How not to win back lost customers
I just received another message from Consumer Reports. It seems they want me back. Much as AT&T did after I left them for Verizon.
Silly them. The “We want you back” strategy — if you can call it a strategy — overlooks a fundamental marketing principle. Namely, that I don’t give a darn, much less a damn, about what Consumer Reports, AT&T or anyone else wants. I care about what I want.
Smart, successful marketers speak to what customers want, not what marketers want. That is why you should never open your strategy planning sessions with the question, “What do we want to say?” Rather, open with, “What do our customers want?”
Ironically, when you set aside what you want for what your customers want, ultimately you end up with what you truly wanted in the first place: more customers.
—Steve Cuno
I just received another message from Consumer Reports. It seems they want me back. Much as AT&T did after I left them for Verizon.
Silly them. The “We want you back” strategy — if you can call it a strategy — overlooks a fundamental marketing principle. Namely, that I don’t give a darn, much less a damn, about what Consumer Reports, AT&T or anyone else wants. I care about what I want.
Smart, successful marketers speak to what customers want, not what marketers want. That is why you should never open your strategy planning sessions with the question, “What do we want to say?” Rather, open with, “What do our customers want?”
Ironically, when you set aside what you want for what your customers want, ultimately you end up with what you truly wanted in the first place: more customers.
—Steve Cuno
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