I had a few spare minutes yesterday before I had to run to catch a plane (on my way home, thankfully) and wanted to jot down something that has been on my mind lately: Why does it appear that some companies have lately forgotten that customers are their most important assets?
As I travel constantly I have developed relationships with frequently used (if not “favorite”) airlines, hotel chains and car rental companies and over the past several years I have probably given each of them tens of thousands of dollars in business. Yet within the past year, and even more visibly within the past few months, I have found that instead of their demonstrating that I am a valued customer they have acted in ways that appear to me to demonstrate a complete lack interest in my business. They have all reduced their benefits yet not reflected those reductions in their pricing, be it something as minor as discontinuing delivery of the morning paper to my hotel room or as major as substantially increasing the number of miles that I need to redeem for a free flight. And in not one instance have I ever received a simple “thank you for my business” unless it was less than sincere “canned” introduction that came as a lead-in within an email or mailing as part of an attempt to sell me their affinity credit card (offers which I seem to receive daily).
The reality is that in all three cases I am a loyal customer and it appears to me that this loyalty is totally unappreciated. Perhaps I am being unfair and these airlines, hotel chains and car rental companies actually realize that the customer is the sole source of their income and should be therefore be nurtured and cherished. But that is not the impression that I, as a customer, have received.
I have read hundreds of sales columns over the years from various authors and sources and one that I remember clearly was titled “8 Times When You Should Thank Your Customers” (my apologies to the author whose name I do not recall). The article suggested that not only should you thank your customers at the obvious times when they do business with you, when they complement you or when they recommend you, but also when they offer suggestions, when they help you to serve them better, and, the one that stood out most in my mind, when they complain to you as they have then given you the opportunity to improve and continue to do business with them. Continue reading