Mary Schmidt Marketing Troubleshooter

To infer what you meant to say.

To learn the intricacies of your technology.

To read your brochure. (Pulitzer Prize material that it may be…)

To translate your tech jargon into how it solves their problem.

To be in wallet-opening awe of your sheer brilliance (in product design, writing, or presentations.)

To come back to your web site after they see an “under construction” sign.

To learn your creative confusing web site navigation.

To understand when you’re unavailable with no explanation.

To read a separate lengthy document before they can understand your bill.

To renew your contract when they never hear from you, other than when you want their money.

To pay you when you do a lousy job.

To make you profitable.

I’m all for accountability by both customers and vendors, but far too many companies feel entitled to our dollars even when they don’t deserve them. Don’t make the same mistake in your business. Customers always, always have a choice. (I could, for example, live with plain ol’ antenna television reception or without a cell phone. We used to do that, remember? Somehow we all survived.)

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Tags: customer loyalty, customer service, marketing, business development