Do you ever feel that no matter what heights you achieve, your customers are never happy? Do you ever feel that as a customer you are taken for granted? If you are like most everyone, your answer to both questions is, “Yes.” And here is the really crazy thing—those feelings are happening on both sides of the same relationship!
One pretty common human emotion that causes this is the propensity to feel like the “grass is greener on the other side.”
If our customers are thinking that we take them for granted, yet we are continuing to deliver and go above and beyond, what gives? What causes such a disconnect? We may think we are pulling out all the stops to make them so happy they would never think about trying the grass on the other side, but often we are trying the wrong things in the eyes of our customers.
Every restaurant wants to give me a punch card, and I know they are trying to give me a free meal to get me to eat there more often. The problem is, I hate carrying around the punch cards and I never remember to bring them so they become more of a nuisance than a gift. They may think they are going out of their way to do something nice for me. It just isn’t anything meaningful to me.
Reach out to your customers and find out what they need from you. What would show them your efforts to go above and beyond? What could you do that would surprise them (positively!) and keep them loyal to you?
Find out what they are thinking, what they want, what they need, and deliver. You know the grass is not greener on your competitor’s side of the fence. Now prove it to your customers.