Want Your Customers To Talk Sizzle Or Steak?

Posted by Wim Rampen on December 7, 2010

0 comments | 2468 reads

Customers have jobs to do. And so do Companies. In essence the trick is to align and focus the company’s activities to maximize support to Customers to get their jobs done. From the unpredictable Customer’s decision journey through each stage of the life-cycle. And make money as a result of it.

Company’s that stick to the mantra have no problem focusing. These companies do not need to re-think how to “brand” their product or message every year and burn lot’s of money on awareness campaigns. These companies do not need Customer Service to solve the same problems over and over again. These companies do not need to redesign their processes, they can optimize. And these companies have higher success rates from their innovation efforts. These companies have competitive advantage because, without waste, their costs are significantly lower..

..And these companies get earned media that matters. Their Customers talk about how they never have to complain, not how well their complaint was handled (and no.. service recovery is not a good strategy for increasing loyalty). Their Customers talk about how easy it is to do business with them, not how they saw this great video or were "randomly" surprised. Their Customers recommend them to their friends because, well… , they know they are truly helping their friends.

Their Customers talk about the steak, not the sizzle. Which matters, because the sizzle dies when the steak lands on your plate.

What do you want your Customers to talk about? And how do you get them talking about it?

Republished with author's permission from original post by Wim Rampen.

Wim Rampen

I offer fresh perspectives on your Customer related challenges. Perspectives based on 13+ years experience in (leading) Customer facing departments & projects. In solving the challenges you face I trust on analytical and creative methodologies for analysis/research, problem definition, ideation, testing & implementing the solution(s) we create together. For more information visit Wim Rampen's blog.

About Wim Rampen |
Connect:

Categories:

2468 reads
Print
Email

0 comments »

Post new comment

Your name: *

E-mail: *

The content of this field is kept private and will not be shown publicly.

Homepage:

Subject:

Comment: *

Input format

Filtered HTML

Allowed HTML tags: <a> <img> <hr> <table> <tr> <td> <th><ul> <ol> <li> </li><blockquote> <colspan> <rowspan><object>
Lines and paragraphs break automatically.
Web page addresses and e-mail addresses turn into links automatically.
Images can be added to this post.

Post

Lines and paragraphs break automatically.
Web page addresses and e-mail addresses turn into links automatically.
Images can be added to this post.

More information about formatting options

Notify me when new comments are posted

All comments

Replies to my comment

CAPTCHA

This question is for testing whether you are a human visitor and to prevent automated spam submissions.

What code is in the image?: *

Enter the characters shown in the image.

MarketPlace

Global Customer Experience Management (CEM) Certification Program

[May 30-31, Frankfurt; July 25-26, Hong Kong] An internationally recognized program with proven track record of success - being run for 34 times in 13 cities with attendees from 50 countries, the program is developed based on the U.S. patent-pending Branded CEM Method which aims to drive customer loyalty and brand differentiation with quantifiable business results. Limited offer: USD300 early bird discount.

Join us on May 29th in New York City. Stuart Ryder, SVP, Mobile Research Lead for Ipsos IOTX & Roxana Strohmenger, a leading Forrester analyst, will be in attendance to share best practices and new trends in mobile market research.

[June 12, Sir Francis Drake Hotel] Gregson Siu, Vice President, Ariba Business Operations, Ariba and Bob Thompson, CustomerThink, will be in attendance to share best practices, new trends and latest research to help you develop your customer experience program.

Social Networking and sCRM International Congress in Colombia

[June 25-26, Bogota] Thirteen international thought leaders will present, from different perspectives, the trends, the uses, and the magic - as well as the reality - of Social Networking and how it impacts the way customers are doing/will do business.

Driving ROI With VoC

Walker has identified multiple ways to measure ROI – there is not a one-size-fits-all solution. This paper will address each and conclude with some recommendations to help B-to-B practitioners evaluate which ROI approach will work best for their particular business need.