|
Article Directory
|
+ Authors
+ Articles
|
|
|
|
How to Turn Casual Customers into Raving Fans
Copyright (c) 2009-2012 Judy Murdoch
One piece of advice I'm hearing again and again is the importance of taking good care of your "core customers." The customers who have been working with you for years, who send you referrals, and who return again and again to buy from you.
Loyal customers are vitally important during difficult economic times like we're currently experiencing because they're less expensive to sell to: you don't have to spend weeks sometimes months building credibility because they're already sold.
But what if your business is relatively new and you just don't have many customers who are coming back yet? Or what if you just lost several of your business customers and you need to cultivate new relationships?
Can you do something to accelerate the process of turning casual customers into raving fans who sing your praises?
Enter the art of creating a fully satisfying customer experience.
=========================================
A Satisfying Experience is the Key
=========================================
A "satisfying customer experience" means that the many ways that your customers interact with and use your products are designed to satisfy in a meaningful way.
This goes far beyond solving the customer's basic problem.
And this is where the magic can happen.
=========================================
Dimensions of a Fully Satisfying Experience
=========================================
Customer experience is all about "how" a problem is being solved. And this "how" can be broken down into different types of experience including:
Physical senses: sight, sound, taste, smell, and touch
Emotions that come up (happy, curious, interested, annoyed, amused)
Heart-based connection (feeling like the other people have empathy for your situation)
Intellectual connection (how you go about solving problems; how you learn; vocabulary you use)
The more of these dimensions that are touched in an appropriate way, the more satisfying your customer's experience will be.
=========================================
Customer Experience: Albuquerque Turkey
=========================================
I can't think of a better product that we can all relate to than food so I'll talk about my experience at Spinelli's Market, a local deli/grocery store to which I love going--especially for their awesome sandwiches.
Although Spinelli's sells some mainstream brands of snacks and soft drinks, the best parts of the store are the aisles of imported Italian foods, pastas, sauces, and olive oil and the deli counter where they sell salads and cut to order deli meats.
The awesome sandwiches are made at the deli counter in the back of the store.
You give your sandwich order along with your choice of sides (pickle, a deli salad or fresh fruit or chips) to one of the guys working behind the counter and they make your sandwich while you wait.
I usually use the time to browse through the stores aisles and pick something to drink.
When your sandwich is ready, the counter guy will call your name. You then take your sandwich wrapped in white butcher paper along with whatever else you're buying to the front to pay.
Sometimes I eat my sandwich in the store at one of the little metal tables in the front and sometimes I take my sandwich home.
Those sandwiches always make an impression. Every time I've brought a family member or a friend or a business associate to Spinelli's for sandwiches, they will ask from that time forward "when are we going to that great sandwich place again?"
Spinelli's sandwiches are a great example of a supremely satisfying experience. Here's why:
The ingredients of the sandwiches are always fresh
The Spinelli family is very mindful of where they source the ingredients. They support local farms and dairies and when possible, buy from family owned businesses.
You feel like someone took the time to really think about what to put in a particular sandwich. All the flavors meld together in unique and wonderful ways.
Everyone working at the store is friendly and you feel like they're truly glad to be working at such a cool place.
When you're done eating it's not just your stomach that feels full.
My heart feels full too because I've eaten something prepared with thought and care and because buying lunch from a local business is contributes to the health of the community I live in.
Now take a moment and compare this experience with visiting a big franchise place like Subway or Taco Bell.
=========================================
Creating a More Satisfying Experience for Your Customers
=========================================
So what about your business, what can you do to create a more fulfilling, satisfying experience with your prospects and customers?
Here are four steps I recommend to get you started.
=== Step #1 Remember Why You Started a Business to Begin with
Before jumping into the specifics, I think it's important to take a moment to remember why you started your own business. Was it because:
you saw a better way to do something than what other companies were offering at the time?
something you're passionate about that you wanted other people to experience?
something important to you that you wanted to actively support through your business?
And make sure your heart is fully engaged too. When your heart is fully engaged you enable customers to engage with their hearts as well.
=== Step #2 Ask Yourself, "How is the Reason Behind my Business Showing Up in My Products and Services?"
