Valentine’s Day is here. We are all, more or less, familiar with the drill. Search for a romantic card. Purchase heart shaped chocolate boxes. Make a last minute reservation at a busy restaurant and so on. Successfully complete the previous tasks and proceed to win your Valentine’s heart.
Around this time of the year, many brands send their customers Valentine’s Day cards as a thank you for their business. This (minimal) investment from the brand is an expression of the company’s appreciation for its customers. The hard truth, however, is that a card cannot mend a customer relationship that is already problematic no matter how much it stands out.
Relationships are not simple in the real or the business world. Any relationship, romantic or not, will fail if you do not build it on trust, mutual understanding, and continuous effort. Unless you have done all the leg work during the other 364 days of the year, an attempt to impress your customers on Valentine’s Day will dramatically fail. You have to meet their expectations every time not just on special occasions. In fact, if you want to get ahead of the game, you have to exceed their expectations.
In order to do your customers (or your better half) justice you should treat them like every day is Valentine’s Day. Your customers deserve a great experience every single time they engage with your brand. Focus on integrating your CEM tools to manage the customer relationship. If you provide an all-around stellar customer experience your customers will reward you with loyalty. Reserve the 14th of February to celebrate an already successful customer relationship. <3