Customers are EXACTLY THE SAME!  How many times have you woken up and found out a customer has “defected” and left for the competition.  You rally the troops, do an analysis of what happened and why and then go back to the way you were doing business with the rest of the customers until it happens again, and again, and again.  Why not stop this in its tracks.

I was talking to a prospective client the other day after he was lamenting about how hard it was in these difficult times to keep a customer.  My question to him was, “what are you doing today that was any different from a year ago?”  His answer, we do the same things today we did then and now they are leaving because of price and other issues (so they say).  I said, EXACTLY.  Changing the game, getting closer to your customer, understanding their needs on a “real-time basis” is critical to staying in front of the competition.

I encouraged him to have us do some interviews of his customers and let their “voice” be heard.  Half the battle is won when you reach out and just tell your customer you are interested in their opinions as you make changes or modifications or enhancements.  Who out there doesn’t want to be part of something new and exciting and improved – no one!  So don’t just assume that your customers are happy, put together some great questions, go ask and then report back what you learned.  You will be amazed what you will learn and your customers will start to understand that you really do care about them in ways other then them spending more money with you.  GIve it a shot – what do you have to lose – another customer???

Blaine

Why was I there?  They were interested, like many other CEO’s in the area, in learning more about the Social Media Revolution and how his new phenomena of communications could impact their businesses.  They were eager to hear my message about what the “tools of Social Media” are and how they fit together to become this powerful business communications force.

I shared the concepts and advantages of blogging, social networking (myspace, facebook, LinkedIn, and twitter) and the other elements that make up this powerful suite we call Social Media.  By sharing a number of examples about how companies are using these today, they were able to understand how Social Media will be changing the landscape of how we communicate, build relationships, improve the customer experience and achieve business goals faster and cheaper than ever before.  The group responded very favorably and asked some excellent questions.

The Bellevue Chamber of Commerce, led by Betty Nokes, CEO and President, is really looking ahead to how they can personally use Social Media to build even more value for their members and the businesses in the Bellevue community.  I commend Betty for her willingness to allow us to share a somtimes shocking message about how dramatically this landscape is changing.  I also want to personally thank Jim Frank of Human Capital Resources, a human capital solutions company, for introducing me to Betty and the Chamber.  Jim attended one of our early seminars and became “enlightened” and felt this was an important message to share with his fellow EBRT members – thanks Jim, the members are all a little better off today because of your willingness to share our message.

I also wanted to recognize a few of the members of EBRT that I had the opportunity to talk with at the event.  Donna Shirey of Shirey Contracting, sponsors of the Zero Energy Idea House  (check this out – way cool), Nancy Cho, President and CEO of Oki Golf, Dave Ferguson, CEO of Click Engineering, Jim Hebert, Hebert Research, John Parkey, and George Bartell of Bartell Drugs - just to name a few.  What a great group of people.  I would encourage anyone to join the Chamber and in particular the EBRT group.  Definitely call Betty if you are interested.  This group will definitely make things happen in our area…

Blaine

Blaine Millet

Customer Experiences Inc.

twitter: @BlaineMillet

Too often a business tells its existing customers that they are the MOST important people to them and that they are the KEY to their success and all sorts of other accolades.  However, what ends up getting exhibited is exactly the opposite.  The business actually REWARDS the new customers more than their existing customers.  For example, when my contract ran out for DSL service through Verizon, I received a notice in the mail that they would be willing to sign me up for another year at the current rate of $32.95 a month – sounded like a good deal, right?  Not exactly. 

When a did just a bit of research I found out that they were offering NEW customers a year of service for $19.99 a month to get them to subscribe to their DSL service.  I have been a customer with them for over 10 years now and I am getting this really super special deal and getting the privelage of paying over $10 more per month – WOW do I feel special.  Of course when I called and complained and threatened to terminate my service they magically matched the intro pricing for new customers and reluctantly gave me the lower pricing.

How many times have you treated your own customers this same way?  I hope none.  Customers are not stupid for the most part.  In a world of transparency, they figure things out – just like I did.  They will eventually (probably sooner than you like) figure out that you are treating new customers better than your loyal or existing customers.  If you want to build LOYALTY, start with treating them at least as good (if not hopefully better) than new customers.  They have proven they will consistently spend money with you, why put this in jeopardy by only rewarding your new customers. 

