Your Customers: Loving Wisely or Too Well?
Growing up, I had a lot of pets - dogs, chickens, turtles, frogs…and lots and lots of goldfish. One year Mom couldn’t figure out why the goldfish had such a high mortality rate. Sure, their life expectancy is anywhere from two minutes to 20 years, but still…seemed every morning another one would be floating belly-up. Finally, as I sobbed over yet another solemn grave, I wailed, “But, I only take them out to love!” Clueless toddler that I was, I was cuddling the poor little suckers to death.
And so it goes with customer service. For example: Smothering people with “free offers just for you, our valued customer!” when they really need some truly personal service for an existing problem.
So, what do you think? How can you love your customers wisely?
(P.S. To this day, I really hate to touch a dead fish. Not that it’s a joyous experience for anyone.)
Please leave your thoughts on this! It may take a bit for your view to show up since I hate making people type in little letters (I can’t read most of them myself) - so I moderate all comments. Feel free to disagree - debate is healthy, but do act like a grown-up. And, I’ve blacklisted the worst obscenities, including the “f” word, as part of the troll wall.
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Tags: customer loyalty, customer satisfaction, customer servicemarketing troubleshooting
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June 18th, 2007 at 8:34 am
Funny…there are those companies you’d just prefer not to hear from until you need them. Like the septic tank pumping guy - I’ll call you, and even though it might be a good idea for me to get on your “frequent pumper plan” I don’t know that I will. And I certainly don’t want a refrigerator magnet to help me display my membership in that little fraternity.
This actually poses and interesting question - if you’re in one of “those” businesses, where your customer would really prefer not to be utterly engaged, what’s the right marketing mix?
June 18th, 2007 at 9:13 am
Mark,
Your septic guy is missing an opportunity - he should get you at your “point of need” Next time he comes out, he should sign you up for the “frequent pumper club” And, here’s a thought - play off that negative on his truck and biz cards (Pssst…sure it’s not something you want to tell people about - but shouldn’t you be a member of our secret Frequent pumpers club?) Oh, and put a sticker somewhere on the tank for those emergencies.
“Those” businesses are totally engaging when you actually need them (locksmith, plumber, etc.) And, those types of biz are the exception to my “Don’t waste dollars on Yellow Pages ads” rule. Their ads should be big, bold and speak directly to that point of need.
For example, when a guy kicked in my door in broad daylight (on a Friday natch) - I called locksmith after locksmith - and even if they said “emergency service” their “first opening is next Weds.” Oh, and they didn’t do doorframe repair. When I finally found someone that would come out that day AND do the repair, I was thrilled (And I told him that info should be in big bold letters in his ad.) P.S. The company name is the least important part of that ad.
June 18th, 2007 at 1:02 pm
My industry (the funeral business) is definitely one where people don’t take well to pre-usage marketing.
But how else, then, to differentiate yourself from the competition?
That’s a common question on my blog and one that most funeral directors wrestle with on a regular basis.
And while some have had success with traditional marketing campaigns, they generally fall into the “price-seller” category.
Even marketing to past customers is a huge problem, as some people get very upset when you constantly (monthly or annually) remind them of their lost loved one.
It’s a pretty thin tightrope to walk: balancing on a thin line between respectful and profitable.
June 19th, 2007 at 7:40 am
Timothy,
I’d be interested in your perspective re funeral businesses now branching into events and catering (company parties, etc.) Sure, you’ve got nice space, but…
None of us like to think about our own death - but many of us do love to plan a party. Maybe there’s a niche for planning wakes (and pre-paying for those services)? Or, what about the extremely single market? When I go, I may well be subject to the “kindness of strangers.” And, I’d love to think of a great big, happy blow-out, complete with great music as my farewell.
August 30th, 2007 at 11:03 am
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