Relationship versus One-Night Stand: Reward Customer Loyalty

Ever been frustrated that new customers get all the great deals and enticements while you, as a long-time, loyal customer, are forgotten about? I just wrote that and I can’t believe it still happens.

Reward loyalty.

LoyaltySuccess1 Relationship versus One Night Stand: Reward Customer Loyalty

'nuff said

Those customers that have stuck with you. Those customers that think of you first before your competitors. Maybe they didn’t always get the best service or weren’t always 100% pleased with your product but dammit, they like your company and what you’re trying to do. They’re along for the ride. They pay you to be a walking, talking, engaging billboard for your brand. Don’t you think they deserve some recognition?

Author of “New Rules of Marketing and PR.” David Meerman Scott points to magazine promotions as an example. Why take 40% off the subscription price to entice new customers when your loyal fan-base is paying cover price? Sure your content might be amazing but it doesn’t take much to make a customer feel unappreciated.

I couldn’t agree more with Mr. Scott. Locally, we have two cable companies that vie for our attentions: Shaw Cable and Telus. Both offer amazing deals to sign up. Right now, if you go with Shaw, sign up for their Digital HD service and they’ll knock the price down for the first months and throw in the HD equipment for free. While Telus is offering a free HD PVR and Xbox 360 if you sign up for their Optik TV. Sweet deals but only for new customers. After you’ve completed the promotion, you’re back to paying full price for the length of your relationship. It’s like I’m being punshed for being married but much more attractive when I’m being courted (as is life). I know quite a few people that bounce back and forth between providers to get the best deal. And why shouldn’t they? Neither company is rewarding loyalty.

Companies need to look at the bigger picture rather than each quarter. Sure you’ll have a few more subscribers in the short-term but you haven’t really built a lot of relationships. Does your business want the relationship or the one-night stand? I do want to respect you in the morning.

 Relationship versus One Night Stand: Reward Customer Loyalty

Great Customer Service isn’t a New Idea, But it is a Good One

In 1936, orator and author Dale Carnegie wrote “How to Win Friends and Influence People.” I’d say this book is more relevant today than it was between World Wars. Listening, caring, engaging…these are not new concepts that came in with customer relations, sCRM, CRM, customer service, salesforce.com or social media. Below are Carnegie’s Six Ways to Make People Like You. Sound familiar?

Rule 1: Become genuinely interested in other people.
Rule 2: Smile.
Rule 3: Remember that a person’s name is, to him or her, the sweetest and most important sound in the world.
Rule 4: Be a good listener. Encourage others to talk about themselves.
Rule 5: Talk in terms of the other person’s interests.
Rule 6: Make the other person feel important—
and do it sincerely.

caveman 150x150 Great Customer Service isn’t a New Idea, But it is a Good One

Great customer service can start anytime

Connecting with your customers on a human-level isn’t new. Though many modern leaders in customer service and engagement have their own take or angle, they’re not presenting too many new ideas. That’s not a bad thing. These ideas should be repeated, reimagined and remolded because, obviously, they haven’t been generally accepted…or we wouldn’t be talking so much about bad customer service. What’s that they say about common sense not being common?

People like to know they’re being listened to, understood and focused on. It’s as true today as it was in 1936 and, I’m sure, there was some caveman who wished the stone wheel salesman would have cared about his concerns (I was a Flintstones fan).

Don’t let hundreds…nay, thousands of years of bad service conditioning stop you from becoming an example of how great customer service is done. Dale Carnegie’s chapter, “Six Ways to Make People Like You” is a great place to start.

 Great Customer Service isn’t a New Idea, But it is a Good One

Black Swan to White Swan pt. 2 – Guest Post from Adrian Charlie

Adrian Charlie’s last guest post took us down a dark path of bad customer service. Can part two take us to a land of engagement, leadership and assistance? Read on:

The next morning I found a DM from Swans: “The GM of Swans, Janina Ceglarz, would like to address your issue personally. Please call xxx-xxxx, or tweet your # & she will call you asap.”

I called Janina in the morning and she listened to my 15-20 minute re-cap of what happened. Janina did not interrupt me a single time, she listened, expressed empathy and agreed with me. Her first words after my rant, “First off, I am very sorry for what you have gone through.” She later admitted the staff could have handled things much better. She provided me with several examples of what she would have done differently, including “Hello folks I’m sorry to ask, we have a large party coming in and in exchange for your table, please allow me to buy you a round of drinks.” I thought “WOW, Janina is a customer service all-star!!” She had several other examples, she finished with “I am going to ensure all staff receives coaching on how to handle these types of situations.”

whiteswan 150x150 Black Swan to White Swan pt. 2   Guest Post from Adrian Charlie

Did we get a white swan result? Maybe the promise of one?

