John DiJulius | Customer Experience Blog


How to ensure Customers never forget you; Proof of Dead Cat

How to make Customers unable to forget you – One of the best marketers I have ever met was a mortgage lender whom I used back in 1991. He was great to deal with, friendly and informed, worked around our schedule, and did an excellent job of keeping us informed. However, that alone wasn’t what made him exceptional or memorable.  Since the buying cycle in mortgages typically has such a long gap in between, I was certain I would have forgotten about him, had he not made sure I couldn’t forget him. When the deal was finalized, I assumed that was it, we would never hear from him again. Did we ever hear from him again? He became an excellent resource who contacted us about several times a year. Every fall, winter, spring, and summer he sent us magnetic postcards with a list of seasonal activities to enjoy. In the summer, the card listed all the water and amusement parks, outdoor concerts, and festivals, including dates, hours of operation, phone numbers, and addresses. In the winter, the card listed where we could see holiday lights, and hear holiday carolers. Each of these postcards had a shelf life of 2-3 months, which meant, nearly twelve months a year, our refrigerator had his postcard on it. Everything he sent out always ended with a note saying, “The highest compliment I could receive is a referral of a family member or friend.”  Because he constantly was sending me these seasonal postcards with great information that I could use, I never forgot who my mortgage lender was. As a result, I not only used him every time I either refinanced or purchased a new home, I referred over two dozen people to him.

 

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Bad link. Article is not set up correctly.

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