Mary Schmidt Marketing Troubleshooter

“Louie, I think this is the beginning of a beautiful friendship.” - Humphrey Bogart as Rick in Casablanca.

Now, if an American nightclub owner can say this to a Vichy policeman - surely we can do the same with our own customers? And mean it. Granted, I’m talking about fictional characters here who acted according to a script. But, in the real world, customer service reps also work from a script - and they have some really lousy writers.

The Duh! Bottom Line: If companies thought of customers as relationships versus one-time “wham bam” transactions, I (and many others) wouldn’t be writing about Big Clueless Companies such as Comcast, Home Depot, and Cingular. Treating us with a little respect could be the start of a long mutually beneficial relationship.

So, here’s a very quick sanity check for anybody who has to deal with customers (or clients):
1. Would I say that to their face?
2. Would I treat a friend this way?
3. Would I treat a stranger on the street this way?
4. Do I feel good about myself at the end of a day of dealing with customers? (Forget your company, job description, career or salary for a second. Self-respect is a good thing - duh #2)
5. Would my parents be proud of the way I treat customers?
6. Am I doing things “the right way” or am I doing the “right thing?” (Rick is standing there watching the love of his life fly away - he’s doing the “right thing” even though it’s a heap of pain and trouble.)

Here’s lookin’ at you kid!

Read More: Bruce Fryer on Disposable Customers
Seth Godin, This must be hard

Related Posts:
That’ll Teach Ya!
What NOT to Say to Customers
Are You a Rounding Error?
Engaged Employees = Engaged Customers

Tags: sales, customer service, marketing, marketing troubleshooting, Home Depot, Comcast, Cingular