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Marketing Should Be The Customer’s WORST Experience With Your Company

Counterintuitive? Hear me out…

A few months ago I commented on a great post about why marketing should be involved in every aspect of the company. I firmly believe in this because marketing exists to help polish the company’s image.

This week I was in Florida with Woolems, a high-end home builder in Palm Beach. When I first arrived I was having dinner with the VP of Operations, John Rogers and he said something that really hit home:

“I want people to meet Jim (the owner) and have that be the worst experience they have with the company.”

John could tell I was looking at him a little funny and he continued explaining that he wanted to make sure that every interaction the company had with the customer after they met Jim would only serve to enhance and polish the image of the company.

That simple statement and explains John’s painstaking attention to detail in every aspect of the business. They build homes of phenomenal quality but they also go way beyond that. John is looking at every single point of customer contact from the way estimates are presented to how Woolems prepares homeowners on what to expect when building a house to how the bills are processed.

The results show and I only wish more contractors realized how critical every single customer interaction is. There is no such thing as a detail that is too small when it comes to pleasing customers.

Posted by David on December 30, 2006 08:40 AM|Permalink

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