Deliver on Commitments

Companies can increase their credibility if they simply deliver on their commitments. More often, it seems that people will make commitments and then not deliver. This erodes trust and can damage the relationship. Credibility goes down the tube. It's better to set a realistic delivery date and meet it than to tell the customer what you think they want to hear and miss that date.

This is on my mind because twice this past week, I have been promised a particular delivery date on a service, only to be disappointed when that date isn't met. The worst part is that there hasn't been any communication from the company. In both situations, these were sole proprietors who have already been paid for their services. Their credibility is shot in my mind and they won't be getting a recommendation or referrals from me.

So, my recommendations are to:

1) Make commitments you can keep.
2) Set realistic delivery dates.
3) Communicate with your customer if you are unable to deliver on schedule.
4) Under promise, over deliver.
5) Delight the customer!

Creating a Customer Experience

Recently I went into an Apple store and bought a MacBook. In my opinion, Apple does it right. They have created a customer experience that is positive, engaging, fun, and painless. The sales staff was knowledgeable and patient. I've been a PC user and was concerned about the learning curve transitioning to a Mac and the compatibility of sending files to PC users. They answered all of my questions and mentioned one on one training that I could take to shorten the learning curve. After completing the sales transaction, the rep helped me complete the rebate online! Within a week I had a $100 rebate check in hand. Incredible! I have never 1) gotten a rebate check that quickly and 2) had a major purchase handled so quickly and efficiently.

When I got home I took the MacBook out of the box and within minutes I was connected to our wireless network and was up and running. I was pleasantly surprised at how easy it was. The packaging of the MacBook was very impressive, as well. Apple seems to have thought through all the details of the customer experience.

It’s no wonder that Apple posted a 15% increase during Q1 2009, in spite of the recession. Yes, I realize the growth was primarily in IPhones and IPods and that the computer sold dropped slightly year over year, but, the fact remains that Apple seems to "get it" when it comes to creating a customer experience.

Marketing When Times Are Tough

During these economically challenging times, some companies are drastically cutting their marketing budgets. Is this wise? I don't think so. Instead, I suggest you trim as little as possible from marketing. You need to maintain your market presence and position your company for a turnaround in the economy.

Be prudent about how you spend your marketing dollars. Prioritize your marketing activities. Try to quantify not only the cost of those activities, but the people and time resources needed. Put the activities that generate the greatest return in terms of expense, people, and time at the top of the list. Review the list and make sure you have both short-term and long-term revenue generating activities on the list.