Citrix Online Rocks When Things Go Wrong
Posted by Becky Carroll on May 31, 2007
When disaster strikes, how does your company respond to its customers? Citrix Online comes through for theirs.
The true measure of a company can be found when things take a turn for the worse. Recently, commuters in the San Francisco Bay Area suffered from the loss of a major traffic route when a late-night crash on the MacArthur Maze caused a fire that collapsed the freeway. This route was a main thoroughfare in and out of San Francisco from the East Bay, and thousands of commuters struggled to either get to work or chose to stay home. The impact on Bay Area businesses was significant.
That week, I received an email from Citrix Online offering to help. I am not a Citrix Online customer, yet I found the email very intriguing!
I noticed that your company is in an area that may be affected by the MacArthur Maze collapse. Due to the unexpected nature of this event and the potential loss of productivity your company may face due to employees unable to drive to work, Citrix Online would like to offer you the opportunity to use GoToMyPC Corporate free for an extended trial period of 45 days.
GoToMyPC allows your employees to work from home when they can’t get to the office. You can use up to 20 licenses to get through this disruption.
In case you aren’t familiar with Citrix Online, their product GoToMyPC allows a user to have remote access to their business PC, great for a time such as this when the PC is operational but they just can’t get to it!
Intrigued, I contacted Citrix Online to see how this program worked. I spoke with Angelique Davis, the senior product marketing manager for GoToMyPC. She told me Citrix Online has a strong focus on their customers. She loved my blog name Customers Rock!; they call it Customer Centricity inside their company. They consider this to be a core company value and pride themselves on it. It is pervasive throughout their customer service as well as marketing, where they use both messaging and personas to better understand customers. As well, they track customer metrics such as NetPromoter and have a group in the company specifically looking at the customer experience (yea for Citrix Online!).
As a result of this customer focus, they have created a team called the Rapid Response task force. When something happens which causes a major inconvenience for their customers, the Rapid Response team reaches out to existing customers to help. In this case, they did a select of their customer database by telephone area code and built the email (they also sent it to some prospects, which is what I received). Their customers have responded very positively to this campaign and have stated they appreciate the efforts as well as knowing that Citrix Online is there for them.
I asked Citrix Online for some customer reactions to Rapid Response. Tina Long, director of PR for Citrix Online (who I met at the SSPA conference where I was speaking), sent me a customer response (City University) after the London bombings a few years ago:
Dear Brian,Thank you very much for this generous offer.You are absolutely correct, I feel really pleased that we set the service up just before the initial bombings and that it was used to great effect in limiting the damage that the (now both) incidents would have caused to our School of Social Sciences.It does help us to feel that this kind of terrorist activity will not have the desired effect on our lives and work.Thanks again for an excellent service.
Although I am no longer based in the Bay Area (they found me through my phone’s area code, which was from the Bay Area at the time), I felt this offer was a great idea! Campaigns like this are a win-win for both customer and company. The customer wins because they get an extension of their service, for free, when they need it most. The company wins because they are building trust as well as getting more people to try their service.
How well do you understand your customers’ businesses? Where can you step in to make their processes easier? Stepping up and helping when things get tough is a great way to build trust with your customers as well as grow your business. It gives the customer the feeling that “we are all in this together”, and the favor will most likely be returned. It may not be immediate, but when we are building long-term customer relationships, we don’t only measure today’s campaign ROI. We measure the value of our customers as an important company asset.
Citrix Online is doing business this way. At Citrix Online, customers rock!
(Photo credit: KCBS)