Torque

Knowing your customer (The Curly Joe's way!)

20 May 2009

In these straitened financial times, it is more important than ever for businesses to have as greater understanding of their customers as possible.

This is especially true for businesses that have easily identifiable alternative suppliers of the same goods and services because, and you don’t need me to tell you this, if you aren’t looking after your customer then there are plenty of people out there who are more than happy to do it for you!

Managing and developing customer relationships are something that many companies are happy to spend an ever increasing proportion of their marketing budget on. That is for the simple reason that they recognize that there are tangible and, equally importantly, measurable benefits to be gained from knowing the needs of customers and delivering on them in a timely manner.

But, we mustn’t fall in to the trap of thinking that effective customer relationship management is the preserve of big-spending multi-nationals. Independent shop keepers and pub landlords (amongst others) have been developing personal relationships with their customers for hundreds of years; it’s larger companies who struggle to replicate this sort of relationship rather than the other way around. This is why collecting relevant and accurate data on customers’ personal details and spending habits is so important. At least, if they don’t know you personally then your bank or mobile provider can do a pretty good impression. Rest assured, companies such as these spend a significant sum each year trying to make sure that they have the systems in place to make this possible - some with more success than others...

I recently had a great experience that shows that you don’t need to be multi million dollar company to implement effective CRM. Credit where it is due to Curly Joe’s of Brunswick, purveyors of fine takeaway foods to Melbourne’s northern suburbs. Along with my first delivery from Curly Joe’s came a fridge magnet with a 4 digit number stamped on it (my VIP number no less). My personal problem with ordering takeaway is the fact that my address is notoriously difficult to locate -it doesn’t even exist on Google Maps! Now, in addition to the fact that their name is permanently stuck on my fridge, daring me to order out every time I go to cook, they’ve made it even easier for my lazy side to prevail. When I call them up to order, all I have to do is quote my VIP number and they know who I am and where I live; no spelling the street name out, no lengthy directions required. Curly Joe’s knows the way to my house better than most of my friends. This simple, inexpensive piece of information gathering has put Curly Joe right at the top of my list of local takeaways. I wouldn’t think of going anywhere else!

NM


P.S. I recommend the Lamb pizza.


P.P.S I've just visited their website and see that they have a recommend to a friend option. Another great, inexpensive way of gathering customer and prospect information!