10 ways to enhance customer engagement 031514

10 Ways To Enhance
Customer Engagement

As many of you know, I'm a raving fan of
Chipotle.
I've been eating there every day for more
seven years.
I've written a number of blogs about them
and brought them a lot of new customers by
introducing friends, family, colleagues and
business associates.
© Tom Smith, Insights From Analytics, 2014

If someone wants to meet with me at lunch,
they know the best place to do so is at
Chipotle.
Any Chipotle, I'm not picky.
In fact I like seeing their different restaurant
designs and configurations.

When I travel, I know where the nearest
Chipotle is to where I'm staying and where
I'm working.
A burrito bowl has 300 fewer calories than a
burrito and I can get my daily serving of
protein and vegetables.

However, Chipotle, and many other firms,
are missing the boat on keeping their loyal
customers, promoters and raving fans
engaged the way companies like Zappos,
Apple, USAA, Ritz Carlton and Nordstrom do.
Following are 10 things any company can do
to recognize their loyal customers and
convert them into raving fans and more
active promoters.

1. Give them
branded clothing.
Ask them what they want.
Some people like hats, others shirts.
I've asked for a Chipotle dri-fit polo. I'm told
they're only for managers -- really?
You don't want me wearing my Chipotle polo
when I go to the NCAA Tournament?
Colleges and universities do a great job of
getting alumni and fans to promote their
brands, and paying Nike, Adidas, Under
Armour and Rawlings a lot of money to do
so.
Why don't all companies with loyal
followings do the same?

2. Give them a
behind the scenes
look at how things
run.
Again, some people may like this, others may
not.
I'd love to see how Chipotle prepares for the
day.
Others might like to be in one of your daily
team meetings.
Imagine how much your customers would
learn and be able to inform others about
your company and what you'd learn from
your customer.
I look forward to going on a tour of Zappos
when I'm in Las Vegas for a conference.
They're even picking me up at my hotel for
the tour.

3. Let your best
customers speak to
employees and tell
them why they like
your brand so much.
Let your employees ask the customer
questions and let the customer ask the
employees questions.
Again, think of what you'll learn from the
exchange and how much of an emotional
connection the customer will have with your
brand when they get to know the people
that are your brand.

4. Recognize loyal
customers,
promoters and
raving fans
-- publicly in your place of business and on
social media.
A free drink, putting their name on the
welcome sign, using their name will go a long
way to making a long-term positive
impression on the customer.

5. Handwritten
thank you notes.
In today's world of email, text messages and
tweets, a handwritten thank you note speaks
volumes about how much you really care
about the person as an individual.
After my wife was in an auto accident she
went to Panera for her daily coffee and
received a "get well" card signed by all of the
employees.
That card is still atop our kitchen counter
nine months after the accident reminding my
wife how the folks at Panera feel about her.

6. Tchotchkes.
Give them little gifts every now and then to
remind them of how much you value their
business.
Think about what's relevant to your
customer and will associate your business to
them.
An accounting firm may use a letter opener, a
law firm or optometrist a screen cleaner.
Amazon.com used to send bookmarks with
books.
Brainstorm with your employees what your
best customers might like to have from you.

7. Discounts/gift
cards.
When I first started eating at Chipotle every
day, I'd get comped, once every 10 times, or
so. I visited.
Not any more. They know I'm going to be
there every day, regardless.
Don't ever take your customer for granted.
Let them know you value their business and
think of other things you can do to simplify
their lives.

8. Invite them to
your annual
meeting.
What would you and your three biggest
customers gain if those customers came to
your annual meeting?
Both parties would end up with a lot of
insights.
Since you would have more employees
interacting with your three largest
customers, you would be coming away with
even greater insights and your employees
would have a better understanding of your
customers.
A "win-win“ for all concerned.

9. One-on-one's
with managers,
executives and
researchers.
Do you think your best customers might have
some ideas on ways you could serve them,
and others like them, better?
Your best customers want to see you be
successful.
Ask them what you can do.
They may also ask you what they can do to
help you.
Be prepared to tell them how they can best
help you.

10. Rewards.
What is the ultimate reward you could give
your best customers?
A trip?
A laptop case with your logo on it?
A simple thank you?
Ask your best customers what you can do for
them to show them you value and appreciate
their business.
Asking them shows you care.

80:20
Twenty percent of your customers account
for 80% of your revenue and profit.
If you look more closely, I would bet that 4%
of your customers account for about 64% of
your revenue and profit (the 20:80 of the
20:80).
Do you know who those 4% are? You need
to.
Also, have you identified the influencers that
are passionate about your brand?
These customers do more marketing for your
brand via word-of-mouth and social media
than you’re aware of.
Make it easy for them to do so and give them
awesome experiences to share with their
family, friends and colleagues.

Want to discuss how
to enhance
customer
engagement?
Call Tom Smith at 919-306-5876
or send me an email at
tsmith@insightsfromanalytics.com
Thank you. Download the Free e-book
"Customer Bonding
Programs:
How to Get, and Keep,
Customers for Life"

10 ways to enhance customer engagement 031514

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10 ways to enhance customer engagement 031514