It's great when you have customers who are so pleased with your service that they buy from you again.
It's great when you have customers who are so pleased with your service that they buy from you again.
But it's even better when you can shift them from being "merely" loyal to acting as true and committed advocates. That's when they act to persuade others to buy your brand and offerings.
The question is: How can we motivate good customers to become brand promoters?
We have all been besieged lately by follow-up online evaluations on customer service. Organizations --from the U.S. Post Office to the local bank-- want to know how we perceive their service reps and how satisfied we are with the results of recent interactions. I don't know about you...but I routinely delete these email requests unless I am moved by either deplorable service or the kind that goes above and beyond. An example of deplorable service could be having to call a big city newspaper four times to get a message to the deliverer who repeatedly tossed the paper into the one small area where water collected.
An example of outstanding service was when an airline (believe it or not) booked my colleague on another flight for free after they missed their red-eye. The result was better than she hoped. And unlike most passengers these days, she has become an advocate of this airline.
Why does it matter?
According to Bain & Company, organizations that excel in the customer experience grow revenues up to 8% faster than their counterparts. To gain the most from fulfilling the promise of your brand, you need to do whatever it takes to make it easy for your best customers to buy and then recommend you.
About LSA Global
Founded in 1995, LSA Global is a leading performance consulting and training firm that helps high growth technology, services, and life-science companies create a competitive advantage by powerfully aligning their culture and talent with their strategy. Learn more about getting aligned
