Kindness is an attribute that belongs to the people who care for others. Being kind is an attitude. Kind means caring. And caring is loving.
Brands who can be associated with this attribute have the heart of their customers, meaning these customers are already their advocates. And, seriously, there are no better advocates than these.
Experiential marketing or relationship marketing was first defined as a form of marketing developed from direct response marketing campaigns which emphasizes customer retention and satisfaction. Leveraging the relationship with the customers, overdelivering and encouraging to spread the word of mouth is a great practice for any business.
I specially like those businesses that as Bryan Kramer says, make me feel like a VIP. When I get on a taxi my main goal is to go from A to B in a short period of time and with a safe drive. But, this experience can be leveraged. Getting into an UberX cab in San Francisco often offers me complimentary water or chewing gum. This does make the difference. I will keep using UberX, not just because of the once in a while water, but because how the overall experience always makes me feel. I get off the cap always in a better mood.
As I’ve pointed out in one of my past articles, another service that made my day was Washio. They made my laundry picking it up and delivering within 24 hours. And, they gave me a complimentary cookie that was a great add-on to my breakfast. Plus, I’ve shared it on my social networks. I did feel like a VIP, and this kind of customer service makes most of the people spread the word.
Willing to implement it? Follow this few rules, pointed by Annie DiMatteo:
- Give the users something to talk about
- Give users the opportunity to truly experience your product or service
- Utilize social media and drive people to these mediums to talk about their experience
- Take the good and the bad
- Utilize this feedback to continue to innovate your product
Consumers are talking and those companies that are able to listen, respond and act, have the ability to retain these customers and improve their overall experience with free feedback. Having the kindness attribute associated with your products or brands makes you differentiate from competitors in a whole new way. Being kind is as easy as being nice, plus adding something different that will make your customers feel like a VIP. Just make sure to not promote it, it will be promoted, for free, and for your best advocates.
I will quote Bryan to conclude, because it’s hard to say it any better:
Don’t miss these golden nuggets of feedback, or you’ll miss out on creating new, loyal customers for life.