Friday, June 18, 2010

Why isn't loyalty appreciated anymore?

So many marketing industry articles, blogs & newsletter "how to's" focus on customer loyalty issues - also known as CRM. How to get customers to keep coming back to you - the tips & techniques (including expensive solutions such as database tracking, incentives, coupons, freebies & the like.) But what happens when customer loyalty is given freely & from the heart without cost to a business, then is dismissed or disrespected? I'll tell you - the customer finds someone else to do business with - that's what happens!

Earlier this week I called my dermatologist to make an appointment where I've been a patient/client/customer for more than 10 years. As is usually the case, the phone was answered in a terse "I'd rather be somewhere else" tone & I was told I had to wait 3 weeks for an appointment. (This is after I expressed some concern that I had an itchy rash on my hand that was getting worse by the minute.) Now, there are other doctors in that office & I shouldn't even have had to ask for another doctor - it should have been offered to me. But, I asked & was given a hard time about not being available when they were. And, to boot, I now live 25 miles away for the last 3 years but have STILL been going back there, so, yes...my availability is spotty but work with me, OK?

Apparently not. So I take what was offered (still 2 weeks away) & hung up.

My guess is that most medical patients cannot control when their emergencies happen. So if you have to close at exactly 4:30 & cannot open a few minutes early to accommodate a long time patient (who has given you referrals), then perhaps you are in the wrong business, no?

[As a side note: I have on several occasions told my Dr that her staff could use some customer service training & even offered to do it myself.]

A few minutes later I thought "Am I nuts?" so I went online & found a dermatologist less than 5 minutes away from where I now live & made an appointment - FOR THE VERY NEXT MORNING!! I called back the old Dr & cancelled the appointment with the same cranky office person who proceeded to hang up on me.

My new Dr & her staff were lovely & took very good care of me. Turns out there was a good possibility that had I not been put on medication quickly, the rash could have caused some other nasty problems.

In fact, they accepted my insurance & will bill me any residual on the back end. Unlike the first office who demands full payment up front (by check only, of course)then reimburses the residual for any paid amount by the insurance company.

I can recall countless examples of my loyalty given freely & without coupons, gimmicks or other bribes & then being stomped on. This has happened at various businesses including dry cleaners, restaurants, etc.

So, all I can say is that whether you use incentive programs to create loyalty or get it for free (even better, no?) you'd better realize that we live in a capitalist society where EVERYONE has competition. If you want to keep your customers you should treat them as if they were important to you because they ARE.

Or, they will become important to your competitor.

Want marketing/customer service training to boost your employees' effectiveness to your bottom line? Call me. I'm happy to help.