As a brand owner you should always seek to create raving fans for your fashion brand. A raving fan is someone who is so devoted to your company that they wouldn’t dream of shopping anywhere else and is always sings your praises.
Think about products you love that you would never give up. Maybe it is the perfect shirt or shoe brand that is your go to. Don’t you tell all your friends about your wonderful find? This is the kind of adoration you should work to develop with your customers.
Making a phenomenal product is one part of the equation. The other part is your customer service. You can have good customer service, great customer service, or knock your socks off customer service. A great example of knock your socks off customer service is the legendary story of a family vacationing at the Ritz-Carlton in Bali. Because of their son’s food allergies, the family was always careful to bring their own supply of specialized eggs and milk. In this particular instance, however, the food was ruined en route. The Ritz-Carlton manager couldn’t find any of the special items in town, but his executive chef recalled that a store in Singapore sold them. The chef contacted his mother-in-law, who lived there, and had her purchase the items, then fly to Bali (about 2.5 hours) to deliver them. Amazing! The press on that alone was worth the time and effort and cost.
Are you doing all you can do to create your “raving fans”?
The final secret, according to Ken Blanchard, author who coined the phrase “raving fan”, is to decide what you can do for the customers, and deliver it, plus 1%. Ask yourself what little extra you could do to give yourself the plus 1%. You don’t need to be 50% better, just 1 little percent makes the difference between a satisfied customer, and a raving fan.
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14 Essential Truths Everyone in the Fashion Business Should Know
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