Customer Service is Key.

Whether you’re selling widgets or waggles, a product or a service, it all comes down to how you treat your customer. Sure, if you have the market cornered and are the only provider of your service or product then you can get away with less than excellence in the customer service department, at least for a while. But why would you? In a world full of options and alternatives, right at our fingertips, the moment you give a customer a reason to look elsewhere is the moment that relationship starts to erode.

Many companies make the mistake of having a static idea of who the customer is, and what their needs and wants are.  Companies either forget or don't realize that customer’s needs evolve as the relationship evolves, much like any other relationship. And once that happens the customer begins to feel under-appreciated and even taken advantage of.

Let me give you an example. For over 15 years, I was a customer of a certain cell phone company. They had/have the best product, no question about it. I was willing to pay a premium for that, and I told everyone who ever asked, that it was well worth it.  As any healthy company would, they were always looking for ways to bring in new customers, new deals, new sales, new offers. And while their product continued to be the best, their competition continued getting better. The cell phone industry and technology has made significant changes in the last 15 years, and there are many new players, and several new options. Like any smart consumer would, I began wondering if the premium I had been willing to pay for, all of these years, was still worth it.  I began to realize it wasn’t. But I was still loyal, until my loyalty didn’t matter. 

As a 15+ year customer, my needs and wants had changed.  I was in a long-term committed relationship, but the company I was in a relationship with was constantly looking for a newer, younger version of me. I was ok with that at first, but when I started to feel Like I was no longer special, and just another number, I finally made the call. I was hoping it wasn’t true. But that last glimmer of hope was shattered when they said “sorry, there’s nothing we can do.”  “LIAR!!”, I shouted…in my head.  You’ll hire a freaking marching band and have a parade for that new customer, but for me, nothing.  And so I left. 

I’m not saying I’ll never go back.  They are still the best. I don’t love my new provider, but I don’t hate them either. Maybe I’ll go back as a new customer and take advantage of those new customer perks and discounts, but I’ll never be a raving fan again.

Questions:

How are you taking care of your loyal, long term customers?

What can you offer to spark renewed loyalty and a sense of appreciation?

How much does it cost to maintain a customer versus attracting a new one?