It’s What You Do NEXT That Counts …

6 Apr

Bill Lee over at the Harvard Business Review blog presented another angle on the value of customer referrals.  It got me thinking…

The blog is entitled “The Things Customers Can Do Better Than You”.  The title threw me off a bit, but the real meaning behind the blog is that there is no substitute for customer referrals.  This is an opportunity and a challenge to businesses, B2B and B2C.

Bill’s points:

  • Customers know more about each other than you know about them. 
  • Customers are more credible than you are.
  • Customers are more persuasive than you are.
  • Customers often understand buyer needs better than you do.
  • Prospects in your market would rather affiliate with their peers (your customers) than with you.

These are all good points as far as why referral business is important.  However, from the supplier side,  there is a bigger issue at play here…

In the B2C world, I don’t need to even leave my own home to see the effect of existing customers on prospective new customers.  When my wife buys something online, the FIRST thing she does is look at customer comments.  I used to wonder why, but now I always do the same.

I’m in the market for a VCR/DVD recorder to take some old family movies and preserve them.  In the past, I would look for a name brand I recognized and a decent price.  Not any more!  I checked out reviews of several models from reputable electronics companies, and found numerous complaints about product quality.  I am reconsidering buying any VCR/DVD combo.

We belong to Angie’s List.  Through that service, we have been introduced to excellent local painters, landscapers, etc.  Word of mouth has now been automated!

This creates an enormous challenge for suppliers.  I’m not saying you can’t make a mistake, everyone does.  The issue is that each mistake is now in the spotlight.  It’s what you do NEXT that counts.  The key to success is HOW YOU REACT.  What do you do to make it right, and how quickly do you do it?

There is a local tire store in Milford, OH that I use religiously.  Do they have the best price?  They’re competitive, I wouldn’t say best.  Do they advertise heavily? Not like some of their competitors.  So why do I go there?

They screwed up.  About 5-6 years ago, I had a problem with their service and it was clear that they were at least partly to blame.  They had been a little ‘over-zealous’ in tightening the lug nuts on my wheels, so much so, that neither I, nor my two teenaged sons, nor the guy from AAA could remove one of the lug nuts when I had a flat (luckily, at home).

What did they do next?

They stepped up, fixed the problem (which was a costly fix, involving many hours of labor and a new alloy wheel by the time they were done) and they did not charge me a cent.  I had no proof that they over-tightened the lugs.  It had been months since I purchased the tires.  No matter, it was a problem with a product/service I purchased from them and they made it right with no questions asked.

They earned my loyalty.  Since that incident, I have been back to them on several occasions, probably have spent $3,000 – $5,000.  When anyone asks me for a recommendation for a tire store, I happily re-tell this story.

The funny thing is, the shoe (tire?) is on the other foot now.  In my new position, I AM the customer service guy…   In the software  business, an industry not known for being great at customer service.

It’s my organization that is in the spotlight.   Here’s the thing;  I know that we will not be perfect, I know that we will make the occasional mistake…

… but in those cases, it’s what we do NEXT that counts!  That’s where we excel.

– RTR

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