Curtis on…Not Engaging With Customers Is Hurting Your Business
In this excerpt from a discussion on customer engagement, Curtis talks about the risks of not engaging with those customers who may be very vocal about your business.
Transcript for Curtis on…Not Engaging With Customers Is Hurting Your Business
If you look at this, this area right here is churn. So if you’re not listening – people are buying but you’re not listening – you’ve got a huge problem with churn. Right here.
If you’re not listening, you’re ignoring your customers, these right here are the whiners. These are destroying value. These are the people here: you’re not listening, people are advocating for you in a very negative way. This is the individual who bought a sponsored tweet telling the world how bad BA – British Airways – airline is. Told the world. It’s the very first time someone has paid money to tell the world how bad a company treated them. And you can believe that BA jumped on this pretty quickly, but by that time the whole world had seen it with a sponsored tweet. It cost him a thousand dollars or something like that to make this. This was the tweet that was heard ‘round the world.
These people here are destroying value. All of this right under here is value. This is value to the customers and it’s value to the business, however you choose to define it. This area underneath the curve here is value.
So let’s take a moment. Where are you on this chart? Where would you place yourself? If the fact is that you’re here and your primary goal is just to get people to trial and buy, that’s fine. Nothing wrong with that, as long as you have a plan to go forward. Or we can develop a plan together to go forward.