More than 60% of people trust feedback from other customers, even when they don't know those customers. A big difference from the trust customers have in salespeople. That presents opportunities that benefit both your organization and your customer.
Important for your company's reputation
In my previous blog I explained why it makes sense to spend a lot of time retaining existing customers. It's a cheaper and easier way to bring in new projects or sales deals than chasing new customers. But besides generating new business, it's also important for your company's reputation. Happy customers spread positive feedback about you and contribute to a strong reputation. And, of course, that in turn contributes to the success of your organization. So make sure that your customers are satisfied, or rather enthusiastic, and that they tell those around them.
Who is the "opinion leader?
In doing so, of course, it makes quite a difference who is spreading the postive sounds about your organization. Look for those among your customers whose opinions are listened to and respected. In a B2B environment, you will benefit most from positive customer feedback on your products and services when:
- The client is a successful organization that serves as an example to the competition;
- The client has a large network of contacts and communicates with her network through various channels (including online);
- The client employee involved plays an important role in the organization and is considered an opinion leader in the industry.
Reference program
To make it interesting for customers to act as an ambassador for your organization, a referral program can be an attractive option. For every new customer brought in, a reward follows. Large companies like Google, Amazon, Tesla and Uber use this strategy by rewarding bringing in a new customer with a voucher or discount. In this way, the customer as ambassador of your organization is interesting for both parties. In addition, depending on the industry in which you operate, it can be profitable for customers when you are successful in their industry. For example, because the product or service improves due to a larger market share or because certain development costs can be shared with other customers.
From satisfied to happy to enthusiastic
A happy customer comes back to you, a happy side brings new customers to you, but an enthusiastic customer truly becomes an ambassador; someone who proactively promotes your organization. To turn a customer into an ambassador, you have to go beyond getting all things right. Enthusiasm comes from the details. Think of a hotel with a bottle of champagne waiting in the room. Doing just a little more than is expected of you. By devoting a small portion of your time and resources to enthusing customers, you turn them into ambassadors of your organization and you will more than recoup the investment made.
Teun Arts is Service Manager at Dysel and ensures that customers make optimal use of the software's capabilities, now and in the future.
