Interruptive marketing calls- we all hate them. The only reason I haven’t signed up for the National “Do Not Call” list is professional curiosity.
Well, I got a call last week from a company that said they were contacting me based on my responses to an online form that expressed interest in their service. Yeah, sure. I asked which site the form was on (suspecting they wouldn’t have an answer), asked them to take me off their call list, and moved on.
Yesterday, I received the following snail mail:
Dir Sir or Madam:
First let me apologize for any inconvenience that we may have caused you. As you requested,we have placed your phone number on our internal Do Not Call list. I’ve also enclosed a copy of <company name’s> “Do Not Call” policy.
Again, I sincerely apologize and ask that you contact me directly at <real phone number> if I can be of any further assistance to you.
Vice President of Human Resources
Wow! I was impressed. The letter was dated, had the name and number of a real person, and a copy of their “Do Not Call” policy. Thorough, professional and completely unexpected. If I WAS interested in their services, this is exactly the sort of company I’d want to do business with.
In a world where most interactions are answered with computer-delivered confirmations, this response, even though it was basically a form letter, seemed personal. Why is that? Because they
- Responded directly to my specific concern
- Provided a real person to contact
- Provided specific information that created transparency (the policy, in this case)
My cynical side fully realizes that in fact, this also served as another opportunity to put their name in front of me. Yet I remain impressed. They turned a no-win situation into a win-win situation by using the opportunity to demonstrate their company values. In the process, they provided unexpected delight. A good return for not a lot of effort – and if I ever need their sort of service, they’ll be at the top of my list.
So – which customer equation could you change by applying the same principles?