John Eklund, Pro Mach

50 Things Your Customers Wish You Knew

By John Eklund, Pro Mach | Permanent Link

The Remarkable Communication Blog has a fantastic article on 50 Things Your Customers Wish You Knew – every point is written from a customer’s perspective, which is a viewpoint we could all stand to take more often.

Some of our favorites include:

  • Telling me what you don’t know makes me trust you.
  • You don’t need to do all that much to be a superhero. Just do exactly what you say you will do.
  • I want to tell you what would make this relationship better for me. Why don’t you ever ask me?
  • I want you to do the hard work for me. Even better if I can get all the credit.
  • I have the attention span of a goldfish. Go too long without contacting me and I’ll simply forget you exist.

When we started trying to figure out how to promote and market ProCustomer internally to our own divisions (to the very people responsible for making ProCustomer a success with our customers) we struggled with what message to tell them. We could put together a nice long 28 page letter listing out all the attributes we wanted to excel at and remind them that was what ProCustomer was about, but at the end of the day how effective would that really be? Another memo stuffed in a drawer.

What we decided to do was much simpler – 6 words. It reads:

Be Easy To Do Business With

If you frame every interaction with a customer with those words, you start to get a pretty clear picture about how you should act and what you should do. The rest should take care of itself.


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