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Consumer Marketing: It Is All About What The Customer Wants
Making A Lot Of Money Is Easy. Watch "The Herd" Then Do The Opposite!
How do you rate the service of the companies you buy products and services from? Do you tell them about your buying experience - good and bad? In the last two weeks I experienced major customer relationship issues with Nextel, Winbook, Fidelity Master Card and BP.
I recently had some very positive customer service experiences with Southwest Air and the Intercontinental Hotel in downtown Miami. These companies consistently made me feel welcomed and appreciated.
The most valuable asset you have in your business are the people who have purchased from you. Do you know who they are? Do you know how they feel about their experience of spending their money with you? If you don't you better find out.
How do you find out? Ask. How do you ask? There are a number of ways but first you must capture the data. Who are they and what did they buy. This fundamental activity is so ignored I have set up a new company that provides customer data base development and marketing services. There are others that do this. I considered a joint venture. After trying to reach a decision maker at several of them I concluded "they didn't get it." So I am providing this service and it will be done right.
I remember when I first heard it ... Spring 1985. I was sitting in the auditorium reserved for the annual shareholders meeting of The Limited, Inc. Les Wexner, Chairman addressed the audience with the opening comment: "Nothing Ever Happens In Our Business Until The Customer Says: I'll Take It."
Since then I have learned there are a whole bunch of things that need to come together in order for a customer to say I'll Take It. Today I am addressing just one of them. Namely, how the customer is treated before, during and after the sale is the single biggest reason behind a satisfied, loyal customer and one that will never come back.
What are you doing today that will make your customers want to come back.
All the best,
Steve Pohlit, President
Exec Net Consulting
The Profit System
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