Love Your Customers or Don’t, But Pick One

Some companies choose to love their customers.  They do almost anything to make them happy because they know that their customers are their most powerful marketers.  The Hilton Garden Inn in Hartford South loves their customers.  Morton’s Steakhouse does too.  Zappos is world renown for loving their customers.  You pay extra for products and services because of the high level of service provided.

Some companies blatantly choose not to love their customers, indirectly a bad service strategy.  But it works.  Superstore doesn’t list a number in the phone book.  If there’s no number to call they don’t have to employ anyone to answer the phone (cost savings).  Wal-Mart doesn’t need good customer service, that’s not why you go to Wal-Mart.  They compete on price and any customer service above and beyond the minimal is a waste of money.  Go ahead and complain, they don’t need to care, people will always be attracted to the lowest price in town.

Love your customers or don’t.  The problem arises when you don’t pick one.

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About the Author

Hi, I'm Jeph. I love helping people make smarter business decisions. I help companies stand out. I consult, speak, facilitate and do project work on new marketing strategies (word-of-mouth, customer service, and social media). My consulting company is Research & Consulting. The marketing industry is changing very rapidly and the only way to stay on top of it is by a philosophy of continuous learning. Do you have an information strategy? Are you learning faster than the world is changing? If not, we should talk. Learn more here: Follow me @JephMaystruck

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1 Responses »

  1. Jeph,

    I like the intent of your post. Refusing to choose a strategic direction is fool hearty.

    But, I’m not sure it’s fair to say that Walmart doesn’t love their customers. There are lots of ways to express love, and I think low cost is one of those ways…

    Thanks again,

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