Biz Minute: How to Own the Customer…WTF?
There is always some discussion in the world of e-commerce and especially when sellers are doing business on sales platforms like eBay, Amazon, Overstock, etc. about owning the customer. It brings to mind that Michael Jackson video where he “owns” the dancers and they all fall in line in the end to the now famous dance moves of the zombies.
So during this story I had to go out in the web space and I found this Thriller 25 anniversary cover (above) with “some other guy on it” that I did not recognize! But thanks to the power of photo manipulation with Photoshop, I found one with the “REAL” Michael Jackson on it. He has grown soooo….well different in 25 years, I just did not recognize the other photo, LMAO
But back to customers and owning them. How do we come up with such a self centered term in 2008 as the notion that you can “own” someone else? It really makes my skin crawl just thinking about it. So here is how I feel about the entire topic and why I think business are missing the mark with the desire to “own the customer”
The basic tenet I approach it from is “the natural reaction to any “owned” (enslaved) individual is emancipation!” The desire for a business to own a customer is actually counter intuitive to the the intended result. Check it out!
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Hmm, Michael, we’ve had Janet…how far are we from a post featuring Tito and Jermaine?
“I’m sorry,” is key. I think that’s a big part of my eBay feedback. I’ve had two negatives in 8 years. I’ve screwed up a lot more than twice though!
I don’t look to own my customers, especially being a niche seller. I look to be found, to service my customers, help them, fulfill their needs. I’d like and I’ll accept their loyalty, but that doesn’t come with any chains.
Regarding the shipping problems you mention near the end of the vid, I’ve seen and heard those sorts of comments too. Yes, if the USPS screws up it’s not your fault…but sellers need to remember that it’s even less the buyers fault. You are in a position of apologizing for your delivery service because you know what, you chose your carrier. You want to bitch back? Bitch to your carrier. All your buyer is looking to do is receive what they paid for undamaged and in a timely way. So I’m with you here, apologize. Make the refund where necessary. The good will pays off.
I’ve always tried to apply the Golden Rule to my sales, I create each listing the way I’d want to read it, I answer each email the way I’d want to be answered, and I pack the item up like I’m shipping it to myself. If there’s a complaint I do all I can to understand it and empathize.
Thanks, John, good stuff!
Cliff
Absolutely Cliff, the golden rule hits the nail on the head. Thanks for the insightful comments. I always like reading what you write!
John