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Enchanting Captive Customers

Rap, Rap, Rap, Bang, Bang, Bang went the door.  It was a representative of my local utility getting my attention earlier this week.  My turn to get a brand spanking new, state of the art Smart Meter.  How cool is that.  This awesome technology allows my home to be monitored constantly by the electric company so they can help my community more aggressively use power wisely. 

Since most utilities in the country are franchised markets without competition and controlled by Public Utility Commissions what can these companies do to enchant their captive customer?  Why should they care to build customer advocacy at all?  As Henry Ford said “You can have that car in any color you’d like, as long as it’s black”  I’m paraphrasing, but you get the point. 

Fact is, any company that has a franchised strangle hold on a market be it a cable provider, waste services company, gas company et.al need their customers to be advocates.  It’s critical that these essential service providers operate at a zero defect level of quality just to keep customers satisfied.  In order for their customers to approve rate increases, service changes and infrastructure investments a superior level of advocacy must be achieved.

Having clients in these industries challenges myself and my colleagues daily to advise them in raising advocacy.  The answers are all about raising the customer experience bar.  Flawless service delivery is expected, period.  No extra points for keeping the lights on or picking up the trash as promised.  However, having bills that can be read easily, phone inquiries answered promptly and professionally, truck drivers and repair staff that are courteous and professional do offer opportunities.

Enchanting customers in these essential service industries is all about not what you do…but how it’s done.

  1. Focus not only on providing defect free service but defect free interactions.  Train and develop customer interaction skills in everyone that represents the brand.
  2. Proactively communicate to customers in every way possible about even the slightest disruption of service.
  3. Ensure that customers understand what they are paying for in simple terms. 
  4. Inspire every associate to bring their best to every interaction.
  5. Vigilantly gather and share customer feedback throughout the organization.

May 8, 2010 Posted by | Uncategorized | Leave a comment