Customers Care When They Share by Chip R. Bell

“How ‘bout going and getting the tractor and park it in the barn?”  These sweet words were music to my ears when I was a ten-year old growing up on a farm in South Georgia.  It was my dad’s way of nudging along my maturity.  To get the very special privilege of starting, driving and parking a large expensive tractor communicated trust  and respect.  His gesture also left me feeling thrilled...and tall.

There is a magic that inclusion has on all relationships--especially customers.  The tractor-parking incident was more than a badge of being “grown up.”  It was a symbol of partnership--I obviously relied on my dad,  but at that moment, he trusted me enough to return that dependence. Customers who feel like partners reward service providers with long-term loyalty.

The Key Principles of Customer Inclusion

1. Only ask for what is reasonable--a request appropriate to a loyal customer.  Avoid any customer request which puts the organization or customer in any way liable or at risk if things went wrong.  While the goal is help the customer feel like a partner, it is important to remember the customer is always the guest of the organization.

2.  Make the request like your mother taught...the “may I” and “please” courtesies we learned growing up.  Preface your request with a simple statement:  “I need your help” or a simple question:  “May I ask of you a small favor?”  Simplicity and sincerity are important tunes and tones to help the customer want get with the rhythm of partnership.  My dad never barked a “go-get-the...” type order; rather, his “how ‘bout” request always carried the tone of a partner inviting a partner. 

3. Provide customers a brief background when making a request for assistance.  Avoid complaining or whining.  Simply and positively describe the reason for your invitation for help.  And, be clear and specific about how the customer can assist.  It might be as simple as:  “We are a bit swamped today and I could really use your assistance.  If you could complete your own paperwork on this order while I get the part, I can get you processed and on your way a whole lot quicker.  What do you think?”

4. Requests for customer participation must contain the element of choice.  The customer must clearly have an option to pass on involvement.  Make a customer demand and you are asking for resistance.  Avoid managing the encounter so the customer feels “guilted” into meeting your request.  A customer made to feel guilty may comply and respond today, but they will quietly disappear tomorrow. 

5.  Make certain the customer sees participation as a collective effort.  The customer must experience you sharing in the effort or he or she will feel duped, set-up and unfairly used.  Customer participation is a powerful tool for customer commitment.  However, remember that the pronoun in power is “we.” 

6. Give the customer plenty of breathing room.  This means being selective in how and when customers are invited to participate.  Too little participation and the customer never gets to feel the glow of inclusion.  But, too much can be worse—the customer will feel crowded and leave feeling “they knew me too well” or “they took me for granted.”  Smother customers and they will fly away; take them for granted and they will steal away in the night without warning. 

7. Never forget to express your gratitude.  The organization (a.k.a., managers,associates, owners) may asks us to do things all day long.  To say “thanks” all the time, every time, is unrealistic.  However, asking a customer to assist should be as unique as it is special.  The customer will remember it that way if you remember to always communicate appreciation for their efforts.  Remember:  customer requests should be seen as an option to the customer.  Reward their caring enough to accept that option by letting them hear, and feel, your thanks.

A secret to customer loyalty is the magic of inclusion.  The wise organization makes the path to customer contribution comfortable and obvious. As you find opportunities for customer inclusion, remember:  some customers want to be pampered, not partnered.  They would be insulted if you suggested they do more than give you their money.  For customers who would enjoy participation, the trick is finding and maintaining the balance between using the customer and ignoring the customer.  Look for your special version of “How ‘bout going and getting the tractor and parking it in the barn!”  Your customer will feel trusted, respected...and, maybe even a little taller!