What techniques can you use to turn your customers into ambassadors?

Satisfying your customers: the key to turning them into ambassadors

It may seem obvious, but it's often a good idea to remember that the best advertising campaigns, and especially the least expensive, are the ones your customers make for you. But to achieve this, you need to give them complete satisfaction. In fact, with very few exceptions, a satisfied customer always tends to spread the word, becoming an ambassador for your company without even realizing it.

Nowadays, with all the facilities offered by the Internet, anyone can find out more about a company and read the opinions posted by Internet users on social networks. Whether it's choosing a new car or selecting a brand of dishwasher, consumers are increasingly tempted to seek information from people who have already purchased the same item.

That's why you need to offer high-quality products or services, and after-sales service that lives up to your commitments. You also need to make sure that you respond to mixed or unfavorable reviews left on your site or on social networks to find out the nature of the problem encountered by a dissatisfied consumer. A customer who sees that his supplier is doing everything possible to satisfy him can quickly become a convinced ambassador.

Offer to interview your best customers

A customer testimonial is tangible proof of the level of their satisfaction. It's a guarantee of the quality of your products or services. It's therefore an excellent technique for removing the last hesitations of certain prospects and encouraging them to place their trust in you. According to a 2016 survey by Business Review, 90% of B2B buyers make the decision to purchase a good on the recommendation of a peer.

You need to choose a customer with whom you've been doing business for some time, inform them of the conditions under which your video will be used, and highlight the mutual benefits you can derive from it.

Use the sponsorship system

It's also a great way to get the word out, as it rewards both parties: the sponsor and the buyer. In fact, if a customer is satisfied with the service or product you've sold them, they'll listen more attentively to anyone who asks for their opinion, especially if they know there's something in it for them. Many insurance companies, alarm system installers... don't hesitate to use sponsorship by offering free months of subscription, for example.

Create an advisory board with your best customers

This Anglo-Saxon concept is not yet well developed in France, but it has a bright future, providing companies with valuable information. Once or several times a year, you bring together a committee of your most loyal customers to give them a sneak preview of your new products or services and gather their first impressions. It's a time when everyone can express their feelings, which can help you improve your offer if necessary, but also build customer loyalty by showing them that you care.

These meetings are also an opportunity to share a convivial moment with your most loyal buyers, which tends to reinforce their ambassadorial role.

Involve your customers in the life of your company

Giving your customers the opportunity to discover what goes on behind the scenes, to visit your workshop, to follow the different stages of production... are all points of interest for a consumer. Those who come to meet you in your professional ecosystem will forge more personal links with you, and will be keen to talk about what you do or the products you market. They'll see for themselves that the values you stand for are respected, whether in human or environmental terms. They'll be able to verify the accuracy of what you say in your advertising campaigns, and will leave with the certainty that your company is highly recommendable.