Do you know who your best customers are?

Not the ones who spend the most.

Not the ones who visit you most often.

The ones that tell others about your products and services.

The ones that rave about you on Facebook.

You have prospects, customers, satisfied customers and “raving fans” or advocates.

Your raving fans are your most valuable customers.

They are reducing your marketing budget.

They are defending your brand if anyone says something bad about you in social media.

  1. Provide an outstanding customer experience that your customers can’t resist telling their friends about. Do something so remarkable that people feel like they have to share what you’ve done for them with someone else. Zappos delivers shoes ordered on Sunday by 9:00 a.m. Monday.
  2. Let customers know you value their business, their referrals and their support. Make customers feel like they’re part of your team and let them know how they can help you — providing you feedback on what’s working and what’s not, sharing your story with their friends.
  3. You can never say “thank you” too much. Find out what a raving fan values and give it to them in return for them helping you and your business.Hint: everyone values something different. Customize the gift based on what the person values (i.e., a chance to see “behind the scenes,” an opportunity to address your staff, an hour of your time over lunch).
  4. Make it easy for raving fans to share their story. Include your social media outlet links your website, collateral and bills or receipts. Let your customers know you appreciate their referrals and positive feedback in social media. Some of your more social media savvy employees may be able to help your customers rave about you. Social media is word-of-mouth to the 10th power.
  5. Empower employees to identify and reward your raving fans. Customer-facing employees likely have a better idea of who your raving fans are than you do. Educate your employees about the importance of raving fans and recognize those employees who do a great job of serving or converting satisfied customers into raving fans. Ask your employees to help you deliver a remarkable customer experience.
  6. Create a compelling story about your brand. Just like remarkable customer experiences, customers love sharing compelling stories with others. The more relevant and the more emotionally compelling, the more it will be shared. What is your vision, mission, values or strategic positioning that differentiates you from your competition?
  7. Implement Net Promoter Score to measure customer satisfaction. Net Promoter Score is simply asking customers or clients, “On a scale of 0 to 10, with 10 being ‘very likely,’ what is the likelihood of you recommending our product (or service) to a family member, friend or colleague?” This will also enable you to identify “promoters,” people who give you a 9 or 10 who are more likely to be raving fans, as well as “detractors,” people who give you a 6 or lower, whom you need to address to rectify their issue before it goes public.
By addressing the concerns of a “detractor,” you are increasing the probability that they will be a loyal customer than someone who never complains. You’re also letting them know you’re concerned about the issues they raised and you’re committed to getting it right.
With the growth of the internet and social media, your customers are more important than ever to your branding, your marketing and your success.
What are you doing to leverage your best customers to accelerate sales?

Tom Smith

Experienced marketing professional who has worked with more than 120 clients in 18 different vertical industries. ♦ Differentiate products and services by improving UX and delivering memorable CX to create an emotional connection to the brand. ♦ Obtain insights from analytics to solve business problems and drive revenue. ♦ Develop and implement marketing campaigns that double traffic and leads in three months. ♦ Certified Marketing Automation Professional ♦ Certified Voice of the Customer (VOC) Professional