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The Challenge of Happy Customers
Major brands don’t know what to do with happy customers. They make it hard for customers to say “thanks” and generally companies do not celebrate and embrace customers’ positive gestures. As a result, companies miss the chance to both cement the customers’ loyalty and motivate them to tell their family, friends and peers how happy they are with the brands’ products and services.
Over the past year, Cohn and Wolfe Digital has worked with Dell, Nike, Red Lobster, Olive Garden, Nokia and other leading brands to implement programs, often digital, to generate positive word of mouth while decreasing the negative. In the course of our work we came across a type of customer who is taken for granted far too often: The Happy Customer. These customers love a brand's product or services so much that they take the time to thank the company via e-mail, phone, "snail mail" or blog.
Unfortunately, their "thank you's" are more often than not ignored.
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