That Cheers Feeling - CRMAdvocate: 1/24/2012

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My Take: That Cheers Feeling
Gary Lemke, Chief Customer Advocate (January 24, 2012)

Customers are what you call them. Isn't it interesting how a simple name can create expectations? It may be expectations regarding the service one expects. Or it may indicate the value (or lack thereof) organizations place on their customers?

If an airline refers to the customer as a passenger, are expectations of service levels lower than if one is referred to as a guest? As one CRMAdvocate reader smarmily pointed out, maybe some airlines secretly think of passengers as "captives."

Another CRMAdvocate reader applied the question to the software industry where customers are often referred to as "users." What image do you get when you think of user? Did your mind go directly to the thought of illegal drugs? Now, there's a disconnect.

Is the customer relationship being sabotaged by such casual use of names? How do you get from where you are to that "Cheers feeling?" You know . . . where everyone knows your name.

Now that's the CRM feeling you should be looking for.

What's your take?

Gary Lemke

Other CRMAdvocate "Takes"

01.23.12 They Are What You Call Them 01.20.12 Hall of Fame Callout 01.19.12 Webinars and Events 01.17.12 CX Hall of Fame 01.16.12 Got the Plan? 01.12.12 At the Speed of Social Media 01.11.12 Staying Silent No Longer 01.10.12 This Isn't Working more "takes"

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