When you want to remain in business long enough, you need your customers to don marketing roles. And for that to happen, you need to motivate them, give them reasons to market your brand. How do you do that?
Do what you do. And do it better!
Focus on not just the product. Make sure your customer service is great. Surveys claim that a lot of customers today feel there is scope for improvement in terms of customer service in small and big companies alike. Only if they feel blown by your performance, would they feel happy enough to recommend you to others. Remember again, that meeting customer expectations don’t make much difference. They might not complain about you. But they wouldn’t be singing your praise. And that’s what you want, right?
If your customer surveys come back with bad ratings, isolate the worst ratings and request feedback. A feedback form might serve the purpose. But remember, most people online today don’t really care much about filling random forms. So, you might consider calling them and getting to know what their grouse is.
Feedback should help you perform better. Can you envisage your customers saying, ‘Hey, the folks there messed up once but you know what? They admitted to their goof up and sorted it out’. That’s one kind of customer brand advocate at work.
Personalise customer service
Studies reveal that people love hearing their names. Actually, scrap that. Do we need surveys to tell us that? It’s simple enough a strategy. Remember the customer’s name. It starts with something as simple as addressing the customer with his given name instead of writing, ‘Dear Customer’. This drives across the idea that the customer feels like entering his favourite and familiar deli, being recognised and being given his usual order.It also goes without saying that you don’t go overboard with the name! That would be the death of your marketing strategy. Underplay!
Loyalty Programs are a wonderful tool to offer personalised customer service. The idea of sticking on to a single retailer and taking an incentive, in the end, is attractive to a customer. And by ensuring this, the retailer gets repeat business. And if the program is worth it, the customer sticks to you while telling others about your scheme. While we are at it, a loyalty program that works visibly is what people want. So, strenuous and complex points to currency conversions are a turn-off.
Offer a Referral Program
No other customer brand advocacy program comes close to this. You acquire new customers, keep your old ones happy and they are happy to refer because of the incentive you provide. Most companies agree with referral programs, especially because the cost of acquiring a new customer is significantly reduced.
The most successful referral programs offer something to the referrer and the referee. So, the existing customer is motivated to refer and the new customer is motivated to purchase.
