Small business retailers fall in love with POS software companies for a range of reasons, often layered upon each other to provide a comprehensive view of the software supplier business.
We know from years of experience at Tower Systems what many factors play into the small business retailer relationships on which we rely and that we cherish so dearly. The software is a factor, as is the software support. There are other factors too, such as customer communication.
Our small business retail customers love that we communicate with them across a range of platforms and at different times of the day and days of the week. From the reliable weekly email, pictured, to print newsletters, to training videos, to outbound calls to drop-ins to their businesses to user meetings, we offer touch points of a wide variety and through which our customers can connect with us and what we do, touch points on which small business retailers can rely to leverage their POS software to achieve better business outcomes.
Take the weekend email – pictured – this is sent each Sunday. Our weekly email contains news about the POS software, update information, business management advice and business management training. The weekly email from Tower Systems goes way beyond what retailers are used to from their POS software company. It is a professionally presented email. Brief yet complete, providing links to more information for those who want to explore a topic further. Most important is the contact points we publish in the email – we don’t leave small business retailers with vague information. No, we are specific in our contact points, specific with advice on the names of people they can speak with about software and general business management questions and issues.
We know from customer feedback and engagement that the email is used, shared and relied upon. It is a key differentiator for Tower Systems as we demonstrate personal and committed support for small business retailers across a range of retail channels.
Whereas some software companies rely on customers contacting them for and business to business communication, here at Tower Systems we understand the importance of professional business outcome focussed outbound contact. Our goal is to provide our customers with useful information prior to them needing it. Timely information appropriate to retail seasons. Helping information attuned to changing economic conditions. Target information specific to specialty retail channels in which we serve.
Through decade of service to small business retailers we have learned the value of this timely and professional communication. feedback from our small business retailers encourages us to continue our approach and to maintain our commitment to professional outbound contact and support.
We are careful in our communication to ensure it is not geek-talk. No, we prefer plain English help, aimed at supporting those using computers in business because they know they have to rather than because they love technology. This is where our business management advice is particularly useful – we show how our retailer customers can leverage the technology for practical business outcomes in their business. We do this weekly in the email and daily on the phone through our accessible and friendly help desk support.
We back our communication strategy with engagement on social media such as Facebook and Twitter. We are where our customers want us online as well as off line. This is why mail, email, web, social media and other platforms are engaged with by Tower Systems – to reach our customers where they are and not only where it suits us. Sure, it is hard work, relentless work. However, it is rewarding work when we receive feedback fro customers thrilled with outcomes they have achieved as a result of the engagement we have driven through our communications strategy.
The consistency of our communication is a key factor in the bond of trust between Tower Systems and its customers. It drives loyalty on both sides and demonstrates an understanding of customer businesses – as the communication is more than lip-service, more than spin, it is real life action, seeking to genuinely make a difference for the positive in the small business retail businesses in which we proudly serve in Australia and New Zealand.
This is the Tower AdvantageTM. A suite of tools, software, strategies and platforms through which we serve specialty retailers, helping them create better, more enjoyable and more valuable businesses. We trade-marked the Tower AdvantageTM because it deserves it. It is unique to us, unique for our customers. The trademark represents our pride in what we do and those who we serve. It represents the difference we make in the world.
