During my 8 years spent at Arthur Andersen (may they RIP) I lived in the world of “Customer Satisfaction” – both from providing it as a consulting service and as a measure of our own value to the clients. It was HOT. And it was needed at the time. People were clamoring to understand more about their customers and they wanted them to be “satisfied.”
Fast forward to today – customer satisfaction is dead. If you want to win customers from your competitors, and your competitors are all over the world today, you can forget about getting there thinking in terms of “satisfied customers.” When my brother and I wrote our book, “Creating and Delivering Totally Awesome Customer Experiences,” we coined a phrase that has stuck with many and is more amplified today than ever before. The phrase was, “A satisfied customer is simply looking for the next best deal – they just haven’t found it yet or they would be gone.”
Today, the competition is fierce and if you aren’t creating “memorable experiences” you most likely won’t be around very far into the future. Sad, but unfortunately the reality of today. Social media simply amplifies your situation – it allows your customers and others to share their “experiences” with the world fast and often. If you don’t have any memorable experiences, you aren’t “arming your audience” with anything great to talk about and are leaving it up to them to share what they will. So how do you win in this upside down game?
Simple – focus on your ADVOCATES! These are the people who are “proactively talking about you” to others. What have you “armed” them with that they can share with others? Or have you armed them with anything? Do you have some great stories that they can share about you and their experiences or have you just left them without any content to share? Social media, when used correctly, arms this powerful army of supporters with great content about who you are, your passion as a company or individual, the experiences you provide, the great people you have, your superior innovation of ideas, etc., etc.
Satisfied customers are NOT Advocates, they are merely satisfied, waiting for the next best deal. Advocates are chomping at the bit to tell someone else about you. These are your armies of supporters. Focus on them and leverage them with great content. If you don’t have any, get a strategy about how you are going to get some and put it in the hands of your most powerful audience. And the best part of an advocate is that they do it because they want to, not because they are incented. This makes them the most powerful army on the planet to a business…