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Why a culture of belief is crucial to customer loyalty

Here’s a guest post Jeanne Bliss, customer experience expert and author of “I Love You More Than My Dog,” wrote for our WordofMouth.org project. Check it out for more great word of mouth marketing tips like this every day.

Too often in our daily lives, it feels as if businesses hold all the cards.

As employees, we are penned in by rules and regulations which seem to define our every move. As customers, we fear we don’t know the rules. Or worry that we aren’t following them. And sometimes even worse, that we will not be believed.

Let’s say you have purchased a shirt, never worn, that you need to return. As the bag is handed over the counter and the salesclerk gives it the once-over, why is there an irrational fear that often takes hold, kicking in an instinct to defend yourself for making the return? This is because, as customers, we’ve come to expect to not be trusted.

In another example, let’s say you are driving your car with your child playing in the backseat. Distracted by the little show going on behind your back, you take your eyes off the road for a minute and experience a fender bender with the car in front of you. You brace for the call to the insurance company that you’ve been paying for years to cover incidents such as this one. But what do you feel? The first emotion is usually fear that the accident won’t be covered, followed by the fear that your story to the auto insurance claims department won’t be believed.

Beloved companies grasp that most people strive to do the right thing.

They decide to believe. They believe in their employees and they believe their customers.

There is no more powerful testament of trust than belief. “I believe you” means “I trust you.” Beloved companies decide to believe. They believe their customers. And they believe those who serve them. Each beloved company makes key decisions that mark its place in the universe with customers. Nurturing the organization first is always among them. That is why so many companies beloved by customers are also beloved by employees. That is why they are the greatest places to work.

How do your answers compare to the beloved company?

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