Marketing Maven Test:

Q: According to the 2005 CEM Study, what percent of respondents agree that their company deserves the customer's loyalty?

a. 25%

b. 45%

c. 65%

d. 85%

Q: Was the percent higher or lower than the answer above for B2B companies?

A: Click here for the answer

Getting Senior Executives to Talk to Customers - Key Questions to Get You Started  

by Paul Schwartz

Results from the 2005 Customer Experience Management Study revealed that 66% of company executives don't meet with customers on a frequent basis.  To make the news even worse, this number is on the rise.  So why is it that so many executives don't talk to their customers?  Is it lack of time, lack of resources or tools, or fear of what customers will say?  It could be any or all of those reasons.  Perhaps the major reason executives don't talk directly with customers is that they don't know what it costs to NOT talk to them.  How many of us have any idea of the cost of a customer complaint, or the cost of a repeat or lost customer, or the annual value of an individual customer?

Knowing these numbers might provide the incentive for executives to engage in regular dialogue with their customers.  The concept is not new and many executives are proactive in talking with customers, others use email, and still others use blogs to have a two-way dialogue with customers.  Business is personal, and that means relationships, and relationships require communication to develop and stay strong.  So where to start, who to talk to, and what questions to ask?

If you are ready to get started you will need some basic customer information.  Look at your entire customer base and divide them into three groups:

1. Recent, first time buyers

2. Long-term, loyal customers

3. Lost customers

Now what questions to ask?  While it helps to have a preset list of questions for each group, remember you want this conversation to flow freely and not feel rehearsed.  You want to be genuine in your interest of what your customer has to say.  You want to listen more than speak.  Finally, don't sell and don't get defensive!

So if you're still struggling on getting started with your questions here are some to get you started:

This type of program can be as formal or informal as you wish.  Once you begin and start to see how rich these customers conversations can be you will want to make this process part of your on-going customer relationship strategy. Still not convinced this is necessary? Here is one last reason for you to get started is this - do you want to be the first one or last one to know of customer issues?  If you want to be the first, then be the first to call.

** To get the complete of questions for each customer group send CONGRUITY an email and request the full list of Customer Dialogue Questions.

Still not ready to do this on your own?  Please contact us to see how CONGRUITY can set-up a formal program to provide unique insights that help you identify, keep, and grow the right customers.  Visit CONGRUITY on the web at www.congruity.biz.

Copyright © 2007  CONGRUITY.

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