Raving Fans

by | Sep 10, 2023 | Brand Image, Business, business growth, Customer relationships, Leadership, Marketing, Mastery, Productivity, Remote Office Management, Time Management, working from home, working remotely

raving fan imageOne of my favourite business books is “Raving Fans – A Revolutionary Approach to Customer Service” by Ken Blanchard and Sheldon Bowles.  Published in 1993, the concepts in this book are as relevant today as they were then – perhaps even more so. One of the best ways to increase customer retention is to simply over deliver whenever possible. Giving your customers or clients more than they were expecting is a great way to keep them returning to your store or website (read: “raving fan”).

Who doesn’t like to get free stuff?

How can you over deliver to your customers as often as possible? Here are some unique customer service ideas to get you started (not surprisingly, it’s the little things that count and it doesn’t have to cost much).

  1. Give your customer a bonus, this could be a sample product, access to a coaching call or access to a private mastermind;
  2. Send them an article or a website link about something you know they’re interested in;
  3. Offer your customer a coupon for a discount on their next purchase. This also helps to get your customers visiting your store or website again. You could also offer a free sample, a consultation or a buy one get one free;
  4. If you offer a service, the best way to over deliver is to get the project finished ahead of time. Beating deadlines is a wonderful way to add value to your own offers and gain lifelong customers;
  5. Small gestures can go a long way in gaining appreciative customers. Sending a handwritten thank-you note by regular mail is one way to achieve this. Other small gestures include sending birthday and anniversary cards, or any number of other card ideas. (Tip: ‘Lumpy mail’ gets opened more often than flat mail…)
  6. Why not set up something such as a Customer of the Month or Customer Shout Out. Here you would thank your customer or highlight something they did that you thought was really cool;
  7. Invite them on an outing at your cost and go with them – a round of golf, a cycling trip, concert, festival. This is a fantastic way to build rapport with your customers and shows them you care.

Don’t forget to celebrate with your clients and customers and even fellow business owners. If they win a new contract or make a significant improvement in their business, send them a card or small gift. This sends the message that you’re paying attention.

Another fantastic way to over deliver to your present customers is to network with other business owners. Refer local businesses that offer quality services and products, which you do not carry. By doing this, you create resources for your customers and clients and you also help support local business. Always be sure to check out these sources first though because your reputation is on the line. You don’t want to recommend a bad resource or product to anyone.

 

 

Customer Loyalty :: a study in opposites

by | Aug 28, 2022 | Brand Image, Case Study, Customer relationships, daily lfe, Marketing, Mastery, Travelling

gift “Before the pandemic, I was making arrangements for my summer holiday to the U.K.  Among those many arrangements and bookings I had to make, two stood out in my mind – each of which are a great example of customer loyalty, how to build it and how to lose it quickly.

The first experience was with a large, well known mail order firm in the U.S. I had purchased travel clothing for my trip and not everything fit well so I had to return a few things. The return slip was easy to complete and advise what I wanted done with the returned items.

Rather than me hunting all over the house for a copy of their catalogue, they included one with the order so it would be easy to find substitutions if I wanted. They included a pre-printed return label within its own folded card with instructions. These few easy to do steps made the return of the clothing really easy and hassle free to the extent that I just had to fill in the sender address on the label, tape up the box and drop off at my local post office. It was almost a joy to return the things I didn’t want. Will I purchase from them again? Absolutely!

The other experience was with a tour operator for an excursion of a now well-known castle in Britain. I had made the booking back in March and I was so happy that the date was available as it was going to be one of my last days in Britain – I really lucked out! I was so looking forward to it even though it was 6 months away.

In May, I received a notice by email that my booking was cancelled and asked what other date would I like to choose? I replied by saying it was the only date I was available for the tour and requested that my money be refunded. I waited a week and sent them a reminder. A couple of days after that, they requested my PayPal account address. A week later I checked my account and there was considerably less money in my account than the original amount I paid. There was no explanation by email for the difference. I researched their website to see if there was a cancellation policy, none to be found. I emailed again advising what I had paid and what I had received as a refund and requested they remit the difference immediately. Will I purchase from them again? Absolutely not! Will I recommend them? Not a chance.

In both these situations, the return process is handled by using a few simple steps to keep the customer (me) happy and coming back. One of them has it perfected; the other has a lot to learn!

Do you have any customer loyalty examples to share that we can all learn from? Please comment and feel free to social share below. Thanks!