Posted by Becky Carroll on January 24, 2008
I read a great example of interaction between a business and its customers – a pizza restaurant! Ben McConnell at Church of the Customer blogged about HomeMade Pizza in Chicago and the experience of one of his friends there. In response to filling out the (optional) customer contact card, Ben’s friend received an email from the store manager thanking her for her business. She sent back a quick reply (that she loved the pizza) and then received another message, this time from a company VP, thanking her for her feedback! (Be sure to go read Ben’s blog post for the text of the emails – they are very sincere and not at all canned.)
No where in these messages was any selling taking place. There was simply an air of customer appreciation and open lines of communication. HomeMade Pizza has started a conversation with their customer, and I predict that a long customer relationship will be a result of this interaction.
Why did this have such an impact on Ben’s friend? The simple fact is, very few businesses stop and take the time to thank their customers. When they do, it exceeds our expectations and stands out above other experiences.
Have you thanked a customer lately? The best companies don’t do it randomly; they make thanking and interacting with customers a regular part of how they do business. It is baked into their marketing plans. It is taught in their customer service training sessions. It is modeled by managers that thank employees. It becomes part of a company’s DNA.
What’s in your organization’s DNA?
(Photo credit: karenr)