Customers Can Be So Boring
I was thinking that when I called 1-800-CONTACTS. We must be a pain most of the time, but their customer service people always sound happy to hear from me. That was the case this week when Kristine Taylor was so cheerful about handling the return and getting my new trifocal lenses from England. Very few marketers ever think about the value of actually dealing with existing customers, probably because they’re so focused on new customer acquisition. The “back end” of the business—returns, credits, handling complaints, answering questions, even keeping track of customers—doesn’t interest them much. It should.