A friend of mine has been contacting other radio stations for advertising their business and I'm surprised at the different levels of customer service he has received.
He called one local station and asked for the sales manager, was told that he was out until next week.
He then asked if there was someone else that could help him with some prices for advertising and was told there's no one available right now!
I mean, why do they even bother answering the phone!?
In my email yesterday was this article on customer service:
You Tried Hard. I Like You.
Why? "Consumers recognize that effort is a controllable behavior, and as a result, feel gratitude toward firms that uphold their moral responsibility to work hard, even when they are working to market their products," claims the author. According to the researchers, customers can view a company's outstanding efforts as either general or personal. And in the great scheme of things, personal wins. Although customers are positively motivated in both instances, when they see a company's efforts as personal, they are grateful, and feel indebted to it. The Po!nt: Go the extra mile. Even if it doesn't make your product better, consumers will appreciate and reward you for your effort. Source: "Giving Firms an 'E' for Effort: Consumer Responses to High-Effort Firms" by Andrea C. Morales. Journal of Consumer Research, 2005.
The Avis tagline "We Try Harder" might be more than just a clever advertising slogan. Research at the University of Southern California has proven that customers reward companies that are seen to go the extra mile—even if they don't personally benefit from that effort. In fact, customers are willing to pay more for a product, frequent one store rather than another, and, in general, have a more positive impression of a company or brand that is perceived to put in more effort.
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