How do you turn a customer into an ambassador?

Albert Groenhout - Sales Director at Quooker

When is a customer more than just a customer? For me, the answer is obvious: that's when the customer himself starts talking enthusiastically about your product. Word-of-mouth advertising, or the power of ambassadorship, is still one of the strongest forms of promotion. But how do you turn a customer into an ambassador?

I am convinced that this requires more than just a good product. It requires a company that values service, puts the customer first, and sees service not as an obligation, but as an opportunity to positively surprise the customer. Personally, I see service not as a cost, but as an investment. It is an opportunity to differentiate yourself, especially after the sale. When a customer has a problem or question, that is the moment when you can show what you stand for. First solve the problem and preferably exceed expectations. That's how we do it. This creates trust and confirms the customer in his choice. And that trust pays off handsomely; it forms the basis of ambassadorship. When customers see that they can count on you, they become loyal, keep coming back and, more importantly, tell others about their positive experience.

What I see more and more, including in the kitchen industry, is that companies are becoming more aware of the importance of customer satisfaction. Delivering quality and getting it right the first time is now the norm. And rightly so, because with the speed of social media and online reviews, you can't afford to disappoint customers. Customers want to be taken care of, and that starts with listening carefully and acting quickly.

I also notice that self-service is becoming increasingly important. A customer does not want to wait endlessly for a mechanic, but wants to solve issues himself. Clear manuals, videos and a self-service tool that helps the customer get started quickly can make a world of difference. It helps the customer stay in control and prevents a lot of frustration. And it still doesn't work out? Then you need to get there quickly to help.

Looking back over my years in the kitchen business, I see that it all comes down to trust. Customers don't want to feel like they're being left with a problem. They want to know you're there for them, whether it's a repair or a question. That reliability keeps customers coming back and telling others about you. Relationship management is what it's all about.

Customers can become your biggest fans if you treat them well. When they talk positively about you, and tell friends and family that they were well served, they positively carry your brand. That's the best marketing there is! 

How is that with you? Are your customers already ambassadors of your brand? What can you do to achieve that?