3 Ways to Show Your Fans You Care
You surely have people who care about your live events, but do those people know that you and your staff care about them? Sharing some appreciation with your customers and fans can go a long way toward building a lasting relationship. As Jim wrote in The Easy Math of Good Service: “Good service is the best marketing money you’ll ever spend.”
1. Listen to them.
It sounds simple, but humans have a basic desire to be heard and understood, even by the companies who serve them. [VideoBlocks CEO Joel] Holland says two strategies are particularly helpful when it comes to garnering customer input. First, he recommends using a tool such as Delighted.com, which generates a net promoter score by emailing customers a quick survey asking them how likely they are to recommend your products or services to other people. He also uses SurveyMonkey to ask them what VideoBlocks should build next, what features would make their experience better or where the company is lagging.
2. Surprise them.
Everyone — customers included — love receiving unexpected gifts. There’s also a psychology of reciprocity involved because when people receive a gift, they want to return the favor, even if it’s in the form of loyalty to your brand. “We will surprise our customers a couple weeks into their subscription and say, ‘Hey, here’s a bundle of digital assets from our partner sites that we’re giving you totally for free,'” he says. “And the response is wild. They’re like, ‘No way-really? Thanks! You’re the best.'”
What it’s not: Having a great product at a great price that lives up to the expectation that you set when you sold your customer. Over-delivering is taking it to the next step, similar to what Zappos did by upgrading customers to next-day shipping for free.