UnMarketing asked a question on Facebook:
Name a brand that you used to love/hate and now feel the opposite. What happened to change it?
Very astute question, because it forces us into customers’ shoes and helps us examine what builds or destroys satisfaction. Here’s two retailer brand mentions that could apply to our industry:
Why? because the dollar amounts were so insignificant, that it wasn’t worth losing even ONE customer, yet alone having your brand bandied about as bad on social media, and losing that customer for life.
Or, maybe you think $10 or $20 is not an insignificant amount. If the money involved in a customer situation would impact your overhead, do what I always did: I took that amount out of my advertising budget for the year.
Or maybe it’s all about the principle to you. The customer’s wrong; I (or my shop stand-in) is right. If being right is important to your well-being, more important than the success of your shop, perhaps you might want to appoint a staffer to be your front man. One who understands that customer satisfaction, normally a natural by-product of the shop, sometimes involves cold hard cash from your pocket to hers.
Interested in more answers to the question? Here’s Unmarketing’s post.