Published on January 7, 2009
Creating Customer Evangelists by: Ben McConnell & Jackie Huba As heard by Betsy Allgood Marketing Coordinator King’s Daughters Clinic- Temple, TX
Ben McConell Warns! When it comes to Word of Mouth….
Ben McConell Warns! You are not in charge.
Ben McConell Warns! Everything is about what you can do for the customer.
Ben McConell Warns! If you take care of your customers hopefully like Karma they will reward you 8 fold.
Loyalty. Customers must be loyal. However, you must give them a reason to be.
Loyalty. As your customers are getting hit with 3,000 marketing messages per day the personal touch makes the difference.
Loyalty. Emotional Connections are the quickest way to build loyalty and maintain it.
Example If the local dinner has been in town for years…
Example & a national chain comes into town…
Example The local business can survive because of emotions towards customers knowing the owner, wait staff and having memories there.
Example The local evangelists will even recommend the diner because “it’s like nothing you’ve ever had” or “the real cookin”
4 P’s of Marketing Product Price Placement Promotion Pesky Wait. Pesky? Yes Pesky. Too much is too much and people tune you out.
So what then? The 4 P’s is the oldest method for marketing it’s the only cool thing we have had in a while… OR… IS IT?
So what then? Oh wait, there is one more element….
So what then?
Loyalty. Working on your marketing in a grass roots approach will build loyalty because it shows you care more than throwing another advertising message at your customer.
Loyalty. How do you know if they are loyal?
Loyalty. 1. They Purchase and believe in your product.
Loyalty. 2. They passionately recommend your product to friends and acquaintances
Loyalty. 3. They trust to give your product as a gift to someone else.
Loyalty. 4. They openly give praise about your product to your employees and others.
Loyalty. 5. They forgive you when quality dips a little but they inform you to give you the chance to correct it.
Loyalty. 6. They are not bought.
It SEAMS like it’s time for a good acronym.
SEAMS Satisfy the customers wants, needs, and expectations in your product and company. Satisfy their emotional needs around the type of product or service you offer.
SEAMS Easy! Make sure every part of their experience is easy. How many times have you told someone how easy an experience is… it is a very powerful WOM tool.
SEAMS A good value. Your customer knows when a service is worth paying for. People will even pay more when they feel it is worth it.
SEAMS Makes Life Better. Hopefully your product or service will somehow make your customer’s life better.
SEAMS Solves a problem. Why do they need your product if there is no use for it?
Note to Marketers Keep your eye on the long term goals and potential success of your company.
Note to Marketers Do not get desperate. It will show.
Note to Marketers Throw away one-way marketing. Two-way marketing is more effective to know what is really going on.
More information… Check out the website: http://creatingcustomerevangelists.com/
Image Credits http://k43.pbase.com/o6/06/513906/1/77936165.Xqabixs0.SmallTownDiner.tif.jpg http://www.totalfood.com/news/Applebees.jpg
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