Customer Caring in the Age of Technology - Part 2

by JoAnna Brandi 

I put forth my opinion that technology, used well, broadens our ability to get closer, stay closer and build loyalty with customers. It gives us the opportunity to build a bridge of knowledge and understanding. But, when we use it poorly it can build walls that push our customers right into the arms of our competitors. Witness your own behavior when one of those automated answer systems tells you that the wait is 31 minutes after you' ve have already been through three sets of automated choices! So, if bridges are what you are looking to build, read on. 

Continuing the discussion of things you can do to build your relationship through better use of your database, I will start with an idea I call Hot Buttons. 

Customers have different buying motivations. Some people (or whole companies) must have the newest technology first, these are the early adapters. Others have a deep need for security and never stray far from the brand leader (remember the old saying No one ever got fired for buying IBM.) Others need to feel they are smart and need to know they have made the intelligent choice. Others may want the more popular choice. Either way it helps to put your customers hot buttons in the database so everyone who touches them has an opportunity to sell the motivation that matters, that is, as long as you provide it.

Red Alert. Has your customer ever complained or voiced a strong concern? Ever had a problem? How was it resolved and how quickly? Statistics still bear out the truth that a customer whose problem is solved on the spot is very likely to continue to do business with you again (95% to be exact). So make sure you have the recovery systems in place to solve problems. Then go a step further and make sure the relationship stays fixed. Cataloger Brad Williams of Garnet Hill tracks all his customers that have had problems and follows up on each and every one of them to make sure the problem was solved satisfactorily. He then tags the record in the database, so staff will remember to take extra special care of them. And oh, by the way, this group of special people buys more than any other group. Wonder why? They already know what the company’s made of. 

Trust, respect, communication are all qualities of relationships we cannot live without. Does everything you do speak these qualities? Today, privacy is an issue for many. Give people the option to opt in or opt out of lists that you rent or sell. This is especially important with e-mail lists. Be up front with how you use information. Customers are also responding well to people who are up front about their marketing strategies. If you mail 12 catalogs a year, why not let the customer know they can get less if they wish? IBM found that sending less mail, but making it more relevant yields more sales.

Put your best foot forward. Let your customer know how intelligent you are about them. You can customize your catalog or brochure cover by putting their favorite product line on the cover. You can set up internet pages for existing customers that speak to their interests directly. Do you know they buy more PC’s then networks? Or that they buy more copy paper in April then in August? What do you know about them that can help you enhance the relationship? Amazon.com's appeal is its ability to track buying habits and recommend books that I' m already interested in. They make it easier for the customer and boost sales to boot. 

Value Propositions. Value means different things to different people. Consider understanding how your customer thinks about value. Is it convenience, breadth of your product line, your location, ease of access or use, product features, guarantee that they value most? Can you develop a rating system for understanding value from your customer's point of view? Then use that rating system to customize sales presentations, brochures, and sales. The more you know about your customer the better you will be at serving them. Make sure many different people, at all levels of the company understand how you create and add value. Design an exercise to do with your team that articulates clearly what specifics of value makes a difference to your customers. A customer who travels a lot might value speed and convenience over price. A buying agent might value size of your product line your ability to ship to multiple branches. The more people understand about value and what it means, the easier it is to provide. And providing value is what it's all about, isn't it? 

This article originally ran in the Florida Business to Business Newspaper in February 1999