Keeping Customers:
Turn your customers into your brand ambassadors
Puget Sound Business Journal (Seattle), May 15, 2006
By Alice Cunningham, Guest Columnist
If there's one thing I've learned after successfully operating a business for more than 28 years, it's the importance of making products or services easy to buy, easy to own, and easy to refer. No one has the luxury to invest endlessly in advertising. Small-business owners in particular need to make every penny count. That means that turning happy customers into brand ambassadors who sing the praises of your products, services, and customer care is the only way to succeed.
Though guarantees were once considered nothing more than a marketing gimmick, businesses have now begun to offer ironclad pledges of total customer satisfaction that offer an often unbeatable competitive edge. In his book, "Extraordinary Guarantees," Christopher W.L. Hart says, "An extraordinary guarantee is intended to force a company to deliver excellence and to fight to win and retain customer loyalty."
As marketers compete to offer warranties and service promises to generate business, it's becoming increasingly difficult for companies to differentiate themselves. Though guarantees provide incentive for customers or clients to purchase, they can create unrealistic expectations that end up hurting business rather than helping it. Guarantees should be given only for performance that can be confidently delivered. The only thing that can have more impact on the business success and profitability besides happy, satisfied customers are unhappy, dissatisfied ones.
Guarantees provide a competitive differentiator, encourage customers to buy, increase awareness and resolution of customer problems, contribute to a positive ethical profile, enhance performance, and improve operational efficiency, customer satisfaction and loyalty. Extraordinary guarantees go beyond the confines of a warranty by providing customers with protection and the peace of mind needed to confidently make their buying decision.
We can all nod to Nordstrom for their no-questions-asked return policy. They have set the bar high in terms of what we expect when we put our cash on the line. Domino's Pizza's "Fresh, hot pizza in 30 minutes or less, guaranteed" promise, and Lands' End's "Guaranteed. Period." are all examples. As these guarantees are realized over time, brand recognition and loyalty result.
When products or services are easy to buy, easy to own, and easy to refer, the results are priceless. Consider the following as you craft your guarantee:
Easy to buy: Uncover the framework for your total customer service program and the guarantees that anchor it by paying attention and asking questions:
- Is the pricing easy to understand?
- Is the offer free of jargon?
- How is the product or service packaged?
Business owners need to continually assess why people buy and why they don't, what makes them happy, and what services they appreciate and expect. At the time of sale at all of our retail stores, each salesperson completes a formal customer survey with the buyer that indicates why they purchased from us, where else they shopped, and what radio and TV stations they prefer. This information has proven invaluable in targeting our advertising and training our sales staff.
Easy to own: I write a company newsletter that is sent three times a year to every customer, packed with the latest in upkeep and new product information. Customers can easily reach us or order supplies through our 800 number or the response page on our Web site, and supplies and parts are always in stock. An anniversary postcard is mailed during their purchase month and friendly call to alerts them of specials. Service and support staff receive ongoing training. Each understands that every contact after the sale counts -- whether it's on the phone or at the cash register. These are all key components to our extraordinary guarantee. After-sale service keeps customers coming back. Consider the following:
- Are you making it easy for your customers to own your products?
- Do customers know what to expect when doing business with you?
- What service guarantees can you offer?
- How easy it is for people to get things fixed?
- Have you been in business long enough so customers know they can count on you?
- Do you keep in touch in a winning way?
Easy to refer: Happy customers can offer credible marketing and confident endorsements that advertising budgets can never buy. To ensure satisfaction, ask questions.
- Do you have a referral plan in place?
- Do you ask for referrals?
- How can you make your products easy to refer?
Make customers understand that their satisfaction and loyalty is your top priority. When they have a positive buying experience and can get help when they need it, they will continue to do business with you and recommend that others do, as well.
ALICE CUNNINGHAM is co-owner of Olympic Hot Tub Co. She will be the keynote speaker at the 2006 Eastside Business Awards Luncheon on May 24 at Meydenbauer Center in Bellevue. For more information, contact her at alice@olympichottub.com or 206-431-2876. To register for the event, visit www.bellevuechamber.org.
© 2006 American City Business Journals Inc.
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