A very good friend and colleague of ours (currently honeymooning in New York and still blogging) has written a brilliant little presentation that he has published on Slideshare about how to create devoted customers.
I love the logic.
Delighted just isn’t good enough, because when (or if) they come back for me, they already have high expectations and to really win them over you need to deliver even more next time, or they will just be satisfied.
It’s the challenge facing any company, any brand and in effect any employee. How do you keep raising your game, so you don’t get overtaken by the next big thing.
A really simple line of wisdom that I have quoted before from Tony parsons in his book Man and Wife, where he is speaking to his Mum to understand how his Dad and her had managed to stay married for so long, where she says “you have to keep falling in love over and over again”.
If you don’t take this seriously as a brand owner, pretty soon, your customers will fall out of love with you and the devotion will be gone.