This week’s growth articles help you to:
- Build an army of loyal customers without paying a fortune to acquire them
- Improve customer retention by rethinking your acquisition strategy
- Find ways to get your new ideas to spread (without spoiling the surprise its all about people!)
Building an army of loyal customers
Huge customer loyalty doesn’t need big budgets, just a genuine commitment to create something customers want to be part of. Community site Gentlemint demonstrates that you can swiftly build an insanely loyal community simply by putting your customers first.
How Gentlemint Built a Loyal Customer Base on a $0 Marketing Budget – Glen Stansberry, OpenForum.com
Improving customer retention
Customer acquisition and customer retention are intrinsically linked, and hence customer loyalty is developed or destroyed from the very first interaction. So to improve customer retention, organisations need to ensure their marketing sets expectations that match the typical customer experience, and that the marketing only targets those consumers who will value these experiences.
Customer loyalty should never be your only goal – Don Peppers, LinkedIn blog
Finding ways to spread ideas
Changing people’s behaviour requires more than logic or a good idea. New solutions need to solve visible problems, and need to provide a direct benefit to the people who’s behaviours you’re seeking to change. This is a long but fascinating article about how medical breakthroughs have spread at very different speeds.
Slow ideas – Atul Gawande, newyorker.com
Price v Value
And the quote for the week reflects the role of pricing in the customer value proposition…
“If you tell me that price is the only thing that matters to customers, I’ll respond that nothing about this product matters to them” Seth Godin, Purple Cows & Commodities