If you started your business because you care deeply or have a passion or have a true innovation, I imagine it's showing up in the products and services you offer. Even without deliberate effort.
Take a look at what you currently sell and in what ways is the care and love for your business showing up in your products and services.
For example, the Spinelli family supports the Slow Food movement, a grass roots movement which encourages people to eat locally grown and produced whole foods.
In addition to sandwiches, the Spinelli family produces and markets a line of Italian sauces and sells made-from-scratch entrees that busy customers can heat and eat at home.
=== Step #3 Ask Yourself, "Are There Ways Customers Can Experience More of What We Care About?"
My guess is that if you sell something special, your customers know.
But if you aren't talking about what goes into creating your products and services, they may not know how to articulate this difference to other people.
If this is the case, you and your customers are missing an opportunity for word of mouth marketing.
For example, one of my clients creates girls dresses using patterns and fabrics from the 1950's and 1960's. I love her work because the dresses are cute without being frilly or fussy.
But there are lots of cute kids clothing lines out there. I felt her products were something special
I suggested to her, as part of her marketing, to share the story behind how she found the pattern and why it appealed to her.
Her stories are funny and entertaining and they help store owners who carry her lines and the customers who buy the outfits feel involved in something special and unique.
=== Step #4 Choose One Small Change to Make so Customers Feel More Engaged and Satisfied
By far, the easiest change you can make is to tell your story to customers so they understand why you have the business you have and sell the products and services you sell.
Sharing your story helps people feel more engaged and satisfied for several reasons:
(1.) They have a way to articulate to others a reason for trying your products and services. Referring others helps your customers look good to others and you want to make it as easy as possible for them to do so.
(2.) It allows customers to feel like a part of something larger. When you share your story those who share your experience or point of view find a kindred spirit to be with.
(3.) Stories are easy to understand and remember because they touch us not only intellectually but emotionally. Human beings seem "pre-wired" to absorb and integrate information that comes in narrative form.
=========================================
Bottom Line
=========================================
To create more raving fans it's important to understand what makes your products and services uniquely satisfying to current customers.
This satisfying experience goes beyond simply solving a problem... a satisfying experience engages the senses and emotions as your customers use your products and services.
Four steps I recommend for creating a more satisfying experience are:
1. Think back to why you started your business to begin with
2. Ask whether that reason is reflected in the products and services you sell
3. Find ways in which your clients can experience what makes your products and services special
4. Find an opportunity to tell a story and more fully engage your Customers
Judy Murdoch helps small business owners create low-cost, effective marketing campaigns using word-of-mouth referrals, guerrilla marketing activities, and selected strategic alliances. To download a free copy of the workbook, "Where Does it Hurt? Marketing Solutions to the problems that Drive Your Customers Crazy!" go to http://www.judymurdoch.com/workbook.htm
You can contact Judy at 303-475-2015 or judy@judymurdoch.com
|
Follow "The Phantom Writers" on Twitter
(@phantomwriters)
to be notified when new articles are made available.
VOTE ON THIS ARTICLE
Needs Work >>
0 -
1 -
2 -
3 -
4 -
5
<< Excellent Article
Tell our authors what you think about their article.
|
Top-Level Category: Business Online Articles || Related Categories: Business Offline Articles
10 Most Recent Articles Written by Judy Murdoch
Blog Posts Versus Email - Which is Better for Marketing?
Written by: Judy Murdoch |
Distributed: 2010-11-04 |
Word Count: 932 |
Page Views: 746
Up until fairly recently, when you wanted to keep in touch
with customers and prospects, you used email to send
periodic messages to people who opted-in to receive your
mailings. People are suggesting that with the rise of
blogging, that the death knell of email is upon us. This
article will consider the demise of opt-in email as the best
way to communicate with your customers.
Is This Such A Thing As An Info Product in a Day?
Written by: Judy Murdoch |
Distributed: 2010-11-02 |
Word Count: 1028 |
Page Views: 651
There are lots of books and programs promising you that you
can "create a product in a day." You can create a product
that you can sell to customers in the time it takes to, say,
get your car washed, go to the post office, get through your
email, and fix dinner. How totally cool would that be?
