Customer Care - the best marketing strategy ever?

As I write this a few days after GCSE results and the start of enrolment, I was reminded of this phrase which when I saw it first, I instantly loved it. I wondered at the time whether it was true, but then we are always taught to begin with the end in mind. The end is about - let's be honest - profit, growth and sustainability in business. This only comes with growing customers and they only come because they are happy with your product or service and then return, or because they have heard about your product or service from a friend - word of mouth marketing!

I have seen this in action a number of different ways:

A few years ago, I was in Edinburgh with my husband celebrating his 40th birthday. As I have mentioned before, when something means a lot to me in terms of getting service right and especially if I am about to spend some hard earned cash, I usually give the business a heads up with regard to my customer service requirements. I will mention five business here: one (the hotel and the hotel bar) knew of the importance of this occasion with a number of emails I sent in advance, another two were aware of the occasion (two restaurants) and the other two not. 

All the businesses had one in thing in common because they generally had and delivered excellent customer service: helpfulness. This was apparent as we stepped into every business. Helpfulness, and a proactive helpfulness to boot, is key. This made every encounter with each business a joy.

Where we experience that rare situation of customer delight (ie the business got five stars on TripAdvisor) was because of something that is hard to get right: personalisation with authenticity (the staff live and breathe the brand)... in other words they genuinely care about the customer and giving the best experience.

The hotel staff lived the brand: we got a lovely note wishing my husband a Happy Birthday!

In the main hotel bar for the end of the birthday day, the member of staff who ran it was outstanding: helpful and authentic with his suggestions and knowledge. This was impressive. His help with the surprise cake and his genuine kindness was incredible. This is what you want in staff, people who will go above and beyond.

The two restaurants we had booked for the two evenings were both warm, welcoming and amazing places to eat. One just pipped the other because all the staff were on brand and gave the personal approach from the minute you stepped in the door, even making us cocktails off menu as if it was no trouble. This along with excellent service from all staff and the food service was why it got a five star rating! The other restaurant was excellent, but some of the staff were not as 'can do' as the owner who was friendliness and personal-ness personified. She really loved and lived her brand! It is true when they say that 66% of customers are put off returning by one negative interaction with a member of staff.

Lastly, the two attractions we visited had warm and friendly staff. Both attractions gave my husband a small gift at the end of the visits when I mentioned it was his 40th birthday which was personal and proactive of the staff. The fact that staff have the ability to organise this shows forward thinking management. These little things are so important: its the time taken to care!

I therefore believe that care is the best marketing strategy - after all customers are essential to any business. 

Next week I am going to talk about storytelling and how this is a crucial part of sales and marketing.