A secret of marketing strengthening your other number one asset???¦?your customers through Customer Experience Management (CEM).
“Bad Service is death for a Company. Not dramatically, but more like a thousand small knife cuts.”
-Dan Hill, Body of Truth
To illustrate this fact consider the following.
“Who’s Fault is it When Your Customers Use the Word “Good”? When Referring to Your Service”?
???¦?You don???¦??t know me. I???¦??m your customer. I???¦??m the customer who says ???¦?Good???¦? when you ask me how everything was. I wanted to inform you???¦?? because it has become obvious by your poor service that you think ???¦?Good???¦? is a good thing. It???¦??s not!
You see, when I say ???¦?Good???¦? I am being nice???¦?? what it really means is that I will tell my circle of influence, 52 people on average, what crappy service I really received and that I would never buy from you again.
I am willing to trade my hard earned money for your products/services but only if you respect my time and give me some ???¦?real value???¦? for it. I am really a nice customer, but you have taken advantage of me, I will not take it anymore.
I can get similar products/services anywhere???¦?? but what I really want is a relationship. I want someone who will cater to me, someone who will remember me when I come in, someone who will make it worth my while to come in again and again and again.
But, I can see, by the way you treat me you don???¦??t really want my money or my friend???¦??s money either.???¦?
P.S. I???¦??m off to see your competitor???¦?? And, Oh, ???¦?Good???¦? is the most dangerous word you could hear from me. If you ever hear it again please start asking probing questions to find out the truth???¦?? which I am willing to tell you???¦?? but only after you show me that you really care about me, my money and my friends.
If you really care about your business???¦?? success and want to avoid this from every happening to you again… immediately begin an employee training and a customer service training!
Your success depends on three things.
1. Strengthening your #1 asset???¦?your employees.
2. Strengthening your other #1asset???¦?your customers.
3. Rewarding your customers for buying from you.
How do you strengthen your assets? How do you reward your customers from buying from you? And why is this a valid strategy?
???¦?The true value of the brand for the consumer lies not only in the product???¦??s performance, but in the product???¦??s support and service.???¦?
???¦?Kristine Kirby Webster