Janina added, “The only part that bothers me is that you left without seeing the bill first. In the future, if this happens at any establishment, pay the bill and ask to speak with the GM the next day.” Janina offered me a gift certificate in the amount of my original bill and she invited me back. She made me feel like I was being invited back to someone’s home. She had a nurturing, caring approach to her customer service. It makes me wonder, are customer service all-stars born? Or are customer all-stars trained? A combination of the two?

Janina did everything possible to turn things around for me: she listened, she expressed empathy, she made a promise and delivered on that promise, she invited me back, and she even asked me to give her a head’s up if I do return so she can meet me.

Lessons learned from my story: pay the bill in full, leave no tip and ask for a general manager the next day. Never back away from providing constructive feedback to a business, including positive feedback. The situation listed above is an opportunity for the business to turn things around and train their staff on how to better.

Thanks for sharing this Adrian. Sounds like the manager stepped up, but was it enough? Will you go back? Should you?

I asked Adrian to rate this and he gave it a Booty Call - If I don’t have anything else better going on, I’ll stop by. This obviously would have been a lower grade if not for the GM’s engagement. Unfortunately, it might have been a “too little, too late” scenario (though you should pay your bill before leaving no matter the service).

 Black Swan to White Swan pt. 2   Guest Post from Adrian Charlie

Black Swan to White Swan pt. 1 – Guest Post from Adrian Charlie

Adrian Charlie recently had a pretty interesting customer service experience at a local bar. I read as he tweeted a few comments while it happened and, as the “are you kidding me” moments ramped up, I had to ask him to provide a guest blog. How many strikes can you count?

A few nights ago I took my fiancée to Swans after work. I could tell the waitress was over-worked and understaffed. Hunched shoulders, no smile and literally running back and forth between the bar/kitchen to the tables. She dropped a couple of menus on our table without a hello; interesting side-note, one menu was sticky and had visible signs of dried sauce all over it.

blackswan 150x150 Black Swan to White Swan pt. 1   Guest Post from Adrian Charlie

Not even Natalie Portman showing up could have made this a better experience

We placed our order, two mains and one pitcher of beer. Fifteen minutes later our food and drinks arrived. I’m used to receiving drinks first, then our meal, I let it pass because they are busy. An hour goes by and I realize our waitress hasn’t checked in with us a single time. There was no effort to make sure we are comfortable, she did not ask us about our meals. Fair enough, she is busy, I’ll let it slide.

We receive our bill and I notice a customer feedback e-mail address. I write the e-mail address in my Blackberry along with our check number. I make plans of going home and write them an e-mail “I realize you had a busy night, it would have been nice to receive more engagement from our waitress. I just wanted to let you know it felt like we were forgotten, at the same time it’s possible other guests felt the same because of the capacity at the time.”

Our waitress comes along and rudely/abruptly asks “Can you two move tables? We have a party of 10 and we need the space.” I tell her we’re nearly finished our drinks, we’ll be on our way in a few. She rushes off. I turn to Sarah and ask “Do you feel rushed? I’m practically slamming my beer back now.” She agrees with me. I ask to speak with a manager.

I introduce myself to the manager and shake his hand. I tell him my thoughts, he listens to me, he expresses empathy (I love it!), he tells me he is going to see what he can do about my bill and be right back. We finished our drinks and we waited. The manager did not return. I looked at the time and realized he kept us waiting for 20 minutes. At this point we did not see the adjusted bill. I place $27 on the table (original bill was $54) and we walk outside.

We hail a taxi and as we’re getting into the taxi, another waitress comes outside screaming at us at the top of her lungs. “You can’t leave! You did not leave enough money on the table!!” It honestly reminded me of Gandalf from LOTR: Fellowship of the Rings “You shall not pass!” She also added in a jab for good measure, “You two held up our service tonight because you were so slow! I couldn’t serve my guests because of you!” The next part baffled me and still shocks me, she took out her iphone and snapped pictures of me. Excuse me?? You better get your manager out here!

I find it interesting we finally caught their attention when it came time to settle the bill, which speaks volumes to me. Two men came outside, the manager I spoke with and another gentleman looking like he is ready to physically restrain me if necessary. Gentleman #2 looked very upset, his body posture and non-verbal cues communicated “I’m here in case things get physical.”

