We all have experiences with brands that stick with us. Something happens that boosts our loyalty or, conversely, repels us from the company.
Given where budget dollars are invested, you’d assume that these experiences would come by way of the meticulously optimized and automated marketing campaigns or gloriously orchestrated conferences.
I’m willing to bet that while you appreciate these things, they aren’t the experiences that stick with you. These touchpoints are expected, and we’re quite aware of the machines making them happen.
In many cases, the experiences that stick aren’t expected at all and have two things in common: people and improvement.
I’ll give you an example: My internet disappeared the other week. Faster than liking that next Instagram post, everything in my apartment stopped and all I had left was a WAN error.
While setting up my phone as a hotspot so I could continue my day, I called NetBlazer to find out what was wrong. The woman who answered kindly explained that there was an outage in my building, likely related to the hardware on site. They were sending someone PDQ who could determine the problem so we could get back online.
I thanked her for the information, returned to my work, and figured I’d check every once in a while to see if the internet had come back (read: me refreshing my desktop browser window every 30 minutes while working on my laptop, which is still connected to the hotspot).
Then about an hour later, my phone rang. Google identified the caller as NetBlazer. Surprised, I answered the phone. It was the same woman who had talked to me earlier. Still obviously confused, I asked her why she was calling.
She responded as if she was doing something perfectly normal. “I was calling back to make sure your internet was working for you. Our systems say your building is back online, but I wanted to check to make sure you had everything you needed.”
Wow. I was so grateful that she’d thought to check on me. I refreshed my browser while she was still on the line (all systems were a go!) and thanked her profusely for taking the time to confirm all was well. She told me to have a wonderful day.
I will disclose that I went from being satisfied with my internet provider to quite loyal to this particular company. Why? They treated me like a person, and they made my day better.
Take this example and apply it to your business. Where can you make your customer’s life better and build that behavior into your process?
It doesn’t have to be a phone call; there are many ways to make their day. The point is to treat your customers as humans and to make things better for them — because that’s what creates brand experiences that stick with them and help them to stick with you.
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