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About JoAnna

JoAnna Brandi, often called the “Customer Care Lady,” has 20-years experience helping create more positive, customer-caring companies that thrive, where employees are motivated, customers are loyal and competitors are nervous. She's the publisher of the Customer Care Coach®, a ten session self-study customer care leadership program, and Monday Morning Motivation, a weekly focused “self-talk” for people who care about their customers.

JoAnna is a consultant, well-regarded public speaker and author of two books on customer loyalty: “Winning At Customer Retention: 101 Ways to Keep ‘em Happy, Keep ‘em Loyal and Keep ‘em Coming Back” and “Building Customer Loyalty: 21 Essential Elements in Action.” She’s been delighting people worldwide with her biweekly “Customer Care Tip” for over 15 years. JoAnna is a practitioner of applied positive psychology and an “Authentic Happiness Coach," bringing the teachings of the new “Science of Happiness” right into the workplace. She's currently working on a new book, “The Feel-Good-at-Work Factor.” She's also a founding member of the Positive Workplace International.

 

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ThinkAbout: Inspirational Verve for Your Product Line!

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The All-Important Why of Customer Relationships

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I flew Southwest Airlines last week and once again it put a smile on my face. I’m not sure if it was the song that the flight attendant sang as we landed or the enthusiastic faces and gloved hands I saw before I left.

I swear it looks like the people who work for Southwest actually like picking up the trash left behind in the seat-back pockets. They're motivated to get their planes cleaned and turned around FAST.

So, what motivates people? The physical process of becoming motivated actually happens in the brain as we imagine, or remember, doing what it is we want to do. If you’ve never done it, you imagine what it will feel like. If you’ve done it before, you remember what it was like. If it was pleasurable or worthwhile, you’ll be motivated to do it again. (Southwest loves winning those “on time” scores!)

The bottom line on motivation is that the thing you're thinking of doing has to have value to you. When it has value, you're more inclined to want. As my coach used to say, the higher the value, the higher the motivation.

People ask me what motivates me to take good care of myself — e.g., drinking funny tasting “green drinks,” turning down cookies for fruit or lattes for green tea, getting a little extra sleep at the expense of the latest TV drama, etc. I must admit, it’s because I have a strong “why.”

I want to grow old gracefully and be really, really healthy. I want to be flexible and smart, and able to enjoy physical activity without pain. I know that kind of robust good health won’t happen tomorrow unless I do something about it today. The higher the value, the higher the motivation.

What motivates you to take good care of your customers, even if it means a little more hard work and attention today? Hopefully it's improving your business's health. When you attend to your customers’ needs, listen carefully so you will know what they want in the future. Make a special effort to have them feel good about each and every experience they have with you. By building up “emotional bank accounts” with customers, they're more likely to come back and spend more money with you.

So, when you're feeling a little tired and don’t really want to go out of your way; when you’d rather talk than listen; and when you insist on being right, even at the expense of a customer relationship, stop for a moment and think: Will your behavior today give you the result you want tomorrow?

Check in with yourself and remember the “why” of business. You’re in business because of your customers, not in spite of them. I know you’ll make the right choice. The higher the value, the higher the motivation. What’s a good customer relationship worth to you?

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