Reinvention

: : :

---

---

---

Sunday March 26, 2006

Genuine vs. Canned Customer Nurturing

Ever see those banners that say ‘we love our customers’. Do you ever believe them?

Customer relationships are more than good intentions. It means setting the intention to pamper good customers and investing in the technology and processes to make a positive, intelligent and (nicely done) persistent impact. It means causing meaningful communications that keeps the relationship alive. Not because you have to, but because you want to. Evidence shows that the simple act of staying in touch makes a huge difference in customer loyalty, customer retention, customer growth.

It’s not a slogan, it’s something that is genuine. I found some pictures (below) of what people think of the slogans. They’ve become so rote, so tiresome, there’s an entire business called despair.com built on a parody of the ‘motivational’ speak posters of customer love:

I don’t believe that customer love is turning on a spigot once in a while. It’s not throwing leaflets out. It’s more like the “drip-irrigation” approach to customer cultivation. Always, consistently take care of customers in a genuine way and they’ll be with you for a long time.

But what do most companies say:

Customer are our most important asset.
We love our Customers
Satisfaction is our #1 Goal

I say, Blah, blah, blah. back. Quit the fake stuff, people.

If you’re going to do “customer love”, do it for real. Everything else makes no sense, right?

Categories: Consumer Behavior / Markets

Permalink | Post a comment | Post a trackback
del.icio.us | digg | newsvine | google

---

---

Leave a comment:

Name
Email Address
URL
Remember personal info?
Comments (You may use HTML tags for style) Verification (needed to reduce spam):