”Customers don’t expect you to be perfect. They do expect you to fix things when they go wrong.”
– Donald Porter V.P., British Airways
So you’ve been a loyal iPhone fan since the first one. You even went thru all that silliness when Apple dropped the price on it and sent you a $100 gift certificate for the Apple Store.
When the iPhone 3G came out you gave the first generation to your wife so you could get the new one. That means you’re paying up to twice the normal rates to Apple and AT&T, and you’re ok with it.
Now comes the 3Gs, and if you want one you have to pay $500 for it instead of the $199 people who aren’t fans of Apple and AT&T.
How do you treat your P1’s? You know, that 30% or so of the audience who produce about 70% of your AQH. Also known in some circles as your fans.
What if those high-value people in your audience felt personally connected, involved and valued? What if you called and thanked them, asked their opinion, and talked to them about their perceptions? What if you asked them to help your new listeners? What if you made them a part of your efforts?
You know what, those people would value personal involvement a lot more than concert tickets or a CD. They don’t need to be bribed, they need to be involved.
So what’s your plan for involvement? Are the people who provide most of your listening worth your attention?
It’s something Apple needs to think about too. They can always say the slow system, spotty signal and outlandish P1 price aren’t their fault, because it’s AT&T, but that doesn’t solve the problem, and we still all know we’re on this system because of a choice Apple made. I’m an iPhone fan and a MAC fan, but I don’t feel very special right now.