Getting customers to talk about your brand

This week I wanted to share a few ways you could start to apply the learning from successful companies to your own business.

But first, let me share one more example:

 Zappos

An online shoe retailer that became known for its remarkable customer service who was acquired by Amazon a few years back for over a Billion dollars. 

Google them if you haven’t already or read the book about them called “Delivering Happiness” which is all about delighting customers and building raving fans. 

The thing I wanted to point out about Zappos isn’t something that shows up obviously in all the articles.

It’s a hidden tactic that made their strategy so much better. 

They look for opportunities for huge transformations. 

Moments where they can U-turn the customer experience.

Like when someone’s had a shitty experience with their company and they go so far above and beyond the customer’s normal expectations to solve it. 

Or a customer is in a real pinch and needs shoes for a wedding the next day, so they overnight courier it to them at no cost. 

When the outcome is so unexpected and unlike any other experience the customer has had, it’s super memorable and it makes them want to share it with the world.

It becomes a news story to them. Not just pleasant service. 

This tactic means they build a marketing army who build the brand for them.

And that’s a whole different game you should be playing beyond giving ‘good’ service.

Here's how you can start:

Listen:

Gather critical feedback from your customers about what they like and dislike about your service.

Read the review sites of your biggest competitors to understand the pain points people are talking about around similar products and services.

Then think about experiences that could transform that.

Think in terms of this:

“Imagine if (that bad thing) happened and we did (this) to solve it”

Find ways to U-turn all the negative things that have happened in the past and amplify the positive ones more often.

Test:

Run tiny experiments on sub-groups to test if certain experiences work. 

It doesn’t mean spending a ton of money on a hunch.

Be thrifty while you test ideas. 

The popsicle hotline idea would have been so cheap to test.

It’s about understanding:

• Who your different types of customers are
• What expectations they have
• What might surprise them

Then test it.

Personalise the experience:

We live in a world of customisation.

So use data to understand the different needs of your customers to offer a unique experience that speaks to them directly.

You're not trying to speak to everyone or broad demographic groups like 18-35 year olds...

Focus on key moments:

There are normally key points of contact where the experience can be elevated to have a lasting effect.

For example at the start and end of interacting with your business. 

In Apple’s case, while purchasing, and when unboxing.

In Disney’s case as people leave the park.

For you, it might be when they join and achieve their first milestone. 

Or at the end of the week, month, or on their birthday.

Maybe it’s all of them. 

Either way, lean into transition points and make them more special.

—

When you start to think in terms of customer delight, you’ll see that there are loads of opportunities.

Each time you do it and the customer experience gets better, you set yourself apart in this crowded market.

You’ll:

• See higher customer loyalty.
• Enjoy increased opportunities.
• See a reduction in customer churn.
• Experience a positive brand reputation.

There’s literally no downside. 

So you’d be mad not to jump in boots and all in 2024.

I hope this helps you crush it!