I am a brand ambassador for Discover. I didn’t know that’s what I was, but that’s what marketing reports and studies would label me. They would call me that because I am a happy, enthusiastic, and loyal customer who tells others how happy Discover card makes me. I am an advertising executive’s dream. I am want you want your customers to be like. I am hundreds of thousands of free (and perhaps more effective) advertising dollars.
So how did Discover, a credit card company of all things, win my heart?
Because they treat me well, give me what I want, fix my problems when they arise, and tell me they appreciate me. And they CONTINUE to do so.
I am not a high-roller. I don’t put $5,000 on my credit card every month. I don’t buy into “additional credit card monitoring plans”. I have never had a balance (which means I’ve never paid interest), I have no annual fee, I’ve never missed a payment, and I pay my bill in full every month. I am not the kind of customer that makes a credit card company any money at all. In fact, Discover actually pays ME to be their customer (through their cashback rewards program). Yet they still make a substantial effort to not only keep me as a customer, but to keep me a happy one.
Recently my wallet was stolen and all of my bank cards/credit cards were used. Discover was the only company (of three) that aggressively sought to aid me in recovering my missing belongings. They encouraged me to file a police report, gave me all information on where and when the card was used, which locations might have surveillance, how to best catch the perpetrators and volunteered to work with the police to catch the criminals. (The police unfortunately wouldn’t return my calls to report a stolen wallet in D.C. They said “someone will get back to you on that.”)
Any time I’ve had to call Discover – to increase my limit for a big purchase, to notify them when I was travelling internationally, to change my address, etc,- I have only encountered friendly and helpful staff who speak my language natively. I have even received a call before from Discover just to check in on how they were serving me – whether I had suggestions to improve their service, if I was happy, etc.
So what is Discover’s ROI in me? I am a walking talking Discover billboard. When people complain about their card company I urge them to switch to Discover. When people talk about getting a new credit card, I recommend Discover. When a business doesn’t take the Discover card, I think twice before going back and tend not to set up long-term accounts with those who don’t take it (I like getting rewarded for my purchases!).
So how do you create brand ambassadors? Two words: C-U-S-T-O-M-E-R. S-E-R-V-I-C-E. Treat your customers as individuals. Respect them. Listen to them. Thank them. Whether it is with a formal rewards program or not, WORDS go a long way. Don’t always be selling! (While stranded alone in the city with no wallet, no ID and on the phone with Wachovia trying desperately to cancel my stolen check card, their representative had the gall to try to sell me a new Savings Account plan!!) A little understanding and respect go a long way. Customers can forgive a lot if they think you appreciate them. I am only one in a customer base of millions, but Discover treats me as if I’m a valued asset and I reward them with loyalty and the best advertising that money can’t buy.
You can find Discover reps on Twitter.