Why Ker-chunk Needs to Proceed Ker-ching
Written by: Judy Murdoch |
Distributed: 2010-08-03 |
Word Count: 1010 |
Page Views: 712
This morning I was working with a client who was feeling
some frustration around defining the niche for their
business: "Why is picking a niche so hard?" my client
wanted to know.
Guerrilla Marketing: About Love Not War
Written by: Judy Murdoch |
Distributed: 2010-07-29 |
Word Count: 1061 |
Page Views: 1042
| Votes: 1 |
Rating: 4.00
"Guerrilla Marketing" is a term coined by Jay Conrad
Levinson in his 1984 book: Guerrilla Marketing: Secrets for
Making Big Profits for Your Small Business. The term is a
spin on "Guerrilla Warfare," war tactics used by small,
often indigenous armies fighting larger, better equipped
invaders.
Dealing with Uncertainty in Marketing
Written by: Judy Murdoch |
Distributed: 2010-07-27 |
Word Count: 929 |
Page Views: 762
So often a business owner will say to me that they "hate"
marketing. If you are a small business owner who "hates"
marketing or even feels a sense of uneasiness when you
contemplate marketing for your business, this article is
dedicated to you.
What Marketing Do You REALLY Need Right Now?
Written by: Judy Murdoch |
Distributed: 2010-04-22 |
Word Count: 1224 |
Page Views: 758
Many small business owners I talk to always seem to be
playing catch up when it comes to their marketing. Last week
when I told a small business owner that she was doing a good
job with her marketing, she replied "Oh, but I have so much
to do!" in an apologetic tone. Listening to her I felt sad.
I mean who the heck laid down these requirements that a
small business has to have so much in place so fast?
Keys to Attracting Win-Win Strategic Alliances
Written by: Judy Murdoch |
Distributed: 2010-04-20 |
Word Count: 908 |
Page Views: 830
The most potent marketing strategy for any small business
owner is not a great website, or lots of Facebook friends,
or a killer networking plan. The marketing strategy that
will get you faster and farther than anything else put
together is developing strategic alliances with other
businesses so you can promote each others products and
services.
How to Persuade Without Really Trying
Written by: Judy Murdoch |
Distributed: 2010-01-19 |
Word Count: 1170 |
Page Views: 692
| Votes: 1 |
Rating: 2.00
Recently, the owner of a consulting practice contacted me.
In the email, she said that she needed an easier, more
predictable way to find ideal prospects. She had already
tried a lot of different things but nothing worked. So we
set up a meeting so I could learn more about her situation
and whether I could help. In this article, I will share with
you what "I" learned...
How Numbers Matter in Marketing
Written by: Judy Murdoch |
Distributed: 2010-01-14 |
Word Count: 1388 |
Page Views: 605
| Votes: 2 |
Rating: 2.50
I typically write a lot more about the "human side of
marketing," because I think topics like trust, sincerity,
and emotions get overlooked in most marketing advice
discussions. And no matter how clever your copy and fail
safe your system, neglect trust building and you will have
to work twice as hard at your marketing for half the
results. But that doesn't mean you can ignore the numbers
side of marketing. In this article I talk about why numbers
are important and how to make them work in your marketing.
Why Marketing for Services Stinks (and How to Make Sure Yours Doesn't)
Written by: Judy Murdoch |
Distributed: 2010-01-12 |
Word Count: 1386 |
Page Views: 669
| Votes: 1 |
Rating: 1.00
One of the greatest challenges of doing business in a
"knowledge economy" is selling what is intangible. If you
are a coach, a consultant, an alternative health
practitioner, or any other business owner who is selling a
service, you know how difficult it is to come up with an
effective message that gets across why someone should hire
you...
All of Author's Articles on this site: Judy Murdoch Articles
Most Recent "Business Online" Articles
Sell Yourself, Not Your Products or Services
Written by: Bill Platt |
Distributed: 2012-01-02 |
Word Count: 989 |
Page Views: 2331
| Votes: 5 |
Rating: 4.00
Sell yourself, not your products or services. The point we
need to make is that your products and services will change
over time as your business adapts to the realities of the
marketplace.
