Almost every for-profit organization wants more customers. Who wouldn’t? More revenue and profit — sure beats the alternative.
Let’s not talk about that.
Ignoring existing customers doesn’t build customer trust. This really is a poor strategy. Customers resent the “your important until you become a customer” mantra. Customers that hate your service — leave.
Another industry that doesn’t seem to get it — are hospitals. They are all about branding and having “world-class” doctors, but many don’t share data to prove they are “world-class.”
The reason they don’t is because they are not.
You have to wonder what the marketing spend would have to be if you actually did take care of customers. Happy customers tell others and then they do business with you. The service you provide creates the brand and not vice versa.
The mirage is a mirage when it comes to branding.
You get one good chance to keep a customer for life. Don’t blow it. Otherwise you will have to spend a ton on branding and marketing to convince the market you are something you are not.
Take a look at your organization as your customers see it – our 4-day workshop has been called “an awakening experience.” You will understand the customer view of your organization and take inventory of the assumptions, beliefs and perspectives that drive performance. Tripp Babbitt is a service design architect and organizational futurist. His company helps service organizations understand future trends, culture and customer. The 95 Method designs organizations to improve the comprehensive customer experience while improving culture and management effectiveness. Read his column at Quality Digest and his articles for PEX and CallCenterIQ. Reach him on Twitter at www.twitter.com/TriBabbitt or LinkedIn at www.linkedin.com/in/trippbabbitt.Share This: