have a bad experience will tell others, compared to 87% of those who had a good experience, the difference much greater for online reviews.


Let’s face it, 99% of companies treat their customers as their most important asset, and there’s good reason for that as highlighted above, the customers keep the business alive.

But so do happy employees, again, speaking from personal experience, being made to feel part of the team, rather than a number, can improve your production and customer satisfaction by a startling percentage.

So, I have it as a dead heat……….both have equal importance, and both should be cared for, made to feel important and irreplaceable because a business cannot cope without either.

romax_logo_tag_blueRomax Marketing & Distribution, a Greenwich-London based company, provides a wide range of services in Direct Marketing for B2B and B2CDirect Mail, Data Management, Printing, Discount Postage and Membership Communication Services and Consultancy. Contact us: +44 (0) 20 8293 8550

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September 12, 2016

Live Chat – why wait?

Live Chat for Improved Online Client Services

By Wes Dowding, Operations and Technology Director at Romax Marketing & Distribution.

At Romax we recognise that timing is everything when it comes to sales, which is why it’s so important to reach the customer at the right time, with the right message – something we help promote with our digital marketing communications offering. So this leads on for us to ensure we better engage customers, in real-time, while they are viewing our website.

This is why we decided to take the plunge and invest in a live chat facility on our website.

What is live chat?

We all have come across a live chat window at some point during our online browsing. In a nutshell, it’s a customer service software that integrates with your website to initiate real-time communication with visitors to your site.

Live chat is extremely convenient for customers as it allows them immediate access to support, but it’s also a powerful marketing and sales tool that allows you to engage visitors to your site and start a relationship with them at the point when they’re most interested in learning more about you.

How does live chat work?

Typically a small customisable chat window (see image of our site above) will pop up on the user’s screen inviting them to chat with customer support while still viewing your website. The chat window is usually discrete, yet noticeable and designed to look like part of your website to give users the peace of mind that they will not be directed away from your site. We have also allowed the visitor to minimise the window so it does not “get in the way” of the website itself.

Live chat systems are more affordable than you think

The cost to add live chat varies from supplier to supplier. Most are dependent on how many licences or “agents” can sign in and answer enquiries. Within our solution, we have a dashboard that also gives some top line analytics, for example, number of website visits, chat history and visitors engagement path. However overall, the price is very low and the management, if built correctly into the website, is minimal. You can even have automated responses if the facility is left unmanned, for example, overnight.

Why choose live chat?

According to a survey conducted by eDigital live chat has the highest satisfaction levels for any customer service channel, with 73%, compared with 61% for email and 44% for phone.

Live chat is a powerful way to communicate with customers immediately and can reduce your need for phone support and works complementary to other channels such as social media.

The speed of response is the Live Chat’s greatest asset, prompt communication in a chat window will keep your visitors engaged and creates a greater potential to convert them into clients.

Screenshot 2016-08-30 at 13.00.12

How to optimise your live chat

Live chat communication should be warm and friendly to assist customers in their website experience. One simple way to do this is by using photo avatars that customers can associate with chat representatives as a reminder that they are chatting with a real person. Something to avoid is “robotic” responses so if you have automated responses make sure they are warm and friendly too.

What are you waiting for?

Live chat is a powerful and cost-effective way to get a leg-up on the competition, tap into your website visitors to get them out of research mode, and convert visitors into clients. Still unsure? Read this great case study from Roku here

If you would like to discuss any of our direct marketing services please complete the form below or live chat us!


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romax_logo_tag_blueRomax Marketing & Distribution, a Greenwich-London based company, provides a wide range of services in Direct Marketing for B2B and B2CDirect Mail, Data Management, Printing, Discount Postage and Membership Communication Services and Consultancy. Contact us: +44 (0) 20 8293 8550

Contact Us