10
- 20 years ago, the marketing mantra was 'happy customers'. Today, the mantra is 'ecstatic
customers'.
Why the change?
A
happy customer will not be necessarily looking for other options, but the right
offer could sway them.
Ecstatic
customers are beyond happy. They love
doing business with your company and tell people about it. They give you referrals.
Let's look at some examples:
Airlines
don't appear to care about the customer at all.
Leg room keeps getting smaller and smaller. Food on the plane is gone unless you pay
extra. You now have to pay to check
luggage making getting on and off the plane a real pain. Communications at the gate is sorely lacking
leaving you sitting and waiting at the gate.
Amazon
does appear to care. They have gone out
of their way to make it easy to buy from them.
Their 'store' is easy to navigate.
They keep adding new features: storing addresses, storing credit cards,
one-click shopping for items coming to your home. They added the 'prime' option that gets you
free 2 day shipping. It doesn't take
purchasing too many items before you are way ahead on this deal. And, if that isn't enough they have deals
with many companies so that you can purchase almost anything on their
site. I have gotten to the point that I
look there first. Am I ecstatic? Maybe...
The moral of the story
When
working on process improvement, pay special attention to your customer. Maybe you can add something to your process
that will make them ecstatic.
Your thoughts...
Do
you incorporate your customer into your thought process about BPM?
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