Love your customers and treat them with respect. Show your appreciation with an impectable product and an honest, trustworthy and fair service. Walk a mile on their shoes and earn their permission to market. The best part is, it won´t cost you much more.
Richard Branson, Virgin´s CEO, become a pop star in the UK because he rescued consumers from despair and negligence. He gave them respect and provided them above-the-average value for their money. Above all, he inspired people by having the conviction to fight for their rights.
My bank manager in Holland is a very nice guy (he works for the Rabobank). He first considers I might have “just forgotten” to deposit money when I am in red before blocking my account. He reminds me kindly I should deposit some cash, and never raises his “tone-of-voice”. I then feel embarrassed and cover the account right away.
As a consumer when you are treated like that, you have no choice but to respect and love back. You drop your guard, give permission to market and embrace the brand. All of that for no extra costs.
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