Delight Your Customers
Fulfilling Customers' Orders ... and Expectations
By Denny Hatch
The next time a wonk gets up at a direct marketing conference and parrots the current industry buzzwords—customer relationship management, retention marketing, back-end marketing and customer satisfaction—stand up and let fly with a noisy raspberry cheer.
Consign these tired platitudes to the scrap heap of bad ideas. Anyone with half a brain and half a computer can satisfy a customer. But only when you continually delight customers will they keep coming back.
The Tale of the Lexus
A friend of consultant Don Jackson bought a Lexus—a $45,000 piece of machinery. He could afford a Mercedes, a Jaguar or a Cadillac, but he bought the Lexus. His lifetime value to that auto manufacturer could be in the high six figures if he bought a Lexus every three years.
Jackson's friend took delivery of his new honey from the dealer and started to drive it home, luxuriating in the smell of the leather interior and the glorious handling. On the interstate, he put the pedal to the metal and felt the Gs in the pit of his stomach. The lights, the windshield washer, the gizmo cup holder that popped out of the dashboard, the seat heater that warmed his bottom on a cold winter morning—all of these he tried with mounting pleasure.
On a whim, he turned on the radio. His favorite classical music station came on in splendid quadraphonic sound that ricocheted around the interior. He pushed the second button; it was his favorite news station. The third button brought his favorite talk station that kept him awake on long trips. The fourth button was set to his daughter's favorite rock station. In fact, every button was set to his specific tastes.
The new owner knew the car was smart, but was it psychic? No. The mechanic at Lexus noted the radio settings on his trade-in and duplicated them on the new Lexus. Jackson's friend was delighted. This was his car now—through and through!