Business week is running an article this week looking at a novel strategy that one small business is using to build trust among skeptical customers. Wesabe, a start up in the competitive field of on-line personal finance tools, is looking to assure users that their financial data is safe with the company by giving customers a chance to talk directly with Jason Knight, CEO of the company.
Knight takes calls from customers for four hours a day, reassuring them about the privacy and safety of their data, gathering feedback on the service, and directing customers to other departments if he can’t answer their questions. Though the program began mainly as a measure to give Wesabe some credibility as an unknown start up in a competitive field, now Knight is finding it an invaluable part of his day, and sees it as an important opportunity to develop loyal customers.
Obviously this is a strategy that has scalability issues, but even for larger or growing businesses there’s something to be said for keeping CEO’s in close contact with customer issues. As Knight said to Bussiness Week in the article, “If you’re a CEO that’s so busy you don’t have time to hear what your customers think about your service, then there’s maybe something wrong.”
Link to the article
Wesabe’s website
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