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In a recent article I said that we were lost in the marketing, sales and business customer loyalty by focusing on CRM, customer service, and customer satisfaction.
Instead, we should focus on creating customer value. To do this, we need to explore what customers actually consider important to them.
Communications College when I taught classes in my 20, I had my students to analyze their audiences with an inventory of human values. They have developed speech and written reports which were nothing less surprising that their appeal.
Values are defined as "desired end states." In business, you can consider objectives to clients.
And they are many, contrary to models of customer behavior suggests primitive.
To say, for example, "Customers want satisfaction" is valid, but typically return empty.
We should ask ourselves: What that customers wanted to openly and secretly Crave?
The student decides to apply to graduate school, as an internationally recognized "guru" teaches looking for something very specific. Openly, it is first-hand orientation of the best academia has to offer.
But his secret desire could be the status, bragging rights, the ability to say later in the life, I studied with Mastermind Management Peter F. Drucker, "inducing stunned to ask:" How was it? "
I late at O'Hare Airport in Chicago, was concerned that I might miss my connection in Columbus, Ohio. When I landed my flight, a jack plane was waiting only for me, ready to shuttle me in his electric cart to my next plane.
I remember thinking: "Wow, there is at least one payment when you travel every week. "Being recognized as one of their most valued passengers in this way was just as precious to me than catching the last link of the day.
But this is nothing compared to when Dean of School of Commerce Texas accompanied me to the gate where my plane had broken on the tarmac, and he asked the officer: "Do you know who this man? He's Dr. Gary S. Goodman, and must obtain at Texas Tech tonight! "
They recalled the airplane door, I went up, and my fellow passengers applauded.
Find a way to make me feel unique, and you've done something impressive thing that I am rewarded with even more of my business as I did with the airlines.
But the key is not simply understand that "Goodman likes the status" or "It responds to special treatment, because this could apply to almost all the world. Knowing where this value is among my top 10 or top 20 is really the case.
Would – I continue to attend an airline which is always fifteen minutes late, but treats me like a prince? Or, should I default, giving my loyalty to a no-frills, cattle carrier call who know me, but puts me to where I should go now?
Few companies are always looking to learn or what kind Information which reveals that specific customer will be compromised for various rewards.
I mentioned that "status" as a value in this article, but we could have focused on the "tranquility" or "peace of mind, which, for example, is one of Insurance chief deliverables customers appreciate.
Rates are important to them, but above all, people want to know that their claims be treated right, which means they will be covered and they receive payment immediately, without hassle.
This is what the "Allstate Good Hands "Commercials so successful, and it is so attractive about the current batch of ads that show farmers accidents being reversed, and customers returning to a state of normalcy.
There are 3 steps to using the values of your sales, marketing and retention activities Client:
(1) Develop an inventory values to customers, a comprehensive list which defines the client drives on the operational plan;
(2) Ask customers to rank order them. Where this is not possible or practical, observe customers in action to deduce what are most significant. Another approach is to role play the customer behaviors in a group of parameters associated with, and then identify and classify values that seem to predominate.
(3) Deploy advertising and sales and service strategies that operate explicitly in these motivations, and test results you get in terms of added sales and customer retention rates. Mix the order of values, to validate this who "performed" better than others in your trials.
Then, the deployment of winners!
Best-selling author of 12 books and more than 1,000 articles, Dr. Gary S. Goodman is considered “The Gold Standard” in negotiation, sales development, customer service, and telephone effectiveness. Top-rated as a speaker, seminar leader, and consultant, his clients extend across the globe and the organizational spectrum, from the Fortune 1000 to small businesses. He can be reached at: gary@customersatisfaction.com.
