The Partner Channel Magazine Fall 2016

See how different that would have been? Instead of feeling frazzled, we would have felt special. Now think about
the times your customers might have similar experiences. Below are two example customer questions, followed by
what they should have been told:
» “What do you mean I need to re-login? I have no idea what my password is!” After the update is
installed, you’ll be asked to enter your login credentials. This is because we added extra security to protect you
from hackers. We realize you might not remember your username and password, so we made sure you could
use this temporary login. Once you’ve logged in, I can quickly walk you through creating a new password.
Thank you so much for taking these two extra steps to protect your company’s data.
» “Where did my print button go? I’m used to seeing it here, and now it’s gone.” We’re very pleased to
bring you an enhanced set of reports that will help make your job easier. Instead of scrolling through that long
list of reports you rarely use, we made it easy for you to have your frequent reports show up automatically. Let
me help you set up your own, customized reports list so that it’s much easier for you to get the information
you need.
In both scenarios, customers encounter change and need to take additional steps. But when they understand the
value they’ll get and see that you’ve taken extra steps to make their transition easy, frustration will be replaced with
eagerness. In the case of my movie experience, the theater manager probably just assumed we would have seen the
small sign on the way in saying, “we added luxury recliners!” If she would have made sure her employees reminded
us at every step that they renovated for our comfort and that meant a few extra steps, we wouldn’t have been so
close to leaving…and missing the movie and the awesome new seats.
Tracy Faleide tells a great story. So much so that she’s a professional storyteller (aka director of corporate communications)
in real life. Want to share your story with Tracy? Email her at Tfaleide@hotmail.com.
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60 FALL 2016 | THEPARTNERCHANNEL.COM