(English) Faithful of Unfaithful Customers
For the last 2 years, my family and I used to hang out at a café near our house. It’s a place that seems to be struggling to maintain a clientele but because my Wife’s brother works there and we know the family that owns it, we felt comfortable enough to use it regularly mostly for our weekend getaways for a coffee or a meal. That hobby of ours was valued at about €200 to € 300 per month spending at the place.
Most of the time the place was empty except when there was a football game attracting fans that watched the game over a coffee or a drink.
Last Saturday, due to the fact that there was an important game, I called up and made a reservation. When I arrived there, the café was packed up and the table I reserved occupied. I approached the bar and the people there were busy preparing drinks that barely gave me any attention. As you may understood, I got pissed off and left.
What’s next? The obvious! I will spend my €300 a month elsewhere where they respect my and their business.
The last 20 years I consult and run training to Companies of all sizes and in all sectors on Customer Service, Marketing and Sales. There is one thing that I have learned: 60% of your marketing budget should go to your existing clients otherwise there is no point doing business as you will soon go out of it otherwise!
Yiannakis Mouzouris
Head of Consultancy & Training
Conicon Ltd
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