Wednesday, April 20, 2011

A Happy Customer Is The Best Lead Generation Tool

Today a lost customer costs in two very significant ways.

First, replacing a customer has become harder to do and, perhaps more importantly, a happy customer is the greatest lead generation tool available. A thrilled customer is the most potent marketing asset your organization can leverage. Smart marketers realize this and explore ways to collaborate, enable and grow with their existing customers as a powerful lead generation channel.

Keeping a customer happy doesn’t stop at delivering on your promise. While not every company even passes that test, there is an expectation that you will deliver. To turn your customers into a collaboration partner you’ve got to up your total customer experience game.

I know everyone talks about that, but what does it really mean in the practical every day world.

It’s more than just creating a fun and exciting experience. I think those are important aspects, but turning your customers into committed partners requires an experience that possess mutually beneficial elements. They must get something in return for their commitment.

Below are some of the elements I think you need to consider in an effort to draw your customers close enough to turn them into committed partners.

Personalize the follow-up

You need to stay top of mind, you need to keep in touch, but that’s a minimum level effort. If you want to stand out you need to personalize your follow-up by connecting with your customers via social networks and exploring ways to tailor your message to their world. You need to ask them frequently about what they need to know, hear, read and consume and find ways to deliver that.

Review results

Your marketing and customer service processes must contain a way for you to help your customers realize the impact of working with you. You must gauge this for your own sake and so that you can find and fix occasions when something didn’t work as planned. Imagine how much business leaks from organizations because clients don’t have the time, energy or desire to find out how to get what they thought they were going to get. If you don’t do this step you’re throwing money away.


A couple times a year take groups of four or five of your customers to lunch. You don’t have to do much more than bring them together and let them meet. You will be surprised how often they find ways they can help each other.

Once in a while bring as many of your customers together as you can. Acknowledge your referral champions and create a video booth where they can share their testimonials and success stories.

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