We’re not complicated, we humans, even though we like to think we are. “What, go to bed early, eat my veggies, have a walk and go easy on the booze? It’s not that simple for me! I’m very complex, actually!” Whereas in fact the sleeping, the veggies, the walking and the unbooze is probably going to do the trick for you, regardless of how special you feel. It’s just the (slightly boring) truth.
But what works for all of us is to be made feel special and appreciated. This is no secret. And yet, astonishingly, stunningly, very few of the companies we have dealings with seem to grasp this. Once we’ve signed up for whatever thing they’re offering, they basically ignore us, trusting we’ll not make the effort required to change to another company.
And what do you get when you do leave? Aggro, that’s what! I left the gym SATS recently, since my workplace has a little gym we can use for free. And wow did I suddenly become popular with the SATS reach-out team. Emails asking why I had left. Phone calls from a determined SATS salesperson, who despite being asked to stop calling, kept calling. In the end, I had to block them.
You know what, SATS? If you had showed half — nay, one tenth — of the interest in me when I had been paying 60 dollars a month (for a gym I barely used once a week, if that) then I might have been inclined to stick around. Hounding me with a stick once I’ve bolted the barn isn’t going to do it.
And then there’s all those other things I pay for. All those fucking subscriptions. When did everything become a subscription? It’s a cynical system designed to suck extra money from people through them being forgetful, or lazy, or dead. And it’s always irksome to see new customers to the same service I’m on being offered great deals. Like, hello? I’ve been a faithful paying idiot for four years over here, why don’t I get something nice? A nod? A wink? A trifle? But nope.
The only company I’ve had dealings with that recognise this are Vimla, my mobile service provider. They are genuinely great. They will randomly send me extra gigabytes of internet, for my birthday, or for Christmas. They have a great pooling system for unused internet, where it just builds up in your account until you need it. And if I convince a friend to join, both of us get a small monthly discount, forever.
Last month, Vimla informed me they were changing my monthly rate. But not increasing it — they were in fact dropping it. Yes, I was now going to pay less. How often do you get that from a supplier of anything? My electricity, in comparison, went up owing to “instability and increased demand” or fucking whatever, but did it come down again after that situation had passed? My fat hairy arse it did.
Vimla, by doing this simple, obvious thing have now hooked me as a customer (and ambassador) for life (watch me ambassadoring). Spotify — who removed entirely the Spotify Unlimited payment plan I had been on for over 10 years, never missing a month, in the hopes I would double my payment and move to Premium, lead to me instead stubbornly remaining on the free tier despite the annoying ads, now determined to never give the scumbags a red cent — haven’t. Nor has anyone else.
So, to summarise: the tiny act of giving your faithful customers something nice will turn them from customers into fans. Not doing it makes them into the opposite. (What’s the opposite of fans? Antifans? Vacuums? Sure, vacuums, why not?) You’d be an idiot not to. And are you an idiot? I’ll let you decide for yourself. Take your time. And while you’re doing it, send me ten dollars a month. Cheers.
(And if you are keen to try Vimla, do sign up using my personal link, and then we’ll both get a 10:- per month discount, as long as we both remain signed up and alive. Up with this sort of thing!)
/ Paddy
Kund is “customer” in Swedish, and also (almost) in Danish, Norwegian, and German.