Connect Simply

Back in the days of the long distance phone wars, I thought some of their policies where nuts. Checks passed out for switching to their service, special rates for switching over, etc. One friend of ours made no long distance calls, but bragged how he kept switching companies every few months so someone would sent him a check. It became a source of income.

My mother-in-law never switched companies at least not for many years. Yet her rates were higher than everyone else’s. She got tired of seeing the special deals going to everyone else. She called to complain. Not happy with their answer, something to the effect if she wanted lower rates she just needed to call them an request such, she changed her service. Not only that, she sold all her stock in that same company, which was a blessing in disguise.

If only they realized the value of a loyal customer instead of rewarding disloyal customers. Then you have customers who leave because they are taken for granted, no sign of appreciation, no personal contact, just recorded messages and the voice mail system which never solves your specific problem. What does it take to get a live operator?

Seth Godin understands the value of a customer. If your read his Embracing Lifetime Value you’ll see he suggests figuring the value of each customer over time. Puts each client in a new perspective.

Find out the value of each customer, remember it. See if it doesn’t change how you treat your customers.

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