Читать книгу The Experience - Loeffler Bruce - Страница 11

We are only as good as our reputation – and we are often only as profitable in our ventures as the level of new and repeat customers that we garner. To grow our organizations and from a cost efficiency perspective, we must focus on three things:

1. Keeping our current customers

2. Creating a wave of repeat business

3. Gaining new clients and customers via referral or word of mouth

The most effective way to do this is to create loyal customers, convert them into Ambassadors, and then empower these Ambassadors to share their Experience with others. Understanding the Five Levels of the Experience – and, more important, where you rank – is crucial to your organization. There are only certain levels of the Experience where Ambassador conversion takes place.

We found in the independent study we conducted that people who came into contact with Level Four (Great) and Level Five (Exceptional) organizations were the only ones who were willing to tell their spheres of influence about their positive Experience. Driving home the importance further, we found that Level Five Ambassadors were nearly twice as willing to share their stories as Level Four customers. The flip side of the coin was that more than 70 percent of the people who came into contact with Level One (Toxic) and Level Two (Average) organizations went out of their way to share their negative experiences with their spheres.

We found that Level Five Ambassadors were nearly twice as willing to share their stories as Level Four customers. The flip side of the coin was that more than 70 percent of the people who came into contact with Level One (Toxic) and Level Two (Average) organizations went out of their way to share their negative experiences with their spheres.

We know that the stakes are incredibly high given the intense competition in most industries multiplied by the ability for customers to affect a brand positively or negatively. This has rendered commitment to service excellence non-negotiable. You must provide a competitive level of the Experience focused toward the Exceptional; otherwise your organization will eventually be in jeopardy. You can move up only one level at a time – but the goal is ultimately to be at Level Four (Great) or Level Five (Exceptional) to convert clients into brand Ambassadors.