Customer Service | Aqueous Digital

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Aqueous celebrate our 6th birthday!

Aqueous celebrate our 6th birthday!

What a year. It’s been an amazing journey over the last twelve months and there is so much in the pipeline it’s hard to know where to begin!

This time last year we published this blog post in which we outlined our plan to grow the business to £1,000,000 turnover by the end of 2019. One year on and we are on target to achieve this mark. In fact, if everything goes according to plan (and you know what they say about the best-laid plans….) then we could even do it a year early!

When we set the business up in 2011 in a small office with no customers but big aspirations, the aim was always to provide a service that customers would want, value and gain benefit from. Six years on and we have hundreds of successes behind us and customers still with us who have been with us almost from the start.

In the last year, we’ve seen more of our customers get more number one positions on Google than ever before. We’ve expanded the team so there are now nine of us and we’re still recruiting and we’ve retained our Google Partner status for the fourth year running.

The team gained more Google qualifications than ever before, we took on a Head of Sales and we won the Halton Business Awards Marketing Excellence Award. We’ve even shifted our social media followers from under 1,000 to over 10,000 in total.

It’s been amazing. But the plans for the next year are even more exciting!

Right now, are looking to recruit two new technical heads for our office, to add to our in-house SEO and PPC expertise and we will be taking on more office space in the near future. We are also recruiting for two more sales people in the next six months.

On top of this, we have a new Aqueous Digital website under construction (watch this space!) and we are investing heavily in a training programme for the business. We are also investing in IT, infrastructure and unified communications to help us provide an even better service to our customers.

With all that going on you’ll understand it when we say that today, in the office, it will be a low-key affair. No streamers, bunting, cakes or champagne. But we do have big plans in the pipeline for the next two weeks so follow us on Twitter, Facebook and LinkedIn to see what adventures we get up to!

John White Boots

The astonishing endurance of John White Boots and a Marketing lesson for all

I can’t remember the exact date when I bought my first pair of John White boots but I do remember how I felt.

You see, these boots were over £100 and I had never paid that much for a pair of boots before.


So, it sticks in my memory for the simple reason that this was a major expense as far as I was concerned and one that would, in hindsight, mark a change in my buying behaviour.

At the time, back in 2008 or 2009 (I really can’t remember the date), I thought I was just buying a good pair of boots but it turned out to be a whole lot more than that.

As with all new footwear, they felt strange at first but that didn’t last long.

Within a day, I was starting to feel that they were part of me and within a week you couldn’t get them off my feet.

These were, without a doubt, the most comfortable pair of boots I had ever bought.

John White Boots

Up to that point, most of the footwear I had previously bought had become tired and worn and eventually were simply sent for recycling, usually after less than a year.

These boots, however, bucked the trend. They kept going year in year out and with a little bit of TLC they still looked decent.


When they needed a resole and reheel and they ended up at my local cobblers who did a decent job with them. It took almost two years before they needed work and this was the first of four occasions which they went back to him and each time came back they seemed to have a new lease of life.

After a while I began to think of them like Trigger’s broom in Only Fools and Horses; the broom had 17 new heads and 14 new handles but it was still his original broom.

But in 2011 I hit another crisis point. The laces finally gave out and I could not find a suitable replacement. After trawling round my local shops, I decided to contact John White themselves and in February 2011 they sent me two pairs of replacement laces. I only know this as I have the original email acknowledging my contact from the website!

This was quite simply great customer service.

And so, the boots kept going. And going. And going.

Fast forward to 2017 and they are still going.

John White Boots

John White no longer make this exact boot but they never forget their customers.

About a month ago, the laces finally gave out but a quick call to them and the lovely Christine in Customer Services sent me out some more replacement laces which should keep them going for many more years.

It turns out that I wasn’t just spending £100 on a pair of boots all those years ago, I was buying an ongoing relationship with the boots and this business.

And it works. I own four pairs of John White boots and shoes and now they offer a repair service I don’t have to rely on my local cobbler, I can send them back to the manufacturer to get the love and attention they need.

I learned from this that firstly, paying good money for good shoes is an investment and secondly, that if you buy them from a decent company then they look after you. The customer care I have received over the years, as well as the quality of the product, has led me to write this piece.

And all it has cost them in almost ten years is a couple of pairs of laces.John White Boots

I should probably say at this point that I have absolutely no relationship to John White shoes nor have they given me anything to write this piece. It’s from the heart and thank you to them for the product and service over the years.

It’s a classic Marketing tale of how to create and build a brand and in so doing create a customer for life.

Customer Retention

Mythbusting Customer Service; less is definitely not more!

Have you ever been in the situation where the phones go quiet and you assume it’s because all your customers are so happy with your service that they are happy to leave you alone to carry on?Sometimes it can be true, but quite often it can be the prelude to customers leaving. This amazing infographic below from

Sometimes it can be true, but quite often it can be the prelude to customers leaving. This amazing infographic below from

This amazing infographic below from Salesforce was created in 2013 but still rings true today. Most customers with a problem simply don’t tell you about it until it’s too late.

It’s a commonly held business adage that it costs less to keep a customer than it does to get a new one, so what could you be doing to retain your customers? Could your website design and layout be of help? How about your online presence? Think about all your customer touch points and see if there’s a way to improve any or all of them.