Every day, thanks to social media platforms, we see both raves and rants from customers who engage with your brand. Some customers rant about how they are disgusted, disappointed or disgruntled. While others share how much they love your company and go as far as sharing heartfelt testimonials. Hate it or love it your customers have a very powerful voice and effect on how your brand is perceived. Although one bad tweet or yelp review may not seem like a big deal it could cost you thousands of dollars of lost revenue from prospective customers who were turned off by someone else’s shared experience. So it’s up to you to wow your customers every chance you get.
I linked up with Mark Kent; CEO, Speaker, and Bestselling Author of Wow Moments: Turning Everyday Experiences Into Extraordinary Events, to get his expertise on the 3 Ways to Wow Your Customers in 2017.
1. Take Your Customer’s Temperature
No, not literally; but it’s important to make sure you always have an accurate read on how your customers feel. Pay close attention to what resonates with them the most and use that information to your advantage.
“It’s so important to ask for feedback. As the CEO of a large corporation, I made sure everyone at every level of the company was trained on how to provide wow moments to every customer. We asked each customer about their experience in our facilities. As the CEO, I would personally call customers to thank them for their feedback whether it be good or bad.” said Mark Kent.
Most people don’t expect the CEO of a corporation to contact them. This was the case when Elon Musk replied to a customer’s complaint via Twitter about the Tesla charging stations.
Not only did Elon Musk respond, be he immediately took action. Within days, Tesla owners were notified of the new charging station rule that prohibits parking at the stations overnight. The CEO of Tesla listened to his customer and paid close attention, which showed that customer and future customers that they are important. Actions like this create brand loyalty for years to come and in turn leave to more revenue.
2. Form Partnerships and Support a Good Cause
Partnering with a cause that is in line with your brand provides an opportunity to co-brand and co-market. More importantly, it gives your company an opportunity to tap into the communities it serves. Whether it’s supporting a local or national charity, both businesses can benefit tremendously and expand their reach.
“Show your customers your business has a heart. By partnering with a non-profit organization you get to serve your community, your team and your customers” said Mark Kent.
A great example of companies partnering with good causes is Dawn. This brand helps save wildlife and has rescued over 75,000 animals over 30 years.
Many companies are embedding goodwill into their corporate culture by creating corporate social responsibility (CSR) initiatives. Partnering with a good cause helps boost employee morale, creates an additional marketing opportunity and serves as a tax deduction.
3. Create A Winner’s Circle
Brand loyalists can be seen all over the web. A great example of this is My Starbucks Idea - where Starbucks lovers share their innovative ideas on things Starbucks can add to their menu or simple ways to better serve them. Communities like this are a great illustration of how giving your customers a platform helps to extend your brand and in some cases creates a lifestyle.
“Engagement is key. This goes beyond a loyalty program. Everyone has a loyalty program. You should always look for new ways to exceed the customer’s expectations”, said Mark Kent. “Creating a winner’s circle provides a way for you to connect with your customers, but also provides a way for them to connect with one another” Mark said.
Some other companies who nailed the idea of forming communities are:
Red Bull - with over 46 million fans on their Facebook page, Red Bull’s community thrives off user-generated content that can be seen across social media platforms with hashtag #GivesYouWings
Harley Davidson - HOG (Harley Owners Group) serves as a connector for Harley enthusiasts worldwide, with more than 1 million active members.
H&R Block - H&R Block Community that provides tax help, tips, tools and answers to FAQs
Dove - SelfEsteem.Dove.Us where Dove shares their mission to help girls and women raise their self-esteem.
Now more than ever before companies have to find new ways to engage with their customers and authenticity is key. By using these 3 tips you will be on your way to wowing your customers not just in 2017, but for years to come.