WHAT WE LEARNED THIS WEEK: Don’t let cyber squatters on your patch

There’s been a lot of talk this week about businesses being prepared, and with good reason. Google+ has finally announced businesses can create brand pages, and XXX domains are now entering the last phases where business can apply for a URL.

The reasons for exploring both are clear. You want to reserve your brand in either service so others don’t steal yours, and potentially ruin your company’s reputation.

While this wouldn’t be a problem for most SMEs, those that have a few disgruntled customers may find themselves at the end of a mud-slinging war.

Reserving a Google+ page takes no effort at all, and a XXX domain only costs a few hundred dollars. Protect your company’s interests and reserve both before you end up regretting it.

Always, always keep ahead of the curve

Google announced this week that its eBookstore has launched in Australia, and two companies have already partnered with the search giant as resellers – Dymocks and online retailer Booktopia.

Two years ago, Booktopia chief executive Tony Nash told SmartCompany that at that point, eBooks weren’t a major concern for the company and it wasn’t worth pursuing. Now, Nash says one of the biggest gifts this holiday season could be eReaders.

It’s a distinct change of opinion, but it also shows Booktopia is able to realise when consumer trends are changing, and then act on taking advantage of that change.

Don’t get stuck in your hold habits as a business. When technology trends change, then change with them. Get ahead of the curve and make some sales, or face kicking yourself when you find you’re a few years behind.

The ACCC is always watching

The ACCC slammed a website this week for collating reviews of its services from other sources on the internet, publishing them on its own site, and then changing details like the user names and actual star ratings.

While the business explained to SmartCompany it was only doing this to ensure users would visit one area to help give them an informed opinion, the ACCC took a very different view.

“This outcome serves as a reminder for businesses to take care when using consumer testimonials and ensure their websites are accurate,” ACCC chair Rod Sims said in a statement.

This isn’t something a lot of businesses would have problems with, but it’s nevertheless a warning to SMEs that if you’re thinking of doing the same thing – then don’t.

Keep on top of retail trends

Last week the ABS released statistics on the retail industry, and specifically, which sectors are doing better than others. Although the industry as a whole is going through a lot of trouble, there are specific sectors enjoying a boost.

Department stores are down, newspaper and books are down, and footwear and accessories are definitely down.

This is a good time to think about your online store, which categories you’re selling, and whether you fit into any of these different sectors. If so, how are you going to stand out from the pack?

Looking at these figures should give you some indication about where you are and how you’re going to approach this holiday season. Do your homework and figure out a strategy.

Pay attention to complaints

The Telecommunications Industry Ombudsman released its annual report this week and the news wasn’t good. New complaints rose by 18% over the past year, and smartphones were at the heart of the grievances.

But there were some high points in the report, specifically the fact that Telstra – previously one of the worst offenders when it comes to complaints – saw its complaint levels fall by over 3% during the past year.

It takes a lot of effort to change the perception of your brand, but customer service is at the heart of any shift in this area. If your customers aren’t satisfied, word spreads and the value of your brand starts to fall.

Work on your customer service, especially if you don’t have a dedicated team. Train them well, get your procedures streamlined so customers aren’t calling different numbers, and make sure you find out how many of them are satisfied. Only then can you start looking at what you do well, and what needs improvement.