What are your customers deepest fears and frustrations about doing business with you?
What makes them break out in a cold sweat just thinking about it, and keeps them up at night in worry?
Take this example from Lee Clark, the director of CustomerLove.com.au…
“During the formal school season late last year, I was browsing through the store “Designer Label Warehouse”. While I wasn’t looking for a formal school dress, there was a teenager with her mom who was. Really pretty gowns at great affordable prices. I was in the store long enough to watch the young sales girl assist the teenager. As she went through the rack of dresses, and oo’d and aah’d over the designs, the young sales assistant asked her what school she went to.
She took out her log book of sales, and said excitedly “You’re in luck, no one from your school has purchased that design. So you’ll be the only one wearing it.”
The ladies reading this story in particular will appreciate just how amazing this service experience is. The last thing you ever want is to turn up to your school formal in the same dress as someone else. Even as you get older, it’s still embarrassing. “
How well do businesses you deal with understand your needs?
In return, how well are you ‘mind reading’ your customers biggest fears and frustrations?
Answer this, then provide a solution, and you are well on you way to creating an awesome Word of Mouth WOW!
It doesn’t have to be anything too complicated. It just needs to prove you care.
Added Note: If you have your own great customer story then Customer Love is building a collection for publication. simply email your story to them at Info … AT … customerlove.com.au (and hey, it can be about your own business!) All contributors will receive a free copy of the final e-book.
Or you can sign-up for Customer Loves’ weekly “eNotes” on customer service.
Keep WOW!ing them.
-Martin Russell
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One Comment
Marketers always focus on pain since “aspirin sells better than vitamins”. Equally important is that you do upfront marketing research. As a business to business marketing consultant, the mistake I see companies doing over and over again is guessing what their prospects’ are thinking–rather than finding out by exploring past purchasing behavior…
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