Being Customer Focused Means Being Easy To Do Business With

Customers Do Not Want To Be Nomads

Larry Weber, the founder of public relations firm Weber Shandwick , says that “most customers are nomads.”

And rightfully so. Too few companies and organizations deserve customer loyalty.

The reasons why customers are nomads are numerous:

  • Service delivery is inconsistent.
  • Customer service is perfunctory and uncaring, lacking warmth or even pleasantness.
  • There is no recognition of the customer’s previous engagements and interactions with the organization.
  • There is a lack of personalization to meet individual needs, wants, desires, likes, or dislikes.
  • “Value-added” pricing and packaging comes without the value add.
  • Customer rewards programs are thought to be true customer loyalty programs.

Despite all these hurdles, customers do want to be loyal!

After all, loyalty saves the customer time (our most precious commodity in today’s world). Plus consistent service delivery can be anticipated, expected, and planned for. No surprises results in the customer not having to make new plans or contemplate new decisions.

How can you obtain customer loyalty? Does becoming customer focused work? What does it mean to be customer focused anyway?

Call it customer focused, customer centric, customer caring, or any other clever phrase you want. Being customer focused may boil down to one simple question ─ are you easy to do business with?

How do you rate in terms of convenience, easy ordering, customizable products and services, personalized delivery terms, and flexible terms and conditions?

Being easy to do business with is more about pre-sales and post-sales support than about the core features of your products or services.

For example, I buy almost all my books from Internet retailer Amazon. Unlike the big chain bookstores, or even my local neighborhood bookstore, Amazon is easy to do business with because:

  • The titles I want are always in stock.
  • I never have waste time while the checkout person chats idly with the customer in front of me.
  • I never have to search for a knowledgeable staff member to help me find out where the book I’m looking for has been placed.
  • I do not consume fuel driving to Amazon, nor do I have to wait or pay for a parking space.
  • The time and fuel costs I save more than outweigh and offset any shipping charges I pay.
  • My personal shipping addresses and credit card details (yes, both are plural for a reason, another sign of their flexibility and customization) are on file, so I easily check out with the mere click of a few buttons.
  • Amazon notifies me when my order has been shipped, saving me the time to follow up.
  • Amazon gives me an approximate delivery date, thus setting my expectations (which they then always meet).
  • Even when I place an order on Saturday it gets shipped the next day ─ a Sunday!

I cannot think of a single thing Amazon could do to make it easier to do business with them. I have read where Amazon founder and CEO Jeff Bezos is passionate about improving the customer experience. For me, he is certainly hitting all the right buttons.

Amazon is a great example of a company that is practicing Customer Retention Marketing by being easy to do business with. As a result, they are keeping good customers (like me) loyal in terms of both buying behavior and brand preference.

Customers do not need (or want) to be nomads. All it takes to change this is being easy to do business with.

 

KEY POINT:  being customer focused may boil down to one simple question ─ are you easy to do business with?

TAKING ACTION:  ask yourself, is your organization easy to do business with? What rules, procedures and processes do you have that make it hard for your customers to do business with you?

How could you make it easier for customers to do business with you? What changes can you make in the areas of convenience, order placement, product or service customization, delivery, and other terms and conditions that would make it easier for customers to do business with you?

Review with your major customers which of your processes, policies, procedures, terms, conditions, and other elements drive them crazy and make them wish you did things differently.

 

This article is excerpted from our book The Best of the Monday Morning Marketing Memo, available at Amazon in Kindle and paperback formats.

The Best of the Monday Morning Marketing Memo

10th Ranked Marketing Book in Amazon Kindle Store.

Our book The Best of the Monday Morning Marketing Memo was ranked as high as #4 marketing book in the Amazon Kindle Store over the weekend. This morning it is #10.

To celebrate this achievement, along with a personal milestone birthday, we are giving away free Kindle versions of The Best of the Monday Marketing Memo today.

For many years, the Monday Morning Marketing Memo was one of the most popular marketing e-newsletters around the world. It was read by business owners, entrepreneurs, senior executives, and marketing practitioners in organizations big and small.

Slightly edited, revised, and updated as needed, the 42 Monday Morning Marketing Memo issues reprinted in this book are the ones that generated the most commentary, queries, discussions, and feedback from readers around the world.

These 42 issues discuss a wide range of diverse topics, including corporate branding, customer retention, marketing strategies, and sales management skills.

The Best of the Monday Morning Marketing Memo will help business executives, entrepreneurs and marketers focus on the key marketing topics that will help you grow your businesses, retain customers, and leverage your corporate brands.

Click on any of the book title links above to be taken directly to the Amazon Kindle store to download your free copy of The Best of the Monday Morning Marketing Memo. Hurry though as these free copies are only available until this evening (Oct 17, 2016). Tomorrow the regular price of $3.88 returns.

