Category — Customer Management

1. Most don’t want a relationship with you. They want easy shopping, good value (different from cheap prices), and to be treated with respect. Make everything as simple and quick as possible so it is easy to be your customer.
2. The few who do want a relationship with you, don’t want to be managed. They want a real connection with a real person. If you are afraid to empower your team to be personable and approachable, stay away from social media.
3. Every time you change your website to make it fresh, they have to relearn how to use it. If you keep making changes because you’re bored with the look, they’ll stop visiting
4. You can reach out to them more often if the information is timely and targeted. Bombarding them with the same old marketing may generate short-term revenue gains, but it doesn’t build loyalty.

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The combination of laryngitis and integrated marketing expertise led to an interesting doctor visit this week. I’d been battling a cold for a week when my voice disappeared overnight. The only thing I could do was whisper softly. Two days later, it wasn’t back so I had my sister call for a same day appointment. (How do people make doctor appointments when they don’t have a voice, online scheduling, or handy friend?)

It was my doctor’s first day back from vacation, so I was surprised he had time to see me. After an exam, instructions to rest my voice (as in NO talking), and a prescription for antibiotics, my doctor said that he needed to ask me something. I presumed that it was something to do with my health or one of my family members, so when he asked, “has capturing information replaced service?” I was surprised. [Read more →]

You used to value our relationship. When I lived in Atlanta, you sent me flyers before every sale. I loved flipping through the pages to see the treasures you had found for me. Are you mad because I moved? If so, would you please explain why?

I tried to let you know by submitting a change of address at one of your stores. When I didn’t receive your flyers, I filled out a form in the Asheville store. Months went by, but no flyers. I asked one of your sales associates to check on it, but she didn’t have access to the information. She suggested that I add my address to the form again.

I did because I want your flyers. I didn’t like it because [Read more →]