When the cashier at Shaw’s Supermarket totaled my order this afternoon, she said, “You saved $3.14 today.” Every time I buy groceries there, they tell me exactly how much I saved. How they calculate the savings is not the point.
The point is, they explicitly remind their customers of the “bottom-line” value they deliver, at the close of every transaction. Call me Pavlov’s Dog, but being reminded of any additional value I receive, beyond the core product, makes me a more loyal customer. Retailers are very good at that.
But what about non-retailers? What about service providers? Are they missing an easy opportunity to build customer loyalty?
I probably called Time Warner Cable - my Internet Service Provider - a dozen times within the past year. Almost every time, they solved the problem on the first call, or followed up quickly, until the problem was solved. But beyond sending a customer satisfaction survey, they never remind me of how many times their Customer Service Department saved the day. I’m surprised they don’t. If they did, I’d pay a lot less attention to the offers that I receive about FairPoint's "Bundle" offer for DSL.
If you’re providing added value, and making your customers' lives easier, it doesn’t hurt to remind them of that. And they may just show their appreciation by paying less attention to your competitors.