Consumers rate some products as great. They give companies such as Harley-Davidson are Starbucks even higher grades. They are products consumers cannot see themselves doing without, according to a report in Pepper and Rogers' 1to1 Weekly.
That was the message of Chip Bell, author of the Knock Your Socks Off book series, who delivered the keynote address at the North American Conference on Customer Management (NACCM).
"People are not devoted to products, they're devoted to an experience," he said.
According to Mr. Bell, there are seven steps that companies can take to create devoted customers.
Engagement
Companies need to listen to customers and make clear they are valued. "Customers judge you on what they think ought to happen, not on what you've 'trained' them to anticipate," he said.
Enlistment
"Companies should beg for feedback and celebrate it like the gift that it is," Mr. Bell said. "We can become 'blind' to the details of our customer experience unless we listen to what customers tell us."
Enlightenment
"Customers are devoted to companies that help them learn and make them smarter," he said.
Empowerment
"Unpredictability drives us (consumers) nuts. Every associate must be clear on the signature experience their company wants to create." At Disney, Mr. Bell pointed out, parking lot attendants and shuttle drivers tell customers the name of their parking area three times to make very sure they remember where they parked.
Enchantment
"Companies need to personalize the experience in a way that surprises customers," said Mr. Bell.
Entrustment
"All trust begins with a leap of faith. If you trust customers first they will respond to you in kind," he said. "Service recovery is about managing betrayal," he said. "It's not about fixing the problem only, it's about how you communicate empathy."
Endearment
This is all about how we bring energy to the job and how we celebrate our customers," he said. "Customers like dealing with employees who are committed, but they love dealing with employees who are passionate."
Discussion Questions: What are your views on what it takes to create devoted customers? What companies, inside or out of retailing, best exemplify your view?