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How Customers Become Ambassadors:
The Power of the Journey
- September 6, 2024
Of all the marketing efforts done an unpaid, first-hand recommendation of your product might be the most important and effective.
Imagine your friends excitedly posting about restaurants they just tried and recommending them. For many, that would have a bigger bearing than simply encountering a random advertisement that hit them online.
Beyond turning your customers into loyal customers, the ultimate goal is to turn them into brand ambassadors who are genuinely satisfied and excited about your product. Earning this from a customer takes a lot of work, consistency, and authenticity, but getting them to be product ambassadors goes a long way!
So, how is this done?
First, Get Them to Try Your Product
Ahhh, the customer journey. It starts with educating/informing, getting them to consider your brand, getting them to experience how it’s like to be a consumer of your brand. The journey extends after this, but for now, let’s focus on getting them to try your product.
The chart below shows a version of the customer journey. Many factors will affect their decision to try based on the experiences and information that they come in contact with. Here, we can already see the importance of word of mouth in the consideration stage. Maybe a best friend recommends a new clothing brand she just made a good purchase from. This could speed up the journey from information to purchase.
In our previous mailers, we’ve discussed the importance of providing a consistent brand experience. This applies even at the informative stage. If you get their interest, this will move them to the next stages of research and consideration. Again, consistency will come to play again in every touch point.
Living up to the Hype
It will always go back to the product.
No matter how initial good marketing is, the actual product experience will have the most effect on whether the customer even thinks of recommending the product. It is the truth revealed after all is said and done. A well-marketed bad product is one of the worst things because expectations were not met. Before selling your product, focus on the product itself.
After-Service Matters!
Let’s say a person buys a Rolex and needs it serviced. That person will expect top quality service that lives up to the brand’s name. On the other hand, if for instance the customer is not satisfied with a product, the afterservice might make him or her decide to try again.
Conclusion
Word of mouth can go both ways- good or bad. The goal is to make customers ambassadors that spread good things. Yes, as we said in the beginning. earning this from a customer takes a lot of work, consistency, and authenticity, but getting them to be product ambassadors goes a long, long way!
KEY TAKEAWAY: CUSTOMER SATISFACTION EVERY STEP OF THE WAY.
Hope you enjoyed your Monday Perk! Want to talk some more? Send us an email or a message.
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