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Generosity is one of those signs of a customer-centered company. Generous businesses do more than what’s expected to turn a customer into a fan.
Here are three ways generosity inspires word of mouth:
1. Generosity builds relationships
2. Generosity gets people to stick around
3. Generosity makes socks remarkable
1. Generosity builds relationships
TD Bank rigged one of their ATMs to hand out gifts to some of their customers — but not just any gifts, incredibly personal, generous gifts. For a Blue Jays fan, a jersey and the chance to give the opening pitch at their next game. For a single mom, tickets to Disneyland for her family. But really, it’s not just about the generosity of a big gift. It’s about TD Bank’s relationship with their customers. They took the time to get to know their customers on a deeper level so they could do something amazing and personal.
2. Generosity gets people to stick around
Speciality shops don’t usually get a lot of foot traffic. For example, at places like Austin’s vintage audio equipment store, Sound Gallery, customers stop by only if they need something, not to browse. So to get them to stick around, Sound Gallery hands customers complimentary drinks from the espresso bar or a glass of wine. Those complimentary drinks help their customers see the store as a place to hang out, to make friends, and to talk shop.
3. Generosity makes socks remarkable
One of the most frustrating mysteries of the modern world: the lost sock. It’s happened to everyone at some point — a perfectly good pair of socks is ruined because you can’t find the other one. That’s why Beta Brand’s Sock Insurance promises to replace their customers’ lost socks. What could be a better word of mouth message for socks? Generous guarantees like these are rare. Even though few customers will ever take advantage of this guarantee, a whole lot more will talk about it.
