The idea of the Purple Goldfish Strategy is rather simple. When you take good care of your existing customers via G.L.U.E. (giving little unexpected extras), they will, in turn, bring you the customers you want. Personally, I’m a huge follower of this idea, especially as it applies to running my business. Meanwhile, the idea of the Blue Goldfish is also imperative in today’s world. A Blue Goldfish is when businesses leverage technology, data, and analytics to do that “something extra” and improve the customer experience. I also believe in this strategy as a business owner and try to implement it wherever I can.
Separately, the Blue Goldfish and the Purple Goldfish are both excellent ideas. It seems, though, that when business owners try to combine taking care of customers while implementing today’s technology, they tend to forget one essential element: the human factor.
Here’s the truth: business owners have become painfully dependent upon technology. It’s not that technological innovation is detrimental. After all, with advances in tech come excellent advances for humans as a whole. That being said, the “problem” with technology in the area of customer service comes into play more in how we do use it (convenience) versus how we SHOULD use it (improving customer satisfaction).
Here’s a startling stat from the 11th annual Accenture Global Consumer Pulse Survey: 83% of US consumers prefer dealing with human beings over digital channels in the realm of customer service. While we should certainly be looking for ways to add customer value with technology and reduce the general maintenance that comes along with doing business, this survey suggests that 83% of people have had at least one (or more) experience that made them dislike how technology was being used during a customer service experience. That’s not a good track record for technology in business.
Also according to Accenture, findings in the US include that:
- In the United States the estimated cost of customers switching due to poor service is $1.6 trillion.
- 67% of consumers will not go back once they have left a provider
- 52% of consumers have switched providers due to poor customer service
Here is the bottom line: nothing beats a good customer service experience. By becoming overly reliant on technology to a point that diminishes human-to-human contact, businesses are denying their customers both Purple and Blue Goldfish experiences. Understanding how to wield technology alongside superior customer service is what will, in turn, make a business successful.