And customers have a lot of ways to block or screen those messages from reaching them. Have you ever considered why that happens?
I cannot point to research (although I am sure it exists), but from my experience and from those I've observed, the reason customers put up walls is because they are getting messages they don't want - or at least not when and where they want them. Therefore, they develop ways to screen messages or block them altogether.
Certainly this is an evolution of sorts. When media and mass media was new, we purchased time to interrupt our customers to get them to consider our message/offer. When the messages get so abundant, customers go running for cover - with DVRs or ipods or voice mail, just to name a few 'screening' options.
I offer this food for thought today, so you can consider how you are communicating with your customers. Is it permission based? Can they opt in to methods of communication that they want?
All customer bases are somewhat unique and certainly all businesses are, so I encourage you to think about your customers and your business. Consider using your full quiver of arrows...even some that can be blocked or screened, but also be sure to provide communications options that customers have a voice in the 'how' and the 'when'.
In doing so, you will be remarkable and your loyal customers might just become positive word of mouth champions for you and your business.
2 comments:
I would say that customer loyalty has changed with the increase in Internet. Customers are creating their own communications sources and using many mediums to connect. Wireless, land line and PC. Customers have become more demanding and less inclined to stay with a company for the tiniest of reasons.
What drives a customer back to a source of information or help is their belief that the Company can assist them and provide the answers and solutions they desire. Price is always a consideration, but if a customer truly believes the company is a leader in solutions and assistance, they will come to them somewhat regardless of price.
Convenience can be a consideration, but if a customer truly needs assistance, then they will seek that out. And if satisfied with the service, will more than likey return time and time again until something happens to turn them off such as customer service, capabilities, getting the job done and feeling as though they were appreciated. Any one of those fails to hit the mark, the customer will be on the move once again.
Set your business up as a leader in providing solutions, technology and answers and the customer will come. Anything less and loyalty will fly out the window!
Ron,
Great thoughts one and all. Thanks for sharing them.
Loyalty certainly has changed over the years - for all the reasons you state and more.
Being remarkable in ways that matter to customers will never go out of style. Keep up your great work!
DP
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