Return on Intelligence
By Jim Gilbert
About Jim
Jim Gilbert has been creating direct marketing programs that drive superior ROI for almost 30 years. Fluent in consumer or B-to-B, creative, operations, and analytics, he marries the strategic and tactical sides of direct and social media marketing in a seamless fashion that gets results. He's CEO of a multidiscipline direct marketing agency, Gilbert Direct Marketing, Inc., which focuses on direct mail, catalogs, DRTV, telemarketing, print, alternative direct marketing media and social media marketing.
Jim has been involved in start-ups, expansions and turnarounds, and is an expert in helping multichannel marketers get to the "next level." He's a former adjunct professor, teaching direct marketing at Miami International University, and is a member of the Board of Directors of the Florida Direct Marketing Association. Jim loves to talk direct marketing, and has done many lectures on direct and social media marketing.
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Retail Rants & Raves
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Creating Positive Customer Experiences
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How to Spread Exponential Customer Good Will
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Last week I sent out an email for a client to its recent past customers. The email’s goal was to reactivate those customers, and the copy was written as a message from the company’s CEO.
At the bottom of the email in a P.S., I added the opportunity for these customers to let the brand know why they weren’t ordering from it anymore.
So the email was sent, and the responses came back to me. There were some complaints that were easy fixes and others where people were upset with the company.
My philosophy on this situation is simple: Customer complaints are customer advocates waiting to happen. That’s right. Once you resolve a customer’s complaint — in a way that he feels like you care — you have a good shot at retaining that customer for life.
And here's another interesting outcome from this email campaign: Many of the customers who received the email responded with thank-yous to the CEO for taking the time to ask why they left.
It’s amazing how a little customer care from a typical nameless, faceless corporate entity changes peoples’ attitudes and perceptions of a company. And when the CEO gets involved, the goodwill level goes up exponentially.
I missed the TV show “Undercover Boss” after last week's Super Bowl (it's on my DVR; I’ll review it after I watch), but I think its message applies here. The general premise of the show is just how much a CEO can learn about his/her company, customers and employees just by getting involved.
To me it’s a no-brainer. My CEO philosophy was formed a long time ago, thanks to Tom Peters (he’s my mentor, even if he doesn’t know me) and his principle of management by wandering around. In other words, get out of the corner office — i.e., ivory tower — and get involved with your “X” (fill it in, folks).
But enough about CEOs. The feedback the company received at the behest of the CEO's email was handed out to the senior customer service team. Systematically, all complaints are being resolved.
Now I want to ask you something: Do you think these customers, with their newly acquired “warm fuzzies” about the company, will tell their friends? Absolutely! And they'll likely do it via social media channels, too. I call that spreading exponential good will.
Jim Gilbert is president of Gilbert Direct Marketing Inc., a full-service catalog, direct marketing and social media agency. His LinkedIn profile can be viewed at www.linkedin.com/in/jimwgilbert. You can email him at jimdirect@aol.com, follow him on Twitter at www.twitter.com/gilbertdirect or read his blog at gilbertdirectmarketing.wordpress.com/.
Companies Mentioned:
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