A Customer Wish List

If you have ever used a service provider to get an estimate for a major appliance repair, you know that the process can be dreadful. The provider makes an appointment for a two- to four-hour window, during which you are obliged to be ready to drop everything as soon as the doorbell rings.

Then, they charge you a fee for the diagnostic that may be applied to your repair if you choose to have the repair completed by the provider. Which, in fact, you will, regardless of the cost, because it is too inconvenient to pay another fee to another provider and wait for a second two- to four-hour window.

I get it. These providers are in demand. My time is not valuable. My non-heating dryer is my problem and probably my fault. I should just get in line.

Think for a moment about the last time you needed a home service provider. Where did you go to first? If you don’t have a “go-to” for a particular type of repair, you likely asked a family member, neighbor or friend.

Word-of-mouth is golden in the service industry. So, most providers would be best served by focusing on better service delivery. Yet, too few do.

As for this repair customer, I have a wish list. It includes:

• An honest estimate,
• A shorter wait time,
• A known hourly rate, and
• A friendly service technician

I'd also like the techs to wear the little booties that cover their dirty boots so that I don't have to clean my floors when they leave. Please don't ask me to provide the booties. (Seriously, my last provider did.)?

But, let’s not dwell on these providers. Instead, let me ask you: What processes do you need to change to build loyalty among your current customers?

For my third installment of how to upgrade in a downturn, Iet's concentrate on customer retention. The cost of keeping existing customers is generally lower than the cost of acquiring new ones. A downturn is a good time to focus on keeping current customers satisfied.

Here are a few strategies for driving repeat purchases and creating loyal customers:

• Know thy customer. Customers want to feel valued and appreciated. Personalize the customer experience by tailoring offerings to the customer's preferences and interests.
• Keep in touch with customers on a regular basis to keep them informed about new products or services, promotions or upcoming events. Regular communication keeps your business top-of-mind.
• Create loyalty programs to reward customers for their repeat business. These programs can include discounts, freebies, or exclusive access to new products or services.
• Listen to customers and take their feedback seriously. Read and respond to online reviews. This social proof can help you build better products and improve service delivery.
• Consider the entire product life cycle and the customer’s cost of ownership. If the customer has to retrain staff to implement an upgrade, the upgrade process should mitigate this pain point.

The market may continue to slow further. Your competitors are circling. What are you doing to tackle your customers' wish list?

#customerexperience #customerloyalty #marketing

Katherine Hunter-Blyden?is a CMO Partner at TechCXO. She is a senior marketing executive with P&L management experience. As a full-stack marketer, Katherine's experience includes brand strategy, advertising, digital marketing, sales promotion, product management, pricing and market research. Katherine helps businesses meet their goals with data-driven, quantifiable results.