Customers don’t trust us. If they did they’d share us more.
March 25, 2011Interview and customer service stories with Michael Heppell
April 1, 2011
I’ve been away for a few days but whilst I was away I received an email on Friday from Reid Hoffman, Co-founder and Chairman of LinkedIn.
As it turned out I, along with another one million lucky souls, received the same email. Frank Reed across at Marketing Pilgrim got one too and he has already posted about his letter in LinkedIn Uses Email To Thank Early Adopters.
Here’s what the letter said:
I’ve been a member of LinkedIn for longer than I can remember and was very surprised to learn that I was amongst the first one million members. In fact, I was number 286,115 to join.
Early adopters we may be but like Frank said in his post it has reminded him that he is not as active as he would like to be on LinkedIn and has reignited his interest in the site. I guess I can say the same goes for me too.
However, I think there is a broader lesson here for all of us in all of our businesses and that is to not forget your original or oldest customers.
One of the smart things that LinkedIn has done to put this piece of communication and reconnecting with its original members into context is that LikedIn reached a milestone last week when it reached 100 million members.
This is a bit like one of my clients who used his anniversary of being in business fro 25 years to reconnect with his old clients. I wrote about it a while ago in Business Growth and the Coffee Table Book.
Reconnecting with old, original, inactive or just long-term customers is a great thing. It’s better when it has context.
What do you think?
Thanks to RobeRt Vega for the image.
18 Comments
Adrian,
I think this is a message that really needs to be taken on board since customers are often ignored once they have been ‘bagged’ by the sales team. To be reminded of ones value, especially if you were an early adopter makes the original bond resurface as you described and reactivated.
It’s smart, easy and the obvious thing to do. Well done for reminding us of something so easy to forget.
martin
Hi Martin,
Thanks for dropping by and commenting. It’s surprising how the simplest of things can have the most impact.
Adrian
Hi Adrian
I think that is a really nice touch. And a good lesson. I think what stands out is that Frank forgot to use his own product and in a way stopped practicing what he preached. So often it is the small things that keep us in touch and in check.
Cheers
Michael
Hi Michael,
Thanks for that. I don’t understand what you mean by Frank forgot to use his own product….can you explain?
Adrian
Great point Adrian.
We talk a lot about recurring customers. But working on nurturing and reaching out to old customers is a great place.
You database probably holds a whole lot of gems.
We have started a project that works with our 3-5 year old customers (those who don’t use us anymore but used to). It has been very, very successful.
Hi Daniel,
Great to hear that you are reaching out to your old customers, especially to those that are 3-5 years old and are no longer buying from you. Can you tell us how successful it has been?
Adrian
Remembering where you came from is good practice for all of us, whether large or small business. A few months back I called a former client from 13 years ago to reconnect and let him know that I have clear memories of our work together. He told me he still took value from our work together and was thrilled that he had made an impact as well. A win in both directions I’d say!
Just recently the CEO of a local firm, on the occasion of their 30th year in business, is sending out “30 Pearls of Wisdom” that they have learned over the years. Another very classy way to reconnect and say thank you.
Hi Marc,
What a great story ….’30 Pearls of Wisdom From 30 Years of Business’.
There’s a lesson there for all of us. Thanks for sharing,
Adrian
I agree, context is important – you need to have something interesting to say. I recently contacted all my previous clients from my VA business to let them know about my change of direction. One of them that I haven’t spoken to in about 4 years, kindly referred me to a potential client, and I connected with a friend of hers who has just moved to Brighton via Facebook (as she was in my mind).
Kate
Hi Kate,
You are spot on context makes all of the difference and thank you for sharing your success stories. That’s some great results.
Adrian
Adrian,
The context of ‘I’m special’ works well. Just like being part of the million rather than one of the 10 million, makes the connection more meaningful.
Makes me wonder what number I am…
Bill
Hi Bill,
You can find out what number you are by looking at the number in your profile URL. That’s the way it works, I believe.
Check this out: http://www.linkedin.com/answers/using-linkedIn/ULI/637620-5604666
Adrian
The personal touches always makes a brand stand out among the rest, and it makes the loyal customers feel appreciated every time they get a special mention or a letter of gratitude. Though this reminds me, I haven’t been on Linkedin in ages.
Thanks for dropping by and leaving a comment. You are so right. The smallest of touches can have the biggest impact.
Guess I may see you on LinkedIn soon 😉
Adrian