Thoughts about sticks and carrots

When it comes to our money, businesses love sticks. Try paying a bill late or over drafting your account. You're sure to be hit with fees, service charges, nasty phone calls and lots of other negative consequences. There are lots of sticks for the bad eggs.

But what if you're a good egg? How do the same companies respond when you never miss a payment? When you pay early? When you never call in to complain or question things?  If they punish people who mess up, doesn't it make sense that they would encourage the ones who do it right? A carrot to balance the sticks?

I posed this question to a group of businesspeople last week, and their response took me aback. "The good eggs don't have to pay any penalties. That's their carrot." Hmmm... 

After wrapping my mind around this for a few seconds, I had a revelation: not hitting someone with a stick is a terrible carrot. That isn't encouragement, just indifference.

I don't hate the notion that good behavior is its own reward, but I see lots of missed opportunities to strengthen relationships with customers. GOOD customers  – the ones companies should really want.

" Not hitting someone with a stick is a terrible carrot."

When you're building experiences, don't just let the squeaky wheels get the grease. Remember those loyal, consistent customers that always do things right. Why not throw them a bone once in a while?

What could your carrots look like? A "high five" on your computer screen? A handwritten, personal note? An "epic customer" discount? Whatever it is, you'll be surprised how far a little unprompted encouragement will go. 

So the next time you're in a meeting where everyone is talking about sticks, challenge them to create a carrot too. And don't take "a lack of sticks" for an answer.