Empower 'Superfans' with Super Access

Congratulations—you have customers who tout your products and services to everyone they know. They’re your evangelists, the people marketers covet for their word-of-mouth referrals. How do you make sure these Superfans keep spreading the word about you? Obviously, you have to continue to deliver great products and services. That’s how you got them in the first place, so don’t stop now. Beyond that, you have to make these ultra loyal customers feel special.

Unless you’re running a coffee stand, chances are good your customers are not buying from you every day, which means you have to remain top of mind. Connect with your customers where they want to connect with you, be it through social media marketing, the e-mail inbox, or a combination of the two. Most of all, give them special access to make them feel more a part of what you do. Here are three ways to empower your Super Fans:

1. Special events. Host an invite-only open house for your most loyal customers where they can have exclusive access to you, your staff, and your collective expertise. Or, for ticketed events, offer Superfans access to tickets before they’re made available for sale to the general public. Who doesn’t like getting special access to an event?

2. Provide extra support access. If your company has a support hotline, you can offer your Superfans a special number to call that gives them the prompt attention they deserve. American Express Black Card customers (by invitation only) don’t call the same number as regular card holders, for example.

3. Treat them like VIPs. Naturally, you should treat all customers like they’re VIPs, but you definitely want to keep your Superfans close to your business. Give them loyalty cards that feature discounts on services, allow the holder to accrue points toward future purchases, or offer free shipping for online orders.

Keep your Superfans engaged with your business and give them continued incentive to tell the world how happy they are to be your customer, use your products, or take advantage of your service.

Eric Groves
Senior vice-president, global market development
Constant Contact
Waltham, Mass.

http://www.businessweek.com/smallbiz/tips/archives/2010/08/empower_superfans_with_super_access.html