Today I’ve been thinking a lot about recalibrating the approach to customer interactions.
The day started off with a meeting with a client about a potential project. Our discussion explored how this very successful company can develop more business from current customers, especially in these tough times where it is harder to find new customers.
As we talked, it became clear that the best answers lie not in more lucrative promotions, better offers or a new loyalty program. It’s much more fundamental than that. Interacting with customers during this time of economic uncertainty and turmoil requires, more than ever, an approach based on the customer interaction principles that have obsessed me for years.
- It’s not about customer service. It’s about the relationship-building encounter. Customer service is not what you strive for; it has become basic hygiene. (Yes, some companies still don’t brush their teeth.) The goal of every interaction between a person in your company and a customer is to make sure that the relationship with the customer is better at the end of the interaction than it was at the beginning.
- Stop shouting already! People hear Brand Harmony. This is the worst time to dial up the brute-force marketing techniques, trying to out-shout, out-promote and out-sizzle your competition. The world is way too noisy and your customers are way too scrutinizing. Interact with customers in a way that matches how they form impressions of you: By creating a strong sense of Brand Harmony that communicates a clear, compelling, comprehensive story.
How much better would your business be if your organization, with the talent of virtuosos, adhered to these principles?