According to the Ken Blanchard companies in their Legendary Service Program, a business can boost profits as much as 255% by retaining merely 5% more of their existing customers.
Let’s face it: In today’s business environment, customers are demanding more than ever—expecting to get what they want when they want it, and often customizing it to suit their needs. If they do not get what they seek from one company, they can easily obtain it from another. Creating raving fans—not just improving customer loyalty, but creating raving fans—can give you a strategic advantage.
What is a raving fan? I recently re-read the classic Ken Blanchard best-selling book Raving Fans, “If you really want to ‘own’ a customer, if you want a booming business, you have to go beyond satisfied customers and create Raving Fans.” What a refreshing reminder to get back to what matters!
According to Blanchard, having Raving Fans means that you have achieved the kind of service excellence that turns a customer into a lifetime customer. A raving fan is an advocate of your products or services in the marketplace.
Many organizations talk about achieving “satisfied customers” as essential to maintaining a competitive advantage, but winning customer loyalty and commitment is a much higher standard. I thought today I would highlight 3 ways you can win customer loyalty to ensure your highest client commitment:
- Be clear. Your clients live in a do-it-yourself world and they will stay with you if they believe you make doing business with you easy, and that means you must be clear about everything.
- Be concise. Don't ask your clients to lift heavy burdens or retain too much information. They come to you if you keep it simple for them, and that requires you to say more with less words.
- Be consistent. No one likes to feel confused by a business they have trusted. Your clients value your convictions that continue to shine thru, regardless of the changes in branding or marketing.
I’m curious… how is your business delivering legendary service? Do you have any raving fans?