Call it The Godfather of business rules: Make them an offer they can't refuse. PeopleMetrics has found a compelling offer to be the foundation of any Customer Engagement strategy. Companies with compelling, irresistible offers can increase customer satisfaction, the bedrock of engagement. Indeed, a unique offer is the first step in creating any successful business. Our 2010 Most Engaged Customers study discovered several types of compelling offers, which are listed below. Where does your brand fit in?
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First Class Experience. Luxury hotel chains including the Ritz-Carlton and Four Seasons excel at providing a world-class experience to clients.Provide an experience your customers can't find elsewhere, and you'll achieve customer satisfaction.
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Consistently Superior Customer Service. Many customers are no longer wooed by low prices. Exceptional customer service, however, is not easy to find, and can be a compelling offer.
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Unusual Products/Items. Novel, unusual items can draw in customers. Trader Joe's is a great example of a business that provides this type of compelling offer; their success hinges on their ability to source food items not found at other grocery stores.
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One-of-a-Kind Experience. Companies may also achieve customer satisfaction by providing a unique experience. The Disney resorts are one example of this type of compelling offer.
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Wide Variety/Selection. Convenience is still a persuasive motivator for customers. Retailers like Amazon who can provide a cornucopia of products can obtain customer satisfaction.
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Iconic Products. A few companies are still creating compelling offers through the power of the brand. Apple products, for instance, are iconic enough to inspire customer satisfaction.
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Fun Atmosphere. Service providers who can distract customers from their everyday lives through fun experiences can win customer satisfaction. Texas Roadhouse restaurants are masters of this type of compelling offer; their wait staff sings and dances to help customers let loose.
As you can see, there are many types of compelling offers in the business world. Once you've found your unique offering, you can begin to satisfy customers. Customer satisfaction programs should begin with an inquiry into whether the firm is providing a compelling offer. Customer satisfaction, however, is only the first stepping stone on the path to Customer Engagement--which in turn is linked to long-term business success. As the 2010 Most Engaged Customers study found, companies must achieve five more characteristics to see true Customer Engagement.
[photo: gifts.corporate]
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