Responding to Reviews

Our last blog post discussed the importance of customer reviews, with ideas for how you can ask for reviews without being pushy  Today, we’re sharing tips for responding to reviews:

  • Respond to All Reviews– Aim to respond to all reviews. Your customer took the time to post the review. Show the same courtesy and post a response to all reviews, negative and positive. Your response might be as simple as “Glad you had a great time, Sue. Thanks for taking the time to share your experience!”
  • Be Prompt – People expect a quick response. Be sure to respond to reviews promptly, (within 24 hours if possible.)
  • Show Appreciation – Start the conversation by thanking your customer for taking the time to write a review.
  • Apologize – As mentioned in our previous post, people are most motivated to write a view when they have a complaint. Even if you & your team didn’t do anything wrong, the customer believes you did. But you don’t necessarily have to admit fault…you can say: “I’m sorry we fell short of delivering exceptional service” or “I’m sorry for the poor experience you had at our restaurant”.
  • Offer Solutions – For negative reviews, try to offer a solution to keep that person as a customer. Think through options to make the situation right. For example, if a customer complains there is no parking near your restaurant, you might respond with “You can park for free in the 10th & Walnut ramp, then bring your parking pass to the restaurant for validation. We’d love to have you come visit us again soon, and hope this parking tip makes your next visit more enjoyable!”

Above all else, make sure you’re using the right voice for your brand. If your company has a casual vibe, your response should be friendly and informal. If your company is a bit more buttoned up, respond accordingly.



Responding to Reviews2018-07-09T22:15:36+00:00

What Do Your Customers Trust Most?

You might have the most honest, sincere, genuine team on the planet, rooted in family values and always willing to go the extra mile, but at the end of the day, what do your customers trust, above all else? Reviews. More and more, customers turn to consumer reviews on Amazon, Google, Facebook, or Yelp for the unfiltered story of your company.

Sadly, most customers won’t take the time to write a review unless they’ve had a terrible experience with your company. This can mean you’ll wind up with a whole slew of horror stories in your reviews – detailing the rare occasions that your team falls below the mark of exceptional service – rather than the stories of the superior product or service you provide 99% of the time.

So how can you avoid ending up with a “1 Star” rating overall, and show that these poor service experiences are not the norm? Ask for reviews from happy customers! Here’s how:

Ask Via Email: Send an email shortly after a purchase or visit so the experience is fresh in the customer’s mind. Be sure to provide a direct link to leave a review on your desired platform to make the process easy.

Encourage Check-Ins: Encourage people to check-in at your business. Facebook will automatically send them a reminder to write a review for your business. In all likelihood, only people who like your business will want to check in, so you’ll get positive reviews. Pro tip: Be sure you have free wifi to make check-ins simple!

Add Physical Signs: Post signage at your location asking for reviews or Facebook check-ins.

Work the Ask into Your Sales Process: When your sales or customer service team talks to clients, this can be a very natural time to ask for a review. The team member can explain that reviews help other customers who are researching them, and give a genuine look at their products and services.

Begin to organically work these review requests into your processes, and you’ll see your “star” ranking increase over time.

What Do Your Customers Trust Most?2018-05-21T16:05:15+00:00

Cooper Smith & Company Brand Reboot

We recently shared the five key questions we ask clients who want to rebrand. From evaluating your market and market position to ensuring your logo is flexible enough to meet changing media demands, there are lots of factors to consider before confidently moving in the direction of a rebrand. And it’s not a decision to be made lightly! Hiring a professional agency to conduct an in-depth brand study, then guide you through the identity development process is an investment. Plus, you’ll need to nail the roll out of the new brand, which is another major cost. You’ll replace uniforms, building signage, print collateral, your website, and all other assets where your logo is present.

Clearly, we understand the magnitude of such a shift, and know the importance of a well-executed rebrand.