Acquisition is important for sure – but NOT at the expense of LOYAL customers.  Loyal customers have been shown to spend more and give companies greater margin – why risk this to bring on a new set that may or may not stick with you and lose your existing ones in the process.  In these difficult times, put your money into solidifying your LOYAL customers first, anything left over should go to acquisition.  Hope this helps…

Blaine

Blaine Millet

Customer Experiences Inc.

In this article, Tom said, “If you can’t get people to pay for what they love, we’re all out of business.” WOW – this was a great statement not just for Newsweek magazine but for the world of business.  Think about it.  If you don’t create a customer experience where your customer doesn’t “love dealing with you” how long, in this competitive climate called a recession are you going to last?  This is something i have espoused for years and years that is you don’t have a customer experience that customers love and they don’t absolutely love dealing with you, Trust and Loyalty are always going to an elusive goal. 

If you take anything away from Tom’s message it is this.  Get someone to honestly evaluate your current cusotmer experience from an objective perspective.  NO, ididn’t say do another lame survey.  I said understanding the CUSTOMER EXPERIENCE and the PROMISES that go along with being able to deliver on this experience.  Get help in understanding the Promises your customers want from you and figure out how far off you are in being able to deliver on these promises and FIX IT or you run the risk of going the direction of the print media – extinction.

Understand what it takes for your customers to LOVE dealing with you and what PROMISES they want you to keep every day and you will have LOYAL customers that TRUST you and wouldn’t go anywhere else.  And in these difficult times, isn’t that what everyone wants?  Hope this helps…

Blaine

Blaine Millet

Customer Experiences Inc.

What we need is for the media to point out all the things that are RIGHT and GOOD for a change – where are those journalists and media people when you need them.  Well, I found one and I wanted to dedicate this post to him and his publications/media.  His name is JOE KENNEDY, publisher of EastsideBusiness.  I just read his column, “Words from the Publisher” and I was so pleased and excited I wanted to CONGRATULATE him and HONOR him for taking a stand and leadership in this area – WAY TO GO JOE!!

Allow me to quote some of what he says directly from this column.

Despite the type of news you may be getting from other media outlets, Eastside Business and Eastside Life newspapers are choosing to stay positive – it sure beats the alternative!  in fact after almost 4 years in print, I finally made my first company policy – we will not use the “E” or “R” words in our publications.  We will stay positive and want you to as well.

Joe, I can’t compliment you enough – this is AWESOME. Does this mean everything is fine and all the bad will go away – certainly not, nor is he saying it will.  But while we are sitting in all the muck, why not look up at the sunshine and the sky and enjoy the beauty around us – that is what I believe Joe is saying.  None of us will be better off for continuing to talk about the problems – only the solutions.  I, for one, will be the first one to walk behind Joe.  Attitude is everything and we have shown that as a nation we don’t let this kind of thinking and talking take us down.  So to ALL the other media sources out there – GET A LIFE AND GET THE MESSAGE – we don’t want to hear about it any longer.  Thanks Joe.

Blaine

Blaine Millet

Customer Experiences Inc.

With that in mind, I had to comment on a couple of his most recent entries.  Why?  Because I really liked where he was coming from and because I think he left a couple of things out along the way.  Let me explain.

On January 23rd, he wrote in his blog the following:

Easiest cheap way to dramatically increase sales

Call your customers. Or write to them.

“I know that times might be tough for you. Is there anything I can do to pitch in and help?”

You’ll end up doing a lot for your customers. Which is a wonderful privilege. Even for those that don’t reciprocate.

 

 

Seth, couldn’t agree more – almost.  I absolutely positively agree, as a customer experience evangelist, that you should be doing everything at this point in time to be communicating with your customers/clients.  BUT, rather than just leave it open ended of asking how you can help, be direct.  Ask your customers, “How can I help you be more successful in your business today?”  Now THAT will get their attention and elicit some responses that may offer you more specific ways you could help.  This usually is followed by questions and discussion – which is what your goal should be anyway.  The goal is to help “brainstorm” new ideas and new ways of thinking about the current environment we are in.  What you usually won’t get is “cut your prices” – that is what they will tell your competitors that didn’t ask the question.  Seth had the right idea for sure, just needed to push it a little further along. 

