Thursday, February 26, 2004
Church of the Customer: "'The early work I did on loyalty was powerful but useless... satisfaction surveys are such a joke... The key is making your customers' lives better.'
Making your customers' lives better can produce far better top-line and bottom-line returns via word of mouth than any points, rewards or frequent-purchaser programs. Making your customers' lives better is planting the deepest roots for customer evangelism. "
Fred's right, of course. The ultimate goal is to make your customers' lives better. But the trick becomes...how do you know if you're making their lives better if you don't ask them?
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