While both of these concepts are fantastic and heartwarming to know, most of us are essentially doing neither, even at face value. Companies may be reading and trying to fix issues behind closed doors, but they have to understand that we now live in an era of incredible customer engagement and interaction, with so many tools making this a possibility.
Simply put, if you don’t respond, customers will get a response elsewhere. We are talking about selling products here; your clients aren’t the only ones doing it, and others will gladly pick up the slack tenfold.
The days of “people will tell 9 people about a good experience, and twice as many about a bad experience”, are gone. Review sites have a HUGE effect on those numbers and exponentially increase how quickly in the heat of the moment customers can state their opinions.
Not only with our clients that are lacking in their customer response, we have to be translating to ALL of our clients the importance of customer engagement and lifetime value, especially since it is so ridiculously easy to do with direct communication platforms.
It’s not just about short term sales anymore; it’s about cultivating customers and keeping their lifetime value at its highest performance. We have to go beyond the purchase and the initial handshake. We are selling experiences, and as a business partner we have a huge interest in making sure our clients understand the importance of their brand power and customer experience/equity. After all, it is also reflection of our work as digital strategists.