Will you be happy to hear that your customers say “I love you more than my dog”? 🙂 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!