Are Customers Necessary?
I’m finally getting around to reading Maureen Dowd’s Are Men Necessary?
In reading about the evolution/regression in dating rituals, it got me to thinking about delicate dance between companies and their customers. And, business people sometimes (half) joke, “Everything would be great, if it weren’t for those darned customers/clients.”
Here’s the thing: Companies all too often act as if the customers aren’t necessary (and are, in fact, a major impediment to smooth business flow.) They design processes, write policies and implement procedures that are all designed for the company’s comfort (and legal protection.) The voluminous contracts full of disclaimers. The customer service voice mail mazes. The piles of tiny print we get from our credit card companies about our “rights” (heh). The long lists of conditions on warranties. Etc. etc. etc.
And, that’s why there will continue to be a gazillion books written on customer service; a million bloggers will blog ad infinitium/nauseum; and companies will continue to pay consultants like me to point out “Here’s the thing.” Way too many businesses are committed to a fossilized structure that - yes - treats the customer as unnecessary.
Related Posts:
Service Stupidity
Silence Is NOT Golden
Customers - service versus processing
Read More: Is Sex Necessary? : Or Why You Feel the Way You Do
Tags: marketing, marketing troubleshooting, customer service
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May 19th, 2006 at 9:00 am
You have some of the “best” titles for your postings!
“Companies all too often act as if the customers aren’t necessary…”
Behaviour betrays beliefs. The belief system, acknowledged or not, is that people are consumers only. If we let people be people and treat them as such things might just get out of control
Of course that is when it would really begin to be interesting to be in business again.
I think business never interested me until the Internet arose. The challenge of creating a human business model couldn’t be avoided anymore. And now with social - conversational media - I’m really enjoying messing with people’s categories!
Great posting, thanks for enlarging the conversation1
May 19th, 2006 at 10:59 am
Mess with their categories, mess with their heads! Let’s get things to shakin’ up. Better for all of us!
May 19th, 2006 at 12:25 pm
I’m with you anytime Mary! We could “mess ‘em up, real good! Have a relaxing weekend.
May 19th, 2006 at 4:03 pm
I loved the title as well - it definitely caught my attention
Unfortunately - the customer service/call center in most companies is treated as another annoying cost center as opposed to a “most valuable” marketing communications channel that should go ahead of most other customer communication channels.
What bean-counters do not realize is that people who call your call center have real product/brand experiences, and they are likely to be “influentials”, “mavens”, “connectors”, or whatever category you buy into. One thing is for sure, they are your most valuable customers/prospects - and by properly communicating with them through that channel you can either turn them into your biggest champions or your biggest detractors!
May 21st, 2006 at 1:57 pm
Sadly, it’s not just the bean counters that forget that it’s all about the experience. “Smash and grab” marketing is epidemic in sales and marketing groups. Take the money and RUNNNNNNN!!!!!
It’s also worth remembering that those “little people” customers very likely work with/live with/are friends with/etc. etc. “BIG” people. Oh dear!
May 31st, 2006 at 1:03 pm
The companies that have a lightbulb momement and get that without customers there is not a business are the companies where customer service reps are not the least paid people on the payroll and do have some authority to solve problems on the spot. In the meantime, hope you’re earning a great living with much needed consulting!