In celebration of my birthday weekend we are also giving away three other free Kindle books today, including two more of my most popular marketing books and the #1 leadership book in the Amazon Kindle store:  8 Keys To Becoming A Great Leader (With Leadership Lessons from Gibbs, Yoda and Capt’n Jack Sparrow). Details of these books are in this Keeping Good Customers Blog post. Again this is the last day these books will be free in the Kindle store.

Terrible Marketing Advice

The Strategic Importance of a Strong Corporate Brand

A few weeks ago I downloaded some product information from a company selling CRM software.

About a week later I received an extremely delightful email that said in part:

Recently, you requested information about “XYZ  CRM”.  I want to thank you for your interest in our product, which is why I’m going to send you a valuable marketing course that will help you evaluate your current marketing efforts and give you tips that will definitely increase your profits.

This marketing course is called “6 Magnetic Marketing Secrets To Explode Your Profits.” You’ll get an email once a week that gives you powerful marketing advice for your business, which you can use right away to close more sales and make more money with your business.

I was suitably impressed…until I received part one of their six-part so-called “marketing” course.

Called “Secret #1: The Real Definition of Successful Marketing,” this initial communiqué states that “there are only three factors that influence the profitability of any marketing effort. The smartest marketing minds on the planet have sifted these factors down to this simple, but powerful formula:

The Right Message. To the Right Market. At the Right Time!”

That is the problem when someone tries to boil marketing down to a “simple formula.” They tend to ignore factors like having the right product solution, the right distribution and delivery system, the right branding strategy and, of course, a profitable pricing strategy.

Of course, these guys are trying to sell CRM software solutions, so they appear only concerned with the “selling side” of the marketing equation. But nevertheless, that does not give them the right to broadcast such a misleading interpretation of the essence of marketing to their potential customers.

If they wanted to use an all-encompassing phrase to depict the real meaning and quintessence of marketing, they should have asked to use the one created by the mind of this marketing professional:

If it touches the customer, it’s a marketing issue™

Now, with their focus on selling CRM systems, and their pitch on tracking all customer and prospect communications, these guys compound the error of their ways by offering free marketing advice in this so-called “marketing course.”

They claim that “not using the three marketing success factors and/or little or no direct response offers costs companies millions in missed sales every year!”

That is almost funny because, from almost all the articles I have read about the problems of implementing CRM systems, it appears that it is these implementation problems that are costing companies hundreds of millions in missed sales and lost customers every year.

But that is beside the point, at least for now.

What galls me the most about their free marketing advice is their first point on how to “fix” the problems of these lost sales. This advice is to:

Never waste money on image advertising, or at least keep it to a minimum and only try creating yourself or your company as a brand after becoming profitable!

What utter nonsense! What utter lack of understanding of how to create and leverage a brand. What complete confusion and wrong impression about the strategic importance of having a strong corporate brand in today’s ultra-competitive markets.

In other words, what total idiots!

It is only a sense of professionalism, combined with pity for their misguided ways, which prevents my total outrage at their spreading their mistaken and erroneous claptrap from telling our Monday Morning Marketing Memo readers who “XYZ CRM” actually is.

I will share this week’s Monday Morning Marketing Memo with the person sending out their email campaign. I will also point them to the classic advertisement from McGraw-Hill that ran in the 1950s. The copy platform of this ad was quite simple, yet effective:

I don’t know who you are.

I don’t know your company.

I don’t know what your company stands for.

I don’t know your company’s customers.

I don’t know your company’s record.

I don’t know your company’s reputation.

Now ─ what is it you wanted to sell me?

Come to think of it, in terms of the “XYZ CRM” company, I don’t know who they are, what they stand for, their customers, their track record, or even their reputation. All I know is that they give out awful free marketing advice.

And for me, that’s enough NOT to recommend them to anyone now, or in the near future.

Perhaps they ought to reconsider their own policies, and their own advice, by figuring out how to create a strong corporate brand for themselves that can be leveraged for greater sales, higher margins, and better profitability.

In the meantime, I caution all readers to be leery of free marketing advice, especially when this is promulgated by sales people more interested in meeting quarterly sales targets than in helping you to better understand how to use the power of marketing to create and grow your own sustainable business.

KEY POINT:  do not overlook the strategic importance of having a strong corporate brand in today’s ultra-competitive markets.

TAKING ACTION:  be leery of free marketing advice, particularly when it is not proffered by professional marketing people, but by those eager to sell you their goods and services.

When was the last time you took a good, hard look at your corporate brand and the impact of this on both your future sales and your customer retention levels? Have you become so comfortable with your corporate brand that you have forgotten to check its pulse with your customers, prospects, employees, and the communities you serve?

Contact us today for an in-depth discussion on how we can help you evaluate your corporate brand and devise strategies to leverage your corporate image to enhance the sustainable growth of your business.

This article is excerpted from our book The Best of the Monday Morning Marketing Memo, available at Amazon in Kindle and paperback formats.