So, how did we know it was time to turn our attention to our OWN brand? This year marks our 25th anniversary, which is a natural time to pause, to evaluate what’s working well, and to make refinements. We certainly didn’t enter the branding process thinking “Our logo is horrible! We need something new!” But we did say “We’ve had the same look for quick awhile. Let’s do a persona study to make sure we’re projecting an image that matches our brand today.”

We ended up with an identity system that is the fresh, fun and modern, and lends itself to animation and movement. Our bright color palette speaks to the energy and creativity of our team. Overall, we are thrilled with our rebrand, and excited to continue to evolve as our business changes!




Cooper Smith & Company Brand Reboot2018-05-21T15:55:40+00:00

When To Rebrand

During a recent company rebrand project, our client said he wanted the new look to be timeless. That is an admirable goal! Whenever we embark on a company rebrand, we aim to represent the company as it is today, incorporating their vision for the future, all while working to avoid anything that will quickly look trendy or dated.

However, completely timeless just isn’t possible. Your identity will and should evolve. Look at iconic brands like Apple, McDonald’s or Google, and you’ll see the identity and logo have changed over time. Companies have to change their products and services to meet market demands, and so naturally the brand must keep up.

So, how do companies make the huge decision to pull the trigger on a rebrand? Here are a few questions we always ask:

1) Has your business name changed? Sliding a new name onto an old logo is a bad idea. To customers it can feel insincere, like you thought no one would notice. Brand name changes must be handled with sensitivity.

2) Has your market changed? Does your brand need to appeal to a different audience than it used to? Or is your audience fresh, even though the market is the same? For instance, businesses that market to teens may want frequent redesigns to stay relevant to a fashion-conscious audience.

3) Has your vision or market position changed? If you’re growing, you’re changing relative to your industry. Are you now the market innovator? Or have you become the seasoned expert in a field of startups?

4) Are you offering drastically different services than before? It’s not unusual to look up one day and realize you’re in a completely different business than you started in. Changes in service offerings can result in a very different brand. Land’s End, for instance, began in the sailing industry making sails and sailing gear. Tiffany & Co. originally sold stationery.

5) Does your logo work in all the ways you need it to? Logos have to function in a wide range of environments — from large scale graphics on the side of a building to the tiny favicon next to a web address. Does your logo have enough flexibility to meet changing media conditions?

Stay tuned, and we’ll reveal why we decided it was time to go through our branding process for our own identity!


When To Rebrand2018-05-21T15:38:21+00:00

Is It The Price Or The Value?

When sales are difficult I always ask my client, is it the price or the value the customer is objecting to?

Of course, it’s never one or the other. The two are intimately linked. If the value is great enough, the price feels appropriate. The higher the price, the greater the perceived value needs to be.

Perceived value, like beauty, is in the eye of the beholder, and the only way to learn that is to talk to your customer and prospects. What gives them joy and gets them excited? How can you make their lives better? How can you alleviate some of their pain? The answer is rarely as simple as offering a lower price. (Which is why the competition can sell at a higher price, and still kick your butt.)

Truly get to know your customers and prospects and look for ways to align what you offer with what they say they really need and want. The closer you come—and the better you are at communicating that—the higher the price they’ll be willing to pay.

Is It The Price Or The Value?2018-05-08T13:24:17+00:00

Our Go-To Design Sites

Want to study up on design? Subscribe to some great design sites. Here are our top picks:


–Invision provides a platform for prototyping, collaboration and workflow. You’ll find resources for UX, team-building, and marketing, like inclusive design, how to conduct user research, and ways to empower your design team.


–Marvel boasts “the best design articles every day”. Product design, color theory, the ultimate UX reading list have all been covered recently on the blog.

Product Design Weekly

–Check here for digital product design news, like immersive design, how QuickBooks rocks new user onboarding, 5 brainstorming exercises for introverts.

Creative Review

–Boasting “the best in creativity”, you’ll find timely conversations about women of color in design, gender stereotypes, and #MeToo in the creative industry.

UX Design Weekly

–Learn from the best in user experience design, including a practical guide to ethical design, and five tips for a successful career as a UX researcher.

