I recently read and article about the new head of Newsweek magazine and how he, Tom Ascheim, is having to transform the magazine if they are going to survive. While I am not a big fan of the print media overall because of how they sensationalize almost everything, I do have to agree with Tom and his quote in and article titled, Media Shakeup Continues: Newsweek Plans Design, Content And Readership Target Change by Joe Gandleman, Editor in Chief of The Moderate Voice.
In this article, Tom said, “If you can’t get people to pay for what they love, we’re all out of business.” WOW – this was a great statement not just for Newsweek magazine but for the world of business. Think about it. If you don’t create a customer experience where your customer doesn’t “love dealing with you” how long, in this competitive climate called a recession are you going to last? This is something i have espoused for years and years that is you don’t have a customer experience that customers love and they don’t absolutely love dealing with you, Trust and Loyalty are always going to an elusive goal.
If you take anything away from Tom’s message it is this. Get someone to honestly evaluate your current cusotmer experience from an objective perspective. NO, ididn’t say do another lame survey. I said understanding the CUSTOMER EXPERIENCE and the PROMISES that go along with being able to deliver on this experience. Get help in understanding the Promises your customers want from you and figure out how far off you are in being able to deliver on these promises and FIX IT or you run the risk of going the direction of the print media – extinction.
Understand what it takes for your customers to LOVE dealing with you and what PROMISES they want you to keep every day and you will have LOYAL customers that TRUST you and wouldn’t go anywhere else. And in these difficult times, isn’t that what everyone wants? Hope this helps…