They value their customers and communicate this through their actions.
When I talk to companies and clients and how to create passionate customers that love your brand, I typically talk about how rock stars have fans or how sports teams have fans. I talk to companies about how much of an impact it would make to their business to have customers that loved them and who were actual fans of their brand.
Almost always, the company will push back. “We aren’t Taylor Swift! We aren’t the Alabama Crimson Tide! We sell boring widgets, we aren’t rock stars and never will be!”
Rock stars don’t have fans because they are rock stars. They have fans because they put in the work to cultivate fans. Rock stars understand that they can create fans by engaging with their customers and communicating to their customers that they appreciate them, and love them.
Your company can and SHOULD be doing the very same thing. Here’s a couple of examples I have come across recently to give you inspiration:
Lego’s wonderful letters to customers
Lego has a long history of sending compassionate, humorous and thoughtful letters to customers who contact them with questions, praises and complaints. Often, these personal responses are to children who have perhaps lost a lego toy or have a question about one.
Here’s a recent example:
Customer service and how you respond to a complaint is paramount to how you will keep or lose a customer
A Customer Discovered Their $350 Lego Set Was Missing Pieces. The Company's Response Was BrilliantFind every opportunity to delight your customers.https://t.co/BQZOmy46km
— Sailesh Ghelani (@MinorityReview) September 8, 2021
In this example, a customer named John bought a $350 Lego Star Wars set from Target. The set is apparently fairly hard to find. He took the set home and began assembling it. Toward the end of the process, he discovered that a bag of pieces he needed to finish the set was missing! He didn’t really have the option of returning it to Target, since he had already started assembling it, and since the store likely wouldn’t have a replacement in stock anyway.
So he contacted Lego directly. Here was Lego’s response:
Thanks for getting in touch with us and providing that information! I am so sorry that you are missing bag 14 from your Mos Eisley Cantina! This must be the work of Lord Vader.
Fear not, for I have hired Han to get that bag right out to you.
Have a bricktastic day and may the force be with you.
The response is compassionate, humorous, and above all communicates to the customer that they heard them. It then tells them what will happen next to resolve the issue. Perfect!
Not only will this delight John and give him a reason to buy more Lego sets, but it’s also a big source of positive PR for Lego. If you do a simple search on Google or Twitter you can easily find many mentions of Lego sending similar delightful letters to customers. All of these stories enhance the Lego brand and give more people a reason to buy from Lego.
The massive BBQ one streamer is holding for his Twitch subscribers
I’ve talked before about the amazing job streamer/content creator NickMercs does in creating and cultivating his community of Twitch subscribers, called MFAM. Nick is very loyal to his followers and goes out of his way to communicate this to them. Often, when he adds new brand sponsors, part of the deal will be that the brand has to give money or prizes to his subscribers. On a recent stream, he claimed that during the Holiday season of 2020, he gave close to $250k in prizes and cash to his MFAM community.
Nick goes out of his way to show his followers that he loves them, and they love him right back. To close out Summer, next weekend he is throwing a special BBQ for MFAM, all for free:
? MFAM BBQ 2021 ?
Food, drinks, games, music, prizes & more. For free baby, on me & the team. See ya there ? pic.twitter.com/yF82mn67ac
— FaZe Nickmercs (@NICKMERCS) August 20, 2021
— #MFAM (@MFAMCentral) September 4, 2021
I follow a lot of streamers on Twitch and YouTube. Very few of them make the effort that Nick does to connect with his subscribers, and to communicate to them how much he appreciates them. As a result, they appreciate him even more, and the snowball just keeps rolling downhill.
Build a culture of customer appreciation
Most companies are dead set on acquiring new customers, but then when they make the first purchase, then they become a ‘current’ customer and it’s as if they enter this dark void and the company no longer cares. Smart companies, the ones that excel at creating happy and loyal customer, focus on customer retention as much if not more than customer acquisition.
You retain customers when customers feel happy and satisfied with your brand. By constantly listening to your customers, communicating with them and showing your appreciation, you keep them as customers. What’s more, those customers you keep go out and recruit new customers for you. Which greatly reduces your customer acquisition costs.
Having passionate fans doesn’t happen by accident. Taylor Swift doesn’t have fans because she is a rock star anymore than Nick Mercs has fans because he’s a Twitch streamer. There are plenty of rock stars and plenty of Twitch streamers who have almost no fans.
Happy customers don’t happen by accident, they are earned. Put in the work, show your customers that you love them, and mean it. That’s how you create happy and loyal customers.