This is why brand storytelling and content marketing are so powerful — stories are what make us human.
Think of the interaction at the deli counter or the pump or the bursar’s office or the alumni office or on the website from the point of view of the customer and the chain. Where are the moments where you might lose her forever? What are the key places where you need to intervene and invest in the relationship instead of milk it, or drag it through the mud? Assuming that your competitors are just as selfish and metric-driven as you are isn’t a great strategy, because you’re still losing when you break the chain.
Support is not a cost center, it’s a profit center. Treating customers with urgency and clarity and respect (maintaining the chain) is more urgent than ever. But companies are busy measuring time on the phone or cost per hour of support people instead of even trying to measure customer churn.
Think lifetime, all the time.
(Good) Food for thought this Friday.