Page 12 - ESM17-4
P. 12
C ustomer engagement
Curt Coffman and Kathie Sorensen,
Principals, The Coffman Organization
Believers Make
the Best Customers
The quality of the customer either provides opportunites
for growth, innovaton and purpose, or strangles the
organizaton and limits the future of its members
e commonly hear “Those with the best players you beter, and, if we’re honest, the believers are
win.” We agree and propose a corollary: Those the authors of true innovaton. Customer headaches
W with the best customers grow. How much become organizatonal headaches. The process of
does a poor customer cost you? The best customers denial tends to insttutonalize the problem.
make you beter, and the worst destroy your value. EMBRACE THEIR FEEDBACK
However, most organizatons spend their energy and When organizations have problems they don’t know
money trying to acquire new customers rather than how to fix, they inadvertently decide they can’t
new, high-quality customers. be fixed. The great brands of today have embraced
THE IMPETUS FOR INNOVATION customers’ feedback; instead of just hoping it
A great customer is not an easy customer, any more will go away, they ask, “How can this become a
than a great place to work is an easy place to work. key differentiator?”
The most demanding customers – those who want One need not look further than: “Darn, I don’t have
more for their dollar, more utlity from their products, a receipt….” Nordstrom embraced the headache of
greater atentveness to their concerns – are not returned merchandise. “I want to use it—not spend
necessarily bad customers. Our line-of-sight to those all day installing it…” Apple combined both hardware
unique concerns creates the impetus for innovaton and sofware. “I give up—this will never work…”
and service; these difcult customers actually make Apple stores put you eye to eye with a “Genius” to
us beter. Embrace the believers, and then embrace fx your problem. “How do I get from home or work
their headache.
to the rental car?” Enterprise Rent-A-Car says, “We’ll
Some customers buy, and some customers are pick you up.” “How will I ever fnd that?” Google
believers. The believers feel an intense connecton to allows us to search a topic and get instant access to THERE’S AN INCENTIVE BEHIND EVERY LENS.
a person frst and local entty second and a broader informaton. (Remember the card fles and Dewey
brand third. Believers see something diferent than decimal system?) “I hate to call for service.” At Ritz- At Nikon, we are dedicated to offering products that will always delight and inspire your customers, partners,
regular customers do. They see the “what ifs” in Carlton, the customer’s problem is owned by the frst
you and your organizaton. The most meaningful person it is told to, no mater their ofcial ttle. “I’m or team for their hard work and loyalty. Reward them with something from our ultimate lineup of award-winning
encounters involve emoton, an indicaton the bored with the games I have…” Game Stop allows imaging and optical products that make it easier than ever to share photographs and videos. Our unwavering
customer is seeing in 3D. They genuinely want to make gamers to trade in old games for new.
commitment to quality, performance, and innovation means you’re rewarding them with a product that has their
needs in mind. Find the ultimate way to say thanks with Nikon.
Start your program today at rewards.nikonusa.com.
continued on page 28
12 engagement strategies Vol.17 Issue 4
12 engagement strategies Vol.17 Issue 4
Curt Coffman and Kathie Sorensen,
Principals, The Coffman Organization
Believers Make
the Best Customers
The quality of the customer either provides opportunites
for growth, innovaton and purpose, or strangles the
organizaton and limits the future of its members
e commonly hear “Those with the best players you beter, and, if we’re honest, the believers are
win.” We agree and propose a corollary: Those the authors of true innovaton. Customer headaches
W with the best customers grow. How much become organizatonal headaches. The process of
does a poor customer cost you? The best customers denial tends to insttutonalize the problem.
make you beter, and the worst destroy your value. EMBRACE THEIR FEEDBACK
However, most organizatons spend their energy and When organizations have problems they don’t know
money trying to acquire new customers rather than how to fix, they inadvertently decide they can’t
new, high-quality customers. be fixed. The great brands of today have embraced
THE IMPETUS FOR INNOVATION customers’ feedback; instead of just hoping it
A great customer is not an easy customer, any more will go away, they ask, “How can this become a
than a great place to work is an easy place to work. key differentiator?”
The most demanding customers – those who want One need not look further than: “Darn, I don’t have
more for their dollar, more utlity from their products, a receipt….” Nordstrom embraced the headache of
greater atentveness to their concerns – are not returned merchandise. “I want to use it—not spend
necessarily bad customers. Our line-of-sight to those all day installing it…” Apple combined both hardware
unique concerns creates the impetus for innovaton and sofware. “I give up—this will never work…”
and service; these difcult customers actually make Apple stores put you eye to eye with a “Genius” to
us beter. Embrace the believers, and then embrace fx your problem. “How do I get from home or work
their headache.
to the rental car?” Enterprise Rent-A-Car says, “We’ll
Some customers buy, and some customers are pick you up.” “How will I ever fnd that?” Google
believers. The believers feel an intense connecton to allows us to search a topic and get instant access to THERE’S AN INCENTIVE BEHIND EVERY LENS.
a person frst and local entty second and a broader informaton. (Remember the card fles and Dewey
brand third. Believers see something diferent than decimal system?) “I hate to call for service.” At Ritz- At Nikon, we are dedicated to offering products that will always delight and inspire your customers, partners,
regular customers do. They see the “what ifs” in Carlton, the customer’s problem is owned by the frst
you and your organizaton. The most meaningful person it is told to, no mater their ofcial ttle. “I’m or team for their hard work and loyalty. Reward them with something from our ultimate lineup of award-winning
encounters involve emoton, an indicaton the bored with the games I have…” Game Stop allows imaging and optical products that make it easier than ever to share photographs and videos. Our unwavering
customer is seeing in 3D. They genuinely want to make gamers to trade in old games for new.
commitment to quality, performance, and innovation means you’re rewarding them with a product that has their
needs in mind. Find the ultimate way to say thanks with Nikon.
Start your program today at rewards.nikonusa.com.
continued on page 28
12 engagement strategies Vol.17 Issue 4
12 engagement strategies Vol.17 Issue 4
