March 24, 2010
The Adrienne Alert: The Case for Staying in Touch
On the phone with a client last week, I received yet another reinforcing lesson in how companies don’t communicate.
Only in the past few weeks has this company assigned an individual to call clients regarding installations and repairs of the week before. They’re just beginning to realize that there could be some business in service contracts, and having let warranties run out! Imagine how the client feels, being told their warranty ran out six months ago; and they’ll now have to pay full rate for repairs. I made it clear that I would be livid!
Here’s the rub, though: this company isn’t unique. Thinking about how to position them away from their competition, I asked, “How good are your competitors at staying in touch?” To my relief (as far as this client is concerned), they replied, “Oh, none of them stay in touch, either.” This client has nowhere to go but up!
What makes small and growing businesses worship “new business” to such an extent, while ignoring the clients/customers they already have? Don’t they know that the #1 reason why companies change vendors is Lack of Attention? What’s wrong with this incommunicado picture?
At a time when individuals and companies are being more and more discretionary with their funds and price has become exceedingly important, doesn’t it make good sense to stay in touch? To prove you’re there after the sale? To justify the value to a client/customer of working with you?
It seems to me that the best thing that might be said about a company right now is along the lines of, “I know they’re not the cheapest, but their service is spectacular. I’m confident I’m saving money in the long run, because you get what you pay for; and I’m not switching to a lower-cost vendor for price only.
What’s the chance people are saying that about you?
