Trashing Opportunity

A week ago we moved to a new home in a new town. In the process of setting up our electric, gas, water, sewer and other services, we didn’t get trash service set up before we moved in. The day that the moving truck showed up I was outside directing movers all day. During that […]

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A week ago we moved to a new home in a new town. In the process of setting up our electric, gas, water, sewer and other services, we didn’t get trash service set up before we moved in. The day that the moving truck showed up I was outside directing movers all day. During that day I saw trash trucks from all three companies go by our house. Two of these companies are locally owned and the third is national.

As each one passed I thought about the opportunity they were all missing by stopping to say hello and offer some move-in special to me, a potential new customer. I ended up calling all of the companies and comparing rates and services and settled on one of the local guys. When I was on the phone with each of their customer service reps I asked if they had a move in special for new customers, especially because of the large amount of packing material and other trash that tends to result from a move. Not one of them did but they all made it very clear that I would be charged per bag of trash that was over the edge of my cart. Talk about making you feel warm and fuzzy about a business.

Now just imagine if one of these companies followed the principles found in books like Raving Fans or The Thank you Economy and created a slightly different new customer experience:

What if one of those trash truck drivers had stopped at our house and asked if we already had a trash service?

What if he had offered a business card with a referral code and coupon?

What if that referral code was tracked to his name so that he would get a bonus for new accounts?

What if he had also told me about a move in special?

What if when I had called customer service they had welcomed me to our new town?

What if they had said that they know how much trash and recycling you can end up with when you are first moving in and that they would let us have ten non-charged bags for free?

What if they had said that the first pickup could be as large as we needed?

If any of this had happened I would not only have signed up but I would have promoted that company all over the place to tell how much they cared about making new customers feel wanted.

As it is, I just signed up for a typical trash service that happens to be cheaper than the others. Yay.

 

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