Dealing With Customer Misery - Part 2
If I were a museum director, I would periodically walk my exhibition rooms to check on the viewing experience and customer satisfaction. Had I seen the mayhem in the Rijksmuseum, I would immediately outlaw cameras, instruct the guards to keep tour guides from covering the paintings with their arm gestures, to speak more quietly and deliver their commentary in the back of the room. Thereafter they could suggest that the listeners move forward to experience the picture.
But Rijksmuseum management had my fifty bucks and probably figured I would never be back, so screw me.
An Amusing Personal Digression
Several years ago, we were in Milan and I had ordered timed tickets to see one of the most famous paintings in the world, Leonardo's "Last Supper," which recently was restored and is simply spectacular. Because Milan is one of Italy's most polluted cities, only 25 people are allowed into the sealed clean air rooms for 15 minutes at a time.
On the walls and in printed handouts were signs that stated POSITIVELY NO PHOTOGRAPHY!
Sitting down on the wooden bench in front of us, an American woman immediately pulled out a camera and aimed it at the treasure on the wall in front of us.
As Peggy tells it, "My inner Gestapo surfaced." She touched the woman on the shoulder and pointed to the signs that said no photographs.
The woman made a face and reluctantly put the camera back in her purse.
Whereupon she turned to her husband. "What are we supposed to do?" she asked huffily. "Just sit here and look at it?"
Takeaways to Consider
- Do your customers love doing business with you?
- It's amazing to me how many marketers do not put themselves inside the head of the prospect or customer and literally become the person being wooed, so that they can evaluate the wooing experience they have created.
- "The sale begins when the customer says, 'yes.' "
—Bill Christensen, Freelancer
- In other words, is the customer being re-sold—made to feel really good about having placed the order?
- The first shipment is the one chance for the marketer to prove that all the promises made in the promotion are true.
- "You don't get a second chance to make a first impression."
- When direct marketing professionals send out a mailing or a product, they know that precise instructions must be given to the lettershop or shipper on how everything is folded and inserted and a sample finished envelope or package is always included.
- It is imperative to see first hand what the customer opens, so that it will have the maximum positive effect.
- In Amsterdam the art is wondrous. The Rijksmuseum sucks.