What Does Kim Kardashian Know That You Might Not?
Regardless of your personal opinion of her, Kim Kardashian is a brilliant marketer who understands the value of customer appreciation. While you may argue that her 15 minutes of fame should have ended long ago — or that she didn't even deserve 15 minutes in the first place — she has an enviable amount of staying power (and a brand that's stronger than many insurance companies'). And it all has to do with smart marketing.
Consider just one recent story that earned considerable replay across multiple media outlets. One of Kim's self-professed biggest fans tweeted that she had tickets to an upcoming Kanye West concert in New Orleans (Kanye is Kim's husband). During the concert itself, Kim tweeted a message to the super fan to let her know Kardashian's bodyguards were coming over to escort her backstage to meet Kanye with Kim. Of course, pictures were taken, and the story went viral. In addition, Kim later sent a concert T-shirt and handwritten Christmas card to the fan, which extended the story's reach even further.
Of course, the super fan was understandably thrilled. Kim didn't necessarily increase her loyalty, but she certainly cemented it. The more powerful effect was on others. After reading the story, remarks included ones like this: "I'm not into Kim like that but that was very nice of her," or "it really brought a smile to my face...I appreciate little things like this."
With one simple gesture, Kim advanced her brand in a positive, powerful way.
Here's the lesson we should all take away from Kim Kardashian: It doesn't take grand gestures to create grand changes. Too often, we do nothing because we can't invest considerable time or resources. Yet "big" isn't always your most powerful tool.
Imagine what could happen to your brand and your customer loyalty by just taking a more deliberate, personal approach to customer outreach. After finishing up a claim, envision the customer delight you could create by simply sending a handwritten personal note to check in on their recovery. What if you sent a link to an article about a hobby you both share or emailed a reminder about upcoming quarterly requirements so you don't catch them off guard? They're little gestures with immense potential to improve relationships.
Are there other simple gestures you could do to show appreciation? The 10 minutes it takes could transform your brand perception from just acceptable to exceptional. And ultimately, isn't that one of the best ways to become irreplaceable as well?