I came across an interesting Blog article by Seth Godin called What (People) Want. His idea got me thinking about how his elements relate to customers and customer satisfaction.
Here are Seth’s suggestions: what everyone wants is
1. Notice me
2. Like me
3. Touch me
4. Do what I say
5. Miss me if I’m gone
Do these 5 elements relate to customer satisfaction? I believe they do.
How would you make a customer feel noticed? It would depend on the type of relationship you have with the customer.
Does the customer come to or call your establishment? How is the customer greeted? Are you ‘noticing’ them and making them feel comfortable and welcome.
If your business is one of making outbound calls, do you show concern for the prospects time and get the reason for the call on the table quickly?
If you market through advertising or other promotional methods, does your message resonate with the customer’s needs or wants, drawing them in, to want more information.
How would you make a prospect feel liked?
For those customers who come to your establishment, a genuine interest in their reason for coming to visit or a genuine compliment goes a long way.
For those customers that you call out to, a warm friendly voice, responsive to the customer, polite and courteous. These are currencies that show respect to the prospective client.
When marketing via advertising or promotion, the messages, words and images need to resonate that you really understand them and their problems, worries and joys.
I have seem some hard marketers recently couching their messages in how some proceeds of their profits will go to the less fortunate. They talk about how they care about the world. These organizations are trying to touch their customers, rather than just sell to them. The concept of corporate citizenship or corporate responsibility also plays to this theme.
If a customer comes to your business, establishing a relationship with them helps with the ‘touch me’ aspect. People buy from people they like. People like you when you show an interest in them and their situation. Even remembering the situation they were in at some future time, helps with the essence of ‘touching’ someone. The customer needs to feel like more than a number.
I have often purchased items, even large ticket items, because I liked doing business with an organization. I knew the people’s names, maybe some of their stories in their lives. We all need to reach out and touch others and be touched back (not physically).
Do what I say:
This customer analogy for this one is a bit tougher but still applies. Customers come to us for some promise they hope will be filled whether it is to access some article that they want to buy, obtain a service they need or get some help. What do they mean when they say…’Do what I say’. I believe they want to fill the need they have, determine if you are the best fit and then, if you are, they want you do execute with excellence.
Most customers are reasonable in their demands. There are exceptions. But I believe that the customers who want us to ‘Do as I say’ want us to solve their problem that they came to get help with in the most efficient, effective and pleasant way possible.
Miss me if I am Gone:
Customers want to know that they are valued. If they leave you for a reason, they will have more propensity to buy from you in the future, if they sense that you miss them and you want them back. Many organizations will have ‘loyalty’ or ‘retention’ specialists that will try to mend any issues the customer has had.
Many companies have loyalty programs to try to maintain customers and let them know they are appreciated.
In just a few words, Seth sums up human psychology. Do you agree with Seth Godin’s view of what people want? Leave your comments below.