Last issue, I talked about increasing your Brand Love-- meaning to increase
affection that prospects and customers feel toward your business.Why?
Because increasing "affection" will build relationships. Those relationships, if made strong enough by increased Brand Love, build a bridge for prospects to become customers. To some, that bridge might be made of rope, swaying in breeze, complete with wooden planks. To others, it will be a mighty stone structure. It all depends on how well you connect with each prospect.
It also means putting more cement on bond with customers you already have. Locking customers in, tighter and tighter with every brand experience is a critical aspect to profitability and growth. The reason here is twofold: It costs less to maintain current customers than to gain new ones, and best advertising is word of mouth. Sounds like a cliché ('cause they are), but... it's true, folks.
So, big question is: How to do it and do it better than your competition.
Previously, I mentioned getting honest and forthright feedback from customers. Having one-on-one conversations can help. You will also get valued honesty from questionnaire cards that have a few quick answers AND some space to write in other thoughts. Actually, that could be most important aspect of card. Getting this kind of feedback can provide huge rewards.
First, this type of “silent” feedback lets writer give a more honest opinion, rather than talking face-to-face. They don’t have to sign their name. Also, feedback given can open up trains of thought that may not have occurred to you before. You may get insight into improving your core business. The insight may turn into a realization that leads to big discovery, such as a different product, service, or an entire market.
Another way to increase Brand Love is proper training of your employees. Nothing is more of downer (except perhaps bad merchandise) to a customer than an incompetent employee. Service should be a big part of your marketing plan, and that means involving time and expense to train your employees properly. We've all heard our economy is becoming more service-based, but we've all suffered from bad service- more often than not. Being on hold five minutes or more. Being ignored when you walk in door. Given incorrect information, being overcharged, or having something delivered late. All bad news for customers.
