List Building

Customers are Like Elephants

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At ‘The Elephant Sanctuary’ – a non-profit organization based in Hohenwald, Tennessee – an elephant named Jenny became very animated when a new elephant named Shirley arrived.

After looking into the animals’ backgrounds, workers at the Sanctuary found that the two had performed with the same circus for only a few months—22 years earlier.

Elephants have great memories.

If you annoy a customer, they become like elephants. Many years ago a certain marketer – a generally good marketer, by the way, who knows his stuff – ignored my emails.

I was a paid subscriber to his newsletter, and I was missing a couple of issues. All I wanted was for him or one of his people (he had virtual assistants) to send me the link to the missing issues. It would have taken maybe a minute to do it.

But all of my emails and customer service desk requests went unanswered.

And I have never, ever forgotten that. To this day, when I see one of his offers cross my desk, I won’t buy it.

It doesn’t matter if it looks like the greatest thing ever, or the missing piece to my internet marketing pie. I won’t buy it.

And I’m not alone, either.

According to American Express, 78% of customers will end a business relationship on the spot due to poor customer service.

In my case, I loved the newsletter. I read every issue and implemented many of the ideas. It made me money.

And yet, I had such a bad taste in my mouth after being repeatedly ignored, that I cancelled my monthly subscription.

If you’re overwhelmed by customer service requests, you might want to take a long, hard look at your business.

Are there things you can improve? Better systems you can put into place?

Or perhaps you simply need to hire a virtual assistant to answer customer service requests for you, so that you can focus your attention on building the business.