and New York Times bestselling author Shep Hyken, who interviews leading business
professionals and other customer experience professionals. Each guest shares insights
and tips on how to succeed and create amazing customer experiences.
The bright business minds featured on Amazing Business Radio come from all over
the world. They include viral video stars, corporate CEOs, bestselling authors, thought
leaders, and many other inspiring personalities. The show brings a variety of topics
related to customer service and customer experience to provide the answers that
C-Suite listeners will want to know to take their success to the next level.
Chip Bell on How to Create Customer Evangelists
What is the best way to get your customers to truly become your advocates?
Shep Hyken speaks with keynote speaker and author Chip Bell about the best way to inspire customer loyalty.
Shep Hyken’s opening comments focus on how to inspire loyalty with your customers. He challenges you to go back to your team and ask them to take a look at other industries. How have companies in other industries been able to create what he calls Moments of Magic® for their customers? Next ask the team, “What would happen if we could do the same thing here?”
Shep begins his interview by asking Chip Bell about his definition of customer loyalty. Bell says that there are many ways to define a loyal customer. Some experts define loyalty as a customer who comes back. Others say it is someone who buys more, or trusts you more. Some even say, in the case of purchasers of Harley-Davidson jackets or Bass Pro Shop Shirts, it is someone who uses your product as part of their identity.
But Bell asserts that the best expression of customer loyalty is customer advocacy. In other words, the customer talks about you, tells stories about you, and tweets about you. In essence, the customer becomes an extension of your sales and marketing staff. They’re not just coming back; they’re bringing their friends with them when they do come back. In fact, they have become your evangelists.
Bell talks about the concept of “value add,” which is taking what the customer expects and adding a bit more to the experience. The challenge you face, is that as the customer’s expectations climb, you’ll quickly run out of additional offerings. Instead, Bell suggests the concept of “value unique,” which is to create for the customer an experience that is unique, unusual and unexpected. Yet, at the same time, the experience is appropriate and simple.
Bell insists that value unique is not a process to try to create a ten percent increase in the level of your customer service. Instead he challenges you to ask, what would I do if I wanted to increase my level of service by 100%? What would I do totally differently?
- The best expression of customer loyalty is customer advocacy. This goes beyond asking the Net Promoter Score question of “On a scale of 0 to 10, what is the likelihood that you would recommend us?”
- Your customers are not just comparing you to others in your industry, but to those in other industries who provide a gold standard customer experience.
- Bell talks about the concept of “value add,” which is taking what the customer expects and adding a bit more to the experience. The challenge you face, though, is that as the customer’s expectations climb, you’ll quickly run out of additional offerings. Instead, Bell suggests the concept of “value unique,” which is to create for the customer an experience that is unique, unusual and unexpected.
Chip Bell has helped many Fortune 100 companies dramatically enhance their bottom lines and marketplace reputation through innovative customer-centric strategies. Bell reveals the best practices from the organizations leading the customer loyalty charge, giving his audiences powerful cutting-edge ideas and unique strategies they can immediately put into practice. Bell has authored eight national best-selling books. His latest book is Kaleidoscope: Delivering Innovative Service That Sparkles.
“Intention of the customer is good, but their behavior is much more important.” – Chip Bell
This episode of Amazing Business Radio with Shep Hyken answers the following questions… and more:
- How do you define customer loyalty?
- Why is looking outside your industry one of the best ways to improve your customer experience?
- Why isn’t the Net Promoter Score by itself good enough?
- What is the difference between “value add” and “value unique”?
- How can you get a customer to become a true advocate or evangelist for you?
swipe to see more