Ten Sure-fire Ways to Turn Customers into Brand Enthusiasts
By Richard D. Hanks Chairman and President, Mindshare Technologies | May 19, 2010
Know my dog's name.
Loyalty is all about the emotional connection. I
want to know that you care about me and my business. If all I am is another
greenback, then I'll take my greenbacks elsewhere. So, get to know me. For
example, how many times do I have to deal with you, before you figure out
that I am a "regular" in your store? Why, when I call my bank do I have to
give my address over and over - don't they have caller ID? Why "know my
dog's name?" Because, if you care enough to know about my dog, then you'll
surely have learned about the rest of my needs.
Make sure that your steak matches your sizzle.
When you advertise,
you are making promises to customers. Make sure you are prepared to keep
those promises. If you can't walk the walk, don't talk the talk.
Best-in-class companies don't succumb to the temptation to stretch the truth
in their sales or marketing. Rather than promising the moon, just be
prepared to deliver the telescope.
Make it easy to do business with you: sell the way I want to buy.
When was the last time you had a service experience and you walked away
saying to yourself, "Now, that was easier than I thought it was going to
be!" When I was at Marriott, I made it our number one marketing rule to sell
the way that customers want to buy. For example, customers began asking to
buy hotel rooms online. At that time, the internet was fledgling. Travel
agents and toll-free phone calls were the primary methods for reserving a
hotel room. Back then, no one could understand why anyone would ever want to
buy something as personal as a hotel room electronically. Now, the bulk of
hotel reservations are made online. The best way I know to evaluate yourself
in this area is to question if you are following the platinum rule of
service, "Do unto others as they would have done unto them."
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