Seth also wrote on January 22nd, the following:

The five pillars of success

1. See (really see) what’s possible
2. Know specifically what you want to achieve
3. Make good decisions
4. Understand the tactics to get things done and to change minds
5. Earn the trust and respect of the people around you

It sure seems like we spend all our time on #4.

 

 

Again, couldn’t agree more – almost.  I would suggest another one – say 4.5 in the list.  I would suggest adding, “Keep your Promises – not matter what.”  Everything on the list is correct but it won’t lead to trust and loyalty and respect.  Keeping your promises, over and over and over and over again will do that.  So again, love the list – just with one minor addition. 

Thanks Seth – once again you are on target with relevant topics.  Keep them coming.  In the meantime, I hope you all have an awesome day!

Blaine

Blaine Millet

Customer Experiences Inc.

I have been reading a number of blogs over the past several weeks and I have to admit, I am very disappointed.  The majority are focusing on the last several months when the “R” word entered everybody’s vocabulary.  What happened to the first half of the year when life was moving along quite well?  Did we all of a sudden forget about all the great things that happened then?

I would like everyone to think about the “entire year” when they look back at 2008 and realize that there were some great things that happened (or didn’t happen).  It is called “a year” because it is filled with 12 months, not 6 months.  

I am really looking forward to 2009 myself.  Yes, like most people, I was impacted by the economic news as well as grieving the loss of my mother.  However, the new year signals great times ahead and I am very encouraged that this will be a fantastic year.  I have also launched some new products as part of the Social Media (Customer Experience 2.0) platform that have gotten some rave reviews already so I am encouraged from multiple fronts.

But the basics are still there – health and family.  Above all, at the end of the day, these are things that really matter in one’s life.  I know it is over stated, but I am so thankful for both of these that everything else pares by comparison.  I just hope each of you takes stock in what happened throughout all fo 2008 and what you have as  you go into 2009 and take the time to celebrate the good things instead of dwell on the negative.

I hope all of my readers have the most wonderful and best year ever in 2009.  If you agree with me and you are excited about what you bring into 2009, let me know.  I love to share good news with others!  For now, have a great (and safe) New Year.

Cheers,

Blaine

Blaine Millet

Customer Experiences Inc.

I was reading an article in the Harvard Business Publishing Blog on Warren Buffet and his views of this whole economic mess when I came across a great comment at the bottom of the article.  The article was titled, “The Wisdom of Warren Buffet,” by Bill Taylor.  Bill writes about a variety of topics and this one was spot on in the way we should think about “leading” and “innovation” and our “competition.”

Bill pulled some comments from a speech Warren Buffet gave where he said,

At one point, his interviewer asked the question that is on all our minds: “Should wise people have known better?” Of course, they should have, Buffett replied, but there’s a “natural progression” to how good new ideas go wrong. He called this progression the “three Is.” First come the innovators, who see opportunities that others don’t. Then come the imitators, who copy what the innovators have done. And then come theidiots, whose avarice undoes the very innovations they are trying to use to get rich.

The beauty of his down to earth logic was spot on in my opinion – innovation should never be stopped but watching great innovation be turned into worthless riches because of idiots is not what we should support.  Lehman Brothers and many others have shown us how this can happen and how great ideas can be turned into garbage when irresponsible idiots get a hold of it – thanks Dick Fuld.  Ok, now you know how I feel about that situation.

But there is one other point I want to offer to you to consider that was hidden at the very bottom of Bill’s article.  This, to me, was the point we should all consider when it comes to our customers.  Customer Innovation should be top of mind all the time for everyone in the company, especially any “C-Level” executives.  After all, they are the only ones that still write us checks.  But beyond customer innovation, one needs to consider “leading” with how they can create a better customer experience and by doing that is rewarded by greater Loyalty and greater Riches.  This is the way true customer innovation should occur.  There are others out there that are the Imitators and want to copy the leaders, nothing wrong with this at all – it helps the customers and raises the bar for everyone.  What we want to see weeded out are the “idiots” that enter the game and screw it up for those doing the right things.  Hopefully some of the economic challenges will purge these from the system – one can only hope.

