Recommended reading.
A long-held and common business adage is that 80% of demand is because of consumer recommendations.
It is a myth—self-serving and well-intentioned. An overwhelming majority of customers respond positively or indicate that they will happily recommend a company, product, service, or individual. A similar percent never do. The reasons for the disparities in the expressions and actions are not complex. Most people are reluctant to risk their personal relationships to recommend a third party or product.
Consequences of quality and service shortcomings can be, and often are, immediately personal and toxic. Introducers and referees are exposed and vulnerable. Blame will be readily assigned but seldom expressed. Relationships quickly fracture.
RECOMMENDED RELATIONSHIPS
Interestingly, countless marketers espouse and promote relationship marketing. An integral element is to seek out and profit from customer recommendations with whom mutually beneficial relationships have been established and enjoyed. There are considerable presumptive expectations within that construct. It is similar to friends and associates in society. Truth and realities lie in degrees and measures.
In the current transactional world in which businesses operate, relationships – friendships and associations – can be distinctly fleeting and situational.
Requests for recommendations are often a step too far. Significantly, declining and rejecting such endeavours are seldom expressed. Indeed, acceptance and agreement are common. There is simply little or no follow-up or follow-through.
Nothing personal? Well, it is very personal.
BEST MATES
An impressive number of people are happy to share the details of their purchase and consumption experiences. A smaller but still significant percentage are willing to effect introductions.
In such instances, establishing relationships and bonding to conclude transactions are left to the primary participants.
It is logical. Accountability and responsibility for outcomes are both personal and limited.
True friends, like recommendations, are rare but valued.
MANAGING EXPECTATIONS
An essential pillar of personalised customer service excellence is managing expectations.
The same principles apply to recommendations and relationship marketing. Don’t ask for what you probably won’t receive.
Therefore, in lieu of asking for recommendations, seek introductions (to the extent of facilitating contacts), take responsibility for submitting proposals, detail reasons, justifications, advantages, and benefits, and ask for business.
Hopefully, you are sold on the idea.
Barry Urquhart
Consumer Behaviour Analyst
Marketing Focus
M: 041 983 5555
E: [email protected]
W: www.marketingfocus.net.au
COMMENTARY: CONTEST OF IDEAS
Contests energise. They induce interest and involvement. Conquest is not essential – everyone is a winner.
EXPLORE. EXPLAIN. EXPRESS. EXCITE. LIKE. SHARE.
By Barry Urquhart – Consumer and Retail Analyst | Marketing Focus
BIO:
Barry Urquhart is a highly regarded market research and strategic planning consultant, recognised throughout Australasia for his insight, clarity, and thought leadership. A seasoned keynote speaker at premier conferences, Barry is also the acclaimed author of Serves You Right! And Service Please!, two of the region’s top-selling titles on customer service excellence.
Respected as a trusted voice in business strategy, Barry continues to lead influential workshops and development programs that help organisations drive sustainable growth, elevate service culture, and achieve competitive distinction.
For Media Enquiries or Speaking Engagements:
Email: [email protected]
Mobile: +61 041 983 5555
