We’ve all been there—that guy or girl that despite the hints, just doesn’t get it. But what happens when the one not “getting it” is actually a company who is inadvertently muddying their brand for a new customer?

A Great Customer Service Experience

I found a cool new hot yoga studio, and I was blown away by my first class. Not only did they wine and dine me with a guided tour, they also went above and beyond by setting out a name card, yoga mat, and blocks for me with a chocolate no less! I was beyond impressed. I couldn’t wait to come back and tell all of my friends about what a phenomenal customer service experience I had, or so I thought…

Turned Wrong

It wasn’t long before the phone calls, emails, and texts started coming. They began innocently enough with the “we enjoyed having you at the studio,” which seemed nice until the unanswered calls were responded with by increasing the frequency of outreach. One time I accidentally answered the phone, and I was given a “special offer” that included bringing along a friend. I declined, thinking that would get the message across, but as with those people that just don’t get it, they didn’t get it. Their number is now blocked, and I’m afraid to go back for fear that they may think I’m interested in something more serious.

Within 2 weeks, this startup managed to take one of their biggest fans and turn her into a deserter. 

What You Can Do Instead:

• Build the Relationship: trust and long-term customer relationships take time, so be sure to establish rapport by following up with a thank you and offer to stay connected via newsletter or social media, but keep it to one outreach if there isn’t a response. Possibly check in 2 or 3 weeks later with something that offers value.

• Offer (Actual) Value: the hot yoga studio did well by following up to offer me something, but it wasn’t of value to me. It was of value to a potential friend or in other words, their business. More than ever, customers are craving authenticity, so take the time to understand your client and what would be in service and of benefit to her.

• Take the Hint: if a customer is not responding despite your best attempts, let him be. “No” often means “not now.” Instead focus on delighting your other customers, and who knows, maybe they’ll be so impressed that they’ll spread the word to friends, who could end up being the same customer you started out with in the first place.