How to Spread Exponential Customer Good Will
Last week I sent out an email for a client to its recent past customers. The email’s goal was to reactivate those customers, and the copy was written as a message from the company’s CEO.
At the bottom of the email in a P.S., I added the opportunity for these customers to let the brand know why they weren’t ordering from it anymore.
So the email was sent, and the responses came back to me. There were some complaints that were easy fixes and others where people were upset with the company.
My philosophy on this situation is simple: Customer complaints are customer advocates waiting to happen. That’s right. Once you resolve a customer’s complaint — in a way that he feels like you care — you have a good shot at retaining that customer for life.
And here's another interesting outcome from this email campaign: Many of the customers who received the email responded with thank-yous to the CEO for taking the time to ask why they left.
It’s amazing how a little customer care from a typical nameless, faceless corporate entity changes peoples’ attitudes and perceptions of a company. And when the CEO gets involved, the goodwill level goes up exponentially.
I missed the TV show “Undercover Boss” after last week's Super Bowl (it's on my DVR; I’ll review it after I watch), but I think its message applies here. The general premise of the show is just how much a CEO can learn about his/her company, customers and employees just by getting involved.
To me it’s a no-brainer. My CEO philosophy was formed a long time ago, thanks to Tom Peters (he’s my mentor, even if he doesn’t know me) and his principle of management by wandering around. In other words, get out of the corner office — i.e., ivory tower — and get involved with your “X” (fill it in, folks).
- Companies:
- Gilbert Direct Marketing
- People:
- Jim Gilbert
- Tom Peters
Jim Gilbert has had a storied career in direct and digital marketing resulting in a burning desire to tell stories that educate, inform, and inspire marketers to new heights of success.
After years of marketing consulting, Jim decided it was time to “put his money where his mouth was" and build his own e-commerce company, Premo Natural Products, with its flagship product, Premo Guard Bed Bug & Mite Sprays. Premo in its second year is poised to eclipse 100 percent growth.
Jim has been writing for Target Marketing Group since 2006, first on the pages of Catalog Success Magazine, then as the first blogger for its online division. Jim continues to write for Total Retail.
Along the way, Jim has led the Florida Direct Marketing Association as their Marketing Chair and then three-term President, been an Adjunct Professor of Direct and Digital marketing for Miami International University, and created a lecture series, “The 9 Immutable Laws of Social Media Marketing,” which he has presented across the country at conferences and universities.
