Jim Barnes writes:
Customers know about relationships; they are not stupid.
Forget the card
The customer of 2006 has evolved and, to a very great extent, has grown up with and understands the power of technology. She knows when a message from a company is "systems generated." A birthday card from your Chrysler dealer is not personal, nor are contact center scripts. Which may explain why Lloyds TSB, a major U.K. bank, has just eliminated scripts in favor of allowing its agents greater flexibility to enter into conversation with customers.
FedEx does not deliver packages as much as it delivers peace of mind. Starbucks does not create a great cup of coffee as much as it creates communities. Heinz Ketchup not only tastes great but also is reliable and dependable.
The concept of intensity of emotions is central to an understanding of customer relationships, simply because we need to understand how important it is to create the most intense positive emotions possible and to avoid creating intense negative emotions.
I've been giving a lot of thought recently to the concept of small occasions and how they might be celebrated.Yet, how many moving companies, telephone and cable TV companies choose to congratulate their customers on moving into their new home? Why would a furniture retailer not send along a teddy bear or a helium-filled balloon to celebrate Sarah's graduation from a crib to her first real bed? Why would a retailer of customer-made, high-end leather furniture not deliver a set of leather bookmarks or coasters made from the same leather as the sofa, to send the message that the customer's business is appreciated?
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thro' CRMGuru