360View #007. Get a Grip. Seinfeld Gets It Right. Nike, Disney, Kodak and BMW Get It Wrong.
Imagine the money that large marketers like Nike, Disney, Kodak and BMW spend every year to get new customers. Now imagine the amount of time and effort these companies spend keeping their customers. Well, they spend little keeping their customers happy let alone keeping them at all. The ratio of “get” to “keep” is abysmal.
This Podcast entitled “Get a Grip” is an audio version of a white paper I did on customer retention in fall 2004 (you can get a PDF of the white paper “Get a Grip” by going to the Ralston360 website.) This white paper is my rant against corporate marketing departments that are customer acquisition focused and retention blind. I mean c’mon…. Nike doesn’t stay in touch after I buy custom sneakers on NikeID. BMW doesn’t stay in touch after I watch BMW Films. Disney drops me after spending six grand on a family trip to Disney World. Kodak has no clue at all who I am. These guys are nuts! What’s worse is that this malady is so easy to cure.
By the way, Seinfeld gets customer care and to prove it I include a clip of his famous rant at the car rental counter.
I’d love to hear of any poor customer follow-up that you have experienced.
This Podcast is 18 minutes long.
April 5th, 2006 at 10:45 am
The airlines do not really care whether you fly them or not(except for JetBlue). When you happen to sit near a galley, almost always you are distracted by the attendants bitching to each other about how bad their airline is.
The car companies care, but they consider you a captive audience(for dealer service) once you’ve bought their brand, so except for Lexus and sometimes Infiniti, they don’t work very hard at all to keep you in the fold.
Even charities, who should be expert at donor care after decades in the same business, do very little outside of the one big frantic, pleading mailing a year.
There are pockets of zeal. The Hotel Bel Air, where I’ve stayed only twice, never stops contacting me with updates about the hotel, and occasional discount offers(discounts don’t help much with what they charge). And Amazon.com has missed virtually nothing in efforts to cater to each customer as if he’s the only one in the world.
June 5th, 2008 at 7:06 am
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