From Satisfied Customer to Raving Fan

Enthusiasm is contagious.  Just ask the teammates of a someone like the Colts' Peyton Manning.  Or look at how the Net Promoter Score is calculated.  Indifference won't move the needle.  Perhaps satisfaction will, but the energy of delight can do wonders.  The best term that I've come across for enthusiastic customers is the "raving fan."

With customer-centric strategies, hundreds of companies are creating value through innovation that creates raving fans.  This goes beyond customer service however.  And these are not necessarily technological breakthroughs. This is business model innovation that provides real value to customers.  Customer centric strategies are commercial successes that enhance the user experience and delight customers while augmenting the supplier's bottom line.

An example:
The Situation:
A customer experience that results in indifference is a lost opportunity in my mind.  I am a customer of AAA auto and they recently asked me to provide them with feedback.  The first question I got was the NPS of course (Full disclosure: I gave them a 6).  My only interaction with the company during the last two years was renewing my annual membership.  The experience of receiving an email notification for my loyalty was chock full of indifference. Isn't my loyalty worth more than a receipt?

The Innovation:
Why not turn this humdrum interaction into an exciter? Innovate on the renewal transaction with a congratulatory package that delights the customer.  To my mind, this might come in a couple of flavors: A letter highlighting how many times the customer used AAA and avoided being stranded on the roadside.  A travel guide on the customer's local area to help them discover new attractions such as hiking trails or historic sites.  The cost of either of these could be offset by including targeted marketing programs for add-on services or advertisements.

Would I jump up-and-down because of this? Not likely. But it would change my NPS response.  When was the last time a web-based renewal gave you a memorable experience?

(Note: See McGrath & MacMillan for more on exciter product features).