So how’s business? These days, that can be a loaded question. But we all want our customers, and our customers’ customers, to answer “Great!”
Who’s saying “Great!” right now? According to 1 to 1 Media, Apple, Google and Samsung lead more than 400 brands in customer loyalty. And keeping customers happy is just plain good business. Of course these are jillion-dollar consumer brands, but I think we smaller business-to-business companies can take a lesson from them.
What makes them stand out? Simply put, they each have a brand that adds value. For example, Maytag still stands for reliability, even years after that great ad campaign about the repairman who was lonely because Maytags never needed repair. So when you buy a Maytag appliance, you feel like you’re also buying a future free of breakdowns. That’s a brand with added value.
1 to 1 Media says one of the surprises this year was Hyundai’s meteoric assent to 24th from 295th place in brand loyalty. This rise is attributed to Hyundai’s new value proposition—that is, offering to buy back a car if the customer loses his job. Worried consumers probably feel something like gratitude for the out clause Hyundai gives them. And it probably costs Hyundai very little in repurchased cars that they can sell again.
Really great service and a genuine concern for customers’ feelings help retain customers, which is a good idea no matter what shape the economy is in. And it’s something you don’t have to be Apple or Google to do. I know I’m prejudiced, but I see QCircuit folks sweat blood to find the least expensive, but most elegant solutions for our customers. And we’ve had some of them for nearly half a century.
We want our customers to have success with value-added brands, whether it’s through superb service or something else that makes their customers loyal. Then they can leverage the value of that brand. Chances are good, when we ask them, “How’s business,” the answer will be “Great!”
