Do you walk in your customers’ shoes?

It’s so easy to forget about your customer when launching a marketing program. Seriously. Sometimes, we become so wrapped up in internal processes that we forget how an outsider might experience that great program we’ve developed.

Consider this example:

Taking away the benefit when a program is too successful

An organization launches a direct mail campaign with a super incentive to book an appointment. The plan anticipates a high rate of return and the phones start ringing immediately. After the first day, the organization realizes that they will actually book appointments out for several weeks (which was the goal), but then gets scared that it’s “too much.” A decision is nearly made to tell all callers from day two forward that the program has filled and the incentive is over.

Imagine how you’d feel as a customer who opened the newspaper, saw a great opportunity and called to find out that the program was over two days after it started! I’d wonder if this was a bait and switch. I’d feel taken. And I’d be pretty angry.

Honoring your promise

The “right decision” probably seems like a no-brainer. Keep the program going. Honor your offer. Learn from the process. Enjoy the success. But this is not always obvious to the people on the ground who are dealing with the realities of success. Even the best planned program can create short-term strains on staff and daily operations. And those strains can feel quite painful when you’re in the middle of them.

Become the customer

As communications professionals, it’s our job to step back from the situation and advocate for the customer. Look at all aspects of the program through their eyes during planning and implementation:

• Is it easy to participate?
• Do I have to jump through too many hoops?
• Will I have to work too hard?
• Is the incentive a real value?
• Am I treated well?
• Does the organization follow through on their promises?
• Are promises delivered in a timely manner?
• Do I feel taken care of or just “taken”?

Be your customer. Think like your customer. Walk in their shoes. And help your team members to do the same. Your programs will be stronger and your organization will benefit from satisfied, happy clients.