Two different businesses. Two different “issues.” Two different responses.
We all have interesting interactions with the companies with whom we do business. For me last week was a fascinating example of how two different businesses–both of whom I’ve done business with for about 10 years–react when something goes wrong.
Business 1: I’ve worked with this provider for well over 10 years. I’ve been loyal, and the owner and I have great conversations whenever I’m in to see them. Last week, I had a very small favor to ask: I was out of contacts, and my prescription needed to be renewed. Would they sell me a few contacts until I could get in for an exam the following week?
Their answer: No can do.
Let me get this straight. I’m willing to pay for a couple of pairs of new contacts just to tide me over. I’ve already booked the first appointment I can make to get my eyes examined and prescription renewed…so you know I’m coming in. And you’ve done this for me in the past when I short-sightedly didn’t renew my contacts on time. Yet, you won’t let me get the tide-me-over contacts?
Yep. That’s right.
Okay, thanks…and bye. After 10 years, you offend me with what feels like disloyalty despite my loyalty. I’m off to someone else. See ya.
Business 2: I’ve done business with them for about 10 years also. They’ve been terrific to me, offering me free upgrades and special perks. On this visit, I had a very unsettling issue with my hotel room. I reported it, and the desk made a note. I thought that was the end of it until I got an email from the manager providing me with a voucher for a free stay the next time I am there.
Let me get this straight. I didn’t ask you to do anything special for me. But to kiss and make up for my issue, you’re offering me a free stay. Have I got that right?
Yep.
They have turned me into a loyal customer for life. While I’ve shared their name with many, many people (and am probably personally responsible for at least 10 other people using them all the time), I’m now completely dedicated to sharing their greatness on-line and with friends.
Here’s my question to you: how do you treat your customers? Like my Business 1 or Business 2?
I know we all want to be like Business 2, but are you doing those little, extra things that embeds loyalty so deeply you have not just a happy customer or a satisfied customer, but a for-life-let-me-spread-the-news-about-you customer?
Go that extra mile for your customers. It’s never crowded.
Go forth and do great things,
Martha Hanlon and Chris Williams