It’s no surprise that word-of-mouth can be the best marketing a company could ask for.  It can also be the most detrimental to a company’s brand if that word-of-mouth is negative or even indifferent.  As we are going through difficult economic times, it becomes even more important that you cherish every single customer.  Furthermore, word-of-mouth is now on steroids with the speed at which information travels across and through social networks.  So, how do you ensure that your customers become a positive word-of-mouth vehicle for your company?  One way is through developing raving fans of your brand.

A few years ago I first read Raving Fans: A Revolutionary Approach To Customer Service. Back then I was in college studying sociology.  While the book made sense, it didn’t really sink in what a “raving fan” was or why they were so important.  I recently decided to re-read the book again since I’m fascinated in developing positive employee cultures and the concept of developing raving or super fans.  If you haven’t ever read this book, this is a must-read and you should order it immediately.  Even if you have read it before, it’s one of those classic business books that should be read once a year or so just to remind yourself how important it is.

What are some ways that you can develop raving (or super) fans?  These are just some of the ways I try to develop raving fans at my steakhouse.

Developing Raving Fans

1. Take the time to learn their name and something interesting about them.  Write it down and next time you meet them, ask them about whatever it was.
2. Set up a listening post.  If you find someone talking negatively about your brand, address it directly with that person.  Chances are, they will appreciate it and may actually become a super fan of your brand.
3. Learn what your customers actually want and then find a way to deliver it.
4. Be humble
5. If you find someone talking positively about your brand, reach out to them and thank them.
6. Don’t always make it about your top or bottom line.  Zappos.com runs their warehouses 24/7 to provide fast service to their customers.  Inefficient from a labor prospective? Probably.  Develops raving fans who continue to buy?  Absolutely.
7. Be human

Do you agree with this list?  What are other ways that you develop raving fans of your brand?