Use It or Lose It
By Mickey Neuberger | Senior Director, Loyalty Strategy
In an effort to build deep customer relationships, organizations are increasingly hooked on requesting information from their customers. But some brands go overboard, leaving their customers to wonder why they bothered answering those questions in the first place.
For example, upon registration for a grocery club card, only ask “what’s your favorite vegetable” if you plan on sending the appropriate customers a discount on tomatoes the next day. And when customers call into your support center don’t prompt them to dial in their account number, phone number etc. just to have a customer rep re-ask those same questions a few minutes later.
Recently I had an experience with a brand that did it right. Upon arrival for a repeat hair cut at Great Clips, the hairdresser asked for my phone number. She then looked up my information and said “should we use the #4 clip and cut about an inch off the top again?” Now that’s value add.
Bottom-line brands that ask and then act on only the very critical customer questions win the respect of customers and provide superior service.
