So customer relationships should be akin to a one-on-one courtship, but they can’t possibly be so intimate; profit margins would plummet and, inevitably, someone (or something(s)) would fall through the cracks. How do we manage? Start with balance – making the everyday experience a little less like “take a number” and more like Cheers.
The time has come for companies to face the music: No matter the industry, consumers call the shots. Bill Price, founder of Driva Solutions, teaches us about hierarchy of seven consumer needs in a “Me2B” world:
- Know me; remember me
- Give me choices
- Make it easy for me
- Value me
- Trust me
- Surprise me
- Help me do more, better
What does Cheers have to do with it? Contemporary technology has raised the stakes for customer expectations and people want multichannel (or, dare-we-say, the ever-daunting “omnichannel”) choice. However, it all boils back down to one thing if I’m your customer: Show me you know me.
Whether I’m calling, attempting online self-service or responding to your text message, show me you know me. No matter the entry-point or time-of-day, sing my name when I open the door and make it easy for me to cozy up to the bar. Make me your “Norm.”
Price articulated core foundations for creating successful Me2B experiences:
- Focus on customers
- Streamline processes
- Integrate channels
- Energize your workforce
- Make Cheers the “Norm!”
Okay, so we added that last one, but we’re drinking the foundational Kool-Aid at West right along with our clients by strategically championing imperatives like these in our own business.