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| Once you've sent Agnes Jones an email identifying her as "a male executive",...you've crushed the trust between you and the customer by making it very plain how little you know about him or her,...
...all previous rules of engagement are null and void, and you're toast: another victim of SPcide. |
Here are some of the main causes
of Spcide and what you can do about it:
1. Investing more
in acquisition than in retention. You know the strap-line - "customers pay, prospects don't". The longer customers stay onboard, the deeper their interaction with SP, the better the relationship is, the higher will Return On Investments be.
What you can do about it: Dig deep into your existing client base before you go out to get new clients.
There's nothing wrong with growing your client base, as long as you remember that you've already got customers - all ready to interact with your brand and buy your product or service.
2. Letting service standards lag behind, or drop. This is lethal. Service is the currency of our relationship with customers.
Fatalities occur when customers feel that the quality of service they get is deteriorating, or that the service is not good value for money.
What you can do about it:
Keep a tight grip on the pulse of
things. Do you have a solid feedback facility? Will you get reports on trends
regarding your customer's satisfaction or lack thereof?
Do you have a system that acknowledges
complaints and queries, then initiates a "To do" list for internal usage?
Depending on the size of your operation and market, note that such a system
may consist of a service person with access to email, phone and fax.
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