The market has changed a lot the last 10 years. Nowadays, it’s not just companies with high-budget adverts who will succeed. With the development of social media, “word of mouth” has got a whole new meaning and power. Your costumers are now able to change the perception of your company in no time – whether they’re satisfied or unsatisfied. This means that your best salesmen are no longer your employees. Of course, your salesmen probably do an excellent job. However, your satisfied customers or customer ambassadors are really the best salesmen you can get.

Still not convinced? Keep reading!

What changed?
You’re probably aware that hefty old box televisions are not as popular as they used to be. Time has changed, and so has the business market. The traditional TV commercial now has a competitor, a competitor that has grown a lot and continues growing: social media.

In earlier days, the whole family got together in front of the TV to watch the evening programs and were only disrupted by a short walk to the kitchen or a commercial break. Nowadays, the whole family sits down with an iPhone or Tablet. Everyone follows every little step their friends, family or colleagues take online: what they buy, where they travel, and what they do. A lot of updates goes viral, and we love reading small success stories and looking at cat videos online. On the other hand, unpleasant events and customer service gets our blood boiling, which often leads to a severe online debate. A good or bad recommendation from a friend or family member on Facebook has way more impact than a commercial on TV.

While the importance of recommendations from family and friends isn’t new to us, recommendations and complaints are now more official and accessible than ever before. Consequently, your customer ambassadors are also now more valuable than ever for your company. They’ve got a new and very powerful online voice.

What’s going to happen with my salesmen?
Keep them (if you’re satisfied with their work, of course)! However, if your customers still aren’t your priority, then now is the time to start thinking about making some changes. Make it clear to your employees how important good customer service is. Actually, it shouldn’t be just good customer service, but amazing customer service. This can really change a lot for your company in the future. In addition, it’s important to keep in mind that not all costumer service has to be sales-based and about quick, one-time buyers. In the end, a single customer who has experienced brilliant customer service may become an ambassador for your company and will collect more customers to you.

I’m a bit confused about customer ambassadors. How do I get more of them?
Fortunately, it’s not rocket science. You’ll get more customer ambassadors when you deliver an amazing service and host customer loyalty programs more than once every year. That way, you’ll know how loyal your customers are and what to do differently. When you take measurements often, you will quickly and effectively have the opportunity to get back to the unsatisfied customer. International companies like LEGO and Apple measure their customer service via Net Promoter Score, a scale that is only comprised of a single question. Thanks to this, it has a high response rate.

What you should remember from this article:

  • Companies that aren’t able to transform their customers into customer ambassadors die in a world where recommendations and complaints abound online and hit a big audience in no time.
  • Rethink your customer philosophy. It doesn’t all have to be about sales! Amazing customer service can make your company more valuable in the long run.
  • Get inspired by big international companies like LEGO and Apple. They both have an inspiring customer vision and cool business leaders who manage to create a work environment with space for mistakes, amazing customer service, and business success.
  • Both Apple and LEGO have been extremely successful with NPS. It’s a simple method that leads to a valuable high response rate.

This article was written by Freja Theilgaard