Creating Super Fans of Your Business
Have you ever worked with a group of customers who were completely dedicated to you and your business? Getting someone to tell everyone they know about your solution, share how much they like working with you, refer business to you, and become a lifetime user of your products and services is the dream for most companies. Having this set of customers can convert consistent slow growth into exponential rapid growth. Why? Because of two very powerful things: customer retention and word-of-mouth marketing. Creating super fans is the quintessential element of Bluebeam Software's strategy, enabling us to continue to meet our goals and work closely with our customers.
So, how do you create fans out of your customers?
First, your organization must be completely dedicated to the cause of creating fans–all the way from your CEO to your frontline customer-facing staff. The executive team needs to treat every decision with a thorough understanding of the impact to the customer, and try to make decisions in customers' best interest. The frontline staff needs to be willing to go the extra distance with every customer email, phone call or support ticket. It requires an entire organization, with a consistent message, to get your customers to stand up and notice that you are doing something special.
Second, customers instinctively feel it when you are selling to them. As a result, you must provide solutions to your customers. When you actively care about making a positive impact on your customer through your product or service, it allows you to remove the anxiety of needing to make a sale and shift your focus to customers' needs. This allows you to listen actively to customers, understand what they are trying to do, and provide value above and beyond what they were expecting. When you provide solutions and value based upon customers' needs you become a trusted adviser, and they will continually come back to you for advice and guidance.
Third, keep this longstanding adage in mind: Under-promise, over-deliver. In a world where so many companies do the opposite, customers are genuinely surprised when they have a positive interaction, receive a quote sooner than expected, or find that a product is of higher quality than anticipated. When you are able to exceed someone’s expectations and provide valued solutions, it is easy to create a fan out of any interaction.
Fourth, have a fast turnaround time on everything. This goes along with the previous point, but it is especially important as society has become accustomed to consuming information instantly based on their demand. (Thanks, smartphones!) Email interactions, responses to voicemail, quotes, shipping, fulfilling orders, scheduling meetings, etc., should all be done in a timeframe that exceeds the customers’ expectations. At Bluebeam, we openly communicate that we respond to all customer inquiries within 24 hours, but we often respond within hours or minutes. Customers remember the service from and interactions with a company more than just the products that the company provides. If you are providing the highest level of service and support along with great products, it will be almost impossible for customers not to be fans of your business.
Lastly, create opportunities for your fans to learn and grow in a unique forum. You want your fans to talk to each other, learn from each other, learn from you, and provide suggestions so that you can provide better products or services in a fun and engaging environment. Bluebeam’s annual eXtreme Conference in Los Angeles (July 29-31) will bring together more than 700 of our biggest fans, users and partners to discuss their workflows, present their challenges and solutions, and teach each other how to get better at their jobs utilizing Bluebeam’s products and services. This gives our fans an outlet to explore, create, and teach others about their ideas and revelations. You guessed it: If done properly, this will take your existing fans and make them into SUPER FANS–dedicated to the cause of growing with you and your company, watching you succeed, and reflecting back upon the terrible memories of when you weren’t a part of their lives.
Bluebeam’s Channel team takes all of the ideas from above and implements them into our program to provide the best possible products and services to our resellers. From fast turnaround times and successful custom-built solutions for your particular type of business to active pre-sales support and customized marketing material to active participation at the Bluebeam eXtreme Conference, Bluebeam’s Channel team is dedicated to the success of each of our partners. If interested in partnering with Bluebeam, you can find out more about the Bluebeam Rally Partner Program here. You can also apply to be a partner here.