The brief article, linked to below, is an interesting read regarding customer service, and includes this very valid statement, “There is only one customer, the one in front of you.” Click here to read the article.
Marketing vs. Engagement
I believe both nonprofits as well as for profits often confuse sales, marketing and engagement. Or even more challenging weight engagement last. The fact is, without engagement of donors, clients or customers your sales and marketing have far less impact. Social media absorbs so much of our time these days. One of the great draws of social media is it makes us feel engaged in both our own life and with others. It is easy, immediately gratifying and of little to no expense, monetarily to us. So that is your competition. Sectors, let’s take the food industry, see market share shrinking, even though we’ve never seen more choices on the shelves. Why? Because the donor, client or consumer doesn’t care if you’ve created tens of options. In fact it can be feel oppressive to decide when we are already overwhelmed with a lengthy to do list. It reminds us you are thinking of everybody, and we want to feel special. What we want is immediate gratification and to feel as if you are speaking to us as individuals. The day of mass marketing’s return on investment is coming to a close. If you can’t engage your target audience, making them feel as if you are talking only to them, or providing them with a special benefit, cost and/or return on their investment, quite frankly you are sunk.
Who Is In Charge Here?
How much do we love to think we are in charge! At work we like to feel we have control over our domain and blame either our bosses, subordinates or customers when all is not going well. Go ahead, feel you are in control, but is that really serving you and the business? Ask Netflix. Netflix lost over 800,000 customers in the past quarter. Largely this was due to their assumption that they were in control. Clearly, based on the number of customers/clients that exited and the subsequent response from Wall Street, Netflix is not in charge. Those that utilize their product are in charge. While Netflix has made a significant turnabout in its pitch, still 800,000 customers are now gone. Can you imagine losing 8 customers let alone 800,000? Never under-estimate the power of the purchaser. They certainly will not. Because like you, they want to feel they have control.