Work From Home - Make Money Online With EBay Store
Written by: David Miller |
Distributed: 2011-12-12 |
Word Count: 2105 |
Page Views: 155
Find out how to present your items, as well as other key factors
to profit from your eBay Store.
Bring Your Photography To Life With Stunning Video
Written by: Adam Harding |
Distributed: 2011-12-12 |
Word Count: 684 |
Page Views: 193
I want to let you in on my little secret. It is about how I bring
photographs to life by creating professional video slideshows
that look like they cost hundreds of dollars.
Leveraging the Social in Social Media
Written by: Enzo F. Cesario |
Distributed: 2011-09-21 |
Word Count: 907 |
Page Views: 212
| Votes: 1 |
Rating: 1.00
Social media marketing is about the conversation, not the
pitch. Having conversations with people is nice, but the
goal of a brand is ultimately to get people interested in
spending their time or money on the brand, after all. What
does having this conversation accomplish, and just how does
a brand use that conversation to get the critical conversion
from conversation to customers?
Blog Writing - Finding the Right Person
Written by: Enzo F. Cesario |
Distributed: 2011-09-21 |
Word Count: 884 |
Page Views: 370
There are a host of articles and sites covering advice on
how to address various topics, but one area that doesn't
get a lot of attention is what "person" to write the blog
in. Each linguistic person has its own strengths and
weaknesses, depending on the message that needs to be
covered. Ultimately, most will simply write in whatever
person is most natural to them, but there is some merit in
taking a bit of time to think about the implications,
advantages and disadvantages of each.
That First Impression: Title Considerations
Written by: Enzo F. Cesario |
Distributed: 2011-09-19 |
Word Count: 860 |
Page Views: 201
While it certainly isn't as much work as crafting the body
of a superior article, selecting a title for a piece is
definitely an important element of the entire process of
content creation. Here are some thoughts on crafting a
perfect title.
5 Tips For Writing Great Content For Your Blog
Written by: Lee Dobbins |
Distributed: 2011-09-16 |
Word Count: 987 |
Page Views: 210
If you want people to come back to your blog over and over
again, then you need to provide great web content. This may
seem like an impossible task if you aren’t a natural born
writer. Here are 5 tips that will help even the least
experienced writer create blog content that will entice even
first time visitors to become frequent readers.
Understanding Cloud Computing for SMBs
Written by: Audre Hill |
Distributed: 2011-09-16 |
Word Count: 449 |
Page Views: 316
| Votes: 2 |
Rating: 5.00
The buzz about cloud migration, or taking your business to the
cloud, is all over the internet. But the geek speak and sales
hype make understanding the cloud difficult for small and
mid-sized business owners. Read this to clear up your cloud
confusion.
Dynamic Content: Using Analytics to Write Your Blog
Written by: Enzo F. Cesario |
Distributed: 2011-09-16 |
Word Count: 873 |
Page Views: 253
The role of web analytics in setting useful metrics for a
site has been discussed in-depth in any number of places,
but this is far from the only useful function that web
analytic practices can offer. As in any field, a little
thinking outside the box can offer extensive rewards to the
creative researcher. Perhaps most usefully, creative
cultivation of web analytics can help conquer blogger's
block and help a good writer come up with some unique angles
for content they thought they had peaked out on.
Social Media Marketing Tools – Putting Your Finger on the Pulse of the Web
Written by: Enzo F. Cesario |
Distributed: 2011-09-14 |
Word Count: 856 |
Page Views: 203
Social media marketing is the home of successful brand
promotion, and finding the right mix of tools to take
advantage of it has become the defining issue of the modern
brand. Knowing the focus of each of these tools and the best
way to use them is the key to bringing all this power under
control and using it to help promote a brand to its full
potential.
Most Viewed "Business Online" Articles
Attracting Readers to your Book
Written by: Alastair Hall |
Distributed: 2006-05-18 |
Word Count: 708 |
Page Views: 42404
| Votes: 9 |
Rating: 2.11
One of the common and obvious ways to market a self-published
book is having your own website. The harder part is how to
attract your target audience and then convert the sale.
