But you treat me like a stranger and that feels so rough. – Goyte
The number one song (which I can’t stop listening to, embedded below) is about a man estranged from his ex-girlfriend.
I wonder how many of your customers feel estranged from your company.
When’s the last time you called them?
Or wrote them something other than a form letter or sent them “our corporate newsletter,” a concept I despise because newsletters are about YOU, not about customers.
I know budgets are tight and, push comes to shove, you’re more likely to spend on customer acquisition versus customer loyalty.
(I won’t bore you with the “cheaper to upsell a customer versus acquire a new one” statistics.)
Here are some inexpensive ways you can show the love, even on a tight budget:
1. Write colloquially.Talk in a familiar voice, not a corporate one. Talk like a person. Heck, be a person!
2. Say hi. Imagine the impact of this email:
Subject line: Checking in …
Detail: [First name], I just wanted to check in with you.
You have some Cardiac Science stress testing equipment. I assume everything’s working fine … but didn’t want to limit our interaction to “when you need something.”
Can you think of ANYTHING I can do to make your experience with us even better? Would you like one of our reps to stop by? Need some paper? (We’re running a special.)
We also have a free software update at [link], in case you missed the “official communication” about it.
Anyway, I’m here for you. If you have a chance, just hit “reply” and let me know you got this note. Let me know “you’re fine” or if I can do anything at all for you.
(I work in the Customer Care group.)
3. Use handwriting. You ever receive something from a company in handwriting and wonder “Did they really write this to ME?”
You might have even held the paper up to the light to “figure out” if this was “real.” (I have.)
If you determine, yes, in fact, this WAS handwritten to me, you are impressed!
These little touches add up and help shape the customer’s experience with your brand.
4. Reward their behavior. At Cardiac Science, we designed an attractive card, inserted with new product purchases.
The card gave multiple chances to win an Apple iPod when product registration was entered online. See the experience. Sometimes we’d feature the winner on our blog and ask about their experiences with the company.
I remember one of these interactions created a lead for a sale on some of our other products.
5. Reminder emails. Another successful Cardiac Science program: Reminders they need replacement batteries, pads, etc. Easy money most companies leave on the table, really.
Ponder some other ways to love your customer so they’re not as distressed as Goyte. If you have time, see my Return on Relationships conversation with Ted Rubin.
Enjoy the video!
P.S. I thought this post would be a good way for me to re-engage YOU. (I’ve been tending to my 120,000-member Medical Devices Group on LinkedIn and it’s been hard to post here regularly. I hope you’re a member and you get my weekly emails. It’s where I’ve been pouring my creativity as of late.)