All Hail the Sixth “P”
Monitor e-mails constantly. It’s the 21st century—an e-mail should be treated the same as a phone call. If you have a one- or two-hour window for returning all phone calls, your e-mail system should reflect this same standard.
Make sure all customers have a second source in your organization to contact if their primary contacts are not available. People take vacations, after all. But all customers should know that if they have problems or need additional services or equipment, and the primary contact is not available, they can contact another person or department.
Thank your customers for their business with notes, gifts, phone calls. Gratitude and appreciation go a long way to endearing yourself to your customers, whose Predictable behavior of doing business with people they like is assured.
As you can probably see, Predictability is somewhat synonymous with communication. Great communication and responsiveness will do a lot for being Predictably memorable in your customers’ minds—and that’s what will keep them returning to you and referring you to their friends and relatives. CR
Robert Ain (firstname.lastname@example.org) is a consultant with over 30 years of CE industry experience in almost all areas of distribution, manufacturing and marketing. During the past 15 years, he has worked closely with PARA and many retailers, conducting seminars and workshops on merchandising, buying and inventory management. A former executive with Boston Acoustics, KEF America and ADCOM, he has served on the boards of PARA, CASA and CEA’s Audio Board.