Are your Customers saying they Love you?

Will you be happy to hear that your customers say “I love you more than my dog”? ūüôā Well this is the book I am writing about today. ¬†I Love You More Than My Dog,¬†written¬†by Jeanne Bliss is a book to teach companies gain the love and respect of their customers.

I loved the very first sentence in her introduction:

“This book is about earning the right to have customers tell your story” — This is the bottom line! it is not only about having customers, it is about making them love you enough to be your strongest and most effective marketing tool.

I love you more than my dog is a nice analogy that says that people who have dogs love them so much because dogs are devoted to them.  When they go out and come back they receive a warm welcome from their pets, dogs have a caring nature and they run to the rescue of their friends.  So when your customer loves you more than his beloved dog, then you must have done something really right!

The book asks a lot of questions that every company should ask itself:

  • what is your power source for bonding with customers?
  • Do we trust our customers?
  • Are you creating memories?
  • Are you fearless in dismissing the old and bringing the new?
  • What is your Vibe?
  • what pushes your “yes” button?
  • Would your customers want to know you after reading your letters, emails, packing slips and invoices?
  • Behind the scenes how do your people talk about customers?
  • Is mutual respect a core competency?
  • Do you know your customers?
  • Do customers look forward to seeing you?
  • Do your customers trust¬†that¬†you will meet their needs?
  • Can you blur the line between customer and company?
  • Can everyone in the company jump a fence to serve the customer?
  • Can you decide to say sorry?
  • What is your reaction time in a customer crisis?
  • Do you confess to customers when something happens?
  • How proactive are you?
  • Do you learn and change from your mistakes?
  • Are your employees motivated and engaged?

and many other questions ….

If every company can answer those questions for itself we will have plenty of “beloved” companies as the book calls them. ¬†Companies who really care about their customer and hence prosper.

We always neglect the fact that we exist only for the sake of the customer. ¬†Lots of companies have employees who are devoted to defend themselves and their company and denying the fact that they did a mistake instead of striving to make the customer happy and admitting their mistakes. ¬†We think that by denying our mistakes the customer can’t blame us, when in fact we are losing him forever!



What do Customers Want?

Many people complain all the time that their customers are never satisfied no matter how hard they try.  You hear stories saying that customers expect too much and hence are always disappointed by what they get.  

I think that we (and by we I mean companies, suppliers, service providers,….) are responsible for this dilemma. ¬†We never work hard enough to manage customer expectations. ¬†Every company has to know exactly what they can offer and what they can not offer and manage their customer expectations to make sure no misunderstandings take place.

For example, you might find a small company that offers a low quality product that is selling and making profits and all its customers are happy. ¬†On the other hand you can find a huge organization that offers the same product but at an un-beatable quality having difficulty pleasing its customers and facing problems all the time. ¬†It is a simple equation! the small company managed their customers’ expectations. ¬†They sent the message that they offer a low quality product for people who can’t pay more and that they can’t offer support after sales and….they simply made it clear. ¬†This is why customers buy their products and never complain because they know they got what is worth their money.

On the other hand the other company either promised their customers too much or sent an open message that every customer interpreted it his own way.  So customers, because their expectations were not managed, expect a lot and keep demanding.

Make sure that your company is delivering the right message. ¬†Don’t leave it open for your customers to expect whatever they want and then blame them for not being happy.

It is exactly the same as in project management. ¬†There is a section in each offer that explains the project scope and you write clearly what is inside the scope and what is outside the scope of the project. ¬†This is exactly how each company has to deal with its customers. ¬†Do not promise what you can’t deliver and do not send messages that can be interpreted in different ways. ¬†Be clear and direct and make sure your customers understand exactly what to expect.

If you do that, it is guaranteed that your customers will always be happy.