Tag Archives: Customer Love

Exec MBAs Students On Customer Love

I presented a seminar on Customer Love to Executive MBA students at UCSD’s Rady school last Friday. They were a lively engaged group of mid-career professionals seeking something different in their professional lives and choosing to devote their Friday evening to this session.

I started by asking: “Does your company love its customers?” Twelve participants – about a third – raised their hands to say yes. That means the large majority felt their company does not love its customers (abstaining was not allowed!).  When I asked why – why they don’t love their customers, most sort of shrugged. But a couple people gave explanations:

“We’re a B2B company, so it’s all about costs, not really relationships.”

“Customers are assigned to us, they don’t choose us.”

In my view, while both of these reasons can explain the lack of love, they do not excuse it. Being in the B2B space does not preclude customer love, nor does having customers assigned. Both situations just present specific challenges to overcome.

I believe customer love is every company’s highest calling. If they wish to work to fulfill that calling, customer love should then be the primary focus of the company, which in turn requires that the culture, core business functions, and brand strategy are all in alignment in order to execute on that focus.

Two questions:

1) Does your company love its customers?  (Hint: If your answer is not an instant yes, then it’s a no).

2) Why?

I look forward to your answers, and your thoughts on customer love.

-Moshe

Customer Love: Southwest Airlines Does It Again!

I fly SWA a lot. I love their philosophy, how they do business, and how I am treated. One of their core tenets is loving their customers and being heart-centered. I think it’s their most potent differentiator.

Their latest way of showing customer love is with their “Heart of Travel” personalized artwork project. I got an email saying this:

And it gave me a link to “View your artwork” which told me Southwest is celebrating my loyalty to them by creating a custom-made work of art based on my flights with them this past year.

It’s not just a random piece of art. It’s an actual representation of my flights with them, which makes it strategically aligned with their business objectives, their brand, and my customer experience  (media story here).

Here’s a video about how they came up with the idea and actually generate the individual works of art. Pretty cool stuff.

And… without further ado, here is my very own “Heart of Travel” one-of-a-kind SWA poster representing all my 2016 SWA flights.

Now imagine a med tech company or healthcare system or insurance company or non-profit taking this same idea of: a) celebrating its customers, providers, or patients, b) providing them a unique gift that both surprises and delights them, and c) employing  an approach that is authentic, on purpose, and on message. The creative possibilities are endless, and the payoff I believe enormous.

Where does it start? By loving your customers.