Guest Blogger Brent Leary: So YOU Want to Improve MY Customer Experience?
In case you haven't heard, we're in the middle of the worst recession the country has faced in decades. In fact, some feel we ain't seen nothing yet. Whatever stage we're in with this recession, it doesn't feel good. And there's no clear end in sight, which has companies of all sizes scared to death that customers may bale on them...good customers...that buy lots of stuff...and pay on time.
The last thing anybody wants is to lose good customers, even in the best of times. But it could be "lights out" if you lose them now. So businesses are trying to improve the customer experience to keep as many of them around as long as possible. Here are a few things that work for me, the customer.
Make Me A Deal
You don't need to be Monty Hall, but a good deal may be able to keep me around longer. Hey, it's tough out here for me too! I have to cut back, tighten up, and do more with less -- like your company. Some things I might have to cut loose, but I may be able to stick it out for products I really like. And the companies that create special deals without me having to ask for them are the kinds of companies I want to do business with.
Make Me Do Less
It's tough enough pulling out my wallet right now, so anything you can do to make it easier is going to help YOU out. And one store that has made it easier to pull my wallet out (over and over...and over) is Borders. I signed up for their rewards program years ago, and love it. But I hated having to print the email coupons off before I could get use them. And I really hated it when I got the email while I'm in the store already. So when Borders began sending coupons via text message, I was able to show my phone to the cashier to get the discount instantly. No more printing necessary, which led to more impulse buying from me.
Make Me Laugh
Sometimes I just need a good laugh, like after reading the latest economic forecast. It's great when companies understand that every contact with me doesn't have to be a part of a sales pitch. A good laugh can do a customer good. And I received just that from Popeye's Chicken (aka @PopeyesChicken) when they commented on my buddy Michael Thomas' biscuit-eating prowess during a Twitter conversation. No sales pitch, just a funny tweet. And that laugh turned into lunch at one of their establishments. A place I hadn't been to in years.
Make Me a Star
Being in business myself, I can always use the exposure. So why not shine some of the spotlight on me. Feature me in your YouTube video, or on a podcast. If you've got a lot of friends on Facebook or followers on Twitter, tell people to follow me. Join my COLT 45 club - no not that one...sorry Billy Dee Williams. Help promote my blog posts by Commenting On and Linking To it, four or five times a month. And feel free to Digg it, StumbleUpon it or bookmark it on Delicious. And follow me on Twitter while you're at it! That will help me pass the Google Test and make a star...or just keep me in business.
Make My Day
We all know cheaper prices and better customer service will do the trick, but there are a many other ways you can improve my experience in dealing with your company. And continue to look for cool ways to make my experience with your company better, even when the economy is on the upswing...whenever that will be.
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Brent Leary is a founding partner of CRM Essentials
Related Entries
- Preventing a Customer Experience from Going Downhill
- Forrester's Bruce Temkin: Forrester's 2010 Customer Experience Rankings
- J.Crew Saves (One) Christmas
In order to get your business successfully through recession you should definitely go for a CRM system. I recommend this because :-
1. Customer Relationship Management(CRM) Keeps Small Teams Focused
2. Small Business CRM Tools Streamline Data Collection
3. CRM Applications Achieve Unity Across Sales and Service Channels
So fight recession by implementing a CRM system for your business.
To know more about fighting recession through recession, CRM tips, CRM Software products etc. visit
http://erp.com
Helping customers breathe better and putting them on ease all around always boost store traffic, especially these murky days. So, Brent, you're waving the flag darn right.
@Adam thanks so much for the kind words. Let's hope the vendors nail it and make us happier when dealing with them.
@Barry thank you as well. Borders is customer focused and I'm glad they took care of you. that's how you go about improving the customer experience.
Brent, good stuff. I especially like your focus on "Make me do less". This is definitely a period where business need to make it as easy as possible for me to interact with them. The Borders example is a right on (I'm a personal fan of that program), although they have since discontinued the mobile coupons in my area. However, if I get to the counter and tell them I forgot to bring in my printed coupon, they grab one they've already printed out and scan it for me -- that's a loyalty driver in my mind.
Great piece! You nailed it.
-Adam
Hi Michael,
Let's hope they do so, and keep it up even when things turn around.
Thanks Liz. I value those things as well. And I bet most of us customers do too.
Well put Brent...companies need to take this slow down as the time to retool and implement those practices in preparation for better times!
Think I will pick up a Popeyes biscuit today!
Brent,
What you're saying may sound simple enough, but I see so many websites that do the opposite. Havi Brooks once said, "Asking me to do an extra click is like asking me to go to the corner store to buy a loaf of bread so that I can make your sandwich. It's work. I don't have time for that." She was talking about what you've laid out here.
I value the details that make my life easier, faster, and more meaningful.