Win Friends and Influence People with Customer Experience (2 of 2)

In the last segment of this series we discussed techniques in how to handle people.  We translated Mr. Carnegie’s tenets on the subject from human to human interaction to brand to customer interactions. In this installment we will look at a principle desire of both individuals and companies: to be liked.

It’s commonly accepted that consumers are more empowered today than ten years ago.  Most people carry with them a device, which is more powerful than the hardware and software used to put the first humans in space.  As such, the roles of marketing are no longer solely lead or demand generation.  Marketing has evolved into relationship management.  The line between sales, marketing, product ownership & business operations is blurring partly because communication is more direct, and partly because it’s easier than ever to find out when people don’t like you. So next, we discuss the following:

  • Become genuinely interested in other people
  • Remember that a person’s name is, to that person, the sweetest and most important sound in any language
  • Be a good listener. Encourage others to talk about themselves
  • Talk in terms of the other person’s interest
  • Make the other person feel important – and do it sincerely

Ways to Make People Like You

Become genuinely interested in other people.

As brands grow into the relationship model their customers are thrusting upon them, they arrive at key decision points in engagement maturity.  An important moment is when companies decide whether they will continue making the business about itself or about the customers. It isn’t a decision that causes immediate failure, but one that does enable it.

Making your business about the customer transcends B2B or B2C.  Focusing on the customer pushes through services or products.  Making your business about the customers is a transformational shift that needs to start with the leadership of the organization.  Leaders need to position it as a challenge, a mandate and the key lynchpin in the business.  First steps might be leading an intercept survey with your customers online, managing ongoing conversations through social or even identifying the strongest customers and advocates you have and letting them tell you how to be better.

“You can make more friends in two months by becoming interested in other people than you can in two years by trying to get other people interested in you.”– Dale Carnegie

Remember that a person’s name is, to that person, the sweetest and most important sound in any language.

Customers don’t remember your brand if you can’t remember them.  [Insert name here] communications are yester-decade.  Customers who come back to you do so at their delight, not yours.  If you could do one thing to change your business today it should be finding a way to easily allow every member of your business to know more about the customer they are working with.  Not just their name, but who there are. I am reminded of a lyric from the golden days of hip hop: Act Like You Know.


Read the last three (they’re good).