Fast Co Design

–Dig into UI and UX articles, plus product insights and cool things happening with cities and spaces across the country.

Design Week

–With categories including branding, packaging, print, graphics, interactive, interiors, and retail, you’ll find a wide variety of topics and inspiration.


–Typewolf covers “What’s Trending in Type”, like font recommendations and lists, plus guides and resources.


–This is a great resource for anyone with an online retail presence, including user-friendly forms, user-centered transactional email design, and the importance of color for UX.

Designlab Weekly

–Here you’ll have an opportunity to learn 1-on-1 from an expert, plus gain hands-on experience, all built to fit your schedule.

Creative Bloq

–Design inspiration, product reviews, How Tos, and more!

It’s Nice That

–Known for “championing creativity”, Its Nice That features the best of animation, film, graphic design, illustration and photography.


–Want design inspiration expertly curated for you? Enter Muzli, the designers’ secret source for relevant design stories and inspiration.

Designer News

–Find stories, jobs and podcasts all catered to the design community.


–Short and sweet, Sidebar highlights the five best design links, every day.

Web Designer News

–Sort by “most voted” or “most clicked” to see content that resonates with designers around the world.


–Design, architecture, art, technology…you’ll find a little bit of everything here.

Our Go-To Design Sites2018-05-07T20:42:02+00:00

The Importance of Customer Feedback

I always say, “You never know what business you’re in until the customer tells you.”

I know so many companies for whom customer feedback has led to major changes in their strategic direction. Changes have included new or additional products and services, and markets or audiences served. In fact, I have seen customer insights completely turn a struggling company around.  Customer feedback can point out ways to provide deeper value and greater differentiation against the competition—both highly advantageous to revenue growth.

So if this feedback is so valuable, why don’t more companies seek it out? Many think they do. They think their post-sale surveys and customer service on Twitter are enough. But they aren’t.

Truly valuable feedback only comes from talking with your customer. Techniques such as one-on-one interviews, round table discussions, and in-home visits yield rich feedback.

At Cooper Smith & Company, we advocate the method taught in the University of Iowa’s Venture School where they require that all candidates in the program talk to 100 customers. No, that’s not accurate. What they have to do is LISTEN to the customers.

Using the techniques outlined in Talking to Humans by Giff Constable, they interview, observe and record the feedback. They can’t talk about their own business, or their product or their next big ideas. In time, patterns emerge as interviewees say things like, “what I’d really like is…,” and “if you could solve X for me, I’d buy it today.”

Insight results in products and services customers are practically leaping across the table to buy. The value proposition is clear, and the sales are easy.

If you’re not having deep conversations with your customers, get a copy of Mr. Constable’s book and set a goal to do interviews this year. I’m confident you’ll learn something interesting.

The Importance of Customer Feedback2018-03-30T15:19:54+00:00

Meet the Artist: Sally Cooper Smith

I love business and art equally.

I respect the nuts and bolts of business, but I love the creative side most of all. I thrill at the creative “Aha” moments — when I can look at a client’s problem with fresh eyes and see a new opportunity or solution they had overlooked before.

The same dichotomy is true on the art side. I love the creative aspects of my world. Design and copywriting are my life-blood and I’ll probably never stop doing them, but I am extremely pragmatic. I require all my concepts to work hard for my clients. Beautiful for beauty’s sake is just not in me. To be beautiful, something has to be effective as well.

How did I get this way?

I don’t know, but I was the kid who was always making a poster for the school play, or painting the backdrop for our neighborhood “circus” show, or creating a brochure with the cheer lyrics so the East High School football fans could chant along with us. (Yep, I really did that. I was crushed when I found the majority of them under the bleachers after the game.)

I enrolled in college to be a set designer. I didn’t know the field of Graphic Design existed. It was my advisor’s idea that I take general graphic design classes before I consider specializing. It was perfect. I fell in love.

I learned the “old school” methods of the field in college, and as a professional picked up the technologies the desktop computer introduced. Now, as the internet has grown to be an integral part of our lives, it has brought new communication opportunities. There are always new design media to embrace, new techniques to learn, and new ways to touch people.

