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Stop Thinking Short-Term
Author: Bill Cusick
June 24, 2009
I had the privilege of attending the all-city Chicago Vistage meeting last week. While it was great to meet other like-minded business leaders, it was most compelling because of the speaker, Alan Beaulieu. Alan and his twin brother are economists who provide forecasts for companies, organizations, and even governments through their company, the Institute for Trend Research.
If you’re thinking “you lost me at ‘economist’” then we are kindred spirits. It’s not my thing. But he was powerful in his predictions, and I’ve been thinking about the discussion ever since. I admit, when he first began speaking about 2011 and the future, I was growing uncomfortable. What about NOW? What about TODAY?
But his focus was on beyond. What happens beyond Chicago, beyond the United States, beyond 2011, beyond this economic turmoil in which we’ve been immersed.
It’s so tempting to think short-term. So many organizations are focused on the immediate realities of our world today. Even the “unsinkable” companies of past generations are looking at how to make the next payroll; how to pay off the latest debt; how to cut the costs FAST.
When it comes to customer experience, it’s easy to fall into short-term thinking. Here are some examples:
- Promotion without strategy – customers can smell desperation and often exploit it. Know your limits and understand your desired pay-off before promoting something too quickly. (KFC!)
- Talking without listening – Executives who decide what to say to customers without talking to them first will have a hard time appealing to them. (MotrinMoms learned this the hard way.)
- Sacrificing current, loyal customers for the sake of acquiring new customers – AT&T recently retreated on their original iPhone policy in response to the outcry from current customers.
- Finally – this one is a personal favorite – treating social media as the end-all of customer communications. Social media is a fabulous tool, as I discuss here, but it’s just that – a tool. It’s part of a larger strategy of connecting with customers in powerful ways to naturally create loyalty and retention. If there is no larger strategy at work, social media will be a way to possibly connect with a segment of customers, and that’s only if it’s executed well. If not, it’s just another tool being underutilized.
So, as hard as it is, I believe we all have to start looking at beyond. Take a minute, map out where you want to go with your experience strategy, and then take the steps to get there. I feel better already.
Emotionally Connecting With Customers Through Social Media
Author: Bill Cusick
June 18, 2009
Yesterday at a conference, I was peppered with questions about WHY small and growing businesses should enter into social media. This video from a few weeks ago helps answer some of those questions. But it’s important to note that it’s always wise to think of the WHY prior to jumping into the HOW.
Are Some Companies Tyrants?
Author: Bill Cusick
June 16, 2009
So I’ve been thinking about tyranny lately.
It’s typical for a tyrant to host “fair and free” elections, and then simply adjust the results to proclaim victory. Hello, Iran.
This got me thinking…how many companies are actually tyrants when it comes to how they treat their customers?
According to Wikipedia, a tyrant, in the classic sense, is a harsh and cruel ruler who places his or her own interests or the interests of a small group over the best interests of the general population which the tyrant governs or controls. How is this different from those companies that exhibit the following behavior when dealing with their customers?
1. You’re Mine Until I Say You’re Not Mine
Cell phone companies are easy to pick on in this category. They require customers to sign up for contracts for coverage which are impossible to get out of without big fees. Often, the contracts for coverage outlast the phones themselves. The customer has to choose between 3 totally undesirable options:
· Buy a new phone at a huge cost and play out the remainder of the contract.
· Extend the contract so the phone is reasonably priced, but only by committing to more time with a company that doesn’t care.
· Leave the carrier for another with big fees for leaving and no rewards for loyalty.
This is essentially a big ol’ “Screw You; We Got You” to the customer.
2. Now That You’re Mine, I Need to Find a Better Model (of YOU)
Just like Henry in England grew tired of his wives and looked to upgrade, companies seem to think if they hang on to you, they can treat the next customer better and you won’t care. The latest example of this is the new iPhone debacle. Current AT&T customers will pay (a lot) more than those who just walk in the door. The Twitterverse has been abuzz with this fact – causing major customer dissatisfaction…even petitions circulating around.
3. We Can Change Expectations. Customers Will Have To Deal With It.
It seems some companies are interested in finding loopholes – or worse – just changing the rules of engagement without warning or concern for customers. Retail is particularly notorious for this type of behavior. For example, a store proudly displays a banner announcing “Double Coupons All Week!” and then doesn’t display the fine print there is a limit of 3 or 5. So the very customer who made a special trip to the store for the double coupons feels deceived that only 3 of her 10 were doubled.
Should we even talk about the airlines? How many expectations have they changed in the last few years? No wonder customers are miserable.
Unfortunately, I believe that tyranny as part of the customer experience is the norm more than the exception. The irony is that those companies who decide to be above the tyranny are the ones who are building loyalty, creating great customer experiences, and showing results to prove it.
Yes, Southwest Airlines recently lost their long streak of consecutive profitable quarters. Compared to the other airlines, Southwest has consistently outperformed them. Southwest has made a business of treating people well – and exceeding expectations.
Zappos is also a company known for their unbelievable customer service. Their liberal return policy – up to 365 days after purchase – is just one reason many customers shop with them.
There are ways to serve the company’s leadership and stockholders without sacrificing customers. So I say…END TYRANNY NOW!
4 Ways Real Companies are Dealing with Customer Experience TODAY
Author: Bill Cusick
June 11, 2009
Let’s not whitewash it. It’s a scary world right now. Everyday, we’re absorbing news via all our devices and witnessing low quarterly earnings, uncertain futures, and friends and family being laid off. It’s easy to just keep going through the motions of cutting expenses, limiting focus to “critical” activities, and just making sure the boss is content.
And yet some companies are innovating right now. Here’s a sampling of how some of them are working on the customer experience (and action you can take) TODAY.
1. Take one small step. A client of ours is focusing on their e-commerce strategy. With limited resources, they are making small changes to their e-commerce process to ensure customers have a better, faster checkout process. This has led to improved conversion, cross-sell and up-sell numbers via the web site.
2. Unite! One organization asked us to come in and rally the troops around customer experience. Summer is their big season, so we are helping every person at the organization - from the CEO to the janitorial staff - understand their place within the customer experience. It’s helped them create a common language and improve their own service standards.
3. Focus on the future. One client in a very hard-hit industry is creating a 3-year plan to get ready for the future. Dabbling in new ways to connect with customers, testing theories, and gathering feedback, they’re able to set the stage for success instead of stagnate where they are.
4. Communicate. Many industries have been hit hard, resulting in difficult times for customers and employees. The focus right now for a client in such an industry is on engaging their employees to deliver a superior customer experience. How? By implementing ways to stay connected through dialogue and communication that’s honest, compelling and relevant. They’re asking employees to celebrate each other and their little victories in new ways. Engagement is up and customers are remaining loyal, even through bad news cycles.
These aren’t costly, cumbersome projects. These are lean and flexible in response to the times we’re in. Anything you can take away here to get started? Let me know.
