Archive for May, 2010

A few weeks ago, we blogged on Customer Delight and the response has been overwhelming. Many have actually contacted us asking what we are doing to support our clients in this area. So, we thought we’d share our solution. Two words: Cultivation Calls!

Cultivation Calls are the key to keeping your customers delighted and allow them a two-way communication channel. These conversations include more than just showing appreciation; they are a perfect opportunity to gather market research and increase loyalty. While many companies send follow-up emails or direct mail, an informed caller can drive the point home with a personal touch that makes the customer feel good about coming back!

Our Thank You/Welcome Calls are simply that. Customers are called shortly after their FIRST interaction and thanked for their business. Just listen to the sound a simple Thank You makes when it lands on your customer’s heart! In addition, we take the opportunity to ask how satisfied they were with their interaction, the purpose of their purchase, what impacted their decision on the purchase, etc. This market research is invaluable in steering future marketing and operational efforts.

Our Delight Calls involve a very brief, straightforward conversation simply thanking the customer for their business and informing them of additional benefits or new products. In addition, we will be asking how they are enjoying their interactions with your company. This call is a valuable opportunity to share information and gather actionable feedback. The market research component of these calls is independently a compelling basis for the initiative. This will be a chance for you to find out how and where you can improve, and also confirm what you are doing right!

Research has shown that Cultivation Calls are an investment in the future years to come in growing and harvesting your customer relationships. In fact, these calls will foster “word of mouth” buzz that is PRICELESS! We call this Delight.

Taking the time and effort to make these calls in which there is no ‘ulterior motive’, there is no ‘sales pitch’, is seen by your customers as you making the extra effort to assure that their experience with your company is a positive one. They will be surprised that they are receiving a call that is not asking for anything on their part. Intuitively these calls make sense; they also make sound fiscal sense.

Is it time to rethink some of your marketing and sales strategies? It is five times more profitable to spend marketing and advertising dollars to retain current customers than it is to acquire new customers!

Lastly, and very simple to do, you will want to keep track of those customers who received these calls so you can quantify your successful ROI. Happy Calling!

Kari Sickinger, Vice President, Client Services