In my business I’ve worked with hundreds of clients to help them use those technologies and develop deeper connections with customers and stakeholders. I’ve helped them define and express their brand and grow their businesses through creative marketing and intelligent communications.

In addition, I’m doing more and more business consulting, using my marketing and messaging insight to help direct clients through the process of vetting and implementing a business concept. I love working closely with my entrepreneur clients.

As I look forward to our 25th anniversary this summer, I feel truly blessed. I have a profession I love that is the synthesis of “smart” and “art”.

Meet the Artist: Sally Cooper Smith2018-03-30T15:27:34+00:00

Internal Communications Case Study

This case study was first published in the PR News Guidebook. 

Major Challenges Faced

José lives and works in Houston as a General Foreman for Wright Tree Service. His colleague David is based in Wichita, and works as a computer programmer for Terra Spectrum Technologies. Both employees work for the same parent company, Wright Service Corp., based in Des Moines. How can their employer make sure these two team members not only feel connected to each other, but also feel connected to the larger organization as a whole?

Wright Service Corp. faces this exact challenge. The parent company was founded in 1961, and has undergone decades of tremendous growth and expansion. Now a prominent national leader in the environmental services industry, they have more than 3,500 employees across six companies all over the United States. The family of companies provides integrated vegetation management, technology solutions, consulting and operations, commercial environmental products, residential and commercial landscaping, tree care, and other outdoor services. While they’re 3,500 employees strong today, their humble beginnings included one man, named John L. Wright, and his wife. The company started as a family business, and the family foundation that it was built on continues yet today.

Due to the nature of the work performed, the number one value of each company is safety. From the CEO to the entry-level tree trimmer, it is vital that each employee embrace the importance of safety training and procedures.

With so many employees all across the country, building a strong and cohesive company culture is a major hurdle. Add the fact that many of the employees require communications in Spanish, and internal communications become doubly challenging.

How can Wright Service Corp. make sure that employees who will never meet, like José in Texas and David in Kansas, still feel connected to the company and embrace its mission and roots of a family founded company?


In 2013, we helped this family of businesses develop a company-wide newsletter to address these internal communications hurdles. The publication is 40+ pages, and is distributed in the spring and fall each year. The newsletter is one of the key communication pieces for employees, and serves a variety of functions. First and foremost, they use the newsletter to gain buy-in for the mission and values of the family of companies. “Safety is our highest value, and family remains our foundation,” said Scott Packard, Chairman and CEO. “Our employee newsletter helps to reinforce these two key elements of our company culture”.

The newsletter includes results from initiatives like the Spring Safety Challenge, the Tailgate Safety Contest, and the Turkey Safety Challenge to encourage safe work practices. The company CEO awards an “ESOP Coin” to employees who exhibit company values in an exemplary manner. Coin recipients are also congratulated within the publication.

To help all employees feel valued and included, the Wright Tree Service section of the newsletter is produced in two languages. This helps foster the “family” culture that the CEO and leadership team strive for.

Finally, this internal communications piece tells the unique story of each of the six companies under the Wright Service Corp. umbrella. This is particularly important because Wright Service Corp. is an employee owned company. Giving each employee an overview of successes, company news, and updates helps build a sense of pride and ownership.


The 40-page Wright Service Corp. news-zine is a major undertaking, and has become part of the Wright marketing and communications team’s workflow throughout the year. There is a dedicated email address for employees to submit news, stories, employee kudos, and photos from events. They’ve developed an editorial calendar of important annual events to document & include, like the Annual Awards Banquet, departments that participate in summer sport leagues, employee training sessions, and employee stock ownership plan (ESOP) meetings. The marketing team acts as a historian for the company, taking photos at company events, and keeping a running list of important company news to include. The team also gathers positive customer reviews to share in the publication. Sara Harpenau is the head of the marketing team, and has oversight of all company communications. Her team is tasked with gathering content and company highlights from the executive leadership and management of each of the six companies.

