“Customer Experience is not just about

passion. It is about profitable results.”

~Lior Arussy

Timeless Tuesday: Two to Tango

Posted: Sep 29, 2015 by Brianne Spinelli

Final Timeless Tuesday

Timeless Tuesday is an opportunity to highlight classic Strativity expertise. While the methods of delivering exceptional Customer Experiences are ever-evolving, the core ideals, messages, and concepts behind them will be relevant for years to come.

As published in Destination CRM, January 2007

Much has been written about organizations’ responsibility to delight customers by improving their problems– in short, about loving them. Very little is written about customers’ responsibility. 

The reality is that companies have failed to develop workable models of what good customer relationships are, to say nothing of what companies look for in customers. If enterprises are seeking a single transaction, payment will be a sufficient outcome. If we invest in long-term relationships, however, the role of the customer must  expand. Customers should be responsible and be accounted for when firms measure profitability and the prospect of keeping the relationship.

These customer roles and responsibilities bear specific financial consequences. Imagine working with a customer who expects perfection and does not forgive mistakes. How to live up to this expectation? Do logistics support such requirements? What will be the cost of pleasing her when mistakes are made? The conclusion, when measuring all these factors, must be that this particular customer will not be profitable. If this is the case, let her go– the competition can lose money on her. 

We often avoid these tough choices in the name of market share, but it is time to make them. A company should, to be profitable, establish relationships with customers that include an outline of mutually agreed upon roles and responsibilities. Sure, every organization has its share of responsibilities to take care of a businesses are far from perfect, but making sure to work with the right customers is a priority. A company that allows vague, undefined customer roles and responsibilities easily easily experiences misunderstandings and abuse. Customers will take advantage and the relationship will not be reciprocal or profitable. Without an appreciative customer willing to carry her weight, a company will not be able to provide delight, let alone be profitable.