Cab Forward
Jan Carlzon, once president of Scandinavian Airlines, defining moments of truth as any interaction between your customers and your employees. These experiences can be further apart in what is termed by some as connection points are anything to your customers see, hear, touch, taste, feel or smell.
Recognizing that acquiring a new customer takes 6 to 7 times more dollars to maintain an existing investment and will replace an employee of one to three times the annual salary common sense should tell you that most business customers loyalty is a "no brainer". This raises the question of how employees are building Customer loyalty?
Here is a story I just found that is why a real life experience. Of course you can find others at times Carlzon book of Truth.
Lesson for a rainy day (Author unknown)
August 26, 1999 is a day that many New Yorkers probably like to forget. However, this New Yorker will always remember that day because it is the day I learned what a gift of recognition is powerful can really be.
Power on August 26, 1999, New York experienced a torrential downpour. The incessant rain caused by street flooding. Metro System New York came to a halt in the underground stations were inundated with water. Unfortunately, this occurred during the morning rush hour. Many people who went to work were stranded and forced to go home. Some clashed with fellow New Yorkers to call a taxi or board a bus. Others braved the storm, walk miles to get to work. I was one of the people on your way to work in the morning. I left the subway line underground line only to find that most services had stopped. After running like crazy and making my way through crowds of people, I finally found a subway line that was operating. Unfortunately people, so many waiting to take the subway could not even get down the stairs to the platform. Undeterred and determined to go to work, I decided to take the train uptown several stops and then back to the train from the city. It was a hassle, but worth it. However, the train was packed in more each stop. People jostled. I constantly hit with elbows and bags.
Finally, after what seemed an eternity, the train arrived my stop. But the journey was not over yet. Would still have to walk several blocks to my office. The rain had intensified, and no umbrella was enough to withstand the forces of Mother Nature. When he finally got to work, I was completely soaked and left a puddle of water everywhere I sat. Also was exhausted and discouraged from my trip. My colleagues and I spent most of the day dry.
When 5:00 rolled around, I was ready to go home. I was about to log off my computer when I received an email from Garth, my Deputy Director. I opened my email and found the following Message: I would like to thank all partners who made the effort and finally reported for work. It is always comforting at times like these, when employees to clearly demonstrate their dedication to their work. Thank you.
As you can see, email Garth was short, but I learned more from that brief message I have a textbook. Electronic mail has taught me that a word of appreciation can make a big difference. The storm of rain and traffic problems I had become sad and tired. But the words of Garth immediately strengthened and put a smile back on my face. Garth actions also made me realize that words of gratitude not only makes you feel good but also motivates and inspires. After reading your email, I felt that going to work that day was an achievement that should be proud. Suddenly, getting soaked and the long trip does not seem so bad. As a matter of fact, your email made the whole meter test anything goes worthwhile.
Wow! Just a quick email to acknowledge the dedication of an employee creates an incredibly strong moment of truth. Additional research suggests that employee retention surveys simple and authentic, such as:
- Thanks for your efforts,
- A job well done,
- You are a valued member of this team
They are much more emotionally powerful than any monetary incentive. The People want to be recognized and affirmed for making the right decision at work. And the beauty of this is that costs almost nothing. In this case, the cost was less than 30 seconds to send an email to all who had come to work.
Customer Loyalty Coaching Tip: Appreciation is a value. The behavior of sending a email that the value shown. If you want to build customer loyalty both internally (employees) and external (paying customers) and then return to the statement their values (which has one right?) and identify the specific behaviors associated with those values. From my experience, this is not necessarily easy because many not connect the specific behaviors to specific values. However, the desired end result of saving thousands of dollars in costs of acquiring new customers the costs of employee retention is worth the investment of their time, energy and any dollars.
Loyal customers are the strategic advantage. Receive your down loadable customer loyalty audit.
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