How To Make Visitors Bookmark Your Site
Written by: Cheryl Miller |
Distributed: 2006-10-10 |
Word Count: 536 |
Page Views: 34677
| Votes: 13 |
Rating: 2.38
When visitors bookmark your site it is a sign that you have built
a great website and are pleasing them. Visitors think highly
enough of your site to want to return and possibly tell others
about it. You are not only increasing traffic from your existing
clientele you are encouraging new traffic by means of viral
marketing.
Treat Online 'Guests' With Respect
Written by: Rick Sloboda |
Distributed: 2007-07-27 |
Word Count: 472 |
Page Views: 27056
| Votes: 25 |
Rating: 3.76
Does your website show your customers lack of respect? Review the
following checklist to find out.
How I Got 70,000 Useless Visitors To My Site In One Day! (One Internet Marketer's Analysis of Social Bookmark Traffic)
Written by: Titus Hoskins |
Distributed: 2007-11-06 |
Word Count: 1545 |
Page Views: 23604
| Votes: 8 |
Rating: 2.13
Is social bookmark traffic useless? Is it even worth cultivating
for your site? Can it be used from an online marketing
perspective? Read to discover one Internet Marketer's analysis
of social bookmark/media traffic...
Successful Article Marketers Help Readers Solve Problems
Written by: Bill Platt |
Distributed: 2008-10-29 |
Word Count: 816 |
Page Views: 18673
| Votes: 23 |
Rating: 3.26
Every week, I have the opportunity to speak with people about the
benefits and challenges of using article marketing to promote an
online business. Article marketing is about getting your sales
message in front of potential customers and to get links to your
website. Many interpret this to mean that an article should
directly promote a website within the article, but that approach
is wrong and will reduce one's success using this methodology.
Tips For Building Your First Website
Written by: Benny Tsabba |
Distributed: 2007-05-30 |
Word Count: 1511 |
Page Views: 14022
| Votes: 9 |
Rating: 2.00
New people are coming online everyday. And many of those people
desire to turn their spare time into spare cash. So begins their
journey.
Successful Forum JVs and How To Get Them
Written by: Diana Barnum |
Distributed: 2006-06-15 |
Word Count: 648 |
Page Views: 6339
| Votes: 11 |
Rating: 2.18
The forming of common alliances, also referred to as a joint
venture (JV), happens nearly every day in the business world.
One of the most popular means of linking people up online of so
that they can work together on their projects is via forums,
where people of all levels of business and expertise post in
common threads.
Increasing Productivity In Your Online Business
Written by: Willie Crawford |
Distributed: 2006-06-14 |
Word Count: 1407 |
Page Views: 4217
| Votes: 32 |
Rating: 3.72
Running an online "empire" of approximately 1600 websites and
blogs, selling a variety of products, services and ideas, I
have to be much more productive than the average person in a
"regular job."
Who Else Wants to Know How-To Write an Effective Advertisement?
Written by: Bill Platt |
Distributed: 2011-08-25 |
Word Count: 1431 |
Page Views: 4137
| Votes: 22 |
Rating: 2.59
Webmasters struggle everyday with the question of how they should
advertise their website. There are so many advertising venues; it
is hard to know which is the right venue or the right combination
of advertising venues.
A New Home Business
Written by: Angela Recchia |
Distributed: 2006-09-08 |
Word Count: 319 |
Page Views: 4032
| Votes: 7 |
Rating: 2.57
When joining a new affiliate program, many people do not know
where to go next. They join thinking that's all that is needed
without a plan of action. What is needed is promotion of your
program and getting others to join you. If you are motivated and
have the drive and knowledge to get you started. Then you are on
your way.
Highest Ranked "Business Online" Articles
What Kind Of Backlinks Are Best At Helping Your Website In Google?
Written by: Bill Platt |
Distributed: 2009-11-09 |
Word Count: 439 |
Page Views: 1640
| Votes: 5 |
Rating: 4.80
I was in the Warrior Forum, and someone asked what kinds of
Backlinks are worth pursuing. This is my answer to that
query.
