The gift that gives and gives?

Oklahoma City Jeweler, BC Clark, used the same jingle for their Christmas promotion year after year. Then a few years ago, they got to thinking that maybe the market was tired of this jingle, because they were getting tired of it, so they decided to change it. They quickly learned it was a big mistake because their customers let them know! They very quickly changed it back. You can get the whole story here.

While some might consider this at least a “strategic hiccup,” it’s actually quite a story in the power of their brand, and a profitable lesson for us all. If a customer is so attached to any aspect of your business they’d miss it if you changed it, you know you’ve got a loyal following. Any time your customers will take their time to speak up and let you know they’re unhappy, that’s a golden opportunity to fix it. You’ll likely keep and grow a customer relationship, and you may even impress them so much with your handling of the situation that they’ll tell all their friends about it and your net result will be even MORE customers and more profit! Keep in mind that customers you get from referrals have no acquisition costs attached to them, so the margins are that much better! Strong customer service is a critical component of effective branding, and owning a solid brand is like being able to print your own money!

It also reminds us precisely When We Should Change A Strategy. 

And if that catchy tune isn’t stuck in your head yet this holiday season, Click Here.