Delighting Your Current Consumers

In these days of mature markets and diminished spending, it can be a challenge to build revenue. The simplest way to ensure growth is to ensure the people who already buy your products are always absolutely delighted. While your consumers probably like you, you want them to love you. You want them to buy your product consistently. You want them to sing your praises at the gym and in their favorite online forums. You want them to give your products to their closest friends. You want them to be absolutely, positively delighted. Because, if they are, they may well be your most effective sales force.

So, how do you earn their unwavering and vociferous loyalty?

• Be their Aladdin. Who wouldn’t be delighted with their very own magic genie? Everyone wants someone whose mission is to support them, watch their back, cater to their every whim … um … need — especially when things get tough, tensions rise and stress pays a visit. Whatever their drama is, it’s a big deal precisely because it’s theirs.
  
  

  This is your opportunity to burst out of your magic lamp, grant their wishes,
  and delight them beyond their wildest dreams.

  
  If you know your consumers well, you can anticipate their everyday dramas. Don’t just help them deal with a problem after it’s happened. What good is that? Like a good genie, you arrive in the nick of time to help them persevere, shine and triumph. If you can give them the tools and confidence they need to grill the perfect steak, be the belle of the ball and/or avoid hearing “I’m bored” for the 34th consecutive day of school vacation, you’ll have a loyal consumer who will turn to you again and again.
• Make it all about their dreams and wishes. In this “all about me” era, where consumers are 100% focused on themselves, they need immediate and instant answers to their most urgent “problems.” Nothing will delight them more than getting help with something big in their lives and feeling you really understand them. Become their trusted ally.
  
  They don’t want to read your website to learn about your shampoo’s benefits. They want to know how to have great-looking hair; they want styling advice; they want to see how they’d look with a new hair color. Don’t just tell them; use every tool available to show them. Be interactive with both old and new technology. Create experiences they find helpful, valuable and fun. You don’t need magic, just imagination.
• Appear at the precise moment they need you — and always. If you’re only “delivering the goods” to your consumer after they’ve bought your product, you won’t keep them much longer. Where’s the delight in that? You need to give them what they need precisely when and where they need it.
  
  Think broadly (beyond your product line), and help them navigate their lives. If you offer shampoos, provide help with other grooming issues. Make a phone app that lets them download pictures and “try out” new looks. Create a series of “How to” videos that help your consumer learn to shave without a nick, get out stubborn stains, choose the right wine. They’ll have fun, and you’ll have solved their problem(s). They’ll love you for it, and they’ll share with their friends.

Delighting your current consumers will lead to serious business growth. Be there to support them at every turn. Make it about them and their needs; make it rewarding, make it fun, make it interesting — and they’ll make you grow.

Are you delighting your consumers? Take an OnPoint Quiz to find out.

OnPoint Insights Knows How to Delight Your Consumers

Patti Cockerham has been growing companies by helping them delight their consumers for two decades. She has repeatedly re-energized established brands and launched successful extensions, offering fresh and innovative ways of looking at markets, helping companies understand and excite consumers, and creating brand dominance. Through OnPoint Insights, she can help you delight your consumers and make your business grow.