Does Your Experience Make Customers Feel Like Insiders?
A few weeks ago, I wrote the following for my weekly E-mail letter (Want to get this letter? The content is current, relevant and behind the scenes business owner information. Sign up here):
Sometimes a project comes along that just warms the soul. Right now, Andy and I are working with the new owner of a historic soda fountain as he seeks to share the nostalgia and heritage of this landmark with a new generation – using New Media and Social Media tools. Recently, when meeting with the new owner, I found myself saying something that I say a lot: “Customers are more loyal when they feel like an insider, and prospects are more likely to convert when they have ‘insider’ information.”
Similarly, several times a week, without fail, folks ask us about our lives… Usually the question goes something like this: “It seems like you are on the road ALL THE TIME… HOW do you do it?” Or, “How do you have time to do all of this?”
Really, the bottom line is that folks want insider information – they want a peak behind the scenes. And your customers want the same from you. As strange as it may seem, in this age of reality shows and YouTube (check out our channel), people really do care what happens behind the scenes at your business. I don’t think I’m that interesting, but who am I to tell you how to feel or what to be interested in? Or maybe, if you’re like me, it’s so refreshing to know that other people think or feel like I do. I believe “Insider Information” is a “needle-mover” when it comes to customer loyalty, word of mouth marketing and long-term success.
What are YOU doing to make your customers and prospects feel like “Insiders?” (Yep, go ahead, hit the “reply” button and tell us. Seriously.)Maybe “Insider Information” from us will help you become more motivated and/or equipped to use the tools of Social Media or New Media effectively for your business. So, from this point forward, our e-mail newsletter will be flavored with the spice of our life: tales of life on the road, digital nomad-ism, social media, new media, late-night brainstorming sessions, work/life balancing acts and our disdain for early starts. Welcome to the INSIDE, loyal readers.
In follow-up to this e-mail, I got a note from friend Mandy Becker, owner of Swagger Gifts in Cary, NC. I asked her permission to share her comments with you because I thought her feedback was so apt – it reinforces the message. Here’s what Mandy had to say:
I loved this! I totally think the insider info think is critical! The last three times I went to market, I wrote a blog about what it was like, what I was buying, etc. My customers loved it! They felt like they were part of the action! I have heard so many times, “Oh, I wish I owned a gift shop – what’s it really like? Do you love it? What’s a typical day.” It is amazing how much people care about one another’s lives; I think we live vicariously through others in some way. Anyway – thank you!
P.S. I think I might even do a weekly blog post called “Insider Information.” Thanks for the idea – I hope it is okay if I use it?
Where are the points in your customer experience that make a new customer feel awkward, out of the loop? Do some customers walk into your restaurant and know exactly what to do, what to expect, how to respond? Learn from your regulars – and find ways to make new customers feel equally comfortable. Sales and tips will increase accordingly.
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