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Tag Archives: customer loyalty

Make your special customers feel special

Don’t just tell your best customers that they’re special. Give them visible status that they can show off to their friends. Being a member of a loyalty program is nice. Showing off to my crew that I’m important is better. Home Depot’s “pro customer parking” is a simple and smart way to show status. Airlines […]

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Are your fans serenading you? Are they dancing in your parking lot?

Here’s a new goal to set: Become so much a part of your customers’ lives that they start singing about you. Here’s a tiny sample of Applebee’s fan love — in song:

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Email standards are slipping

eBay suddenly started sending a “Daily Deals” email to all their customers. I’m sure their lawyers found some loophole in the terms of service that says they can email you whenever they want. But it’s unasked for, and unwanted, and that’s spam. I don’t want an email from them every day. They know that I […]

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Shooting yourself in the foot

Why isn’t there Microsoft Outlook for iPhone? Obviously, because Apple and Microsoft would rather beat each other to death. But Microsoft loses this one. I’ve been a loyal Outlook user forever. I dig deep into the tasks and notes. But I switched to an iPhone (from a Windows phone) — and Outlook tasks and notes […]

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Great follow-up turns a one-time buyer into a long-term customer

I called a cab in a new town, which is a do-it-and-forget-it experience for most people. So how does the cab company get me to remember them? They didn’t just email the order confirmation. They focused on earning the next sale. The email had coupons and an invitation to install their app on my phone. […]

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Did he quietly leave in the night, never to return?

I clicked “Terminate Account” and the account was deleted. We’d been hosting with them for 11 years. $300 per month. And in 5 seconds it was over. They never called, they never asked why, they probably didn’t notice. Until one day, they stand all alone. No friends, no money, no hope. And they’ll wonder how […]

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Jeanne Bliss on “I Love You More Than My Dog” — live Word of Mouth Supergenius preview

We’re bringing together 31 amazing marketers for Word of Mouth Supergenius: The “How to be Great at Word of Mouth Marketing” Conference in New York on July 20. The day will feature 12 how-to classes, 12 real-world case studies, and 6 brilliant authors. You’re going to learn practical, hands-on techniques to get people talking about […]

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6.9%. Would you infuriate your customers for that?

6.9% of revenue is what the airlines got for extras like bag-checking charges. Do the math: How many customers switched to a no-gouging airline? How many people skipped a flight and drove instead? How many paid this time, but will never fly with you again? How many hate your guts?

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A customer for life

A baby was born at 2,000 feet on an AirAsia flight. The airline gave mom and boy free flights for life (story). Extraordinary gestures like this create worldwide buzz. Every company could do it. It would be cheaper than a single TV ad. Coke truck drivers should have a cooler of cold Cokes to hand […]

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