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Friday, Oct. 28, 2005 at 3:37 pm

What Have You Done for Your Customers Lately?

By Bryan Eisenberg
October 28th, 2005

What does your company do after the cash register rings? Do you view a sale as the start of the relationship, or the end? Do you exert as much effort to keep customers as you do to acquire them?

Sometimes, the most effective marketing and selling efforts take place after the first transaction.

The customer you just rang up is a walking, talking ad. If she’s pleased, she can have her family and friends on board and ready to buy from you in minutes. If she’s unhappy, she can spread a seed of discontent just as quickly.

She also holds purse strings and is looking for an excuse to buy from you again. Ignore her at your peril.

You Can Spin, But You Can’t Hide

No matter how hard you try to spin or excuse your product or service mishaps, the interconnected world will stop you in a heartbeat. Tomorrow’s businesses must be transparent. Reality can no longer be altered.

Even a cult brand like Apple isn’t immune to this reality. The iPod nano and the word “scratch” are now synonymous. Check out this thread on a Mac-friendly Web site.

Our senior conversion analyst, Howie Kaplan, shared an online chat he had with HP support:
Continue reading my column at ClickZ…

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Bryan Eisenberg, founder of FutureNow, is a professional marketing speaker and the co-author of New York Times and Wall Street Journal bestselling books Call to Action and Waiting For Your Cat to Bark and Always Be Testing. You can friend him on Facebook or Twitter.

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