How often do you hear from customers about how great their experience was? Hopefully, it’s often. Now, how often do you take it beyond just hearing about it and turn those customer experience stories into content for your website and social media?
Probably not as often.
If it seems like a simple concept, that’s because it is. But taking the necessary actions to produce great content requires forethought and a process. If you’re a one-person show, there’s documenting the stories and finding time to write or make video. If you’re a company, you have those same challenges but with the added burden of developing a team process that can produce consistent results.
Stories of great customer experiences attract today’s hyper-connected customers.
People have grown to distrust brands, especially large corporations, and instead look to peer reviews and peer actions above any other means of justification.
Companies and individuals who skillfully illustrate their good work online make it easier for would-be customers to choose them!
Carl Sewell, who authored the book, “Customers for Life” said, “Figure out what the customer wants and give it to ’em.” If you’re already saying “YES” to what customers want then it’s a simple step to documenting it through your blog.
With so much positive results available, why wouldn’t you turn your great customer experiences into blog posts?
Here are 3 good reasons to take action…now.
1. Never waste a good customer experience story by keeping it private.
People searching for the products you sell want to hear from you – they want to know what it’s like to do business with you. What better way than to regularly share the day-to-day 5-star experiences your current customers have?
If you’re keeping people from hearing about the great customer experiences that await them when they work with you, you’re likely losing out to your competitors.
However, you must be adept at telling the stories without coming off as self-serving.
2. When you say it, it’s marketing. When they say it, it’s social proof.
Customers who are fully engaged represent a 23% share of profitability, revenue, and relationship growth compared to the average customer. – Gallup
Since the dawn of social media and the overabundance of traditional, sales-driven advertising, consumers have become more discerning, more skeptical, and less easily swayed. In order to win their business, you have to win their trust, and there’s one key strategy that can help you do it: social validation.
Social validation is where one or more ‘passive’ individuals follow or conform to the actions of others within a group. In a psychological context, one or more people set an example of behavior, and their experience leads a second group of one or more people to follow suit.
Social validation is important because self-propagating strategies are no longer as effective as they once were.
Engaging customers to tell their stories provides social proof and using social media to propagate those stories amplifies it.
3. An ally in creating is an ally in promoting.
Creating regular content with customer experience as the focal point automatically engages customers on a deeper level. They are sharing their experiences with someone in your organization, thereby solidifying the relationship.
I’ve been in many conversations with customers during my days in auto retail and 99% of the time, we were able to forge a stronger relationship with those customers…even the ones who were dissatisfied at the outset.
Creating regular customer-centric blog posts honors the customer and they often become your ally. They’ve had a hand in creating something that others will appreciate and are often eager to promote your content once it’s posted on social media.
Isn’t it time to take connectivity to the next level?
For every dissatisfied customer, there are a hundred thrilled customers. Each one of those interactions is worthy of airplay.
Website and blog content is difficult to produce. Why not let your raving fans inspire you to tell their great customer experience stories?