Customer service is strategic marketing

Yesterday was exactly one month since I logged a complaint on the FNB website.  I know this because they sent me an acknowledgement, complete with a reference number and a promise that they’d contact me “shortly”.

Now, I’m not sure what they consider shortly, but I don’t think I’m unfair in suggesting that a full month doesn’t qualify.  And since I haven’t heard from them yet, I can only surmise that I’m not that important to them. 

I can’t really blame them for feeling this way, but it’s only normal that I’m beginning to feel the same about them.  

Client retention should be a key marketing objective, no matter what business you’re in.  Okay, maybe if you wind up insolvent companies you shouldn’t hope for repeat business from each client!  But for most of us, repeat business should be the life-blood of our companies.  It’s more pleasant (it’s nice to work with people you know), more efficient (since you understand their needs better) and it enhances your professional reputation too.  (If your clients use you repeatedly, you must be doing something right.)

It’s common wisdom that it costs more to gain a new client than retain an existing one.  It’s also true that the silently unhappy customer is most at risk of voting with his feet, and the one who asks for better service, points out a problem with your product, or lets you know that you’re letting them down is a valuable customer.  They’re giving you the opportunity to fix it or, at the very least, prove that you’ll listen while they blow off steam. And perhaps they’re not the only one who’s spotted the problem; just the only one who’s telling you about it.

Your client needs you to care about what matters to them.  And if it looks like you don’t care, you can’t expect them to believe that you do.

How about your marketing?

  • Does your marketing strategy include communicating directly with your target market?
  • Is it easy for them to respond?
  • If I sent you an email via your website’s contact me page, would it get lost in the system?
  • If someone tweeted about you, would you know?

If you’d like help enhancing your direct communication, give us a call, or email us today.

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3 thoughts on “Customer service is strategic marketing

  1. Hello Ladies,

    Firstly thanks for a great article Ann. If you have problems with phone calls never being answered or drop box messaging, I suggest the next best thing is to find the culprit on Twitter and in Facebook, then give them a public notification as to your problem.

    I managed to clear fraud problems with cell company in this manner. Demand attention through social media platforms and you will get a reaction!

    Denise in your Twitter account you have an @Connect top on bar next to Home, here you will see if folk have responded to you with a re-tweet. I do not suggest direct messaging since I believe this is not always a safe option and spam does come through. A trick to communication on Twitter is to use the Hash tag example #Durban In the search box type in the hash tag being used and you will find everything listed where folks are using that particular hash tag.

    Hope this helps and have a wonderful day.

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