OK, so what is the great quote I was referring to?  It was,

“The curse of humanity is that people feel compelled to look over their shoulders,” Professor Warwick told my colleague Polly LaBarre a while back. “Happiness and self-esteem depend on rank and relative income. We are consumed by relativism. If your neighbor drives up in a new Lexus, and you’re still driving the Toyota that you were perfectly satisfied with yesterday, you start to become dissatisfied.  So don’t use the financial crisis as an excuse to stop taking chances or downsize your ambitions. But do use the crisis as an opportunity to take stock of what really matters–and to stop looking over your shoulder.”

 

My thinking – STAY THE COURSE, remain a LEADER and INNOVATOR in the way you support and serve your customers and don’t look over your shoulder and drive by the rear view mirror.  

Hope this helps…

Blaine

Blaine Millet

Customer Experiences Inc.

John states in the article that when times are tough and the economy is either weakening, is already weak or is headed downward, don’t try and cover it up with “things are going well” type comments to employees – be straight with them and be TRANSPARENT.  Everyone knows this is happening, so why are we making excuses that it isn’t or it isn’t as bad over here or over there – just be straight.  There is too much information easily obtainable today that would warrant this type of behavior.  Yet, many if not most organizations today continue to play this pathetic game of cat and mouse with employees.

OK, let’s turn the tables a bit on this same subject.  What about your CUSTOMERS?  Don’t you think they deserve the same treatment?  Absolutely YES!!  Why would an organization try to paint a different picture for their customers when they, in most likelihood, realize things are tough and as such you should be straight with them as well.  It is really pathetic when a company tells their customers “hey, things are going well for us” and then they lay off 20% of their employees – duh?  Customers aren’t stupid and when you treat them like they are, guess what happens – they DEFECT and buy from your competitors. 

The goal of any organization should be to be as transparent as possible to their customers and form greater partnering opportunities and situations where they share more information with their customers.  Customers realize you need to make a profit so why hide it – be up front with it.  Customers know you have to operate in certain ways to make their life as easy as possible, don’t hide that either.  And most certainly customers figure out when you are in trouble as a company or not – don’t hide that either.  Instead, adopt a philosophy of TRANSARENCY with both your customers and employees and you will benefit greatly.

Remember, Loyalty, whether it be employee loyalty or customer loyalty, is an end state.  It is built on a foundation of trust.  Trust is built on a foundation of making and keeping your promises and being transparent with your customers and employees.  Don’t think you can get to loyalty and skip trust – hasn’t ever worked and never will.  Spend the time, invest in your people and your customers and above all, be transperant and straight with both of them.  The rewards will far outweigh any additional costs or hardships you might endure. 

Blaine

Blaine Millet

Customer Experiences Inc.

Strategy is something that should be done when times are good – modify during weaker times but fully executed the way it was designed.  The problem with developing an all encompassing strategy in bad times is that companies tend to build “reaction strategies” instead of “proactive strategies” – there is a difference.  Companies generally aren’t thinking as clearly when they are in react mode than when they have time to create a “blank sheet of paper” to work from.  This can compromise your true intent as a business and cause you to forget what will differentiate you in the future.

However, one thing I would encourage you to consider during bad times is that you might have to change the way you “execute” your strategy or the “priority” of some of the goals/objectives.  Some areas may need more emphasis during weaker times and others might need to be put on hold for a few months to focus in certain areas.  This is NOT changing your strategy but merely modifying it to the current conditions.  There is a big difference between modifying it and changing it completely.  What you wanted to accomplish in good times shouldn’t change – HOW you get there should.

Bottom line – definitely build a strategy for where you truly want to get and what you stand for as an organization.  Get outside help to work with you so you can see the forest AND the trees.  After you have created the core strategy, goals and objectives, now do an “overlay” of today’s conditions and see what you  might need to modify in its “execution” based on current economic conditions.  Stay in “proactive” mode with the focus that your customers will see through your antics if you switch to “react” mode.  Customers are still the driver and as long as you incorporate their input and contributions to help make a “Customer-Centric” Strategy you can’t be too far off target.

Remember, customers are still the primary group that writes you checks every month.  To stay in sync with them during weaker economic times, you need to be even closer to them so you are more in tune than your competitors.  Take the lead, bring them into the fold and get them involved more than ever – it will pay big dividends both today and tomorrow.

Blaine

Blaine Millet

Customer Experiences Inc.