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Chasing Rainbows

It's expensive to keep getting customers who leave because you haven't delivered and delighted. In the business to business marketplace it is estimated that it may be costing you 30 times more to get a new customer to replace one that has left. Hmm. If you keep more of your customers you could save quite a bit on money. Yes?

We are finally getting some of the rain we do desperately need here in Florida. But this week it seems to be coming in-between blasts of heat and bright sunshine. This morning just as I was about to walk out the door, the sky opened up. The dark clouds had moved in from the west and the thunder shook the windows for all of five minutes or so.

I stayed put, knowing it would pass. As I gathered my things to head out I looked out the window and gasped. A big, brilliant, beautiful rainbow arched over the whole western sky. It took my breath away. I stepped outside into the steamy tropical morning and stood in awe of nature's perfection. I was transfixed. I just watched. Stood and watched.

Then I saw it. A second rainbow appearing right above the first began to emerge. It was darker and dimmer than the first, but still undeniably there. The more I watched, the clearer and more defined it became. While it never rivaled the first for clarity or color, it framed it nicely and created an even more dramatic picture. It actually enhanced the first and along with the dark clouds provided a backdrop for its vibrant colors. (And I saw every one of them!) What a special treat those rainbows were this morning.

When you think about it, customer service is often an enhancer too. It enhances the effects of your sales efforts, your marketing message and your product quality. Your customer service enhances the effects of your advertising to attract new customers since word of mouth and good will in the marketplace enhances the whole marketing effort. Think Disney, Nordstroms, Southwest. It's just one big circle!

What good does it do to get those customers in the door unless we can keep them long enough for the relationships to pay back? I am astounded by the short sightedness of many businesses. Some don't even realize that they have not made back their additional investment in the acquisition of the customer, and the customer's already history! But out the door they go with the battle cry "more sales!"

The way I figure it, in an economy like the one we are faced with now, it's a good time to look at things differently. Slow down, watch the second rainbow emerge. Ask different questions.

How much does it cost us to get new customers?

How long does it take before that investment pays us back?

How do our service efforts enhance the whole experience of doing business with us?

Are we investing enough in service (training, technology, support) to enhance and deliver on the promises made by sales and marketing?

Is OUR service OUTSTANDING? Is OUR service EXQUISITE? Could our service really be called CARING?

Oh, so many questions we could be asking right now. Use this downturn well. Use it to re-think, re-evaluate and may re-calibrate your "service" effort. What kind of customer EXPERIENCE do you really want to deliver?

Take care,

JoAnna Brandi

JoAnna Brandi is Publisher of the Customer Care Coach® a weekly training program on mastering "The Art and Science of Exquisite Customer Care." She is the author of books such as "Winning at Customer Retention - 101 Ways to Keep 'em Happy, Keep 'em Loyal, and Keep 'em Coming Back" and "Building Customer Loyalty - 21 Essential Elements in ACTION."

A Speaker and consultant, she is publisher of the bi-weekly Customer Care Tips Bulletin. To receive her free bi-weekly tips bulletin, sign up at www.returnonhappiness.com. You can also reach JoAnna at 561-279-0027 or e-mail joanna@customercarecoach.com.