The CRM Blog did a post yesterday about The Three E's of CRM. They define these as Experience, Execution and Equity.
The first sentence about Experience really spoke to me: "As products become indistinguishable and markets and geographies converge, it will be the experience that differentiates and drives retention and loyalty among customers." The example that goes with it is equally brilliant, but you can read that at the CRM Blog.
The thing that fascinated me was the uniqueness of the buying experience the motorcycle manufacturer created. The outcome for the customer was unexpected and totally viral. Who could resist sharing that book, talking about it, showing your friends. Not just once, but for years to come, that added bonus will be a key in the manufacturer's WOM (Word of Mouth) results. People will go look, just to see for themselves. They'll tell others. It will spiral outword.
The challenge to all of us is how to create something that delivers experience with the elegance of that book. As Seth Godin might say, the Free Prize Inside.
Personalization is the key here. The "book" is all about that customer and their purchase. It's ALL ABOUT THEM.
Okay, so you're scratching your head and wondering how that applies. You don't manufacture motorcycles or anything that fun and indulgent. Maybe you sell software - that transparent tool in the background that supports processes but certainly isn't going to make a compelling "book" for your customer. So, what can you do?
Here are a few ideas:
- Create a special online area for each of your customers. Put things of value to them in it. Stuff not all about you. Maybe about things they're interested in or that will help them be more successful. Think about it. What can you share with each of your clients that will knock their socks off because you took the time and effort to provide something totally focused on them. Not on selling them anything (not directly, anyway), but on being someone valuable to know.
- Spend some time brainstorming what the future might look like after the project they're completing with you now and send them a casual report that gives them a head's up for what they can expect or plan for in the future. Strategic thinking is hard. Most people are so focused in the here and now, the part that affects today, that they don't look down the road. Can you help them out? Make it casual, and engaging. For God's sake not a dry report or a lecture. No ultimatims, no predictions of doom, just a forward-thinking piece that helps them be successful.
- Maybe you can add a twist to your online reseller directory. Instead of just providing a location or contact directory, you can add a unique description for each of them. What specialty does each bring to the table? What other extensions do they excel at that may benefit your customers? Think about it.
These are only a few ideas. Sure, they take time, but think about the results. When's the last time you received something even remotely useful from a vendor that wasn't all about them or their products? Appreciation carries a lot of weight. It'll pay you back many times over. People will talk.
Let me say that again: People will talk. About YOU! And it'll be good stuff. The kind you can't buy.
Go for it. And share some thoughts...
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