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More than just a number
Author: Bill Cusick
December 15, 2004
I just got a phone call from Kathy, my bank manager over at US Bank. She wanted me to know about a special offer that was aimed at customers just like me. I won’t go into the details, but it related to commercial accounts, and it helps save me a little money.
Kathy mentioned the offer, and told me to get back to her direct if I was interested. She said she was contacting a short list of customers about it. Hey…that means I’m on the "short list." That’s good, right? It feels good, being one of the "chosen" ones. In fact, I feel as happy as these people look.
Hmmm…what if you did that with your different segments of customers on a regular basis? You could treat good customers like good customers. That might make them feel good about your company. Something to think about.
Satisfied, shmatisfied
Author: Bill Cusick
December 8, 2004
In their insightful book, Managing the Customer Experience, authors Shaun Smith and Joe Wheeler found that 80% of customers who switch vendors express satisfaction with their previous vendor. 80%! It’s just one more bit of evidence that the end game is not getting the right box checked on your latest satisfaction surveys.
Satisfaction equals, at best, inertia that - all other things being equal - will not knock a customer off your ship. But things are never equal: in your company, with the competition, your customers, or the world at large.
What are they thinking?
Author: Bill Cusick
December 1, 2004
Sometimes, you have to wonder what was going through someone’s head when confronted with the process, design or words used to "help" customers. There are some great examples on a site called goodexperience.com. Check these out.
