I just received a letter from BAC – well, it’s a letter and was sent to my company and address but is so impersonal that I’m not sure it was meant for me.
To the Owner of CdConsulting Group LLC – not only is my name not used but they can’t even properly type my company name. I have four accounts with BAC – four! The average balances are not insignificant. If they don’t know my name or company name it is truly a sign of indifference.
I don’t care if you have 2 customers or hundreds of thousands, there are a few immutable principles you must apply –
1. Know thy customer – understand their needs and while you are at it, get their name right.
2. Communicate in a manner that addresses their interests. People act in their self-interest. This is normal and predictable – be ready.
3. Get to the point.
4. Understand that the point should be based on knowing thy customer and their needs.
It’s not rocket science but even huge companies with a lot of “experts” on the payroll get it wrong.