The one question that strikes fear into our hearts. And yet it's exactly what consumers are asking. The real question is, are brands listening? If they are they're hearing cries for more transparency, less hype, more honesty and more consideration for the things that consumers value most. In short, consumers are offering up a mandate--get real or we're out of here. And take heed corporate America, one of the only real positive byproducts of having more choice is that consumers no longer have to stay in bad brand relationships. Some other shinny product or service is waiting right around the aisle or just a click away.
So what's the point here? Well, just as in any other lopsided relationship where's there more take than give, someone is bound to get frustrated, feel abused and begin looking for the door. Hold on you say! Why we just conducted a tracking study six months ago and it didn't indicate any unrest. Six months ago? If I only spoke to my wife once every six months I'd be sent packing too! Speak with your customers often. Let them know what your dreams are. Let them know what you'd like from them. Listen and demonstrate that you've listened.
The last thing any relationship needs is a hidden agenda, a lack of effort or worse yet, promises made with no follow through. Conversely, an open, honest, on-going dialog is almost always a sign of a healthy relationship. So don't be afraid to be open and honest with your customers. Admit when you're wrong, ask for their opinion along the way, do something nice to reward them for their continued loyalty and never stop saying thank you.
In other words, allow your customer into the relationship. Treat them with respect. Earn their trust and who knows,if you do they're likely to stay and tell all their friends what a catch you really are!