I have a pot of joe going to give me a kick in the butt this morning. I have a tasty salty caramel creamer to add. Yum!
Seth Godin has a great post called The squeaky wheel problem, I read over the weekend. It reminded me how backward we can be as marketers. Seth talks about how in customer service we can get caught up in focusing our energy on the cranky and disenchanted customers, over our True Blue. Your “True Blue” is your most loyal customers. They love your product and support you, even if you went through their house and resold them everything they already own. They are some of your best fans.
Some companies even go so far to offer incentives only to their new customers. The telecom companies were great for this. If you went to Verizon as new customer, you would get a great deal on a phone or service, while leaving their true blue customers to pay full price for their service. Cable companies still do this today and it really grinds my gears.
The lesson we have to learn here is that our True Blue has to be more or at least as important as our new customers. Otherwise, your business will be like a gas tank with a hole in it. As you are putting gas in, you’re burning gas and leaking at the same time.