January 6th, 2009
by Pamela Sherman
"Customer Enthusiasm" Generates Business!
“Quality Product” and “Excellent Customer Service” are 2 critical elements for any company’s success. However, research confirms there is a 3rd component that the most successful companies share, and that is (drum-roll please)… “Customer Enthusiasm.” - Yes! We all know it to be true; it makes perfect sense. When we are enthused about a company’s products and services, we bubble over with excitement and tell our friends. I even find myself volunteering as an advocate –free of charge!
So, if you have a business, why settle for “Customer Satisfaction”? “Satisfaction” is becoming less and less “satisfactory” every day. Especially now that word-of-mouth travels at Internet hyper-speed, “Customer Enthusiasm” is a more important goal to strive for. Among other things, it sells for you. Beyond that, it can build long-term customer loyalty and a community of customer advocates.
Once companies have earned a desired “enthusiastic” status, problems and errors are better tolerated by customers and easier to recover from. In contrast, without that relationship, customer dissatisfaction can be very harmful.
When I speak with clients about web marketing and social networking, the influence of customers is undeniable. We see how “Customer Enthusiasm” is becoming increasingly critical for success. The good news is that companies have new ways to support, communicate, and respond to their customers with Web 2.0. Some ways to stimulate and nurture “Customer Enthusiasm” include:
1) Conveying your company’s passion and unique understanding of the products/services you provide and the customers you provide them for.
2) Exceeding a variety of expectations -treating customers with the highest level of helpfulness (which includes the usefulness of your website and strong problem-solving communication skills in customer service and related issues).
3) Being authentic in building your “like-ability” and distinctive identity.
4) Bringing added value to your customers (special advantages, free tips, information, etc.).
5) Creating forums to share information, success stories, advice and more.
The word “enthusiasm” itself actually stems from spiritual roots. In business, it may simply relate to the unique spirit a company can embody, with authentic core values and philosophies that connect with customers. It often reflects a company’s mission and highest purpose. Striving for “Customer Enthusiasm” is a dynamic, continually growing process of relationship building. It can capture your customers’ heart-felt support and advocacy. It also helps your business survive and grow. When you are more in tune with the changing needs of your customers, you can adapt your products and services for optimum success - now and in the future!
INFORMATION MAY BE POWER… BUT “ENTHUSIASM” IS THE TRIGGER!
Web Marketing Therapy Related Links:
- Business Success: Questions for Boosting Your “CUSTOMER I.Q.”
- What is Your Website’s “Authentic Sell-Ability”?
- Small Business: A Good Obsession is a “Customer Obesession”
- Customer Service Vigilantes on the Web
Kelly Kohen
(January 7th, 2009 at 12:40 am)
I couldn’t have said it better Pam! I just had an amazing experience with Verizon Wireless yesterday and am singing their praises today! Enthusiasm - a great New Year’s resolution for us all!
Keith T.
(January 7th, 2009 at 9:14 am)
Very solid post and I completely agree that generating enthusiasm for your product/service/business is key to it being successful.
One thing you may consider for this list is how well your company handles customer issues. No matter how wonderful you are, you’re going to upset someone at some point. How well you handle adverse customer situations can be a really big deal. Getting both yourself AND the customer to the happy place is a trick many companies still have not mastered…
Pamela Sherman
(January 7th, 2009 at 11:22 am)
Thanks for your FAB response and observation Keith! I completely agree, especially now with how often customer service is outsourced and below par! “Enthusiasm” certainly needs to be a two-way street! “Excellent Customer Service” was listed in my opening as one of the 3 critical ingredients for a successful business -but, more emphasis could be placed with an addition to the list….excellent! Thanks.
Have a GREAT day!
Pamela Sherman
(January 7th, 2009 at 11:42 am)
Thanks so much Kelly!
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