… none of these mean a damn if I go into your retail outlet and spend a frustrating 15 minutes being poorly served by a member of your staff.
Or if I telephone your premium rate helpline (what an impertinence they are!) and spend 30 minutes negotiating an answer system menu and am then waiting in a ‘queue’.
Or if, despite me telling your staff a number of times that its ‘K’, ‘a’, ‘n’, ‘u’—ignoring the wait for more characters—correspondence from your company to me is always addressed to Mr. F Canoe.
Or if I keep telling it’s pronounced:
(just look up how Canoe is pronounced!) but kept being called ‘Can U’.
Or if your salesman claims benefits ‘a’, ‘b’ and ‘c’ for the product I have just bought from you, it only does ‘a’ and ‘b’. Or it does ‘x’, ‘y’ and ‘z’ instead.
Because if these things happen, I am going to decide that in future I’ll do business with one of your competitors instead.
I am also going to tell five of my friends to avoid your company… and each of those will tell five each of their friends and so on. If that happens each day, 9,765,625 potential customers will not be dealing with you after day 10.
This isn’t a homage to ‘word of mouth’ or exponential growth.
It’s about you making sure you know what’s going on at the coal face, i.e.: at the point where your company and your prospective customers touch.
I’ve gone on about that before… and I’ll doubtless return to it ‘a’,'g’,'a’,'i’,'n’.
Tags: 15 minutes 30 minutes answer system canoe coal face correspondence exponential growth homage impertinence persuasive presentation premium rate profitability prospective customers queue retail outlet shareholders system menu word of mouth