While I was waiting for a webinar to start, I thought I’d start drafting this blog post. Not sure what I would write about I filled in a bit of time doing “busy” stuff. You know, moving items around on my desk, checking my email one last time (after all, the webinar was running for 1 ½ hours), and frantically groping for a timely blog topic that would resonate with at least one other person.
Ironically, the webinar that I was waiting to start gave me my topic! Yay, something good has come out of this.
Let me back up a bit here. The company offering the webinar sells a product I subscribe to. I am already a customer. They have my money. The topic was a timely one as “yes, I am looking to have a better 2016! Thank you so much for asking!” I was so sold.
Here’s how not to piss off a customer. Don’t send a broken link that is supposedly a link to today’s webinar (blocked off the 1 ½ hours for it, now I have the time to write this blog, so should be thankful I guess) that is actually for next weeks webinar. The same webinar, one week later. Don’t have me re-register for next week‘s webinar and go through all the motions again. Automation should not only make your job easier; it should also make the customer’s life easier.
You know exactly what I’ve already signed up for with you. You know if I’ve taken this program or that. Why am I getting the same email offering me something I’ve already signed up for? … I’ve inadvertently found myself taking the same webinar more than once because gosh, they’re all so distinctive aren’t they? But, that’s for another day …
So now, instead of feeling like a special insider to these webinars and a valued customer of this business, I feel like a random name on a list. With no particular profile, or preferences, or distinction at all. And I felt irritated! Here I’m being offered a FREE webinar to help me in my business and I’m irritated. I probably have no right to be, but I am.
Human nature is a funny thing isn’t it.
Now, if this can be done by a large, uber-successful software company, what luck will I have doing better?
So I had to take a look at my own business and ask how I may be irritating my customers and potential customers.
- Am I making it hard for each to work with me?
- Am I making them adjust their working style to accommodate me?
- Do I forget to change my message to fit our relationship? … hint: don’t send a second or third intro/invite to the same person who’s already signed up!!!
- Do I keep accurate track of what clients have purchased so I can follow up correctly?
Looking at these questions, the shared issue across the board is communications. Each of these questions can reveal something that you and I can improve in our business communications.
2016 will be kicked off with learning about automation, systems and ways I can double-check my work to minimize the aggravation scale at the receivers end.
I’m guessing I’ll be much more sympathetic to the webinar snafu’s creator once I’m done.
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