Debra J. Schmidt, a.k.a. “The Loyalty Leader®”
At first glance, it made me laugh. Printed on the front of a small envelope lying in my mailbox at the post office last week were the words “Care and Use of Your Customer.”
When I opened the envelope, it was an amazing instruction manual developed by the creative folks at Knupp & Watson Advertising, Marketing and Public Relations, in Madison, Wisconsin. A second, closer look revealed its brilliance. It is packed with great tips and insights on the importance of building positive customer relationships in order to build brand loyalty.
Here are just a few examples of what you will find when you open “Care and Use of Your Customer:”
Please keep these instructions for future use. Please do not immediately start using your Customer willy-nilly without reading the instructions, like you probably did with your cell phone and crock-pot. With proper care, you’ll get years of beneficial use from your Customer.
Congratulations on having a Customer. Before you fully utilize your Customer, please read these instructions carefully. You will enjoy optimum performance and a longer, more satisfying relationship by following these guidelines. Illustrations shown in this manual may differ from those of your actual Customer.
GETTING TO KNOW YOUR CUSTOMER
Your Customer is packed with helpful features that can enhance your brand’s value. Exciting features include intent to purchase, brand loyalty, trial use and a variety of cross-selling options. How can you get to know your Customer’s features better?
Here they list five tips and how to implement them:
1. Get closer to your Customer.
2. Get closer to your brand.
3. Get your employees closer to your Customer and your brand.
4. Bring your Customer to life.
5. Frequently combine #1, #2, #3 and #4.
My favorite section is:
OVERVIEW: NAMES OF PARTS
Your customer is a high-performance, general-purpose unit that uses the following parts to engage with your brand. Please take a moment to become familiar with the following important features of your Customer.
The heart is a critical organ to your Customer. Winning the heart of your Customer with emotion is critical to enjoying brand success.
This is the area that contains your Customer’s rational thought. In your communications, you may wish to appeal to your Customer’s head (logic). CAUTION: You must remember that the heart (emotion) is where you will win long-term brand loyalty, and where you can most strongly differentiate from your competition. Although the heart and head systems are integrated, the emotional appeal to the heart typically wins over the rational appeal.
Traditional media may not always be the best way to connect with your Customer. Consider creating viral and word-of-mouth communications as a way to build loyalty to your brand. What is your brand doing to actively promote word-of-mouth?
This section also includes an illustration of a sample Customer and outlines, in detail, the importance of the other Customer parts: Eyes and Ears, Hand and Rear.
There is much more covered in the “Care and Use of Your Customer” instruction manual. You’ll find safety information, recycling information, troubleshooting tips and even specifications for most Customer models.
The folks at Knupp & Watson recognize that your marketing and branding efforts will not succeed if you don’t value your customers. When you visit their web site, one of the first things you see is a message highlighted in a green box that reads:
Our Relentless Pursuit
We’re here to help our clients succeed by improving the lives of the people they serve. It’s done by getting our clients closer to their customers. Close enough to touch. Like breath mint close. The result? Strong sales,
You can request a free copy of the “Care and Use of Your Customer” instruction manual by visiting: http://www.knupp-watson.com
Debra J. Schmidt, a.k.a. “The Loyalty Leader®”, helps companies boost their profits by leading them to greater customer, employee and brand loyalty. You can subscribe to Debra’s free email newsletter packed with loyalty building tips at: www.TheLoyaltyLeader.com