It's human nature. When someone addresses you by name, the conversation is more credible, personable and enjoyable. The same is true for companies looking to create brand evangelism with Word of Mouth. In fact, knowing these evangelists by name can mean the difference between building temporary "buzz," and starting a meaningful, sustainable conversation.
In this era of WOM 2.0, brands doing it right are not only sizing up their "target consumer," they're also getting to know them by name. In other words, thanks to the recent popularity of Word of Mouth, the traditional engagement between a brand and its consumer is getting personal. Case and point: Starbucks. Recent news of Howard Shultz's return highlights his desire to reprioritize of the store experience and make it more intimate.
As a daily Starbucks customer myself (o.k. twice daily), I have seen this come to life. Upon entering my local Starbucks this week, I heard my regular barista whisper to a new colleague at the register, "his name is Michael." I was then greeted by name. A meaningful conversation followed the introduction. Later that week, I was asked to complete an online survey about my experience, which I happily did. Knowing me by name and engaging me in meaningful conversation were metrics they measured. It also was a "metric" that I appreciated as a customer. You can bet I recently introduced a new colleague to the baristas at our local Starbucks.
What else is in a name? How about the difference between a positive and negative brand experience. Another colleague of mine recently sent an email to Potbelly Sandwich Works - a brand known for making Word of Mouth a marketing priority - after a dis-satisfactory store experience. Within 15 minutes, the email she sent to a general company inbox, was turned over to a local manager who called my colleague directly to have a conversation. "Yes, this is Carly?" is how the phone call began. That conversation was then followed by a personal email from the manager, which included complimentary sandwich coupons for Carly to share with her officemates. Crisis averted.
More than anecdotes for a speech at the next sales and marketing conference, knowing one's most important consumers by name can move the needle and be a serious competitive advantage. And, thanks to technology, it isn't just for restaurants and coffee shops anymore. All brands can meet and greet their most important consumers by way of tools like online communities and blogs. Do you know any of your consumers by name?
In this era of WOM 2.0, brands doing it right are not only sizing up their "target consumer," they're also getting to know them by name. In other words, thanks to the recent popularity of Word of Mouth, the traditional engagement between a brand and its consumer is getting personal. Case and point: Starbucks. Recent news of Howard Shultz's return highlights his desire to reprioritize of the store experience and make it more intimate.
As a daily Starbucks customer myself (o.k. twice daily), I have seen this come to life. Upon entering my local Starbucks this week, I heard my regular barista whisper to a new colleague at the register, "his name is Michael." I was then greeted by name. A meaningful conversation followed the introduction. Later that week, I was asked to complete an online survey about my experience, which I happily did. Knowing me by name and engaging me in meaningful conversation were metrics they measured. It also was a "metric" that I appreciated as a customer. You can bet I recently introduced a new colleague to the baristas at our local Starbucks.
What else is in a name? How about the difference between a positive and negative brand experience. Another colleague of mine recently sent an email to Potbelly Sandwich Works - a brand known for making Word of Mouth a marketing priority - after a dis-satisfactory store experience. Within 15 minutes, the email she sent to a general company inbox, was turned over to a local manager who called my colleague directly to have a conversation. "Yes, this is Carly?" is how the phone call began. That conversation was then followed by a personal email from the manager, which included complimentary sandwich coupons for Carly to share with her officemates. Crisis averted.
More than anecdotes for a speech at the next sales and marketing conference, knowing one's most important consumers by name can move the needle and be a serious competitive advantage. And, thanks to technology, it isn't just for restaurants and coffee shops anymore. All brands can meet and greet their most important consumers by way of tools like online communities and blogs. Do you know any of your consumers by name?
