A colleague forwarded me a deck from a marketing presentation. It included this comment about keeping your existing customers. <\/p>\n
Most customers leave because they simply feel you don\u2019t care enough about them or their business.<\/p><\/blockquote>\n
A few months ago I called GEICO to put a car on my policy, and after taking care of business the phone rep went to incredible lengths to tell me how much she cared about me and how important I was to her personally. I wondered if I was supposed to ask her out or something. <\/p>\n
Has this “we care about you” stuff gone a little too far? <\/p>\n
I don’t really need all these people to care about me. I want their products to be safe and accurate, to sell at a fair price and to meet my needs. Whether the telemarketing rep sounds like she has genuine concern for me as a person is entirely irrelevant. <\/p>\n
Back when I was an editor I recall long conversations about relevance and meeting the felt needs of our subscribers. I had always considered those “needs” to be things like “accurate information that helps me comply with government regulation.” (That’s the business we were in.) <\/p>\n
It never occurred to me that they needed me to have a warm, fuzzy feeling about them. <\/p>\n
So, can I please revise the statement above? How about this? <\/p>\n
Most customers leave because your product is no longer relevant to them or their business.<\/p><\/blockquote>\n","protected":false},"excerpt":{"rendered":"
A colleague forwarded me a deck from a marketing presentation. It included this comment about keeping your existing customers. Most customers leave because they simply feel you don\u2019t care enough about them or their business. A few months ago I called GEICO to put a car on my policy, and after taking care of business …<\/p>\n