Bluerant

Customer Service IS Marketing

I’ve been involved in several debates lately about how you define marketing.  Some of the brightest people I know still mistakenly believe that marketing is the same as advertising and CPC campaigns.  While advertising is one tactic sometimes used in an overall marketing strategy, until you understand that marketing is all about how your company is perceived and how that perception can drive sales / growth. etc, then you’ll be missing the boat in a big way.  Marketing should define how your account people interact with your clients, how your website or product looks and feels, and how you interact with your audience at all levels.

I was reminded of that today in a big way.

I received a package today from Sweetwater Musical Supply.  It was the second time I had ordered from them and I am not a musical expert – both orders were for my kids who are progressing in their musical interest and capabilities.

The first time I ordered form them, I had a really hard time (iow, a freaking nightmare) getting the ProTools software I ordered to work on my son’s Mac.   While it was not Sweetwater’s fault that the software wasn’t working, Matt at Sweetwater went out of his way to make sure that I was able to get it working. The difference between dealing with Matt and with Avid customer service couldn’t have been more stark.  Before calling Avid, I had to take a few deep breaths and prepare myself for the laissez-fair attitude (yes, I restarted.  yes, I upgraded – which took all freaking night long and then didn’t work twice, yes, I downloaded the patch, blah, blah, blah) I knew I was about to deal with.  Matt, on the other hand, went out of his way to make sure that I was able to get it working – even offerring to intervene with Avid if need be.

When I needed a new keyboard for my daughter, I called Matt again.  I’m sure I could have easily found the keyboard cheaper somewhere else online, but I really didn’t care.  He had clearly earned my loyalty based on the first interaction.  I discussed the pros and cons of a few different keyboards based on what my son and daughter needed and he helped me make a decision – slightly different from what I was originally thinking.

When I received the delivery today and opened that package, there was a bunch of Tootsie Rolls and peppermint candies in the shipping box along with my keyboard.  Then I remembered that he knew the keyboard was for my kids.

If you need musical equipment, call Matt at Sweetwater (800) 222-4700  ext 1363.

In case you missed it, that’s marketing.  Way to go @SweetwaterSound.

Tags: Customer Service, Marketing

Cream Cheese as Customer Service

Walking the streets of NYC again lately has invariably led me to the doors of one too many bagel places. It’s been a while since I’ve had a real choice of where to get those wonderful luscious loops of carbohydrates that are are simply impossible to find in Boulder, CO.  The increased access however has also reminded me of how the little things can make such a big difference in the perception and reputation of a business.  In this case, that little thing is cream cheese.

Whenever I order a bagel with cream cheese, I am curious to see exactly how much cream cheese is slathered on my radiant ring of guilt-ridden goodness.  You see, it’s the cream cheese that really leads to the first impression – not the bagel.  Is there so much that I can barely pull the two halves apart without it dripping all over my sleeves and lap?  Is there so little that I am forced to eat the top and bottom halves together so that I can get at least a little bit in each bite?  Why can’t anyone just use the right amount? Well, because the right amount isn’t a set amount – it depends on the person, the bagel and many other things that all effect what the customer is in the mood for.

That’s the whole point.  I don’t want anyone to assume how much cream cheese is enough, or too much.  I want to enjoy my bagel how I want to enjoy it.  I will gladly tell you how much that is if you simply ask.  If I pay you $19.95 for a bagel and lox platter and you give me one pathetic little container of cream cheese that has no hope of covering both halves of my bagel and then, even worse, attempt to charge me extra for another pathetic little container – shame on you!  You have not only lost me as a customer, but I will walk right out and tell all my friends and family – including my not too discreet grandmother who will initiate the Jewish-Grandma kvetching mill instantly.  So much for your reputation as a business.

By simply asking me how much I want, or if what I have is enough, you have instantly made me feel like you take pride in what you do and care about how I, your customer, feels about your product, service or establishment.

Whether it’s parmigiana on your pasta, curry in your Chiang Mai Noodles, or sauce on your steak au poivre, it’s what you surround your core product with that can make or break the deal.  As long as you remember that very few people like the same amount of cream cheese, it shouldn’t be hard to figure out how to make them all happy – assuming your bagel rocks.

Tags: Customer Service