The manager said “You can’t leave until you pay your bill.” I reminded him I haven’t seen the adjusted bill. His response, “But I gave it to your waitress, she should have given you the bill.” I tell him again we haven’t seen the bill. He shows me the bill, he took $10 off the bill. I’m embarrassed to say I took a $20 bill out of my wallet and dropped it on the ground, “Here’s your money.”

He picked up the money and said “Take my number, let’s talk about this later tonight.” I waited a few hours and called the manager. He wasn’t available, they took my number and promised he would call back.

Twenty minutes go by and I receive the call. We have the exact same brief discussion we had outside Swans, “You shouldn’t have left without paying.” You guys shouldn’t have ignored your guests. That girl shouldn’t have taken my pictures and she has no right to blame us for a busy night.

Clearly the phone call is going nowhere when he interrupts me and says, “I have to cut you off right there because I have given you enough of my time.” I do not argue, he says “Here is my boss’ e-mail, send him an e-mail, he will call you next week.” (It’s Thursday night at the time of this discussion)

I ask him, “Next week? Seriously? Do you really want me to stew over this for a week? I tell him Monday Magazine and Times Colonist may be interested in a story where the wait staff took my photo with an iphone. He told me to call his manager tomorrow morning and we could sort it out.

I’ve counted at least nine bad customer service moments. But how would you have handled it? Was Adrian right to leave without paying the full bill? Was that the only way he could get notice?

To be continued in part two….

 Black Swan to White Swan pt. 1   Guest Post from Adrian Charlie

Great Customer Service is the Ultimate Upsell

Would you like that Keg-size? Have you seen our featured product? For a $1.99, you can get fries…

These are all questions and suggestions to get the customer to spend more money. You may not need what you buy. You may not have even thought about purchasing them. But it plants that seed and gets you to purchase something you may or may not regret later. Sure it ups the business sales, but does it do much for the long-term relationship with the customer? (that’s rhetorical)

shortsale 150x150 Great Customer Service is the Ultimate Upsell

Is your business going the wrong way?

What if the focus wasn’t on the quick sell but rather on customer engagement? I’m not saying businesses shouldn’t be aiming to make money. Absolutely not. But what if…what if…their customer experience is so good, people leave thinking, “I can’t wait to come back here.” Rather than, “did I need that chapstick?”

Great customer service….hell, GOOD customer service…will really stand out. It’s a great addition to any product or service you provide.

Now back to that money thing. What do you think you’ll get more from, long-term…a one-off bump in the cash register till or a customer that will not only come back, but rave about you?

Return on investment (ROI) isn’t just about spending money on supplies and ad space. It’s also about investing your time and efforts into your customers. What are you adding to the customer experience?

I’d suggest a boost to customer service, the ultimate upsell.

 Great Customer Service is the Ultimate Upsell

OK, You Have Me. Now What Are You Going to Do With Me?

Shopping during holiday season isn’t the most enjoyable way to spend your time. And that’s really what you’re spending the most of: your time.  Time finding parking. Time navigating the crowds. Time standing in line. Mind-numbing time. (I’m a big shopper, can you tell?)

What I don’t understand is why more businesses don’t take advantage of the time they have with us.

Two examples. One good. One, not so much.

queue 150x150 OK, You Have Me. Now What Are You Going to Do With Me?

We're here for you. Are you here for us?

The Good: My holiday shopping included a trip to the liquor store. I’ll just say that shopping malls don’t have the exclusive rights to exceptionally long line-ups.  The queue must have stretched the width and half the length of the store, aka “we’re going to be here for a while.” So how did the liquor store take advantage of their captive audience? An employee walked the line, first, removing the security tab off our bottles to speed up the process and then offering each person in line a promotional sample bottle (mini bar size) of one of their products. Free booze? Yes, please. And the line was so long, they had two employees working it. Nicely done.

The Bad: I had a few problems with identity theft while I lived in Toronto. And, since my bank Coast Capital Savings, has no branches back east, I spent a bit of time on the phone.  I understand that some businesses want to put a little personality in their brand but have a little thought about it too. When I’m uber-frustrated, trying to get details from the right people, to the right people, while still jumping through the right hoops, the last thing I want to hear is a jokey “on hold” message…for 15 minutes. I was more frustrated after I was off hold than when I started. You have me, so you want to irritate me?

If you have your customers for an extended period of time, make sure to take advantage of that time. Engage. Add value.

Hint: free booze is good.

 OK, You Have Me. Now What Are You Going to Do With Me?