So, unfortunately, a situation with one of your customers has "gone south." They are unhappy over the quality of your products, the speed of delivery, the handling of some support issue, the overall value they're receiving, whatever... Maybe you should have seen it coming sooner (see some earlier blog entries), but you didn't. Or it got out of control quickly.
Now is the time to bear down and get things positive again. In situations that continue to go sour, do whatever you can to salvage them. It costs so much more to attract a new customer than it does to retain one, it makes sense to go the extra mile. When you factor in the pyramid affect of your departing customers notifying all their friends, coworkers, neighbors, and relatives as well, the damage can be immense.
So, you apply some of your best people to the problem. You set up regular communications (since it's likely that your customer is not located near to you). You may even setup some kind of "war room" to track all the issues. You're going to be thinking that you're doing everything within reason to deal with the issue. And, at some point you’re going to ask “What else can we really do here that will help?”
That’s a good question, but don’t limit yourself to things that are "within reason". Sometimes you need to go a little further – to things that don’t seem logical on the surface. I've mentioned before about how TV news channels throw helicopters at news stories that don't really demand them. Yes, here's one car that has rear-ended another car. You know that dozens happen in your city every single day. But, when we here at TV 7 decide to hover a copter over the top, now that's really exciting! Yeah, everyone's fine... no injuries, and the damage isn't even that great. But we've got this copter and we're sure as heck gonna use it to show you what's important (or ratings-generating) to us!
Well, you can do the same. Go hover a copter. Send one of your best guys, or send yourself, out to the customer’s site. Talk to them in person. See their problems. Feel their pain. They will really appreciate it. It may not do any more to really solve the issues, but the increased personalization will buy you credibility and time to get things right. Past workmates of mine know that I call this, “putting the helicopter on scene.”
And here’s something I’ve experienced repeatedly upon helicoptering. More often than not, while you are visiting, you will see something new – something the customer hadn’t reported, or an additional clue to whatever was making their lives unpleasant. You’ll be able to funnel information back to your team that will help get this customer up and running quicker than you otherwise would have. You’ll also have a chance to let them, in person, tell you everything that’s on their mind. That will further improve your relationship and probably help the product out in the long run, as well.
Post a Comment