THINKing

It’s The Relationship, Stupid

June 13, 2008 on 8:01 am | In 28078, Consumer Behavior, Customer Retention, Customer Service, Marketing, New Business | View Comments

I don’t care how you slice it, when it comes down to fundamentals, business is all about relationships. Ignore this truth at your own peril. There’s a Huntersville, NC restaurant that I frequent called Positano. First time I went, my wife and I liked it a lot it. Good food, nice wine list, great desserts, good vibe, but only adequate service.

Second time, not liking it so much. They didn’t do a good job of handling the crowd but we forgave them. There had been a glowing newspaper story that day and everyone piled in that night. So, we tried it again. Service was slack, but everything else was good. Didn’t go back for a while.

New manager, David, appears on the scene. So, we decide to give it another try. David quickly learns the names of everyone at the table, what they like to drink, brings free apéritifs for the table. Food good, wine good, service good? Check.

We go back again. David recognizes us, calls us by name, visits the table, brings us limoncello. He does something a little special for us now each time we go. Guess what has become one of our favorite restaurants?

On the reverse side, there’s a business I will not identify by name. I have been going to this bar for about three years but have eased off lately. I have been such a loyal customer that they now often take me for granted. Sometimes I can’t get waited on. They ignore me and several other long-time customers, as well, because they think we won’t go anywhere else.

Business must manage their relationships with customers just as they do with friends and family. But you can’t get too comfortable and disregard your most loyal customers in favor of new business. Did I tell you that Positano has a nice bar and an excellent and attentive bar staff?

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Great advice! I’ve subscribed to your blog. I just started a new blog related to marketing/PR and also just some personal musings. It’s at joshuadelung.blogspot.com. Check it out! I’d love to hear your advice. Thanks!

Josh

Comment by Joshua DeLung — June 14, 2008 #
Thanks for stopping by, Joshua. I’ll check in on your blog to see what you’re up to.

Comment by Harry Hoover — June 14, 2008 #
very nicely written article. The examples given in your article really drive home the point!

Recently I had written an article on the science of advertising that you may find interesting: http://indradhanush-laal.blogspot.com/

We try to learn positive patterns that lead to better customer satisfaction from past interactions.

Do you think it will work?

Comment by lvs — June 17, 2008 #
actually my comments were for the article “are you buzzworthy?”

Comment by lvs — June 17, 2008 #
LVS, I think it works for companies which pay attention to their customers wants and needs and respond in a relevant manner.

Comment by Harry Hoover — June 17, 2008 #
Someone remembering my name or even recognizing me when I return to their place of business is a big deal. Restaurants included of course. I enjoyed reading your post, I’ll be back!

Comment by Josh Sommers — July 1, 2008 #
I could not agree more. Business is all about relationships. We buy from those who we know, like and trust – and that is a relationship. In your example, David made you like him by making you feel important. He remembered your name and treated you well. EVERYONE (myself included) loves to feel important. Very Good Post !!!

Comment by Ron Meledandri - Sentra Business Solutions — July 29, 2008 #
it’s funny how this concept escapes people. i love money as much as the next guy, and i love getting paid as quickly as possible, but making clients happy and making yourself happy is often a delicate dance.

Comment by Eric — July 31, 2008 #
[...] It’s The Relationship, Stupid – I don’t care how you slice it, when it comes down to fundamentals, business is all about relationships. Ignore this truth at your own peril. [...]

Pingback by THINKing » Dusty Archives - February 2009 Edition — February 20, 2009 #
[...] It’s The Relationship Stupid [...]

Pingback by THINKing » Top 10 All Time THINKing Posts — April 19, 2010 #

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