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Engagement Marketing: How Small Business Wins in a Socially Connected World by Gail F. Goodman

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CHAPTER 2

Deliver a WOW! Experience

“The straps frayed on my Yakima bike rack, so I contacted the company to order new straps under warranty. A couple of weeks passed and no straps. I contacted Yakima again and was told that the straps were back-ordered and that it might take awhile to order them. To soften the disappointment, they sent me, free of charge, a brand new bike rack second-day air! I’m a Yakima customer for life.”

—Joe Simone

As a small business owner, you already know that delivering a great customer experience accelerates your success. In addition to driving repeat business, these experiences generate positive referrals, bringing you more business. We call these the Three Rs: Rave Reviews, Repeat Business, and Referrals.

Creating rave reviews is the key to getting your customers to come back to your business—repeatedly. A rave is several steps up from being merely satisfied. A customer who gives you a rave review will, in most cases, become a repeat customer. And repeat customers are usually inclined to tell their friends, family, and coworkers about their wonderful experience with your company, which is the new customer engine of Engagement Marketing.

When you implement the first step of the Engagement Marketing Cycle—Deliver a WOW! Experience—you’re strategically creating a steady and sustainable stream of referrals in order to bring new, qualified customers to your business, instead of passively waiting for them to talk about you. It’s the perpetual motion machine ...

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