In a column for Fast Company, Paul Worthington describes the impact that consumers can have on the image, reputation, and sales of your company’s products and services. As Worthington explains, “Consider for a moment that the humble Amazon product review can nullify millions of dollars of ad spend, that a search for “best razor” on Google can route around all of Gillette’s best efforts to communicate the “best a man can get,” and that a “hate Comcast” group on Facebook has the power to drive a consumer straight into the arms of DirectTV.”
Now, more than ever, the amplified internet soap box makes it essential that companies go out of their way to create “Raving Fans” – people who are so excited about your products and services that they tell others. At the very least, you want to limit the number of people who become raving foes –same idea, but on the negative side.
Here’s three ways to get started.
- Set a clear vision based on the customer experience. What should the customer expect when he or she uses your product or service?
- Be consistent. Make sure that your product delivers on that promise every time. Nothing creates a raving foe faster than inconsistent experiences.
- Deliver +1%. Give the customer a little more than they expected. This is the secret of creating a raving fan. What’s the extra touch that shows you care and makes people want to share their experience with others.
The internet gives consumers a loud voice in the marketplace. Make sure that it is a positive voice. If you are looking for more ideas, check out Creating Devoted Customers from our Ignite newsletter archives.