You'd better care.
There's no better way to lose a customer or prospect than to appear indifferent.
From the very first communication, customers want to personally connect. They want to be heard and understood and expect a personal response.
What do most companies do to their future and current customers when they answer the phone? They make their customers listen to an assortment of options to then listen to yet another set of options to which they make them leave a message or indefinitely hold for the "next available customer service representative. It's OK because they first say, "your call is important to us," just not your time. It's more important that they save money by hiring less people to promptly answer your less important call.
There's no better way to win a customer for life than to compassionately fix a mistake.
I've always said, I'd much rather fix a mistake with a WOW than give the customer only what they expect. That's not to say that we don't have EXCELLENT delivery systems, but that's exactly it, they're designed to deliver beyond expectations. However, as people are the medium for which systems are designed, mistakes happen. When we make a mistake, we now have the opportunity to make them clients for life. The first thing to do is to admit the error immediately. Then, do something outrageous to fix the problem. Check out how Microsoft fixed a mistake while servicing one of their Xbox customers. My favorite comment reads:
marketing ploy by microsoft.. clearly he doesn't 'need' all that free stuff.. its just to get attention.
And what's wrong with that?
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