“Our company newsletter is such an important part of the company culture,” said Harpenau. “We invest a lot of hours planning this newsletter and gathering and writing content. The positive feedback we get from employees across the family of companies, as well as retirees and clients when they receive it make it well worth the effort.”

The actual production of the piece usually takes about two months from start to finish. Copy, photos and graphics are submitted to our agency Cooper Smith & Company, and we lay out the publication in chunks, separated by company. This makes editing and proofing much easier, and allows each individual company to maintain its own brand look.


The low frequency of publication (twice a year), means employees look forward to this newsletter and read it carefully. Here is what the publication strives to accomplish:

  • Community Building – Photos from summer leagues and stories of employee success encourages employees to look for themselves and friends in the publication, and helps familiarize team members with one another. There is even a “Sprouts & Shouts” employee news section with photos of new babies and marriage shout outs to encourage personal connection and live out that family focused culture where the company began long ago.
  • Retain Employees – Celebrating professional growth opportunities like the General Foreman School and Leadership Academy is a reminder that the company is committed to its employees. Recognition of ESOP Coin recipients also help employees feel valued.
  • Moral Booster – Kudos from customers, recognition for national awards received, and call outs for new hires/internal promotions keep the “warm fuzzies” going.
  • Celebrate Safety – Results of safety contests and stories of safety efforts reinforce the number one value of all employees. The company also produces safety videos, which are regularly promoted.
  • Encourage Longevity – Photos from the Annual Awards Banquet are included, recognizing employees who have served the company for a milestone increment of years.

Lessons Learned

  • Let employees contribute. Photos, birth announcements, etc. are always very well received, plus contributions from employees help lighten the load of the person in charge of gathering content.
  • Don’t let a language barrier stand in the way of creating community. If a large percentage of your employees speak a language other than English, create alternate versions of the piece. Don’t want to spring for printing in multiple languages? You can have the alternate language version available digitally for download on your website or distribution via email.
  • Take advantage of this communication opportunity. Because this is one of Wright Service Corp.’s key communications throughout the year, they also include inserts about employee incentives, special programs, new benefits, etc.
  • Use a printer that you trust. This sort of publication has many moving pieces (mailing list, different stuffers for different employees, some mailed, some returned to corporate office for internal distribution), and you want to be sure it’s executed flawlessly.
  • Get the most out of your content. Repurpose past newsletter articles on your company blog or website. This will help touch your audience on multiple platforms, boosts SEO, and gives you more mileage from your investment.

Feeling inspired? 

This internal communications format works best for:

  • Large organizations with 100+ employees
  • Families of companies with multiple organizations under one umbrella
  • Organizations with multiple branches or employees working in several locations

Ready to craft your own internal communications piece? Here’s how to get started:

  • Determine the best medium: email, digital publication, print piece
  • Choose your frequency: monthly, quarterly, bi-annually, annually
  • Identify the goal & key messaging: What does your communication need to accomplish? What tone do you want to set?
  • Gather your content: Encourage all employees to submit content. Keep a running list and folder where you can throw ideas and photos throughout the year.
Internal Communications Case Study2018-05-07T21:05:19+00:00

Business Growing Pains

It’s good news and bad for every business founder: your business has grown. Dramatically.

Following this news may be the realization that you’re no longer the best person to run the business anymore. It’s bittersweet, but exciting. Like the student whose skill has excelled beyond their teacher’s, your business is ready for a new mentor.

You now have the chance to create something even better, bigger — if you can get out of your own way and put it in the right hands.

When transition time comes, don’t just look for another “you.” Take yourself — your roles, skills and attributes — apart and look for candidates with those strengths. You may not find them all in one person. In fact, it may take multiple people to replace you. That’s OK. Plan to develop a C-suite, not just a CEO, and you’ll build a team that can go farther, faster than you ever could alone.

Find leaders you trust, and when it’s time to pass the baton, consider passing to a whole relay team, not just the next person in line.

Business Growing Pains2018-05-07T20:51:50+00:00