We have all heard the phrase “Excellent Customer Service”, and most of us know what that looks like, at least conceptually. Many of us don’t know what excellent customer service feels like, unless we experience a problem with the company we are dealing with, and they demonstrate they know how to handle issues. Therein lies the issue. Oftentimes excellent customer service is reactive, not proactive.
I’m recommending to all my clients they become very proactive in their customer service. As a matter of fact, we are moving toward the ACE program, which stands for Awakening the Customer Experience. This is not a preventative maintenance program, although that could be beneficial. We know it is better (cost, time, resources) to service a car than to repair it, right. Although this mindset is close, it is not as direct. We are engaging in activities that will make the customer feel appreciated. Feel more like a member of something special, not just a customer of someone. They are not a number and you really care about their business. More on the program next week.
The guys from 37 Signals (Jason Fried & David Heinemeier Hansson) collaborated on a book titled ReWork. I have found it to be very inspirational in the overall thought process of how we approach business traditionally. Some messages in the book are really revolutionary. Here are some excerpts I really like (among 150 other notes I took):
- When you build an audience, you don’t have to buy people’s attention — they give it to you. This is a huge advantage. (p171)
- Instead of trying to outspend, outsell, or out-sponsor competitors, try to out-teach them. Teaching probably isn’t something your competitors are not even thinking about. (p173)
- Do something meaningful. Be remarkable. Stand out. Be unforgettable. That’s how you’ll get the best coverage. (p186)
Thinking like this is part of this overall ACE marketing/communication program. I highly recommend you read the book. It will challenge, and hopefully inspire you to think about the things you do everyday in your business. Once again, more to come next week.
Awakening the Customer Experience is just another way my clients are learning to market naturally.