More Than WE Know

 (photo by MikeKorn)

Liz’s 1st Law of Customer Loyalty:

Customers feel more connected to your business when they participate in the development of the product or service. 

What’s more - by partnering with you in the experience they will actually develop more loyalty toward your business than if they had simply made a purchase of the finished product.

Much like Isaac Newton discovering the law of gravity by having an apple hit him on the head, this thought came to me this afternoon while my husband and I were picking apples.  No apple hit me on the head (none actually hit Newton either) but the idea did strike me rather strongly!

I realized that my husband and I had just:

• driven 45 minutes to get to the apple orchard passing numerous grocery stores with fully stocked produce sections along the way
• marched past the displays of already picked apples to get our baskets
• headed out to the orchards to pick our very own apples
• returned to pay - the very same price as the farmer was charging for the already picked apples -  and probably more than those grocery stores were charging
• And finally drove the 45 minutes back home, quite pleased with our day.

That last part is the most important - we were quite pleased with the day.

In fact, we were busy comparing calendars and determining when we could go again - to buy more! and bring friends with us!

On one hand, this makes no economic sense.  This was hardly the most efficient and cost-effective method of purchasing apples.  But the point was, it wasn’t about the apples. They were a nice byproduct of our day.  But that evening, as we sat down, smugly eating slices of freshly-picked apples with warmed brie and chilled wine, we were able to recount to each other stories of our apple-picking experience.  And as we re-lived the experience, we sold ourselves on buying more.

So what - you say - I don’t own an apple orchard - what does this have to do with me?

The key is - the larger lesson for entrepreneurs - is that in our online, virtual culture we are starved for real experiences.  Many of us are so hungry for reality that we are now watching “reality on TV”!

And there are many, many of us who are waking up to the fact that in a time when we literally have “the world” at our fingertips and can purchase just about anything with a “push of a button”, we want to experience more for ourselves. 

We are awash with stimulation and information, but we lack authentic experiences. In a world in which we can purchase anything “ready-made”, doing it ourselves has become “priceless”.

So how can the average entrepreur use this trend to enhance profitabilty and expand customer base?

By incorporating do-it-yourself options into your business or service:

• if you are a designer of cakes, jewelry, art, crafts, web pages, logos - offer a lesson in doing it yourself
• if you are a florist - offer an “arrange it yourself” day
• if you are a tour guide - add visits to local homes and communities
• if you are an attorney or tax accountant - offer overviews on processes requiring simple forms like name changes or registrations
• if you run a website - put up surveys, contests or let them post their own pictures and stories

Those are just a few ideas. The point is most businesses lend themsleves to increased customer involvement.  In some cases you’ll make as much or more as if you provided the service or product while in others, you won’t. 

In either case, you will build increased brand loyalty by making your customers feel:

• more empowered and accomplished for their experience
• more emotionally connected to your business

This in turn will cause your customers to:

• bring more of their own  business to you
• recommend you to their friends

All of which will result in more customers and increased profits.

So now it’s your turn - get involved in the business of blogging - enter your comment below - tell me about your product or service - offer ideas on how you can get your customers involved or ask for suggestions! 

Experience how it feels to see your words and your name on the internet!!!

If you're new here, you may want to subscribe to my RSS feed. Thanks for visiting!