Category View (Customer Relationship Marketing)

I read the following in my friend Andrea Nierenberg's newsletter. "Great customer service never goes out of style, yet sometimes we may forget that our best customer or client is our competitor's best prospect." I thought it was worth sharing for a few reasons: Who doesn't need this reminder?  Treat your customers well or they will leave.  It is very easy for a competitor to pick up one of your unhappy customers. When the economy is hurting and budgets are cut a good place to look for new sales opportunities is your existing customers. Let's not forget the old marketing idiom that it costs less to more...

OK so this headline is not news to anyone.... This is a sad statement of what we have come to expect when dealing with companies like Verizon who really don't care about you as a customer or the business you represent.  They don't understand Customer Life Time Value.  They care that their return policy says 30 days.  No exceptions or any attempt to help you out.  All you get is  a half baked excuse for a service person who is  half paying attention to you while she spouts corporate policy as she talks with a coworker. OK so I am not 'happy' with more...

A marketing friend of mine recently celebrated a birthday. He mentioned how he was expecting a number of companies who knew (think of all those loyalty programs you signed up for)  it was his birthday to communicate appropriately on that day. He thought they would send him a card, email or offer something to acknowledge they had his info and it was an important day in his life.  Unfortunately, he was disappointed by most of the companies he does business with.  I doubt he will pull his business based on one day but just think how easy it was for some more...

There has been a lot written about John Mackey's blogging and the Whole Foods-Wild Oats deal.  I came across a comment he was noted for saying: Whole Foods' rising stock price was a result of the fact that he put customers first and shareholders second, thereby delivering the best value to both. How many CEOs think about putting their customers first?  We discussed one company here but you really have to look for companies that treat their customers like gold.  Sort of sad once you think about the fact that you are the customer most of the time. John's comment provides an interesting perspective more...

The other day someone referred to some of their clients as stupid.  I couldn't believe it .  Would you insult them in person I asked?  Do they pay your bills? Buy your product or service?  Would you do business with a company that called you stupid? I was (and still am) very frustrated with the experience for a few reasons.  Is this person calling me stupid behind my back?  More importantly as a marketer I work hard to generate leads and sales and if there is someone referring to my customers that way they are also belittling what I do for more...

You always hear people say the customer is always right, but how often do companies stand by this policy?  Stew Leonards gets it.  They even carved this message into a large rock in front of their stores to make sure it was clear to their customers and employees.  If you are responsible for marketing, sales or service you should take a good look at your service policy.  It has been my experience that more often then not, companies try to prove to their customers that they are right, even if it means loosing a customer. It happened to me today with more...

A while back I posed a question on the DMA's Customer Relationship Council blog.  I was trying to stir up a conversation on the topic to see if others believed as I do that everyone in an organization owns the customer relationship.  Many people may believe this is the sole responsibility of marketing, sales, customer service or technology. But IMO, everyone needs to take some responsibility for customers, because let’s face it: without customers you have no business.  Yes, everyone from CEOs down to shipping clerks need to own the customer experience, so that customers indeed keep coming back. I am lucky more...

During the last month I requested information online about two relatively high-ticket purchases. I provided my contact information and answered qualifying questions. And then neither company followed up to provide the information I asked for. Too bad, since one of the companies really had me interested. They promised me a free evaluation to help me decide whether their product was right for my needs. As a marketer, I find it very odd that these companies would waste a perfectly qualified lead. Each company took time and money to get me to their site. They qualified me and brought me through a process more...

Do you have clients or customers?  I had a meeting the other day during which we discussed the difference.   It is interesting to take a step back from time to time and think about your customers and how you refer to them.  You will probably care for and market to your customers differently based on what you call them.  Think about your lawyer or accountant.  Are you their customer or client?  If you sell retail products or services you probably have customers.  The word client implies that you have a relationship and that there is an ongoing business relationship.  While a more...