I was saddened to learn within the last few weeks that the television show Cheers is not quite the cultural reference it once was. Sam and Diane’s clumsy relational tension, Norm and Cliff pontificating from the corner of the bar, Carla’s cutting wit…it just doesn’t hold the same sway it once did.
That being said I still believe that show’s tag line pretty much sums up the idea of why we need to capture customer behavior:
“You want to go where everybody knows your name”
Cheers was one of those bars where the regulars WERE known by name. All they had to do was walk in the door and a glass was pulled up to start provision of their favorite libation. Part of the draw of the show was that we all like that kind of service. We like walking into a place where we’re known and treated like family.
But it’s more than that. If it was JUST knowing someones name it would be easy. The difference comes when you can ask, “So what’ll it be…the usual?” and know what you’re talking about.
I fly United probably more that any other airline because Denver is a hub for them. What if United defaulted to an aisle seat when I booked online because I have proven, over ten years, that that is where I want to sit.
I stay at Hilton properties quite often. What if the Hilton web site picked a king size, non-smoking room as a first choice every time I logged in and looked to make a reservation. They should be WELL acquainted with that choice by now.
And perhaps the craziest of all…Based solely on my direct purchase history with them, Disney SHOULD be able to identify:
- The names and birth-dates of everyone in my family
- Our wedding anniversary
- The time of year we like to travel
- The number of days we typically visit the parks
- The extras we like to include in our trips
Data like that is a GOLD MINE. With information like in hand they could tailor enticing offers based on specific data and past behavior. They could actually ask, “Mr. Fletcher will it be the usual this year? A three day stay sometime in October?” or “Mr. Fletcher would you and your wife like to join us for a cruise this July to celebrate your 22nd anniversary? What about bringing the kids this time? They’re probably a little…Grumpy…you left them out last time. We’d like to offer you a free cabin upgrade so you can bring them along.”
I know, I know, it sounds like it could border on creepy and I do push the boundaries there to make a strong example but the data they should already have on file would make that type of communication incredibly simple.
All of a sudden I’m not just receiving 20% off coupons like everyone else. I’m known by name. I’m not standing in line, pun intended, with a thousands of people who have never had an annual pass. I’m appreciated. I’m not clicking on a blanket email link. I’m getting a specific offer that says : ‘We know you and have something special for YOU because we value you as a customer.’
Let me say that one more time:
- We know you
- We value you
- We have something special for YOU
THAT drives loyalty like nothing else.
What more could you do with the customer data you already have? What other types of data should you be capturing in order to show your customers you know their name, and so much more?