Making Money with High Paying Adsense Keywords
Written by: Blake Evans |
Distributed: 2008-12-18 |
Word Count: 536 |
Page Views: 1415
| Votes: 5 |
Rating: 4.20
Google was ingenious when they came up with Adsense. Not only do
they get an opportunity to make additional money from their
search engines, but they also allow Internet marketers a chance
to make money in an easier manner. Why is this so? Well, with
traditional affiliate marketing, you must make a sale before you
receive commission. But with Adsense, all you have to do is
create content that will produce ads that readers will click on.
Why Is The Wellness Industry So Popular?
Written by: Michelle Penfold |
Distributed: 2009-03-12 |
Word Count: 407 |
Page Views: 3204
| Votes: 5 |
Rating: 4.20
There is a lot of money to be made in the wellness industry. The
field is large but there are many niche markets within it. The
health supplement industry is one of the most popular niches.
Health supplement juices and products abound. What is the reason
that people are so interested in this niche?
How to Keep Your Article Content Fresh and Interesting
Written by: Craig Ritsema |
Distributed: 2006-08-29 |
Word Count: 699 |
Page Views: 2009
| Votes: 17 |
Rating: 4.18
Webmasters everywhere are constantly on the lookout for fresh and
interesting content for their website. Along with these content
qualities is the requirement that it be unique. Everyone wants
their website to stand out above the others in the search engine
results. So what is the trick for you to keep a steady supply of
this quality content coming your way?
Is Your Business 'Out Of Site'? Employ The Ultimate Marketing Tool
Written by: Rick Sloboda |
Distributed: 2007-01-09 |
Word Count: 445 |
Page Views: 2060
| Votes: 19 |
Rating: 4.16
With the rapid expansion of the digital economy, the web site is
conceivably the most powerful marketing and sales tool you can employ.
Find out what a web site can do for you.
How To Use Your Race To Get Rich
Written by: Herbert Harris |
Distributed: 2009-07-07 |
Word Count: 1407 |
Page Views: 2416
| Votes: 40 |
Rating: 4.05
Amid recent news reports that there continues to be an ongoing
and substantial gap between the net worth of Whites and other
racial groups, it is easy to be distracted and overwhelmed by the
raw data. However, I am immediately reminded of a quote offered
by an economic expert from the past... "There are lies, damned
lies, and statistics!"
Secrets of Domain Parking - An Innovative and Easier Way to Make Money
Written by: John Khu |
Distributed: 2009-02-27 |
Word Count: 484 |
Page Views: 1218
| Votes: 7 |
Rating: 4.00
Using a good domain parking services to monetize expired domain
names seems to be a neglected aspect with a number of domain
names traders. Domain parking is also an unfamiliar concept to
many inexperienced domain name traders. Read this article to
better understand domain parking and how it can be of benefit to
you.
Expired Domain Gains - Simple Ideas to Create an Income Base
Written by: John Khu |
Distributed: 2009-07-31 |
Word Count: 549 |
Page Views: 3081
| Votes: 14 |
Rating: 4.00
You can use a number of simple methods and plans to create a
solid income base that earns a monthly ongoing income base.
For many expired domain entrepreneurs (both full-time and
part time), expired domains offer an opportunity to
supplement their current income with money earned out of
dealing with expired domains.
Sell Yourself, Not Your Products or Services
Written by: Bill Platt |
Distributed: 2012-01-02 |
Word Count: 989 |
Page Views: 2331
| Votes: 5 |
Rating: 4.00
Sell yourself, not your products or services. The point we
need to make is that your products and services will change
over time as your business adapts to the realities of the
marketplace.
The Most Important Ingredient for Info Product Success (is You)
Written by: Judy Murdoch |
Distributed: 2008-04-15 |
Word Count: 981 |
Page Views: 1286
| Votes: 13 |
Rating: 3.92
Last week I was attending a conference and mentioned to someone I
help small business owners create information products. The other
person was very friendly until I said "information products."
Then the temperature in the room dropped about 10-degrees
|
|
|
Article Reprint Rights
|
This work is
licensed under a
Creative Commons
License
You are not required to show the creative commons license notice when you reprint this work.
|
|
Home
for Writers
for Publishers
Article Directory
Article Search
Contact
Get RSS Feed
