We have all heard from countless organizations that they really care about their customers. In fact, I would wager that pretty much any company would claim that they care about their customers. However, the fact of the matter is that most act, at best, ambivalent toward their customers. Few are truly going out of their way to prove that they care.
When we work with clients on their Market Positioning Action Plan, one of the areas we identify is their Brand Experience. Many clients want the overall experience for their customers to be that the company cares for them. So, our response to our clients is they had better be ready to prove it, if that is indeed the case. After all, actions do speak louder than words written for your mission statement or About Us page.
Recently TD Bank found a way to prove that they care about their customers. You may have seen the video about the reactions their customers had to their ATM machine, as it went viral almost overnight. In fact, as of today, it has more than 22 million views. The premise was giving back to customers by giving thank-you gifts to special customers.
Now, do you have to send kids to Disneyland or give out plane tickets to customers like TD Bank? Not necessarily.
What you need to do is find experiences that you can repeat for each customer and sustain. Sure, TD Bank demonstrated their brand experience in a highly successful way. However, it was a planned event that was intended to go viral. Essentially, it was an elaborate, viral promotion that demonstrated they really care about customers.
But, what about when the camera is not rolling? It is in the everyday moments that companies have to do the little things to carry the “We Really Care” brand. Little things that may not bring you viral fame, but will go a long way ensure your customers notice that you care and they, in turn, recommend your company and services to others.
Some simple examples:
- An HVAC company that brings a coloring book to your kids and a chew toy for your pet when they visit your home
- An auto repair shop that provides customers with freshly baked cookies and milk to surprise and delight waiting customers
- A doctor’s office that calls to follow up after an appointment to just check-in and see how you are feeling
How to Use This Information
When it comes to experiential marketing and promoting a “We Really Care” message, it is important to demonstrate it each and every day with each and every customer. That will create a bunch of wow moments that directly lead to referrals and advocacy. For help creating such experiences, call Webolutions at 303-300-2640.
What are some great ways you have seen companies demonstrate that they care?