Get Them and Keep Them

Just ask!

I recently opened a direct mail piece from my former employer, a nationwide wireless company.  It couldn't have been a less compelling offer.

The piece (sent to my husband) offered a free camera phone in exchange for signing a two-year contract. Spending  a night shivering in a dark alley would have probably more appealing. (Ok, that's a bit of an exaggeration).

Why? We have no interest in a camera phone. We  prefer   "work horse" phones that can be used for at least 2 years and can take a lot of wear and tear.

However, our wireless company doesn't know us. They don't know what interests us because they have never asked.

All they would have to do is add a question or two to their customer contact preference section (you know the section that asks, "How would you like to be contacted: phone, e-mail, etc.) Then let us opt-in to the types of information we find compelling. They would find out very quickly that we are very interested in new rate plans, but not phones.

By doing this, they will learn our preferences (not just how we want to be contacted). And,they won't waste a lot of money sending out a four-color glossy that doesn't appeal to us nor probably many others. 

Thus, I recommend that if companies want better campaign take rates, they may want to find out what customers want from them first, before they start spending big bucks.

Technorati Tags Customer Experience Customer Preferences Customer Retention

Mind your manners!

In the effort to make a splash, know when you are going too far. Anything that strikes a sensitive cord (like refers to some dreadful event) ends up getting more bad press than good.

Don't do it.

The clothing company, Oliver Sweeney, didn't heed this advice, according to Adrants Daily.  As a result, it had to pull back this ad which used imagery from the Tiananmen Square incident: Oliver Sweeney ad .

Do you really need an activation fee?

Ok, so what does that activation fee really provide? Does it offer any service for the customer? Most likely, it doesn't. It's just another way to generate $35 or more of revenue. Customers aren't dumb. They understand that.

So, either roll in that charge to your monthly subscription price or forget about it. By doing so, you'll send a message to your customers that your company only charges for services provided.

Technorati Tags Customer Experience Word of Mouth Brand Building

Like Mom?

Imagine if everyone in your wireless or high speed internet company treated the customer like a beloved mother. They were respectful, said when they would be home, called when they would be five minutes late, remembered birthdays, apologized if they did something wrong and always tried their best. The company would be a lot more customer focused. Think about it.