Ticking Off Your Customers
Are bean counters, lawyers and newbies making marketing decisions?
Feb. 21, 2006: Vol. 2, Issue No. 14
IN THE NEWS
Bank Gift Cards Come Wrapped With Limits
Consumers Rankled By Obscure Charges, Rules
Visa likes to say that "finding the perfect gift just got easier" with its gift card. But recipients of those cards—or similar ones issued by MasterCard or American Express—are discovering that using them presents unexpected difficulties.
—Caroline E. Mayer, The Washington Post, Feb. 17, 2006
Rental Car Customers Chafe at Tougher Rules
It is not difficult to find a business traveler who is hopping mad at Hertz these days. Krishna Kumar, a program manager from Santa Clara, Calif., for instance, says he was taken aback by the car rental company's decision to tighten its terms and conditions. "When I saw them," he said, "I was very upset."
—Christopher Elliott, The New York Times, Feb. 14, 2006
Don Jackson—a former naval aide to President Lyndon Johnson, insurance guru and my co-author for "2,239 Tested Secrets for Direct Marketing Success"—is a street smart guy who always cuts right to the chase. An example of Don's thinking:
Don Jackson's Immutable Second Commandment
The next time some wonk at a conference starts using the current industry buzzwords, such as retention marketing, back-end marketing and customer satisfaction, let fly with a noisy raspberry cheer. This is old hat. Anybody with half a brain and half a computer can satisfy a customer. But only when you continually delight your customers will they keep coming back for more.
When non-marketers are allowed to make marketing decisions, initial results may look good but you could be sitting on a bomb with a very long fuse.
Expanding the Business
Business can grow in two ways—and two ways only:
1. Increase your share of market—find new customers on your own or acquire a company that has its own customer base that can be added to yours.