How,win,customer,for,life--for business, insurance How to win a customer for life--for only $12
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I recently had a problem with a headset purchased nearly a year ago from Headsets.com. The automatically adjusting speaker volume resulted in numerous aborted calls. When I called to complain the rep said, "Mr. Bingham, your headset is just barely out of warranty." I waited for the bad news. And then he surprised me by saying, "But I can imagine how frustrating that must be with such an important piece of equipment. I want you to be happy and I'm going to send out a replacement via FedEx. You should have it the day after tomorrow. Use the enclosed return label and send back the defective unit in the same box." Later that day I received a shipping notification and a personal follow-up from the rep, and exactly as promised I received the replacement headset. Such excellent care went above and beyond the minimum they were contractually required. But that wasn't necessarily what won my loyalty. Within the box was a handful of Tootsie Rolls and a paper survey, the kind that everyone sends and surely nobody ever reads. Because they had done very well in meeting my needs and even exceeding my expectations, I gave them very high marks on the survey. Deciding to have a bit of fun with them, I answered their open-ended question, "What other suggestions do you have for us to improve?" with the tongue-in-cheek, "I don't really care for Tootsie Rolls, but Jolly Ranchers, on the other hand…" Two days later I received another FedEx shipping notification. I was convinced that somehow their systems had screwed up and sent the notification in error, or I was going to have to waste my time calling them to return a duplicate headset. The package was much lighter than before. And it rattled. I opened it to find a very large handful of… Jolly Ranchers. Some employee read the survey, purchased a bag of Jolly Ranchers on their way home from work, and shipped a handful the next day. I had to laugh, as even though I know very well how this game is played, I felt an intense loyalty to them--I won't even look anywhere else for phone/headset equipment. Not even for a better price. Rudy Vidal, CCO Council board member and originator of the Extreme Customer Loyalty initiative at Panasonic, found that the difference between second- and top-box loyalty scores was that customers felt they unexpectedly got something more. As he put it, "it didn't matter if it was a new car or a lollipop!" Or in my case, a Jolly Rancher. Of course, the replacement headset may cost some in terms of time/effort to get warranty service from the manufacturer. But the real clincher for me was the fact that someone not only read the survey and took action--they showed thoughtfulness. The Jolly Ranchers probably cost $0.50, and shipping was $11.50. Of course they did everything better than right with the return. But they won my loyalty for $12. What are you doing to show your customers you are actually listening and responding to their needs and desires? Article Tags: Jolly Ranchers
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