Creating client loyalty
Wouldn't it be great to have a company that sold products that were not only bought by your clients but they then evangalised about your company to the extent that they set up separate groups to eulogise about the benefits of being conected to your company. Sounds fanciful right but that is what Mini Cooper and BMW have managed to achieve with groups of customers who have set up fan boy sites to talk about the benefit of owning a piece of metal with four rubber tyres? Just think about that for a moment. These people are not even being paid!
Now it may be a little difficult for you to envisage this happening in your business if you sell widgets or fish but you need to be clear as to where you find yourself on the value ladder as created by Jackie Huba who wrote a book about the rise of the super fans of Lady Gaga. - Monster Loyalty - How Lady Gaga created follwers into fanatics. If you want to have a thriving business you need to create a following that will grow your business.
Where do you sit on the Value Ladder below?
Satisfaction - the bare minimum that you must achive
Retention - better to have clients return than rely upon the marketing department!
Referals - existing clients recommending you to their circle
Evangalism - clients going above and beyond to promote you to a wider audience
Ownership - clients openly contacting you to see how they can help grow your business
Bear in mind that stats say that on average only 1% of your client base is likely to refer you on a constant basis so you need to start by identifying those 1% and then grow them into selling for you outside the room!
So get to work and let me know how you go about creating customer loyalty.