This is a guest post from Jeanne Bliss — customer experience expert and author of “I Love You More Than My Dog.” See the original post this is adapted from and more like it on her blog.
Do you want to be loved by customers? Imagine customers in their lives. Get to know them. Understand what is important to the customer and obsess about the moments when you intersect his or her life. Then deliver something that makes those moments better. With your actions, show customers that you make decisions with their point of view in mind. When you do, they’ll buy more from you and tell everyone they know.
Beloved companies won’t operate from the middle-of-the-road of indecision and noncommitment.
Beloved companies spend their days (and nights) obsessing about how to be there for customers on the customers’ terms. They imagine customers’ lives. And they think and rethink how they will conduct themselves so they can constantly earn the right to customers’ continued business.
Companies that understand it is emotions that bond them with customers obsess about getting to know who their customers are and what they desire. When a company taps into these emotions and desires, they open up a world of possibilities that can capture the imagination of their business. And that leads to uncommon decisions that separate them from the pack. It grows their business.
Remember, the everyday company is selling cups. The beloved company is supporting parenthood.
Where are you today on deciding to be there for your customers?
- Do you begin with the customer or the product?
- Are your meetings spent discussing sales goals or customers’ lives?
- Do you imagine a day in the life of your customers?
- Do you understand their lives so you can improve their lives?
About Jeanne Bliss
As “Chief Customer Officer” for Lands’ End, Mazda, Coldwell Banker, Allstate, and Microsoft, Jeanne got “customer” on the strategic agenda, earned 98% loyalty rates, and changed experiences across 50,000-person operations. Jeanne now runs CustomerBliss to create an actionable path for profitability and business growth -- through earning customer and employee raves. Her best-selling books are Chief Customer Officer and I Love You More than My Dog: Five Decisions that Drive
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