Minding Your Own Brand

Recently a number of couples I know are getting a divorce. One relationship ended because one of them found someone who met their needs more than their spouse did and another marriage is ending due to lack of passion. A third couple is calling it quits not because of one particular issue, but instead because of a building up of many little things that went unresolved and turned into one big problem. In each case, one of the partners in the relationship didn’t realize that things were that bad until it was too late and the relationship was beyond repair.

After thinking about these failed relationships, I realized that this is often the same situations that happen in business everyday. Customers sever ties with companies leaving owners scratching their heads wondering “what happened, I thought they liked us.”

Each day, customers are leaving relationships with companies at rates that rival the national divorce rate. So what can companies learn form these divorcing couples that will help them retain customers?

Like the first couple, many companies feel they lose customers because someone better comes along. They think that with cheaper prices, more selection, or bigger advertising budgets, how can they compete? While on the surface this may be true, a customer’s decision was probably not a snap one. Over time, the company failed to meet their needs one little thing at a time. Then “pool boy” came along and the customer fell deeply in love with this new company because it promised to fulfill every need and had cheaper prices, more selection, and better advertising.

The second couple’s problems centered on passion. Passion is critical for customer retention, but that passion is not one-sided. Companies must also have a passion for their customers. They must appreciate them and strive to provide an extraordinary experience which fuels passion or else customers will leave for a younger, sexier company that ignites their passion.

Finally, the third couple offers a valuable lesson. Little issues that go unresolved can add up to big problems. Everything you say and do creates the customer experience, so be proactive and try to solve issues before they arise. Even proactive companies can’t always be perfect, but they can offer extraordinary experiences when they aren’t. If you mess-up, admit it and make the resolution of the issue an extraordinary experience. A problem moment can often be the best opportunity to “wow” a customer and gain them as a passionate advocate.

So work on your relationships each day and make every interaction extraordinary. If you don’t, you may wake up one day to customers asking you for divorce.

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