An elderly couple go to their local travel agency, that they’ve used for 30 years, to ask the price of an Air Canada ticket to Montréal. The agency tell them that the cheapest ticket possible is with United (change at New York!!!!) and quote €300 more than they’ve already found on the Internet with AC.
The agency is clearly not delivering a good service and is treating good customers (who should continue to be good, captive customers) badly, it’s treating them as though they’re stupid.
So you should never treat your customers as though they’re stupid?
Yes you should!
Your customers don’t know your processes (well, it’s unlikely and in most cases you assume not). Your customers don’t know your internal structures (go to this department or that department, shouldn’t customers realise this? No). Customers don’t know your business inside out, they don’t know your processes so yes you should consider them dumb.
There is a difference though between considering a customer stupid and not giving them respect. Be honest and respect your customers. Help them to understand how to use your business, your product, your offering. Help them interact with you.
The take away:
Make it simple, respect them, be honest and you’ll keep your customers.
Treat them badly, only once, and you’ll see $s and €s flying out the door.
