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Belt-Tightening Tactics That Work

In a weak economy, implement these essentials to improve customer service

May 12, 2008
Edited by: Ken Beaulieu in: Customer Service Tips

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When budgets are tight, your customer rules more than ever — whether the customer is internal to your organization, a b-to-b client, or an end-user of your product or service. How you handle these relationships is crucial to your success as a marketer, says Rick Graves, director of consumer experience management practice at Corebrand. He offers these essentials:

  • Dare to be different. What makes an offering unique in a competitive environment is often a decisive factor. Identify and design customer experiences with this goal in mind. Enterprise Rent-A-Car does this well with its pick-up and drop-off service.
  • Build a customer-centric culture. Sell, market, design, and support your products and services with the customer in mind. Saturn Corp. has weathered tough times by fostering a community of Saturn owners.
  • Don’t try to “boil the ocean.” Choose the experiences that are most important to your customers, and deliver them well. Amazon.com knows its expertise and its customer base — you won’t see it building brick-and-mortar stores.

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