Don't Get Too Personal With Customers
I wanted a haircut, not a relationship. But the lady at the Great Clips counter stood her ground behind the cash register terminal with her hands frozen on the keyboard, demanding my name, address and phone number so she could enter it into their system to "form a relationship with me to better serve me." I explained that I was from out of town, just needed a quick trim and that I would likely never visit their store again. She turned surly and with great frustration she finally gave in and banged out a shortcut on the keyboard that allowed them to cut my hair without my personal information.
Demanding to know as much detail about a customer that will only spend $15 a month is really overkill. It reminds me of the failed policy that Radio Shack used to employ. They too demanded full details - even for a simple battery purchase. They vehemently defended their policy for years, until they finally gave it up under an avalanche of customer complaints. It makes sense to build a full profile of your customer and deeply understand their needs for large-ticket items and deep, long-term customer relationships. But for a simple haircut or a battery? Forget it. It will only alienate your customer base.
- March 7, 2009
- Sales and Marketing
Jason Matyas March 13, 2009
The rules are now changing. With social media, you must win the customers heart through great service, then invite them to become a fan on Facebook, and then they opt-in to your marketing and customer engagement efforts.
Adam Sheridan March 14, 2009
Jason, I have yet to see the value in social media. It seems to me that any benefit will only be to those business models which rely upon personal reationships (e.g. between professionals) and those which are based in social causes. I really question whether social media will persist in the market. The reason is that I don't think Facebook and its cousins is something people REALLY want. It seems to me to be a reaction to our increasingly isolated culture. "...as we argue in favor of 'electronic villages', we are also realizing that they are composed of nothing more than a whole bunch of isolated strangers trying to share what we used to share in traditional public spaces." - Jamie Correa So, I wonder if there will be any real, long-term value in this type of 'relationship' or if it is simply a fad.
Vaughan Moore March 18, 2009
I'm interested to hear more on the subject. I was very skeptical of social networks until I wanted to see some pictures of my friend and I that he had posted on Facebook. After I had invited a few friends, I found a viral effect occur and now I have 80 or 90 connections. However, after about 3 weeks of intense interest in the site, I go every week or so. I've lost interest. I wonder how many more have this happen.
Charles Harper July 17, 2009
If they gave you a reason for giving your personal information you would have done so gladly, even if you were from out of town. Perhaps, something that was redeemable right then. ( I am thinking off the top of my head) a hair care guide to be sent to your email address. If the reason was compelling enough, you give your details. This doesn't have as much to do with social media as it does with the changing nature of marketing. The more value you give, the more customers will give back to you. I could go on, but I think that my point is understood.
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