Lessons From Constant Contact

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I really enjoyed listening to this interview and love Goodman’s customer centric business model. I am impressed with how every person in the company spends six hours every six months on a phone with customers.

When I think about some of the companies I admire, they require their employees to spend time with customers. For example, consider Kayak’s Red Phone that rings into their engineering department. Many companies find different ways to accomplish keeping in touch with their customers that fit their culture and business needs.

Being customer centric is nothing new, it just doesn’t seem to be a common practice. When I walk into my local hardware store the immediate question is, “How can I help you?” Rarely do I find this experience in large companies. Even if I do receive this question, often it is used a hook so that I may be pushed towards a service. This is a business model and company culture problem.

Goodman further touched on this point when she talked about removing adoption barriers vs. selling the service. Selling Constant Contact didn’t work for them, they discovered that coaching small businesses on how to use email marketing was much more effective. Did the small business need their product? Yes, they did! Did they need to try it? No, they did not. Just because a prospect needs your solution doesn’t mean they are obligated to use it. Companies that deliver more than what is expected by helping their customers solve their problems have a greater chance of succeeding.

Remember that you are not working for wealth or a promotion, you are working to solve your customers problems.

Big thanks to David Cancel of Performable for sharing!

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