I was just reading a great blog post by Carol Roth, in her Tough Love For Business series called “Customers: 3 Ways to Create Customer Loyalty in Business“. It is well worth the read and it got me thinking. . . . Where do great brand champions come from?
To my way of thinking, brand champions come from great brand experiences. It is not enough to put a product on the market, or communicate the value of that product through marketing; the process has to be holistic. We have to listen to our client’s want, needs and desires and work with them to make the experience of dealing with you better than that of your competition in ways that make the client sing your praises again and again.
Westjet Airlines breathes customer service and has built brand champions accordingly. Try tweeting them at @westjet or @westjetfest or @westjetvacations. It is amazing to me that people are there at any time to answer questions, add value and keep you engaged. Their commercials talk to customer experience that is echoed by their clients. It is not just a marketing promise, it is corporate culture.
In today’s competitive world, where everyone is striving for greater market share and margin, looking at how your company’s culture builds and nurtures brand champions or loses them should be a vital part of your overall marketing efforts in 2013.
As always, we are here to Get YOU Noticed!