Marketing campaigns often highlight a particular product and ALL the features and extras that the customer will receive…
“For 3 low, low payments of only $39.99, you not only get these world-renowned chef knives, but you can also get this free laser-etched spatula! AND THAT’S NOT ALL! We will also provide free shipping! AND THAT’S NOT ALL! You also get this 21st century space age colander. That’s right! AND THAT’S NOT ALL! If you call in the next 90 minutes, we’ll send you a 3-in-1 corkscrew – that also serves as a laser pointer and a flip chart marker!”
That type of marketing works in some cases. It provides an in-your-face series of incremental reasons to make a purchase.
But what about those behind-the-scenes series of incremental reasons for the customer to keep their business with your company?
Janine had a new HVAC tech come out to her home to do the quarterly maintenance, and she was impressed with how much time he spent working on the equipment. She had no idea what he was doing, since he was in the crawl space or working at the outdoor unit all the time, but she was really pleased with the time he took!
Kareem was calling about a charge on his credit card statement that didn’t look familiar. Not only was the price a number that didn’t ring a bell, but the merchant name didn’t seem like a company he had heard of either. The customer service representative looked on her system, apparently investigated a lot of details about the transaction, and came back to Kareem with a description of the type of purchase, another name for the merchant business, and a course of action for Kareem to take. Kareem had no idea how the CSR came up with all this information, but he was very pleased!
These are just two real-life examples of how the customer had a great experience. They had no idea specifically what the employee was doing on their behalf, but the time investment from the employee and the outcome of the work performed made a huge impact on the customer. Their impression was that they got great customer service.
It wasn’t in your face marketing that made them so pleased, engendered trust, and built loyalty. It was the effort on behalf of the customer, the time spent, and the clear next step.
Sometimes the actions the customer never sees are the ones that build value the most.
Understand your hidden value and how much repeat customers appreciate it.
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