Creating Customer Advocates

I had occasion recently to recommend an appliance store to a friend in need of a new refrigerator. She told me she had been shopping at all the traditional “big box” stores and lamenting that she felt like her questions were never answered adequately or that the salesperson even knew enough to provide an informed answer. She was also “miffed” by their take it or leave attitudes and pressure to buy the “extended” warranty.

I looked at her and said, go to Lemke’s.  ”Lemke’s?, what’s that”, she said.  I told her it was a small store in Old Webster near my house that had a wide selection of appliances at prices lower than the big box stores, delivery was free and they charge a whopping $5 to hook up the ice maker.  And I told her they generally deliver the same day you make the purchase.

I share this story to illustrate the power of creating customer advocates.  I don’t have anything to gain by referring anyone to this store, but do so willingly and happily.  They do little outward marketing, provide incredible service and understand that the customer is the best source of advertising.  If you haven’t read Fred Reicheld’s The Ultimate Question, pick up a copy and discover for yourself why a positive “net promoter score from your customers is something you must achieve to build a successful enterprise.

As a company that helps clients understand the value of data-driven marketing, we constantly talk to them about creating positive customer experiences. We remind them that marketing costs can be driven lower if they invest the time and energy into aligning their brand promise with their ability to deliver that promise.

 

What are you doing today to earn your customer’s willingness to recommend you to others?